消费者态度的形成与改变外文翻译.doc

外文翻译原文Title: Consumer attitude to the formation and change Material Source: consumer behavior Author:leon G. Schiffman(1) consumer attitude on purchasing behavior of influenceGenerally speaking, consumer attitude on purchase behavior, and the influence of the main reflected by the following three aspects:First, consumers will influence the attitude of the product, the trademark judgment and evaluation. Secondly, the attitude that influence consumer learning interest and learning effect. Finally, attitude through influencing consumers purchase intention, affect purchase behavior. FeiXi this (M.F ishbein) and ajie grace (I.A jzen) that consumers whether to have an object to specific actions, not according to his version of the objects attitude to predict, for specific actions by the action of the people is the intention of the decision. Trying to predict consumer behavior, must understand consumers intentions, and consumer attitude is only one of the factors to determine its intention.(2) purchase behavior and manner inconsistent influencing factorsFront has pointed out, consumer attitude in general to buy intention through the middle variable to affect consumers purchasing behavior, attitude and behavior between in many cases are not consistent. Cause inconsistent reason, besides front has mentioned subjective norms, accidents beyond, there are many other factors. Below to these factors making a brief discussion.Purchasing motivation: even if consumers of an enterprise or a product hold a positive attitude and goodwill, but if lack of purchasing motivation, consumer also will not necessarily take buy action. For instance, some consumers may on IBM production computer friendly, think IBM computer quality outstanding, but these consumers may not realize that need to have an IBM computers, cause attitude and behavior between inconsistencies.Purchasing power of a product that consumers may special esteem, but due to the economic capacity constraints, can only choose some low price similar other brands of products. A lot of consumer to Mercedes Benz automobile highly, but really make buying decisions, may choose is other brands of automobile, the reason is that Mercedes Benz high quality also mean that consumers need to pay higher prices.Situational factors such as holiday, by the lack of time, sick etc, it can lead to purchase manner and purchasing behavior of inconsistency. When time is bounteous, consumers may be according to own preferences and attitude of choosing a brand of product, But when the time was very nervous, for example have to catch a plane, will soon leave a specific city, consumers actual choice products with his attitude for this product doesnt necessarily have too many internal relations.Measure problems: behavior and attitude between inconsistencies, sometimes may be due to the existence of attitude measuring errors. For example, only measures the consumer of a certain product attitude, while no measurement consumers of similar products of other competition of attitude; Only measurement of a family member attitudes, and without measurements other family members of attitude; Or leaves the specific situation alter without measuring attitude involved the other aspects, etc.Attitude measuring and action between the delay, the measurement and action: attitude between total exist certain time interval. At this time, appearance of new products, and competitive products in the new promotion methods adopted, and many other factors, are likely to cause consumer attitude changes, thus influence its purchase intention and behavior. The longer the time interval, attitude and actions deviation between the or inconsistencies will be bigger 2. Consumers a change of attitude Consumers a change of attitude includes two meanings: one is refers to the change of attitude strength, a means attitude change of direction. Consumers a change of attitude, general is in a certain information or advice under the influence of happen, from the Angle of enterprises, and is always accompanied by publicity, persuasion and persuasion. In that sense, attitude change process is also persuade or persuade process. 1) change consumer attitude in persuading the mode Hofmeister rand (C.I.H ovland) and janis (I.L.J anis) in 1959 put forward a persuasive model about attitude change (figure 9.5). This pattern although is about the general mode of attitude change, but it points out the cause attitude whether and how the process of change and the major factors, to understand and analyze consumer attitude change has important reference and enlightenment. Hofmeister rand that any attitude change involves one original attitude and external exist with the different views. Due to the differences between which can lead to individual inner conflict and psychological not harmonious. In order to restore the balance of psychological, individual is either accept foreign influences, namely the change of their own attitudes, or take various measures to resist foreign influences, in order to maintain the original attitude. This model will attitude change process is divided into four interrelated parts. The first part is the external stimulation, it includes three factors, namely the message or source, dissemination and the situation. Message refers to holding some opinions and tries to make others accept such views individual or organization. If the enterprise information released some advice or advertising company, to persuade consumers to accept a new product sales people, all belong to the category of message. While communication refers to in what way and what the content arrange for a view or transfer to the information receiver views or goals Target (Target). Information content and transfer mode to whether reasonable, can effectively message across goal target and has attitude change has important influence. Determinants refers to communication activity and the information receiver are incidental to influence the surrounding environment, such as the information receiver with persuading whether information prior to understand somewhat, information transmission are there other interfering factors and so on. The second part is the target target, namely information receiver or enterprise tried to persuade the object. Persuade the object to the information of receiving and not passive, they for the enterprise or the information transfer the persuading sometimes very receptive, sometimes take boycott attitude, this depends on greatly persuade object subjective conditions. For example, if someone on many occasions publicly expressed dont like a product, so, want to change his attitude, difficulty is bigger, because that would mean he to own negation. The third part is the intermediary process, it is to point to persuade objects in external persuasion and internal factors under the mutual action of attitude change psychological mechanism, specific include information learning, emotional migration, mutual mechanism, retort, etc. Somewhere, for these intermediary process, this book is not underlying introduced concretely, interested readers can refer to the social psychology books. The fourth part is to persuade results. To persuade the results of two things: one is to change the attitude, accept information message of persuasion, One is to persuade resisted, maintaining the original attitude. From the perspective of persuasion square, the aforesaid first result certainly is most ideal. But in many cases, persuasion may not achieve ideal goal, but appear the foregoing the 2nd kind of circumstance. In this case, the information receiver or target target may adopt various ways to external influence resisted, in order to maintain their own attitude. Common methods are: put-down source, such as think information senders entities self-interest and bias, its credibility is very low, in order to reduce persuade information value. Distort information, such as to transmit information out-of-context, or intentionally exaggerate a certain point so that it becomes absurd without credible; Cover refused, i. e., adopting flatly rejected or beautify yourself against the true attitudes of persuasion and influence of external method. For example, facing the public opinion of pig out, the official consumption accused, individual state-owned enterprises with work requires leader can now, by prevaricate refuse to change their attitude. 2) propagation characteristics and consumer attitude change Strictly speaking, propagation characteristics should also include convey those features. About communicating with the change of the relationship between consumer attitude in front has discussed below, mainly deals with other propagation characteristics of consumer attitude change. The so-called other propagation characteristics of, mainly including: convey the information and consumer attitude from original attitude of difference, Fear arousal, One side and sides discussed. (1) convey the information and consumer attitude from original attitude of the differences. Generally speaking, transfer information maintenance views and the difference between the original consumers attitude, the greater the information transfer caused by not harmonious move will more strong, consumers at the change of attitude of pressure is bigger. However, in large difference and larger pressure, can cause bigger attitude change depends on two factors of interactions: one factor is said before difference or gap, another factor is the source credibility. Gap is too big, not necessarily take information receiver change attitudes to remove the coordination of pressure, and probably in doubt the credibility of the source or to tease sources for not harmonious sense of relief. Many study found that secondary differences cause attitude change large quantity, YiDu over medium differences any further increases, after attitude change will more and more difficult. (2) fear arousal. Fear is often evokes advertising using a persuade means. Dandruff the annoyance, tooth decay brings the serious consequences, beriberi patients uneasiness expression, all without exception is useless fear appeal to persuade consumers. In the past thirty years, for fear of appealing to the effectiveness of views, experienced considerable changes. Early one about fear arouse the study attempts to persuade consumers use of fear appeal more frequent brushing teeth. Study, a group of senior high school students see gum ulcer scary parts and was informed gum infection could lead to heart, kidneys and so on many kinds of organ damage the serious consequences, The rest some group subjects then see is some not so frightening or no fear scenes. The results show that high fear group subjects more rare changes in behavior. The results showed that many scholars appeal that fear nothing in effect in persuading the conclusion. However, in recent years, fear appeal in changing consumer attitudes increasingly being regarded as effective. Life insurance companies, anti-theft appliances manufacturers, carmakers increasing use fear appeal to their products aroused consumer interest. As many researchers noted, if the above aspects give enough attention, high fear information more statements or factual information will produce better persuade effect. Thus, the key reason is fear appeal more easily stimulate emotional reaction, which may make consumers more centralized energy to deal with problems and on this basis to learn how to respond to the threat. 译文标题：消费者态度的形成与改变资料来源:消费者行为学 作者：利昂G希夫曼（1）消费者态度对购买行为的影响 一般而言，消费者态度对购买行为的影响，主要通过以下三个方面体现出来： 首先，消费者态度将影响其对产品、商标的判断与评价。其次，态度影响消费者的学习兴趣与学习效果。最后，态度通过影响消费者购买意向，进而影响购买行为。费希本（M.Fishbein）和阿杰恩（I.Ajzen）认为，消费者是否对某一对象采取特定的行动，不能根据他对这一对象的态度来预测，因为特定的行动是由采取行动的人的意图所决定的。要预测消费者行为，必须了解消费者的意图，而消费者态度只不过是决定其意图的因素之一。 （2）购买行为与态度不一致的影响因素 前面业已指出，消费者态度一般要透过购买意向这一中间变量来影响消费者购买行为，态度与行为之间在很多情况下并不一致。造成不一致的原因，除了前面已经提及的主观规范、意外事件以外，还有很多其他的因素。下面择要对这些影响因素作一简单讨论。 购买动机：即使消费者对某一企业或某一产品持有积极态度和好感，但如果缺乏购买动机，消费者也不一定会采取购买行动。比如，一些消费者可能对IBM生产的计算机怀有好感，认为IBM计算机品质超群，但这些消费者可能并没有意识到需要拥有一台IBM计算机，由此造成态度与行为之间的不一致。 购买能力：消费者可能对某种产品特别推崇，但由于经济能力的限制，只能选择价格低一些的同类其他牌号的产品。很多消费者对“奔驰”汽车评价很高，但真正作购买决定时，可能选择的是其他牌号的汽车，原因就在于“奔驰”的高品质同时也意味着消费者需支付更高的价格。 情境因素：如节假日、时间的缺乏、生病等等，都可能导致购买态度与购买行为的不一致。当时间比较宽裕时，消费者可以按照自己的偏好和态度选择某种牌号的产品；但当时间非常紧张，比如要赶飞机，要很快离开某个城市时，消费者实际选择的产品与他对该产品的态度就不一定有太多的内在联系。 测度上的问题：行为与态度之间的不一致，有时可能是由于对态度的测量存在偏误。比如，只测量了消费者对某种产品的态度，而没有测量消费者对同类其他竞争品的态度；只测量了家庭中某一成员的态度，而没有测量家庭其他成员的态度；或者离开了具体情境进行测度，而没有测量态度所涉及的其他方面，等等。 态度测量与行动之间的延滞：态度测量与行动之间总存在一定的时间间隔。在此时间内，新产品的出现，竞争品的新的促销手段的采用，以及很多其他的因素，都可能引起消费者态度的变化，进而影响其购买意向与行为。时间间隔越长，态度与行动之间的偏差或不一致就会越大2消费者态度的改变 消费者态度的改变包括两层含义：一是指态度强度的改变，一是指态度方向的改变。消费者态度的改变，一般是在某一信息或意见的影响下发生的，从企业角度，又总是伴随着宣传、说服和劝导。从这一意义上，态度改变的过程也就是劝说或说服的过程。 1）改变消费者态度的说服模式 霍夫兰德（C.I.Hovland）和詹尼斯（I.L.Janis）于1959年提出了一个关于态度改变的说服模式（图9.5）。这一模式虽然是关于态度改变的一般模式，但它指出了引起态度是否和如何改变的过程及其主要影响因素，对理解和分析消费者态度改变具有重要的借鉴与启发意义。 霍夫兰德认为，任何态度的改变都涉及到一个人原有的态度和外部存在着与此不同的看法。由于两者存在差异，由此会导致个体内心冲突和心理上的不协调。为了恢复心理上的平衡，个体要么是接受外来影响，即改变自己原有的态度，要么采取各种办法抵制外来影响，以维持原有态度。 这种模式将态度改变的过程分为四个相互联系的部分。第一个部分是外部刺激，它包括三个要素，即传递者或信息源、传播与情境。传递者是指持有某种见解并力图使别人接受这种见解的个人或组织。如发布某种劝导信息的企业或广告公司，劝说消费者接受某种新产品的推销人员，都属于传递者的范畴。 传播则是指以何种方式和什么样的内容安排把一种观点或见解传递给信息的接收者或目标靶（Target）。信息内容和传递方式是否合理，对能否有效地将信息传达给目标靶并使之发生态度改变具有十分重要的影响。情境因素是指对传播活动和信息接收者有附带影响的周围环境，如信息接收者对劝说信息是否预先有所了解，信息传递时是否有其他干扰因素等等。 第二个部分是目标靶，即信息接收者或企业试图说服的对象。说服