消费者动机复习要点.docx

消费者动机复习要点.docx

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消费者动机复习要点

第四章消费者动机

InnateNeeds（先天需要）Physiologicalneedsforfood,water,air,clothing,shelter,andsex.Alsoknownasbiogenicorprimaryneeds

AcquiredNeeds（习得需要）Needsthatarelearnedinresponsetoone’scultureorenvironment（suchastheneedforself-esteem,prestige,affection,orpower）.Alsoknownaspsychogenicorsecondaryneeds.

GenericGoals（category）（类目标）thegeneralcategoriesofgoalsthatconsumersseeasawaytofulfilltheirneeds

Product-SpecificGoals（brand）（特定产品目标）thespecificallybrandedproductsorservicesthatconsumersselectastheirgoals

SubstituteGoal（替代目标）Agoalthatreplacesanindividual’sprimarygoalwhenthegoalcannotbeachievedoracquired.

Maslow’sHierarchyofNeeds（马斯洛需求理论）

1、PhysiologicalNeeds（Food,water,air,shelter,sex）

2、SafetyandSecurityNeeds（Protection,order,stability）

3、SocialNeeds（affection,friendship,belonging）

4、EgoNeeds（Prestige,status,selfesteem）

5、Self-Actualization（Self-fulfillment）

第五章个性和消费者行为

FreudianPsychoanalyticTheory（佛洛伊德理论）

Atheoryofmotivationandpersonalitythatpostulatesthatunconsciousneedsanddrives,particularlysexualandotherbiologicaldrives,arethebasisofhumanmotivationandpersonality.

Thehumanpersonalityconsistsof3interactingsystems:

theid（basicphysiologicalneeds）,thesuperego（individual’sinternalexpressionofsociety’smoralandethicalcodesofconduct.）,andtheego（individual’sconsciouscontrolthatbalancesthedemandsoftheidandsuperego）.

Neo-FreudianPersonalityTheory（新佛洛伊德理论）

Aschoolofpsychologythatstressesthefundamentalroleofsocialrelationshipsintheformationanddevelopmentofpersonality

Thatindividualsbeclassifiedinto3personalitygroups:

1xpliant（温顺型）individualsarethosewhomovetowardothers（theydesiretobeloved,wanted,andappreciated）.TheAdshouldstressthefeelingofbelonging.

2.Aggressive（好胜型）individualsarethosewhomoveagainstothers（theydesiretoexcelandwinadmiration）.TheAdshouldfocusonthesuperiorityoftheproduct

3.Detached（特立独行）individualsarethosewhomoveawayfromothers（theydesireindependence,self-reliance,self-sufficiency,andindividualismorfreedomfromobligations）.TheAdshouldemphasistheuniquefeeling

TraitTheory（特质理论）Atheoryofpersonalitythatfocusesonthemeasurementofspecificpsychologicalcharacteristics.Quantitativeapproachtopersonalityasasetofpsychologicaltraits

Traittheoristsconcernedwiththeconstructionofpersonalityteststhatenablethemtopinpointindividualdifferences.Atraitisdefinedas“anydistinguishing,relativelyenduringwayinwhichoneindividualdiffersfromanother

Consumerinnovativeness（消费者的创新性）howreceptiveapersonistonewexperience.

Consumermaterialism（物质性）thedegreeoftheconsumer’sattachmenttoworldlypossessions

Consumerethnocentrism（民族主义）theconsumer’slikelihoodtoacceptorrejectforeign-madeproducts。

Ethnocentricconsumersfeelitiswrongtopurchaseforeign-madeproducts。

Theycanbetargetedbystressingnationalisticthemes

ConsumerInnovators（创新型消费者）Thoseconsumerswhoarelikelytobefirsttotrynewproducts,services,orpractices.

Inner-DirectedConsumers（内在导向消费者）Consumerswhotendtorelyontheirown“inner”valuesorstandardsinevaluatingnewproductsandarelikelytobeconsumerinnovators.Inner-directedpeopleseemtopreferadsthatstressproductfeaturesandpersonalbenefits

Other-DirectedConsumers（其他导向消费者）Consumerswhotendtolooktoothersfordirectiononwhatis“right”and“wrong.”Theyarelesslikelytobeconsumerinnovators.Other-directedpeoplepreferadsthatfeatureanapprovingsocialenvironmentorsocialacceptance

OptimumStimulationLevels（OSL）（最佳刺激水平）Apersonalitytraitthatmeasurestheleveloramountofnoveltyorcomplexitythatindividualsseekintheirpersonalexperiences.HighOSLconsumerstendtoacceptriskyandnovelproductsmorereadilythanlowOSLconsumers

Variety-orNoveltySeeking（求新求异者）ApersonalitytraitsimilartoOSL,whichmeasuresaconsumer’sdegreetovarietyseeking

Needforcognition（认知的需求NC）Aperson’scravingforenjoymentofthinking.ConsumershighinNCaremorelikelytorespondtoasrichinproduct-relatedinformationordescription.ConsumerslowinNCaremorelikelytobeattractedtobackgroundorperipheralaspectsofanad

Visualizersversusverbalizers（视觉接受者和言语接受者）Aperson’spreferenceforinformationpresentedvisuallyorverbally.Visualizers（视觉接受者）Consumerswhoprefervisualinformationandproductsthatstressthevisual,suchasmembershipinavideotapecassetteclub.Verbalizers（言语接受者）Consumerswhopreferverbalorwritteninformationandproducts,suchasmembershipinbookclubsoraudiotapeclubs

CompulsiveConsumption（消费狂）Consumerswhoarecompulsivebuyershaveanaddiction;insomerespects,theyareoutofcontrolandtheiractionsmayhavedamagingconsequencestothemandtothosearoundthem.

BrandPersonification（品牌个性）Specific“personality-type”traitsorcharacteristicsascribedbyconsumerstodifferentbrands.

Role（角色）Apatternofbehaviorexpectedofanindividualinaspecificsocialposition,suchasmother,daughter,teacher,lawyer.Onepersonmayhaveanumberofdifferentroles,eachofwhichisrelevantinthecontextofaspecificsocialsituation.

ActualSelf-Image（实际自我印象）Theimagethatanindividualhasofhimselforherselfasacertainkindofperson,withcertaincharacteristictraits,habits,possessions,relationships,andbehavior.

IdealSelf-Image（理想自我印象）Howindividualswouldliketoperceivethemselves（asopposedtoActualSelf-Image--thewaytheydoperceivethemselves）.

SocialSelf-Image（社会自我印象）Howconsumersfeelothersseethem.

IdealSocialSelf-Image（理想社会自我印象）Howconsumerswouldlikeotherstoseethem.

ExpectedSelf-Image（期望中的自我印象）Howconsumersexpecttoseethemselvesatsomespecifiedfuturetime.

Personality（个性）Theinnerpsychologicalcharacteristics（Thosespecificqualities,attributes,traits,factors,andmannerismsthatdistinguishoneindividualfromothers.）thatbothdetermineandreflecthowapersonrespondstohisorherenvironment.

VirtualPersonalityorSelf（虚拟自我）providesanindividualwiththeopportunitytotryondifferentpersonalityordifferentidentities.

第六章消费者观察

Perception（认知）Theprocessbywhichanindividualselects,organizes,andinterpretsstimuliintoameaningfulandcoherentpictureoftheworld.“Howweseetheworldaroundus.”

AbsoluteThreshold（绝对域限）Thelowestlevelatwhichanindividualcanexperienceasensation.

DifferentialThreshold（差别域限）Theminimaldifferencethatcanbedetectedbetweentwostimuli.Alsoknownasthej.n.d.（justnoticeabledifference）.

Weber’sLaw（韦伯定理）Atheoryconcerningtheperceiveddifferentiationbetweensimilarstimuliofvaryingintensities（i.e.,thestrongertheinitialstimulus,thegreatertheadditionalintensityneededforthesecondstimulustobeperceivedasdifferent）.

SubliminalPerception（潜意识认知）Perceptionofveryweakorrapidstimulireceivedbelowthelevelofconsciousawareness.

Consumers’selection（选择性）ofstimulifromtheenvironmentisbasedontheinteractionoftheirexpectationsandmotiveswiththestimulusitself.Dependsontwomajorfactors:

Consumers’previousexperience（expectations）Individualsseethattheyexpecttosee.Consumers’motives.Theprinciplesofselectiveperceptionincludethefollowingconcepts:

selectiveexposure,selectiveattention,perceptualdefense,andperceptualblocking.

Consumersorganize（组织）theirperceptionsintounifiedwholesaccordingtotheprinciplesofGestaltpsychological:

figureandground,grouping,andclosure

Theinterpretation（说明）ofstimuliisuniquelyindividual,becauseitisbasedonindividuals’expectation、previousexperience、explanations,andontheirmotives.

PerceivedRisk（认知风险）Thedegreeofuncertaintyperceivedbytheconsumerastotheconsequences（outcome）ofaspecificpurchasedecision.