consumer behavior 消费者行为学（英文原版课件下）

Chapter 9,Consumer Behavior,Eighth EditionSCHIFFMAN & KANUK,Communication and Consumer Behavior,Figure 9.1 Basic Communication Model,Sender(Source),Receiver(Consumer),Message,Channel(Medium),Feedback,Elements of the Communications Process,The Message Initiator (the Source)The SenderThe ReceiverThe MediumThe MessageThe Target Audience (the Receivers)Feedback - the Receivers Response,Figure 9.2 Ad Depicting Non-Verbal Communication,Issues in Credibility,Credibility of Informal SourcesCredibility of Formal SourcesCredibility of Spokespersons and EndorsersMessage Credibility,Endorser Credibility,Endorser credibility is important when message comprehension is lowMatch must exist between product attributes and endorser attributesCredibility is higher when endorsers demographic characteristics are similar to those of target audienceEndorser credibility is not a substitute for corporate credibility,Sleeper Effect,The idea that both positive and negative credibility effects tend to disappear after a period of time.,Barriers to Communication,Selective PerceptionWandering, Zapping, Zipping, and Channel Surfing Combat with RoadblockingPsychological NoiseCombat with repeated exposures, contrast in the copy, and teasers,Figure 9.3 Comprehensive Communication Model,Sender(Source),Receiver(Consumer),Message,Channel(Medium),Encodes,Decodes,Feedback,Responds Appropriately?,Miscomprehends?,Yes,Yes,No,No,CommercialNon-ProfitIndividualFormal vs. Informal,SymbolsPicturesWordsImages,Verbal vs. Nonverbal1-sided vs. 2-sidedFactual vs. Emotional,Paid vs. UnpaidPrint, Broadcast, ElectronicPersonal vs. Impersonal,Pretests to Ensure Message Will be ReceivedPosttests to Ensure Message Was Received,Selective Exposure,IndividualsTarget AudienceIntermediary AudienceUnintended Audiences,Mediated by: InvolvementMoodExperiencePersonal Charac.,Issues in Designing Persuasive Communications,Communications strategyMedia strategyMessage strategy,Communications Strategy,Perceptions,Experience,Memory,Figure 9.4 Perception/ Experience/ Memory Model of Advertising,Pre-experience Exposure,Post-experience Exposure,FramingPerception,Enhancing Experience,OrganizingMemory,ExpectationAnticipationInterpretation,CueingBrandingInterpretation,Sensory EnhancementSocial Enhancement,Media Strategy,Consumer profilesAudience profiles,A cost-effective media choice is one that closely matches the advertisers consumer profile with the mediums audience profile.,Excerpts from Table 9.2 Persuasive Capabilities and Limitations of Major Media (Newspaper),Access to large audiencesEffective for local reachFlexibleFastFeedback possible through coupon redemption, etc.,Not selectiveShort message lifeClutterCost varies based on ad size and vehicle circulation,Excerpts from Table 9.2 Persuasive Capabilities and Limitations of Major Media (Magazines),Highly selectiveSelective binding possibleHigh quality productionHigh credibilityLong message lifeHigh pass along rate,Long lead timeHigh clutterDelayed and indirect feedbackRates vary based on circulation and selectivity,Excerpts from Table 9.2 Persuasive Capabilities and Limitations of Major Media (Television),Large audiences possibleAppeals to many sensesEmotion and attention possibleDemonstration possibleVery high costs overallLow costs per contact,Long lead timeHigh clutterShort message lifeViewers can avoid exposure with zapping, etc.Day-after recall tests for feedback,Excerpts from Table 9.2 Persuasive Capabilities and Limitations of Major Media (Radio),High geographic and demographic selectivityShort lead timeRelatively inexpensiveGood local coverage,Short exposure timeAudio onlyHigh clutterZapping possibleDelayed feedback through day-after recall tests,Excerpts from Table 9.2 Persuasive Capabilities and Limitations of Major Media (Internet),Potential for audience selectivityCustomized tracking possible and other feedback tools possibleUseful for branding and reinforcement of messages,Demographic skew to audienceVery high clutterZapping possibleGreat variation in pricingPrivacy concerns,Excerpts from Table 9.2 Persuasive Capabilities and Limitations of Major Media (Direct Mail),High audience selectivityPersonalization possibleNovel, interesting stimuli possibleLow clutter,Perception of junk mailFeedback possible through response High cost per contact,Excerpts from Table 9.2 Persuasive Capabilities and Limitations of Major Media (Direct Marketing),Development of databases High audience selectivityRelatively free of clutter,Privacy concernsMeasurable responsesCost per inquiry, cost per sale, revenue per ad can be calculated,Table 9.3 Buyer Personalities and Advertising Strategies,Righteous,Social,Pragmatic,How might advertising be designed for these three distinct buyer types?,Involvement Theory and Persuasion,The Elaboration Likelihood Model (ELM) proposes that marketers use the central route to persuasion for high involvement products and theperipheral route to persuasion for low involvement products,Figure 9.5 Central Route to Persuasion,Issues in Message Presentation,ResonanceMessage FramingOne-sided Versus Two-sided MessagesComparative AdvertisingOrder EffectsRepetition,Figure 9.6 Resonance in Advertising,Figure 9.7 Two-Sided Appeal,Figure 9.8 Comparative Advertising,Figure 9.9 Comparative Advertising,Emotional Advertising Appeals,FearHumorAbrasive advertisingSex in advertisingAudience participation,Figure 9.10 Humor to Baby Boomers,Figure 9.11 Sexual Appeal,Table 9.4 Impact of Humor on Advertising,Humor attracts attention.Humor does not harm comprehension.Humor is not more effective at increasing persuasion.Humor does not enhance source credibility.Humor enhances liking.Humor that is relevant to the product is superior to humor that is unrelated to the product.Audience demographic factors affect the response to humorous advertising appeals.The nature of the product affects the appropriateness of a humorous treatment.Humor is more effective with existing products than with new products.Humor is more appropriate for low-involvement products and feeling-oriented products than for high-involvement products.,Chapter 10,Consumer Behavior,Eighth EditionSCHIFFMAN & KANUK,Consumers in their Social and Cultural Settings,What is a Group?,Two or more people who interact to accomplish either individual or mutual goalsA membership group is one to which a person either belongs or would qualify for membershipA symbolic group is one in which an individual is not likely to receive membership despite acting like a member,Reference Group,A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior.,Broad Categories of Reference Groups,Normative Reference GroupsComparative Reference Groups,Indirect Reference Groups,Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities.,Figure 10.1 Major Consumer Reference Groups,Individual,Family,Friends,Social Class,Selected Subcultures,Ones Own Culture,Other Cultures,Reference Groups,Table 10.1 Positive Influences on Conformity,Group CharacteristicsAttractivenessExpertiseCredibilityPast SuccessClarity of Group Goals,Personal CharacteristicsTendency to ConformNeed for AffiliationNeed to be LikedDesire for ControlFear of Negative Evaluation,Factors Encouraging Conformity:A Reference Group Must .,Inform or make the individual aware of a specific product or brandProvide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the groupInfluence the individual to adopt attitudes and behavior that are consistent with the norms of the groupLegitimize the decision to use the same products as the group,Selected Consumer-Related Reference Groups,Friendship groupsShopping groupsWork groupsVirtual groups or communitiesConsumer-action groups,Brand Communities,Group of runners who meet at the Niketown store in Boston on WednesdaysSaturn car owners who meet for reunions and barbecuesHarley Davidson Owner Groups Saab owners,Reference Group Appeals,CelebritiesThe expertThe “common man”The executive and employee spokespersonTrade or spokes-charactersOther reference group appeals,Ann Taylor uses a Celebrity Appeal: Christy Turlington,Table 10.2 Types of Celebrity Appeals,Figure 10.4 Customers Providing Testimonials,Figure 10.5 Spokes-Character,Households,Households,Family Households: Married couple, Nuclear family, Extended family,Non-Family Households: Unmarried couples, Friends/ Roommates, Boarders,The Typical Household?,Canada: Nuclear familyThailand: Extended familyUSA: Not married, no children,Consumer Socialization,The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.,Figure 10.8 Consumption-Related Socialization,Figure 10.11 A Simple Model of the Socialization Process,Other Functions of the Family,Economic well-beingEmotional supportSuitable family lifestyles,Figure 10.10 Appealing to the Responsibility of Providing for Future Family Financial Need,Figure 10.11 Ad Telling Readers that a Great Vacation is Family Time,Dynamics of Husband-Wife Decision Making,Husband-DominatedWife-DominatedJointEqualSyncraticAutonomicSolitaryUnilateral,The Family Life Cycle,Traditional Family Life CycleStage I: BachelorhoodStage II: HoneymoonersStage III: ParenthoodStage IV: PostparenthoodStage V: DissolutionModifications - the Nontraditional FLC,Figure 10.15 Targeting the To-Be- Married Segment,Figure 10.16 Targeting the PostParenthood Stage,Figure 10.15 An Extended Family life Cycle,Middle-AgedDivorced without Children,Middle-AgedMarried without Children,YoungDivorced without Children,YoungSingle*,YoungMarried without Children*,YoungMarried with Children*,Middle-AgedMarried with Children*,Middle-AgedMarried without Dependent Children*,OlderMarried*,OlderUnmarried*,Middle-AgedDivorced with Children,Middle-AgedDivorced without Children,YoungDivorced with Children*,*,Traditional Family Flow,Recycled Flow,Usual Flow,Table 10.9 Noteworthy Nontraditional FLC Stages,Table 10.9 continued,Table 10.9 continued,Chapter 11,Consumer Behavior,Eighth EditionSCHIFFMAN & KANUK,Social Class and Consumer Behavior,Social Class,The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes.,Social Class and Social Status,Status is frequently thought of as the relative rankings of members of each social classwealthpowerprestige,Social Comparison Theory states that individuals compare theirown possessions against those of others to determine their relative social standing.,Status Consumption,The process by which consumers actively increase their social standing through conspicuous consumption or possessions,Convenient Approaches to Social Class,Social status is usually defined in terms of one or more of the following socioeconomic variables:Family IncomeOccupational StatusEducational Attainment,Figure 11.1 Targeting Upscale Customers,Table 11.3 Percent Distribution of Five-Category Social-Class Measure,SOCIAL CLASSESPERCENTAGEUpper 4.3Upper-middle 13.8Middle 32.8Working 32.3Lower 16.8Total percentage100.0,Social Class Measurement,Subjective Measures: individuals are asked to estimate their own social-class positionsReputational Measures: informants make judgments concerning the social-class membership of others within the communityObjective Measures: individuals answer specific socioeconomic questions and then are categorized according to answers,Objective Measures,Single-variable indexesOccupationEducationIncomeOther Variables,Composite-variable indexesIndex of Status CharacteristicsSocioeconomic Status Score,Table 11.5 Readers Median Household Income for Selected Publications,NEWSPAPER/MAGAZINEMEDIAN HOUSEHOLD INCOMEWall Street Journal$86,109.4Barrons 83,075.5New York Times Daily 78,093.1Architectural Digest 71,483.6Forbes 68,518.7Money 64,423.2PC World 60,680.4New Yorker 59,471.0Smithsonian 55,5646Newsweek 54,842.2Time 52,283.5Car & Driver 52,338.0National Geographic 49,561.4,Table 11.8 Amount and Source of Income Categories,AmountUnder $25,000/ year$25,000-$49,999$50,000-$74,999$75,000-$99,999$100,000-$124,999$125,000-$149,999$150,000-$174,999$175,000-$199,999$200,000 and over,SourcePublic welfarePrivate financial assistanceWages (hourly)Salary (yearly)Profits or feesEarned wealthInherited wealth, interest, dividends, royalties,Figure 11.2 Targeting Upper-class Consumers,Index of Status Characteristics (ISC),A composite measure of social class that combines occupation, source of income (not amount), house type / dwelling area into a single weighted index of social class standing.,Socioeconomic Status Score (SES),A multivariable social class measure used by the United States Bureau of the Census that combines occupational status, family income, and educational attainment into a single measure of social class standing.,Table 11.9 Social-Class Profiles,THE UPPER-UPPER CLASS-COUNTRY CLUBSmall number of well-established familiesBelong to best country clubs and sponsor major charity eventsServe as trustees for local colleges and hospitalsProminent physicians and lawyersMay be heads of major financial institutions, owners of major long-established firmsAccustomed to wealth, so do not spend money conspicuously,THE LOWER-UPPER CLASS-NEW WEALTHNot quite accepted by the upper crust of societyRepresent “new money”Successful business executiveConspicuous users of their new wealth,Table 11.9 continued,THE UPPER-MIDDLE CLASS-ACHIEVING PROFESSIONALSHave neither family status nor unusual wealthCareer orientedYoung, successful professionals, corporate managers, and business ownersMost are college graduates, many with advanced degreesActive in professional, community, and social activitiesHave a keen interest in obtaining the “better things in life”Their homes serve as symbols of their achievementsConsumption is often conspicuousVery child oriented,Table 11.9 continued,THE LOWER-MIDDLE CLASS-FAITHFUL FOLLOWERSPrimary non-managerial white-collar workers and highly paid blue-collar workersWant to achieve “respectability” and be accepted as good citizensWant their children to be well behavedTend to be churchgoers and are often involved in church-sponsored activitiesPrefer a neat and clean appearance and tend to avoid faddish or highly-styled clothingConstitute a major market for do-it-yourself products,Table 11.9 continued,THE UPPER-LOWER CLASS-SECURITY-MINDED MAJORITYThe largest social-class segmentSolidly blue-collarStrive for security View work as a means to “buy” enjoymentWant children to behave properlyHigh wage earners in this group may spend impulsivelyInterested in items that enhance leisure time (e.g., TV sets)Husbands typically have a strong “macho” self-imageMales are sports fans, heavy smokers, beer drinkers,Table 11.9 continued,THE LOWER-LOWER CLASS-ROCK BOTTOMPoorly educated, unskilled laborersOften out of workChildren are often poorly treatedTend to live a day-to-day existence,Figure 11.3 Appealing to Upward Mobility,Geodemographic Clusters,A composite segmentation strategy that uses both geographic variables (zip codes, neighborhoods) and demographic variables (e.g., income, occupation) to identify target markets.,PRIZM (Potential Rating Index by Zip Market),A composite index of geographic and socioeconomic factors expressed in residential zip code neighborhoods from which geodemographic consumer segments are formed.,Table 11.13 A Profile of PRIZM Cluster: “Urban Gold Coast” (Cluster 06),SOCIOECONOMIC FACTORS:Percent of U.S. households0.60%Predominant age rangeMixedSocioeconomic groupAffluentDemographic captionProfessional urban singles and couplesEducationCollege graduatesOccupationWhite collarRace/EthnicityWhite, Asian,LIFESTYLE:Use WebTV onlineListen to Oldie GoldiesRead New York MagazineWatch Politically Incorrect,Table 11.14 Affluent Readers ($70,000+ Median Household Income) for Selected Publications,NEWSPAPER/MAGAZINEMEDIAN HOUSEHOLD INCOME ($)Allure115,400Architectural Digest125,400Art & Antiques 103,200Better Homes and Gardens 96,600Boating 101,400Bon Appetit 119,200Business Week 121,500Cigar Aficionado 115,100Conde Nast Traveler 123,500Elle 119,900Esquire 108,200Fortune 121,900Golf Magazine 102,200,MRI Affluent Market-Segmentation Schema,Affluent SegmentsWell-feathered NestsNo Strings AttachedNannys In ChargeTwo CareersThe Good Life,Rural Affluent SegmentsSuburban TransplantsEquity-rich Suburban ExpatriatesCity Folks with Country HomesWealthy Landowners,What is Middle Class?,The “middle” 50% of household incomes - households earning between $25,000 and $85,000Households made up of college-educated adults who use computers, and are involved in childrens educationLower-middle to middle-middle based on income, education, and occupation (this view does NOT include upper-middle which is considered affluent),What is Working Class?,Households earning $34,000 or less control more than 30% of the total income in the U.S.These consumers tend to be more brand loyal than wealthier consumers,Consumer Behavior and Social Class,Clothing, Fashion, and ShoppingThe Pursuit of LeisureSaving, Spending, and CreditSocial Class and Communication,Chapter 12,Consumer Behavior,Eighth EditionSCHIFFMAN & KANUK,The Influence of Culture on Consumer Behavior,Culture,The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.,Culture,Culture offers order, direction, and guidance in all phase