消费者动机复习要点.docx
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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.
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- 消费者 动机 复习 要点