消费者行为学Ch05.ppt

1,CHAPTER 5,Customer Motivation: Needs, Emotions, and Psychographics,CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE PART 2: Foundations of Customer Behavior,Copyright 1999 by Thomas Southwestern. All rights reserved.,2,Conceptual Framework,Copyright 1999 by Thomas Southwestern. All rights reserved.,3,The Motivation Process,Feedback,Stimulus,Copyright 1999 by Thomas Southwestern. All rights reserved.,4,Approach/Avoidance Motives,Approach motivation is the desire to attain a goal-object Avoidance motivation is the desire to protect oneself from an object,Copyright 1999 by Thomas Southwestern. All rights reserved.,5,Facets of Motivation,Needs Emotions Psychographics,6,Needs,Copyright 1999 by Thomas Southwestern. All rights reserved.,7,Customer Needs,Maslows need hierarchy Murrays psychogenic needs Dichters consumption needs Needs identified by marketing scholars,Copyright 1999 by Thomas Southwestern. All rights reserved.,8,Maslows Need Hierarchy,Physiological needs (hunger, thirst) Safety and security needs (security, protection) Belongingness and love needs (social needs) Esteem and ego needs (self-esteem, recognition, status) Need for self-actualization (self-development, realization),Copyright 1999 by Thomas Southwestern. All rights reserved.,9,Murrays List of Psychogenic Needs,Copyright 1999 by Thomas Southwestern. All rights reserved.,10,Ernest Dichters Consumption Motives,Copyright 1999 by Thomas Southwestern. All rights reserved.,11,Needs Identified by Marketing Scholars,Use-situation (i.e., aversive or positive) Hedonic (i.e., pleasure seeking) consumption motive Utilitarian,Copyright 1999 by Thomas Southwestern. All rights reserved.,12,Three Specific Needs,Arousal Cognition Attribution,Copyright 1999 by Thomas Southwestern. All rights reserved.,13,Arousal Seeking,Humans have an innate need for stimulation. Optimal level of stimulation Level of adaptation,Copyright 1999 by Thomas Southwestern. All rights reserved.,14,Curiosity,Need for cognition Need for knowing Tolerance for ambiguity Market mavens,Copyright 1999 by Thomas Southwestern. All rights reserved.,15,Need for Attribution,Attribution motivation The motivation to assign causes Internal attributions External attributions,Copyright 1999 by Thomas Southwestern. All rights reserved.,16,Internal vs. External Attributions,Consistency Consensus Distinctiveness,17,Emotions,Copyright 1999 by Thomas Southwestern. All rights reserved.,18,Customer Emotions,Emotions have three components: Physiological Behavioral Cognitive Schachters two-factor theory Autonomic arousal Cognitive interpretation Marketers can adapt or respond to customer emotions by: Designing the stimulus Aiding the meaning appraisal,Copyright 1999 by Thomas Southwestern. All rights reserved.,19,Scales To Measure Plutchiks Eight Emotions,Copyright 1999 by Thomas Southwestern. All rights reserved.,Emotions Typology: Plutchiks Circle,Remorse,Disappointment,Awe,Submission,Love,Optimism,Aggressiveness,Contempt,Copyright 1999 by Thomas Southwestern. All rights reserved.,21,Customer Moods,Moods are simply short-lived emotions felt less intensely Marketing stimuli that can induce positive or negative moods are: The ambiance of the store or service delivery facility The demeanor of the salesperson The sensory features of the product The tone and manner of advertising The content of the message itself from a salesperson or in the advertisement,Copyright 1999 by Thomas Southwestern. All rights reserved.,22,Positive Moods,Mood states have consequences in terms of favorable or unfavorable customer response to marketer efforts Customers have been found to: Linger longer in positive mood environments Recall those advertisements more that had created positive moods Feel more positive toward brands based on advertising that created feelings of warmth,Copyright 1999 by Thomas Southwestern. All rights reserved.,23,Brand Name Recall,Brand name recall is a prerequisite for the choice of the brand Recall depends on the process by which the brand was first encoded in memory Researchers Lee and Sternthal state that two factors important in the encoding process Brand rehearsal how frequently and recently, the brand has been exposed in the memory as a member of a particular category Relational elaboration - the process by which consumers link the brands to the specific categories they belong to,Copyright 1999 by Thomas Southwestern. All rights reserved.,24,Hedonic Consumption: Seeking Emotional Value,Hedonic consumption is the use of products and services that give pleasure through the senses, that help create fantasies, and that give emotional arousal Sensory pleasure Aesthetic pleasure Emotional experience Fun & enjoyment,Copyright 1999 by Thomas Southwestern. All rights reserved.,25,Involvement,Involvement The degree of personal relevance of an object or product or service to a customer Situational involvement the degree of interest in a specific situation or on a specific occasion Enduring involvement The degree of interest a customer feels in a product or service on an ongoing basis Deep involvement The relationship we develop as users with selected products and services,Copyright 1999 by Thomas Southwestern. All rights reserved.,26,Deep Involvement,Deeply involved consumers: Are knowledgeable about the product or service and thus can act as opinion leaders Consume a greater quantity of the product and also buy related products Are less price sensitive for that product and are willing to spend well Seek constant information about products and services Want to spend more time in related activities,27,Psychographics,Copyright 1999 by Thomas Southwestern. All rights reserved.,28,Psychographics,Values Self-concept Lifestyles,Copyright 1999 by Thomas Southwestern. All rights reserved.,29,Values,Terminal values the goals we seek in life (e.g., peace and happiness) Instrumental values the means or behavioral standards by which we pursue these goals (e.g., honesty),Copyright 1999 by Thomas Southwestern. All rights reserved.,30,List of Values (LOV),Self-respect Self-fulfillment Security Sense of belonging Excitement Sense of accomplishment Fun and enjoyment Being well respected Warm relationships with others,Copyright 1999 by Thomas Southwestern. All rights reserved.,31,Linking Product Attributes To Customer Values,Customers dont buy products or services; they buy benefits Means-end chains Identifying the connections between product/service features and customers fundamental needs and values,Means-End Chain,Copyright 1999 by Thomas Southwestern. All rights reserved.,33,Self-concept,Actual self What the person currently is Ideal self What the person would like to become,Copyright 1999 by Thomas Southwestern. All rights reserved.,34,A Scale to Measure Self-Image and Product Image,Copyright 1999 by Thomas Southwestern. All rights reserved.,35,Lifestyle,Lifestyles are determined by: A customers personal characteristics A customers personal context A customers needs and emotions,Copyright 1999 by Thomas Southwestern. All rights reserved.,36,Psychographics As AIO Profiles,Psychographic profiles Activities Interests Opinions Lifestyle retail brands,Copyright 1999 by Thomas Southwestern. All rights reserved.,37,Values And Lifestyles (VALS),VALS 1 groups the entire U.S. population into nine groups, based on the identities they seek and implement via marketplace behaviors VALS 2 groups U.S. customers into eight groups based on two dimensions: self-orientation and resources,Copyright 1999 by Thomas Southwestern. All rights reserved.,38,VALS 1: Nine Lifestyle Segments in the United States,Copyright 1999 by Thomas Southwestern. All rights reserved.,39,Experiencers,Fulfilleds,Makers,Believers,VALS 2: Eight American Lifestyles,Actualizers,Achievers,Strivers,Strugglers,Principle,Status,Action,High Resources High Innovation,Low Resources Low Innovation,Copyright 1999 by Thomas Southwestern. All rights reserved.,40,Applications of VALS,The best use of VALS is in targeting marketing communications The iVALS model divides Internet users into 10 psychographic profiles,Wizards Pioneers Surfers Upstreamers Mainstreamers,Socialites Sociables Workers Seekers Immigrants,Copyright 1999 by Thomas Southwestern. All rights reserved.,41,Compulsive Buying,Compulsive buying is motivated less by a desire to possess things, and more as a means of maintaining self-esteem Compulsive buyers: Have a lower self-esteem Are more depressed Show a greater tendency to fantasize Experience greater emotional lift at the time of purchase Experience remorse in the post-purchase phase Accumulate a much higher debt,Copyright 1999 by Thomas Southwestern. All rights reserved.,42,Compulsive Consumption,Compulsive consumers: Experience a drive or urge to engage in a behavior Deny harmful consequences Face repeated failure in attempts to control that behavior,Copyright 1999 by Thomas Southwestern. All rights reserved.,43,Materialism,Three dimensions: Acquisition centrality Acquisition as the pursuit of happiness Possession-defined success,Copyright 1999 by Thomas Southwestern. All rights reserved.,44,A Scale to Measure Materialism,SUCCESS SUBSCALE I admire people who own expensive homes, cares, and clothes. Some of the most important achievements in life include acquiring material possessions. I dont place much emphasis on the amount