MKT220消费者行为经典小条.docVIP

Situation?Type of situation?Situation a set of factors outside of, and removed from, the individual consumer or the stimulus object to which the consumer is reacting.The four situations of interest to marketers are:the communication situation,the purchase situation,the consumption or usage situation,and the disposal situation.Classes of situational influences?Situational influences the influences on purchase decisions of the physical surroundings, social surroundings, temporal perspective, task definition and antecedent states.Situation have been classified as five objectively measured variables.Physical surroundings include geographical and institutional location,decor,sound,aromas,lighting,weather and displays of merchandise or other material surrounding the product.e.g.Full service.Social surroundings deal primarily with other people presence who could have an impact on the individual consumers behaviour.e.g.Fast food.Temporal perspectives deal with the effect of time on consumer behaviour.e.g.Limited service.Task definition reflects the purpose or reason for engaging in the consumption behaviour.e.g.Fast food.Antecedent states are features of the individual that are not lasting characteristics.e.g.Limited service.Problem recognition? the first stage in the consumer decision process; it is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.Desired state the condition the consumer would like to be in at this point in time.Actual state the condition the consumer perceives himself or herself to be in at this point in time.If the discrepancy between these two states is sufficiently large and important, the consumer will begin to search for a solution to the problem.Marketing strategies can be used to activate problem recognition?(trigger,encourage)Once managers are aware of problem-recognition patterns among their target market,they can react by designing their marketing mix to solve the recognize problem.This may involve product development or repositioning, a change in store hours,a different price or a range of other marketing strategies.Marketing managers often want to influence problem recognition rather than react to it.They may desire to generate generic problem recognition-recognising the discrepancy that a variety of brands within a product category can reduce-or to induce selective problem recognition-the discrepancy that only one brand in the product category can solve.Attempts to activate problem recognition generally focus on the desired state.however, attempts to make consumers aware of negative aspects of the existing state are also common.In addition,marketers attempt to influence the timing of potential problems before they arise.Some managers may attempt to minimise or suppress problem recognition by current users of their brands.Nature of information search?While many consumers are active information searchers wanting to obtain information on a product or service,there are other buyers of the same product or service who apply little or no effort to obtain product information before making a decision.Consumers are continually recognising problems and opportunities,so the process of internal and external searching for information to solve these problems is ongoing.Key types and sources of information?consumer internal information is actively acquired in previous searches and through personal experience,or it is passively acquired through low-involvement learning.In addition to their own memory,consumers can seek information from four other major external sources.These include personal sources,such as friends and family,independent sources,such as consumer groups and government departments,marketing sources,such as sales personnel and advertising,and experiential sources,such as direct product inspection or trial.Evoked set?Those brands the individual is willing to consider for the solution of a particular consumption problem.these acceptable brands,the evoked set,are the initial brands about which the consumer seeks additional information during the remaining internal and external search process.In-store influences can affect brand choice?while in a store,consumers often purchase a brand or product that differs from their plans made before entering that store.Such purchases are referred to as unplanned purchases,and the decisions can be the result of additional information processing induced by in-store stimuli.Point-of-purchase displays,price reductions,store layout,sales personnel and brand or product stockpot can have a major impact on sales patterns.Different steps involved in information processing?Information processing a series of activities by which stimuli are transformed into information and stored.Perception begins with exposure.This occurs when a stimulus comes within range of one of the individuals primary sensory receptors.Consumers are exposed to only a small fraction of the available stimuli and this is usually the result of self-selection.Attention occurs when the stimulus activates one or more of the sensory receptors,and the resulting sensations go into the brain for processing.Interpretation is the assignment of meaning to stimuli that have been attended to.Motiveation?Maslows hierarchy of needs function?Motivation the energising force that activates behaviour and provides purpose and direction to that behaviour.Maslows hierarchy of need a theory designed to account for most human behaviour in general terms,stipulating a natural progression from physiological needs to higher self-actualisation needs.It proposses five levels of motivation:Physiological Food, water, sleep and, to a limited extent, sex, are physiological motives.Unless they are minimally satisfied,other motives are not activated.Safety seeking physical safety and security, stability, familiar surroundings and so forth are manifestations of safety needs.They are aroused after physiological motives are minimally satisfied and before other motives.Belongingness Belongingness motives are reflected in a desire for love,friendship,affiliation and group acceptance.Esteem Desires for status, superiority, self-respect and prestige are examples of esteem needs.These needs relate to the individuals feelings of usefulness and accomplishment.Self-actualization This involves the desire for self-fulfillment,for becoming all that one is capable of becoming.Attitudes?strategies that can be used to change attitudes?Attitude an enduring combination of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment, such as other people, places, ideas, products, etc.Attitude-change strategies can focus on affect,behaviour,cognition or some combination of these.Attempts to change affect generally rely on classical conditioning.Chang strategies focusing on behaviour usually involves information processing and cognitive learning.There are four basic strategies for influencing attitudes by altering the cognitive structure of a consumers attitude:(1)it is possible to change the beliefs about the attributes of the brand;(2)one might change the relative importance of these beliefs;(3)new beliefs could be added to the present attitude;(4)the beliefs;about the attributes of the ideal brand could be changed.Reference group?Degree of reference group influence?Reference group a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behaviour.Group influence is strongest when the use of the product or brand is visible to the group;Reference-group influence increases as the degree of necessity of an item decreases;In general the more commitment an individual feels to a group,the more the individual will conform to the group norms;The fourth factor factor influencing the impact of a reference group on an individuals behaviour is the relevance of the behaviour to the group;The final factor that affects the degree of reference-group influence is the individuals confidence in the purchase situation.5.Purchase involvement the level of concern for, or interest in, the purchase process, once the purchase process has been triggered y the need to consider a particular purchase.6.Habitual decision making:1Brand loyal decisions decisions made by the consumer who displats a high degree of product involvement and emotional attachment to that bran2Repeat purchase decisions a pattern of consumer behaviour that involves the purchase of the same product or service over time, with or without loyalty to that product or service.3The nature of problem recognition7.Desired state the condition the consumer would like to be in at this point in time.8.Actual state the condition the consumer perceives himself or herself to be in at this point in time.9.The desire to resolve recognized problems1 the magnitude of the discrepancy between the desired state and the actual state2.the relative importance of the problem.10The nature of information searchInternal search Use of information from memory.External search The method used if a resolution to a problem is not reached through internal search; the search process is focused on external stimuli relevant to solving the problem.11.The type of information soughtThe appropriate evaluative criteria for the solution of a problem;The existence of various alternative solutions;The performance level or characteristic of each alternative solution on each evaluative criterion.12.Evaluative criteria the features or desired characteristics of a product required to meet the consumers needs;the features the consumer believes a product should have13.Appropriate alternatives:Evoked setThose brands the individual is willing to consider for the solution of a particular consumption problem.;Inept setThose brands the consumer finds completely unworthy of further consideration when attempting to solve a consumption problem; the consumer actively dislikes the brands in this set.;Inert setThose brands of which the consumer is aware, but towards which he or she is basically indifferent.14.Sources of information:1 Memories of past searches, personal experience and low-involvement learning2 Personal sources, such as friends, family and others3Independent sources, such as consumer groups and government departments.4Marketing sources, such as sales personnel, advertising and web sites.5Experiential sources, such as inspection or product trial.15.Surrogate indicator an attribute, such as price, used to estimate the level of a different attribute, such as quality.16.Postpurchase dissonance doubt or anxiety about the correctness of ones decision after a purchase has been made.17.Repeat purchase behaviour a pattern of consumer behaviour that involves the purchase of the same product or sevvice over time, with or without loyalty to that product or service.18.Brand loyalty commitment to a brand by a consumer because he or she believes it best meets overall needs, and because an emotional attachment has been formed.19.The nature of perception:Exposure Occurs when a stimulus comes within range of our sensory receptor nerves.Attention Occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing.Interpretation The assignment of meaning to sensations.20.Learning any change in the content or organization of long-term memory21.High-involvement learning situationA situation in which the consumer is motivated to learn the material.22.Low-involvement learning situationA situation in which the consumer has little or no motivation to learn.23.Classical conditioningThe process of using an established relationship between a stimulus and a response to bring about the learning of the same response to a different stimulus.24.Operant conditioningThe process of learning whereby the consumer associates a stimulus with a response when given reinforcement to respond to a stimulus.25.Cognitive learning the mental activities of humans as they work to solve problems or cope with situations.26.Iconic rote learningLearning the association between two or more concepts in the absence of conditioning,27.Vicarious learning/modelingA type of learning based on the observations and imitation of the behaviour of others.28.Reasoning In this process, the individual engages in creative thinking to restructure and recombine existing information as well as new information, forming new associations and concepts as a result.29.Maslows hierarchy of needs a theory designed to account for most human behaviour in general terms, stipulating a natural progression from physiological needs to higher, self-actualisation needs.30.Maslows needs hierarchy:1. Physiological: Food, water, sleep and, to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated2. Safety: seeking physical safety and security, stability, familiar surroundings and so forth are manifestations of safety needs. They are aroused after physiological motives are minimally satisfied and before other motives3.Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation and group acceptance4 Esteem: Desires for status, superiority, self-respect and prestige are examples of esteem needs. These needs relate to the individuals feelings of usefulness and accomplishment.5.Self-actualization: This involves the desire for self-fulfillment, for becoming all that one is capable of becoming.31.Attitude an enduring combination of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment, such as other people, places, ideas, products, etc.32.Attitude components:The cognitive component A consumers beliefs and knowledge about an object.The affective componentA consumers feelings of emotional reactions to an object.The behavioral componentThe tendency of the attitude holder to respond in a certain manner towards an object or activity.33.Attitude-change strategies:Changing the affective component:Classical conditioning;Affect towards the advertisement;Mere exposure.Changing the behavioral component:The key marketing talk is to induce people to purchase or consume the product and ensure that the purchase/consumption will indeed be rewarding. Coupons, free sam