消费者行为学笔记.docx

1、消费者行为学笔记Factors influencing consumer behavior: 1 Cultural factor: cultural ; subcultural; buyer 2 social-reference groups: family; role and status 3 personal: age and life-cycle; economic situation lifestyle; personality and self- concept:4 psychological: motivation; belifes and attitudes; perceptio

2、n; learning.What is consumer behavior? The study of the processes when or groups select ,purchase, use ,or dispose of products services ideas or experiences to satisfy needs and desire.消费者行为：个体或群体在为满足需要和欲望而挑选，购买，使用或处理产品，服务，创意或经验时所涉及的过程。Role theory: identifies consumers as actors on the markerplace s

3、tage。角色理论：认为许多消费者行为都类似于戏剧中的情节的观点。Exchange: a transaction in which two or more organizations or people give and receive something of value.交易：两个或更多的组织或个人相互付出并获取某种价值的过程。Consumer: a person who identifies a need or desire ,makes a purchase, and then dispose of the product.消费者：确认一种需要和欲望，进行购买，或处理该产品的人。Man

4、y people may be involved in this sequence of events purchaser/user/influencerConsumers may take the form of organization or group.Market segmentation: identifies groups of consumers who are similar to one another in one or more ways, and then devises marketing strategies that appeal to one or more g

5、roups.市场细分：确定在某一方面或多方面相互类似的消费者群体，然后制定出吸引一个或多个群体的营销策略的过程。Relationship marketing 关系营销：marketers who believe in this philosophy, interact with customers on a regular basis and give them reason to maintain a bond with the company over time.Demographics: statistics that measure observable aspects of popu

6、lation. Such as age gender family structure social class and income race and ethnicity lifestyle.人口统计变量：可观测的人口特征量度，如年龄，性别。Marketing impact on consumers Popular culture :consisting of the music moves sports books celebrities ,and other forms of entertainment consumed by the mass market.大众文化：为大众市场所消费的

7、音乐，电影，体育，书籍，名人及其他娱乐形式。Marketers play a significant role in our view of the world and how we live in it.The meaning of consumption: people ofter buy products not for what they do, but for what they mean.Type of relationship a person might have with a product 1 self-concept attachment :the product hel

8、ps to establish the users identity.自我概念依附性：产品可以帮助确立使用者的身份。 2 nostalgic attachment :the product is a part of the users daily routine怀旧依附性：产品与过去的经历有所结合。 3 interdependence :the product is a part of the user”s daily routin.互相依赖性：产品与日常事务不可分割。 4 love: the product elicits emotional bonds of warmth ,passion

9、 ,or other strong emotion.与爱相关的消费：产品可以引发温暖，与爱相关的激情。Consumption includes intangible experience ,ideas, and services in addition to tangible objectsFour distinct types of consumption ： 1 consuming as experience 2 consuming as integration 3 consuming as classification 4consuming as play 体验式消费The global

10、 consumer ;全球性消费文化 By 2006,the majority of people on Earth will live in urban ceneers . Sophisticated marketing strategies contribute to a global consume culture. Virtual consumption 虚拟消费: the digital revolution is one of the most significant influence on consumer behavior ,and the import of the web

11、 will continue to expand as more and more people around the world log in .Business ethics :are rules of conduct that guide action in the marketplace.商业道德：引导市场行为的行为规范Addictive consumption : is a physiological or psychological dependency on products or services.Compulsive consumption: .失控型消费refers to

12、repetitive shopping, often excessive as an antidote to tension , antidote to tension ,anxiety, depression, or boredom：反复的，而且经常是过度的购物行为，用来减轻压力，焦虑，沮丧或无聊。 Consumed consumers :are people who are used or exploited ,willing or not ,for commercial gain in the marketplace. 被消费者：不管是否愿意，在市场上为了商业利益而被使用或被利用的人。C

13、onsumer theft: shrinkage is the industry term for inventory and cash losses from shoplifting and employee theft Anticonsumption: events in which products and services are deliberately defaced or mutilated.反消费行为：消费者所做的包括蓄意破坏和损伤产品的行为。Sensation: the immediate response of our sensory receptors(eyes,ears

14、,nose,mouth,fingers)to basic stimuli such as light, color , sound ,odor and texture.感觉：感受器，对光，色，声，气味和质地为基本刺激的直接反映。Perception: the process by which these sensations are selected organized and interpreted.知觉：对刺激进行选择，组织和解释的过程An overview of the perceptual process: exposure 暴露attention 注意interpretation 解

15、释The study of perception：focuses on what we add to these raw sensations in order to give them meaning.Sensory systems: external stimuli, or sensory input ,can be received on a number of channels.The inputs picked up by our five senses are the raw data that begin the perceptual process.Hedonic onsump

16、tion :the multisensory ,fantasy, and emotional aspects of consumers interactions with products.享乐消费：消费者与产品相互作用的多种感觉的，幻想的和情感的东西。Jision: marketers rely heavily on visual element in advertising, sore design, and pavkage. Meaning are communicated on the visual channel through a product s color, size, an

17、d styling.Colors may even influence our emotion more directly.Arousal and stimulate appetite eg. Red relaxation Some reactions to color come form learned associations.Other reactions are due to biological and cultural differences.Women tend to be drawn toward brighter tones and are more sensitive to

18、 subtle shadings and patterns.Saturated colors such as green ,yellow, cyan, and orange are considered the best bues to capture attention ,but dont over do it ;extensive use of these hues can overwhelm people and cause visual fatigue.Trade dress: some color combination come to be so strongly associat

19、ed with a corporation.商业外观：与企业强烈联系在一起的色彩组合。Smell; orders can stir emotions or create a calming feeling.Marketers are finding ways to use smell: 1 scented clothes 2 scented stores 3 scented cars and plane 4 scented household products 5 scented advertisementsSound : advertising jingles maintain brand

20、awareness background music creates desired moods sound affect peoples feeling and behaviors.Touch: relatively little research has been done on the effects of tactile stimulation on consumer behavior ,common observation tens us that this sensory channel is important.Kansei engineering :a philosophy t

21、hat translates customers feeling into design elements.感性工学/人机工程：一种源自日本的将消费者的感觉转化为设计要素的理念。People associate the texture of fabrics and other surfaces with product qualities and some marketers are exploring how touch can be used in packaging to arouse consumer interest,Taste :taste receptors obviously

22、contribute to our experience of many products.Specialized companies called flavor house keep busy developing new concoctions to please the changing palates of consumers.Changes in our culture also determine the tastes we find desivable.Exposure : exposure occurs when a stimulus come within the rang

23、of someones sensory receptors.暴露：知觉的初始阶段，在该阶段感觉发生于消费者的感受器的范围之内。Psychophysics: the science that focuses on how the physical environment is integrated into our personal subjective world.心理物理学：集中研究物理环境如何与我们的个人主观世界相结合的科学。The absolute threshold : the minimum amount of stimulation that can be detected on

24、a given sensory channel.绝对阀限：能被特定感觉通道觉察的最小刺激量。The differential threshold :the ability of a sensory system to detect changes or differential between two stimuli. The minimum difference that can be detected between two stimuli is known as the jnd (just noticeable difference)。差别阀限：一个感觉系统察觉两个刺激之间的变化或差别的

25、能力。Subliminal perception潜意识知觉：occurs when the stimulus is below the level of the consumers awareness.Webers law :the stronger the intial stimulus ,the greater a change must be it to be noticed.韦伯定律：最初的刺激越强，引起注意所需的刺激变化量越大的规律。Subliminal perception : occurs when the stimulus is below the level of the c

26、onsumers awareness。阀下知觉：对消费者的意识水平之下的水平的刺激的加工。Embeds are：they figures that inserted into magazine advertising by using highspeed photography or airbrushing.Attention : the extent which processing activity is devoted to a particular stimulus.注意：信息加工活动在所选刺激上的分配。Chapter 3 learning and memoryLearning : a

27、 relatively permanent change in behavior caused by experience.学习：由经验导致的相对持久的行为变化Learning is an ongoing process . constantly being revised. Can be either simple association complex congnitive activity. 从简单的联系到复杂的认知Behavioral learning theories : assume that learning takes place as the result of respon

28、ses to external event.行为主义学习理论：关于学习的观点，它假设学习是外部事件引起的反应View is represented by two major approaches to learning :classical conditioning instrumental conditioning.Peoples experience are shaped by the feedback they receive as they go though life.Actions they take result in rewards and punishment ,and th

29、is feedback influences the way they will respond in similar situations in the future.Unconditioned stimulus(ucs) naturally capable of causing the response .非条件刺激：本能导致的反应Conditioned stimulus (cs):not initially cause salivation.条件刺激：不是有本能导致的反应。例：狗看到骨头会流口水Conditioned response(cr): 条件反射：当两个刺激物配对同时暴露时，条件

30、刺激能引起非条件刺激Stimulus generalization: tendency of stimuli similar to a CS to evoke similar conditioned responses.刺激泛化：和条件刺激相似的刺激可以引起条件反射。例：摇钥匙圈狗流口水Stimulus discrimination: occurs when a UCS does not follow a stimulus similar to a CS。刺激甄别;当一种类似于条件刺激的刺激物刺激并引起非条件刺激行为的发生。 敲盆子狗不会流口水Brand equity: a brand has

31、 strong positive associations in a consumers memory and commands loyalty.品牌资产：在消费者记忆中有牢固的积极连接并因此而博得很多忠诚的品牌Applications of stimulus generalization 刺激泛化的应用family branding家族品牌 product extensions 产品线扩展 licensing 许可（将自己的商标租赁给别人使用）look-alike packaging 相似包装（通过对成功品牌的模仿是模仿品成功的秘诀）刺激泛化的运用结果：1 当伪冒品比原有品牌质量差时，消费者

32、会对原有品牌产生更大的信心和忠诚度2当伪冒品与原有品牌质量相当时，消费者就不愿意在承受原有品牌的价格Applications of stimulus discrimination: consumers learn to differentiate a brand form its competitors. Unique attributes of their brand.刺激甄别的运用Instrumental conditioning: occurs as the individual learns to perform behaviors that product positive outcomes and to avoid those that yield negative outcomes.工具性条件反射：个体学会实施带来积极结果地行为并避免产生消极结果的行为过程Instrumental conditioning occurs in one of three ways:1 positive reinforcement; 正强化2negative reinforcement; 负强化 3punis