chapter04 个性与消费者行为(08) ppt课件

Chapter4 PersonalityandConsumerBehavior 我的地盘 听我的 Emphasisofthischapter Tounderstandhowpersonalityandselfconceptarerelatedtovariousaspectsofconsumerbehavior WhatisPersonality Theinnerpsychologicalcharacteristics Thosespecificqualities attributes traits factors andmannerismsthatdistinguishoneindividualfromothers thatbothdetermineandreflecthowapersonrespondstohisorherenvironment TheNatureofPersonality Personalityreflectsindividualdifferences Notwoleavesareexactlyalikeintheworld Personalityisconsistentandenduring Thepoliticalpowercanbechangedeasily butthenatureofone sownnot Personalitycanchange agradualmaturingprocess TheoriesofPersonality FreudiantheoryUnconsciousneedsordrivesareattheheartofhumanmotivationNeo FreudianpersonalitytheorySocialrelationshipsarefundamentaltotheformationanddevelopmentofpersonalityTraittheoryQuantitativeapproachtopersonalityasasetofpsychologicaltraits FreudianPsychoanalyticTheory Atheoryofmotivationandpersonalitythatpostulatesthatunconsciousneedsanddrives particularlysexualandotherbiologicaldrives arethebasisofhumanmotivationandpersonality Neo FreudianPersonalityTheory Aschoolofpsychologythatstressesthefundamentalroleofsocialrelationshipsintheformationanddevelopmentofpersonality TraitTheory Atheoryofpersonalitythatfocusesonthemeasurementofspecificpsychologicalcharacteristics FreudianTheory Id insidediameter WarehouseofprimitiveorinstinctualneedsforwhichindividualseeksimmediatesatisfactionSuperegoIndividual sinternalexpressionofsociety smoralandethicalcodesofconductEgoIndividual sconsciouscontrolthatbalancesthedemandsoftheidandsuperego IDSystem1 SUPEREGOSystem2 EGOSystem3 Gratification FreudianTheoryand ProductPersonality ConsumerresearchersusingFreud spersonalitytheoryseeconsumerpurchasesasareflectionandextensionoftheconsumer sownpersonality 薯片 Horney sCADTheoryJ feilipu rmvbJ canon rmvbJ jianeng rmvb Usingthecontextofchild parentrelationships individualscanbeclassifiedinto CompliantindividualsAggressiveindividualsDetachedindividuals CompliantPersonality 温顺的 Thecompliantpersonisonewhomovestowardothers onewhodesirestobeloved wanted andappreciatedbyothers TheAdshouldstressthefeelingofbelonging AggressivePersonality 好胜的 Theaggressivepersonisonewhomovesagainstothers e g competeswithothers TheAdshouldfocusonthesuperiorityoftheproduct DetachedPersonality 特立独行的 Thedetachedpersonisonewhomovesawayfromothers whodesiresindependence self sufficiency andfreedomfromobligations TheAdshouldemphasistheuniquefeeling TraitTheory Orientationisprimarilyquantitativeorempirical Traittheoristsconcernedwiththeconstructionofpersonalityteststhatenablethemtopinpointindividualdifferences Whatistrait Atraitisdefinedas anydistinguishing relativelyenduringwayinwhichoneindividualdiffersfromanother PersonalityandConsumerDiversity Somespecificconsumertraitsareofparticularinteresttomarketers ConsumerInnovativenessCognitivePersonalityFactorsConsumerMaterialism FixatedConsumptionBehavior andCompulsiveConsumptionConsumerEthnocentrism ConsumerInnovators 创新型消费者 Thoseconsumerswhoarelikelytobefirsttotrynewproducts services orpractices DistinguishingInnovatorsfromNon Innovators Sometraitsthathavebeenusefulare ConsumerInnovativenessDogmatismSocialcharacterOptimumstimulationlevelVariety noveltyseeking Dogmatism 教条主义 Apersonalitytraitthatreflectsthedegreeofrigidity 顽固性 apersondisplaystowardtheunfamiliarandtowardinformationthatiscontrarytohisorherownestablishedbeliefs Dogmatism Consumerslowindogmatism open minded aremorelikelytopreferinnovativeproductstoestablishedortraditionalalternativesHighlydogmaticconsumerstendtobemorereceptivetoadsfornewproductsorservicesthatcontainanappealfromanauthoritativefigure Inner DirectedConsumers内在导向消费者 Consumerswhotendtorelyontheirown inner valuesorstandardsinevaluatingnewproductsandarelikelytobeconsumerinnovators Other DirectedConsumers其他导向消费者 Consumerswhotendtolooktoothersfordirectiononwhatis right and wrong Theyarelesslikelytobeconsumerinnovators SocialCharacter Inner directedpeopleseemtopreferadsthatstressproductfeaturesandpersonalbenefitsOther directedpeoplepreferadsthatfeatureanapprovingsocialenvironmentorsocialacceptance 问题 圣诞节你会怎么过 和朋友参加酒吧举行的圣诞派对 尽情狂欢 和好友一起到教堂参加礼拜 和好友小聚一番 然后该干嘛干嘛 就在学校逛逛吧 没太多想法 OptimumStimulationLevels OSL Apersonalitytraitthatmeasurestheleveloramountofnoveltyorcomplexitythatindividualsseekintheirpersonalexperiences HighOSLconsumerstendtoacceptriskyandnovelproductsmorereadilythanlowOSLconsumers Variety NoveltySeeking求新求异者 ApersonalitytraitsimilartoOSL whichmeasuresaconsumer sdegreetovarietyseeking CognitivePersonalityFactors NeedforcognitionAperson scravingforenjoymentofthinkingVisualizersversusverbalizersAperson spreferenceforinformationpresentedvisuallyorverbally Visualizers视觉接受者 Consumerswhoprefervisualinformationandproductsthatstressthevisual suchasmembershipinavideotapecassetteclub Verbalizers言语接受者 Consumerswhopreferverbalorwritteninformationandproducts suchasmembershipinbookclubsoraudiotapeclubs NeedforCognition NC ConsumershighinNCaremorelikelytorespondtoasrichinproduct relatedinformationordescriptionConsumerslowinNCaremorelikelytobeattractedtobackgroundorperipheralaspectsofanad FromConsumerMaterialismtoCompulsiveConsumption ConsumermaterialismTheextenttowhichapersonisconsidered materialistic FixedconsumptionbehaviorConsumersfixatedoncertainproductsorcategoriesofproductsCompulsiveconsumptionbehavior Addicted or out of control consumers MaterialisticPeople Valueacquiringandshowing offpossessionsAreparticularlyself centeredandselfishSeeklifestylesfullofpossessionsHavemanypossessionsthatdonotleadtogreaterhappiness FixatedConsumers HaveadeepinterestinaparticularobjectorproductcategoryHaveawillingnesstogotoconsiderablelengthstosecureitemsinthecategoryofinterestHavethededicationofaconsiderableamountofdiscretionarytimeandmoneytosearchingouttheproduct CompulsiveConsumption消费狂 Consumerswhoarecompulsivebuyershaveanaddiction insomerespects theyareoutofcontrolandtheiractionsmayhavedamagingconsequencestothemandtothosearoundthem 国际学校幼儿园教师栢芝带着不同国藉的学生到购物商场进行活动教学 看到心头好 购物欲顿时失控 掉下一班稚龄学生便忘我地购物 结果学生四散 部分还遗失了 栢芝难逃被解雇的命运 还被家长们控告疏忽 栢芝虽然被官司缠身仍不忘购物 为出庭应讯而买新衣服 法官发觉栢芝购物成狂需要见精神科医生 精神科医生小凤替栢芝进行心理评估 断定无父无母 由孤儿院修女养大的栢芝是一个快乐的天生购物狂 心理没有病 一切源自基因 原来小凤也是一个天生购物狂 更属于 殿堂级 买回来的东西多得要用货仓来储存 ConsumerEthnocentrism Ethnocentricconsumersfeelitiswrongtopurchaseforeign madeproductsTheycanbetargetedbystressingnationalisticthemes IssuesinBrandPersonality BrandpersonificationProductpersonalityandgenderPersonalityandcolor BrandPersonification Specific personality type traitsorcharacteristicsascribedbyconsumerstodifferentbrands PersonalityandGender Color Aproductpersonalityfrequentlyendowstheproductorbrandwithagender Consumersoftenassociatepersonalityfactorswithspecificcolors DifferentSelf Images ActualSelf Image IdealSelf Image IdealSocialSelf Image SocialSelf Image ExpectedSelf Image ExtendedSelf Modificationorchangingoftheselfbywhichconsumersuseself alteringproductsorservicestoconformtoortakeontheappearanceofaparticulartypesofperson e g abiker aphysician alawyer acollegeprofessor Role Apatternofbehaviorexpectedofanindividualinaspecificsocialposition suchasmother daughter teacher lawyer Onepersonmayhaveanumberofdifferentroles eachofwhichisrele