消费者行为学笔记.doc

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; perception; 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 stage。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。Many 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 groups.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 population. 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 helps 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 ,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 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 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 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。Consumer 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,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 onsumption :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, and 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 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 associated 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 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 that 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 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 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 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 consumers 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。Perceptual: people attend to only a small portion of the stimuli to which they expose.知觉选择：指人们对展露在消费者面前的各种刺激专注于其中的一小部分的选择过程。Perceptual vigilance :consumer are more likely to be aware of stimuli that relate to their current needs.知觉警惕：消费者更可能意识到与他们目前的需要有关的刺激的倾向。例：肥胖的人对减肥的信息产生警惕Perceptual defense: people see what they want to see-and dont see what they dont want to see.知觉防御：消费者避免对他们有危险地刺激的倾向。Adaption :the degree to which consumers continue to notice a stimulus over time.适应：一种感觉从熟悉到不需要注意的过程（持续对刺激物的关注程度）Intensity 强度 duration 持续时间relevance相关度 discrimination 差异性exposure 频率Stimulus selection factors Size : the size of stimulus itself in contrast to the competition helps to determine if it will command attention.Color: color is a powerful way to draw attention to a product or to give it a distinct identity.Position: stimuli that are in place were more likely to look stand a better chance of being notice.Novelty: stimuli that appear in unexpected ways or places tend to grab our attention.Interpretation: the meaning that we assign to sensory stimuli.解释：意义被理解的过程Schema: set of beliefs, to which the stimulus is assigned.认知范畴中的信念和感觉的有组织的集合。Stimulus organization: a stimulus will be interpreted is its assumed relationship with other events, sensation or images.Closure principle: people tend to perceive an incomplete picture as complete.封闭性描述：描述一个人为了感知到完整的图形而倾向于补充缺少的信息的格式塔原则。Principle similarity: consumers tend to group together objects that share similar physical characteristics.相似性原则：描述消费者怎样倾向于被具有相似物理特征的五天放在一起的原则。Figure-ground principle: one part of a stimulus will dominate (the figure) and other parts recede into the background (the ground)图形-背景原则：作用刺激物的图形的一个部分居主导地位，而其部分则模糊成为背景的格式塔原则。Object: the product that is the focus of the message. 目标客体：符号学的术语中广告语所集中地产品Sign: the sensory image that represents the intended meanings of the object. 标志：代表着对象所意味着的含义的感性形象。Interpretant: the meaning derived .诠解释：有标志或象征而得出的意义Icon: a sign that is connected to a product because they share some property.图标：在某种程度上代表着产品的标识符号Symbol :a sign that is related to a product through either conventional or agreed-upon associations.索引：与某一产品链接在一起的标志，因他们共享了某些特征Hyperreality : one of the hallmarks of modern advertising is that it creates a condition know.超真实性：最初的虚假或“夸大的广告”逐渐变为真实There are many dimensions that can be used to establish a brands position in the marketplace. these include: lifestyle; price leadership; attributes; product class; competitor; occasions; users; quality.Chapter 3 learning and memoryLearning : a 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 responses 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 this 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 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 3punishment惩罚Extinction: when a positive outcomes is no longer received, the learned stimulus-response conkection will not be maintained.消退：刺激与反应家门的联系逐渐减弱，从而反应不再被强化的过程Reinforcement schedule: 1 fixed-interval reinforcement固定时距强化 2 variable-interval reinforcement 不固定时距强化 3 fixed-ratio reinforcement固定比例强化4 variable-ratio reinforcement 不固定强化Reinforcement of consumption : thank you ;rebates; 回扣 follow-up phone calls电话回访Frequency marketing: reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased.频繁营销：用奖品来强化经常购买行为的一种营销技术，其奖品会随购买次数的增多而增值tigger feature :a stimulus that cues an individual toward a particular and activate a reaction. .触发特性：人脑会自发货被动的处理信息但这是无意识的，当面对陌生人或新产品，这个无意识将会被调动起来，用旧的观念去对待新事物而不是树立一个新观念。Observational learning: occurs when people watch the actions of others and note the reinforcements they receive for their behaviors。观察学习：人们通过观察他人的行动而得到强化来学习的过程。Components of observational learning: attention - retentio关注偶像行为 -production processes生成过程-motivation产生动机-observational learning模仿学习成功Memory: a process of acquiring information and storing it over time so that it will available when needed. 记忆：获取信息并长时间存储信息，以便在需要的时候可以得到的过程。1 Encoding: information is entered in a way the system will recognize.编码：以一种可再认的方式进入长时记忆的过程。2 Storage: knowledge is integrated with what is already in memory and “warehoused” until needed.存储：将长时记忆和记忆中已有的知识综合在一起，然后存入“仓库”直到需要时用3 Retrieval state 提取Semantic meaning: symbolic association ,such as the idea that rich people drink champagne.语义意义：记忆中的象征性联想Episodic memories: relate to events that are personally relevant.Flashbulb memories: especially vivid associations.Sensory memory: storage of the information we receive form our senses.Short-term memory (stm):stores information for a limited period of time ,and its capacity is limited.Long-term memory: retain information for a long period of time Knowledge structure :complex spider webs filled with pieces of date.Hierarchical processing model: a message is processed in a bottom-up fashion: basic level and is subject to increasingly complex processing operations. Relationship among memory systemsSpreading activation（激活扩散）brand-specific ;品牌特定ad-specific广告特定brand identification 品牌识别 product category ;产品类别属性 evaluative reaction评价反馈 Levels of knowledge （知识水平）Service scripts: type of schema that is relevant to consumer behavior is a script ,a sequence of events that is expected by an individual.服务脚本：商务场合下规范行为手册Factors influencing retrieval: physiological factors ; situational factorsPioneering brand先锋品牌 descriptive brand 描述品牌State-dependent retrieval（状态存放提取）a consumer is more likely to recall an ad, for example ,if his her mood or level of around at the time of exposure is similar to that in the purchase environment.Retroactive:倒摄干扰consumers forget stimulus-response associations when new responses to the same or similar stimuli are learned.Proactive interference: as we responses are learned ,a stimulus lose its effectiveness in retrieving. 前摄干扰Chapter4 motivation and values Utilitarian 功利性需求provide a functional or practical benefit Hedonic 享乐性需求an experiential need inviding emotional response or fantasiesMotivation: the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wished to satisfy.动机：激活目标导向的行为的内在状态。Goal :the end state that is desired by the consumer.目标：通过购买来满足最终目标。Want: a manifestation of a need created by personal and cultural factors.欲望：为满足需要所选择的消费形式。Motivation can be described in terms of :strength; 强度direction方向；lasting持久性Type of needs: biogenic needs; psychogenic; utilitarian; hedonic needs; affiliation.Approach conflict : a person must choose between two desirable alternatives.双趋冲突：必须在两个令人满意的选项中做出选择的冲突境地。Theory of cognitive dissonance: a state of tension is created when beliefs or behaviors conflict with one another,认知失调理论：一种理论，基于这样的假设，即当信念或行为之间彼此冲突时，就会产生一种紧张状态；人们会被激发去减少这种不一致，进而消除不愉快的紧张。Cognitive dissonance reduction: people are motivation to reduce this inconsistency (or dissonance)and thus eliminate unpleasant tension.Approach-avoidance conflict :exists when we desire a good but wish to avoid it at the same time.趋避冲突：同时导致正面负面两种结果的目标所引起的冲突。Avoidance-avoidance conflict: consumers may face a choice with two undersirable alternatives.双避冲突：必须在两个令人不满意的选项中做出选择的冲突境地。Need foe achievement strongly value personal accomplishment. some important needs: need for affiliation(to be in the company of other people); need for power(to control ones environment); need for uniqueness（to assert ones individual identify）Maslows hierarchy of needs: physiological 生理safety安全belongingness；ego needs 尊重Self-actualization自我实现Levels of involvement form inertia to passion: tape of information processing that will occur thus depends on the consumers level involvement.Inertia :惯性介入：特点：消费可能出于习惯；消费者缺乏被选产品Cult product 崇拜产品The many faces of involvement 介入的方面1 Product involvement: related to a consumers level of interest in a particular product.产品卷入2 Message-response involvement: refers to the consumer s interest in processing marketing communications.信息反映卷入：根据媒体介入方式的不同对消费产生的影响效果也不同。3 Purchase situation involvement: refers to differences that may occur when buying the same object for different contexts.购买情景介入：在不同情景中购买同样的产品可能有不同的购买行为关于介入维度的测量：5个维度都要测量；每个维度下都可能有一个代表产品。An involvement profile