外文翻译-心理因素影响购买行为-psychological factors influencing buyer behavior

外文原文PSYCHOLOGICALFACTORSINFLUENCINGBUYERBEHAVIORPSYCHOLOGICALFACTORSARETHEFOURTHMAJORINFLUENCEONCONSUMERBUYINGBEHAVIORINADDITIONTOCULTURAL,SOCIAL,ANDPERSONALFACTORSINGENERAL,APERSONSBUYINGCHOICESAREINFLUENCEDBYTHEPSYCHOLOGICALFACTORSOFMOTIVATION,PERCEPTION,LEARNING,BELIEFS,ANDATTITUDESIMPORTANCEOFUNDERSTANDINGCUSTOMERMOTIVESTHETASKOFMARKETINGISTOIDENTIFYCONSUMERSNEEDSANDWANTSACCURATELY,THENTODEVELOPPRODUCTSANDSERVICESTHATWILLSATISFYTHEMFORMARKETINGTOBESUCCESSFUL,ITISNOTSUFFICIENTTOMERELYDISCOVERWHATCUSTOMERSREQUIRE,BUTTOFINDOUTWHYITISREQUIREDONLYBYGAININGADEEPANDCOMPREHENSIVEUNDERSTANDINGOFBUYERBEHAVIOURCANMARKETINGSGOALSBEREALISEDSUCHANUNDERSTANDINGOFBUYERBEHAVIOURWORKSTOTHEMUTUALADVANTAGEOFTHECONSUMERANDMARKETER,ALLOWINGTHEMARKETERTOBECOMEBETTEREQUIPPEDTOSATISFYTHECONSUMERSNEEDSEFFICIENTLYANDESTABLISHALOYALGROUPOFCUSTOMERSWITHPOSITIVEATTITUDESTOWARDSTHECOMPANYSPRODUCTSCONSUMERBEHAVIOURCANBEFORMALLYDEFINEDASTHEACTSOFINDIVIDUALSDIRECTLYINVOLVEDINOBTAININGANDUSINGECONOMICGOODSANDSERVICES,INCLUDINGTHEDECISIONPROCESSESTHATPRECEDEANDDETERMINETHESEACTSTHEUNDERLYINGCONCEPTSOFTHISCHAPTERFORMASYSTEMINWHICHTHEINDIVIDUALCONSUMERISTHECORE,SURROUNDEDBYANIMMEDIATEANDAWIDERENVIRONMENTTHATINFLUENCESHISORHERGOALSTHESEGOALSAREULTIMATELYSATISFIEDBYPASSINGTHROUGHANUMBEROFPROBLEMSOLVINGSTAGESLEADINGTOPURCHASEDECISIONSTHESTUDYANDPRACTICEOFMARKETINGDRAWSONAGREATMANYSOURCESTHATCONTRIBUTETHEORY,INFORMATION,INSPIRATIONANDADVICEINTHEPAST,THEMAININPUTTOTHETHEORYOFCONSUMERBEHAVIOURHASCOMEFROMPSYCHOLOGYMORERECENTLY,THEINTERDISCIPLINARYIMPORTANCEOFCONSUMERBEHAVIOURHASINCREASEDSUCHTHATSOCIOLOGY,ANTHROPOLOGY,ECONOMICSANDMATHEMATICSALSOCONTRIBUTETOTHESCIENCERELATINGTOTHISSUBJECTMOTIVATIONAPERSONHASMANYNEEDSATANYGIVENTIMESOMENEEDSAREBIOGENICTHEYARISEFROMPHYSIOLOGICALSTATESOFTENSIONSUCHASHUNGER,THIRST,DISCOMFORTOTHERNEEDSAREPSYCHOGENICTHEYARISEFROMPSYCHOLOGICALSTATESOFTENSIONSUCHASTHENEEDFORRECOGNITION,ESTEEM,ORBELONGINGANEEDBECOMESAMOTIVEWHENITISAROUSEDTOASUFFICIENTLEVELOFINTENSITYAMOTIVEISANEEDTHATISSUFFICIENTLYPRESSINGTODRIVETHEPERSONTOACTPURCHASINGMOTIVATIONISTOMAKECONSUMERSTOBUYACOMMODITYDECISIONMAKINGINTERNALDRIVINGFORCE,ISACAUSEOFPURCHASEBEHAVIOROFTHEPREMISE,ALSOISTHECAUSEOFHERBEHAVIORSPECIFICINCLUDETHEFOLLOWINGASPECTS1RATIONALMOTIVATIONRATIONALMOTIVATIONSOMEGOODSTOCONSUMERSISACLEARUNDERSTANDINGANDCOGNITIVE,OFTHEGOODSINMOREFAMILIARCONDUCTEDBASEDONTHERATIONALCHOICEANDMAKETHEPURCHASEBEHAVIORITINCLUDES1APPLYAPPLYFORAREALISTICPERFORMANCEPSYCHOLOGICAL,CONSUMERPRODUCTSISIMPORTANTTOTHEMOSTBASIC,MOSTCOREFUNCTIONSINTHECHOOSEANDBUYGOODS,PAYCLOSEATTENTIONTOITSTECHNICALPERFORMANCE,ANDAPPEARANCE,THEPRICE,THEBRANDOFTHEADDEDVALUEOFPRODUCTSONTHESECOND2THEECONOMYECONOMICPERFORMANCEASACREAMFORPSYCHOLOGICALBYTHECOMPARISONOFSEVERALKINDSOFGOODS,INOTHERCONDITIONSBASICSIMILARCIRCUMSTANCES,THISKINDOFCUSTOMERTOPRICEAPPEARQUITESENSITIVE,THEYAREGENERALLYBYPRICEMATERIALBENEFITASTHEFIRSTELEMENTOFCHOICE3RELIABLEHIGHQUALITYPRODUCTISTHECUSTOMERCANRESTASSUREDTHEBASISOFCONSUMPTIONRELIABLEISINESSENCEAPURSUITOFHIGHQUALITYCONSUMERREFLECTSOTHEBRANDNAMEPRODUCTSHASTHETRUSTOFTHEPEOPLE,JUSTBECAUSEITISRELIABLEINQUALITY2FEELINGMOTIVATIONFEELINGMOTIVATIONCANTSIMPLYUNDERSTANDFORNOTRATIONALMOTIVATIONITISMAINLYCOMPOSEDOFSOCIALANDPSYCHOLOGICALFACTORSARISEWILLINGNESSTOBUYANDIMPULSEITISDIFFICULTTOHAVEAFEELINGMOTIVATIONOBJECTIVESTANDARD,BUTISSUBSTANTIALLYFROMTHEPSYCHOLOGY1TOSHOWOFFPSYCHOLOGYTHISKINDOFPSYCHOLOGICALINHIGHINCOMELEVELS,MORECOMMONINCOMETHATTHEYHAVETHECAPITALTOSHOWOFF,SOINSHOPPINGONTHEYWILLSHOWTHEIRSTATUSANDAPPRECIATELEVELMANYLUXURYBRANDMANUFACTURERSISSEIZETHEGROUPPSYCHOLOGICALTENDENCY,HAVEINTRODUCEDALLKINDSOFEXPENSIVELUXURYGOODS2COMPAREPSYCHOLOGYCOMPARISONISAKINDOFPSYCHOLOGICALMUTATISMUTANDISINTHESAMESOCIALGROUPSINSIDE,EACHMEMBERLISTSEACHOTHER,WHODONTWANTTOLAGBEHINDOTHERSTHISKINDOFPSYCHOLOGICALONCONSUMPTIONAPPEARSTOBEAMOTIVE,OTHERSHAVEWHATHIGHGRADEGOODS,OWNALSOMUSTHAVE3CONFORMITYPSYCHOLOGYTHISKINDOFPSYCHOLOGICALREFLECTEDINLIFECIRCLE,PEOPLEWANTTOFOLLOWINTHECIRCLETHEPACEOFMOSTPEOPLESOTHATOTHERSTHINKGOODPRODUCTS,OWNALSOFOLLOWEDAPPROVALOTHERSWHATTOBUYGOODS,ONESELFALSOCANFOLLOWTOBUYPSYCHOLOGISTSHAVEDEVELOPEDTHEORIESOFHUMANMOTIVATIONTHREEOFTHEBESTKNOWNTHETHEORIESOFSIGMUNDFREUD,ABRAHAMMASLOW,ANDFREDERICKHERZBERGCARRYQUITEDIFFERENTIMPLICATIONSFORCONSUMERANALYSISANDMARKETINGSTRATEGYFREUDSTHEORYSIGMUNDFREUDASSUMEDTHATTHEPSYCHOLOGICALFORCESSHAPINGPEOPLESBEHAVIORARELARGELYUNCONSCIOUS,ANDTHATAPERSONCANNOTFULLYUNDERSTANDHISORHEROWNMOTIVATIONSATECHNIQUECALLEDLADDERINGCANBEUSEDTOTRACEAPERSONSMOTIVATIONSFROMTHESTATEDINSTRUMENTALONESTOTHEMORETERMINALONESTHENTHEMARKETERCANDECIDEATWHATLEVELTODEVELOPTHEMESSAGEANDAPPEALINLINEWITHFREUDSTHEORY,CONSUMERSREACTNOTONLYTOTHESTATEDCAPABILITIESOFSPECIFICBRANDS,BUTALSOTOOTHER,LESSCONSCIOUSCUESSUCCESSFULMARKETERSARETHEREFOREMINDFULTHATSHAPE,SIZE,WEIGHT,MATERIAL,COLOR,ANDBRANDNAMECANALLTRIGGERCERTAINASSOCIATIONSANDEMOTIONSMASLOWSTHEORYABRAHAMMASLOWSOUGHTTOEXPLAINWHYPEOPLEAREDRIVENBYPARTICULARNEEDSATPARTICULARTIMESHISTHEORYISTHATHUMANNEEDSAREARRANGEDINAHIERARCHY,FROMTHEMOSTTOTHELEASTPRESSINGINORDEROFIMPORTANCE,THESEFIVECATEGORIESAREPHYSIOLOGICAL,SAFETY,SOCIAL,ESTEEM,ANDSELFACTUALIZATIONNEEDSACONSUMERWILLTRYTOSATISFYTHEMOSTIMPORTANTNEEDFIRSTWHENTHATNEEDISSATISFIED,THEPERSONWILLTRYTOSATISFYTHENEXTMOSTPRESSINGNEEDMASLOWSTHEORYHELPSMARKETERSUNDERSTANDHOWVARIOUSPRODUCTSFITINTOTHEPLANS,GOALS,ANDLIVESOFCONSUMERSHERZBERGSTHEORYFREDERICKHERZBERGDEVELOPEDATWOFACTORTHEORYTHATDISTINGUISHESDISSATISFIERSFACTORSTHATCAUSEDISSATISFACTIONFROMSATISFIERSFACTORSTHATCAUSESATISFACTIONTHEABSENCEOFDISSATISFIERSISNOTENOUGHSATISFIERSMUSTBEACTIVELYPRESENTTOMOTIVATEAPURCHASEFOREXAMPLE,ACOMPUTERTHATCOMESWITHOUTAWARRANTYWOULDBEADISSATISFYYETTHEPRESENCEOFAPRODUCTWARRANTYWOULDNOTACTASASATISFIERORMOTIVATOROFAPURCHASE,BECAUSEITISNOTASOURCEOFINTRINSICSATISFACTIONWITHTHECOMPUTEREASEOFUSEWOULD,HOWEVER,BEASATISFIERFORACOMPUTERBUYERINLINEWITHTHISTHEORY,MARKETERSSHOULDAVOIDDISSATISFIERSTHATMIGHTUNSEALTHEIRPRODUCTSTHEYSHOULDALSOIDENTIFYANDSUPPLYTHEMAJORSATISFIERSORMOTIVATORSOFPURCHASE,BECAUSETHESESATISFIERSDETERMINEWHICHBRANDCONSUMERSWILLBUYPERCEPTIONAMOTIVATEDPERSONISREADYTOACT,YETHOWTHATPERSONACTUALLYACTSISINFLUENCEDBYHISORHERPERCEPTIONOFTHESITUATIONPERCEPTIONISTHEPROCESSBYWHICHANINDIVIDUALSELECTS,ORGANIZES,ANDINTERPRETSINFORMATIONINPUTSTOCREATEAMEANINGFULPICTUREOFTHEWORLDPERCEPTIONDEPENDSNOTONLYONPHYSICALSTIMULI,BUTALSOONTHESTIMULISRELATIONTOTHESURROUNDINGFIELDANDONCONDITIONSWITHINTHEINDIVIDUALTHEKEYWORDISINDIVIDUALINDIVIDUALSCANHAVEDIFFERENTPERCEPTIONSOFTHESAMEOBJECTBECAUSEOFTHREEPERCEPTUALPROCESSESSELECTIVEATTENTION,SELECTIVEDISTORTION,ANDSELECTIVERETENTIONSELECTIVEATTENTIONPEOPLEAREEXPOSEDTOMANYDAILYSTIMULISUCHASADSMOSTOFTHESESTIMULIARESCREENEDOUTAPROCESSCALLEDSELECTIVEATTENTIONTHEENDRESULTISTHATMARKETERSHAVETOWORKHARDTOATTRACTCONSUMERSATTENTIONTHROUGHRESEARCH,MARKETERSHAVELEARNEDTHATPEOPLEAREMORELIKELYTONOTICESTIMULITHATRELATETOACURRENTNEED,WHICHISWHYCARSHOPPERSNOTICECARADSBUTNOTAPPLIANCEADSFURTHERMORE,PEOPLEAREMORELIKELYTONOTICESTIMULITHATTHEYANTICIPATESUCHASFOODSBEINGPROMOTEDONAFOODWEBSITEANDPEOPLEAREMORELIKELYTONOTICESTIMULIWHOSEDEVIATIONSARELARGEINRELATIONTOTHENORMALSIZEOFTHESTIMULI,SUCHASABANNERADOFFERING100NOTJUST5OFFAPRODUCTSLISTPRICESELECTIVEDISTORTIONEVENNOTICEDSTIMULIDONOTALWAYSCOMEACROSSTHEWAYTHATMARKETERSINTENDSELECTIVEDISTORTIONISTHETENDENCYTOTWISTINFORMATIONINTOPERSONALMEANINGSANDINTERPRETINFORMATIONINAWAYTHATFITSOURPRECONCEPTIONSUNFORTUNATELY,MARKETERSCANDOLITTLEABOUTSELECTIVEDISTORTIONSELECTIVERETENTIONPEOPLEFORGETMUCHTHATTHEYLEARNBUTTENDTORETAININFORMATIONTHATSUPPORTSTHEIRATTITUDESANDBELIEFSBECAUSEOFSELECTIVERETENTION,WEARELIKELYTOREMEMBERGOODPOINTSMENTIONEDABOUTAPRODUCTWELIKEANDFORGETGOODPOINTSMENTIONEDABOUTCOMPETINGPRODUCTSSELECTIVERETENTIONEXPLAINSWHYMARKETERSUSEDRAMAANDREPETITIONINMESSAGESTOTARGETAUDIENCESLEARNINGWHENPEOPLEACT,THEYLEARNLEARNINGINVOLVESCHANGESINANINDIVIDUALSBEHAVIORTHATARISEFROMEXPERIENCEMOSTHUMANBEHAVIORISLEARNEDTHEORISTSBELIEVETHATLEARNINGISPRODUCEDTHROUGHTHEINTERPLAYOFDRIVES,STIMULI,CUES,RESPONSES,ANDREINFORCEMENTADRIVEISASTRONGINTERNALSTIMULUSTHATIMPELSACTIONCUESAREMINORSTIMULITHATDETERMINEWHEN,WHERE,ANDHOWAPERSONRESPONDSSUPPOSEYOUBUYANIBMCOMPUTERIFYOUREXPERIENCEISREWARDING,YOURRESPONSETOCOMPUTERSANDIBMWILLBEPOSITIVELYREINFORCEDLATER,WHENYOUWANTTOBUYAPRINTER,YOUMAYASSUMETHATBECAUSEIBMMAKESGOODCOMPUTERS,ITALSOMAKESGOODPRINTERSYOUHAVENOWGENERALIZEDYOURRESPONSETOSIMILARSTIMULIACOUNTERTENDENCYTOGENERALIZATIONISDISCRIMINATION,INWHICHTHEPERSONLEARNSTORECOGNIZEDIFFERENCESINSETSOFSIMILARSTIMULIANDADJUSTRESPONSESACCORDINGLYAPPLYINGLEARNINGTHEORY,MARKETERSCANBUILDUPDEMANDFORAPRODUCTBYASSOCIATINGITWITHSTRONGDRIVES,USINGMOTIVATINGCUES,ANDPROVIDINGPOSITIVEREINFORCEMENTBELIEFSANDATTITUDESTHROUGHDOINGANDLEARNING,PEOPLEACQUIREBELIEFSANDATTITUDESTHAT,INTURN,INFLUENCEBUYINGBEHAVIORABELIEFISADESCRIPTIVETHOUGHTTHATAPERSONHOLDSABOUTSOMETHINGBELIEFSMAYBEBASEDONKNOWLEDGE,OPINION,ORFAITH,ANDTHEYMAYORMAYNOTCARRYANEMOTIONALCHARGEOFCOURSE,MANUFACTURERSAREVERYINTERESTEDINTHEBELIEFSTHATPEOPLEHAVEABOUTTHEIRPRODUCTSANDSERVICESTHESEBELIEFSMAKEUPPRODUCTANDBRANDIMAGES,ANDPEOPLEACTONTHEIRIMAGESIFSOMEBELIEFSAREWRONGANDINHIBITPURCHASE,THEMANUFACTURERWILLWANTTOLAUNCHACAMPAIGNTOCORRECTTHESEBELIEFSPARTICULARLYIMPORTANTTOGLOBALMARKETERSISTHEFACTTHATBUYERSOFTENHOLDDISTINCTBELIEFSABOUTBRANDSORPRODUCTSBASEDONTHEIRCOUNTRYOFORIGINSTUDIESHAVEFOUND,FOREXAMPLE,THATTHEIMPACTOFCOUNTRYOFORIGINVARIESWITHTHETYPEOFPRODUCTCONSUMERSWANTTOKNOWWHEREACARWASMADEBUTNOTWHERELUBRICATINGOILCAMEFROMINADDITION,ATTITUDESTOWARDCOUNTRYOFORIGINCANCHANGEOVERTIMEJAPAN,FORINSTANCE,HADAPOORQUALITYIMAGEBEFOREWORLDWARIIACOMPANYHASSEVERALOPTIONSWHENITSPRODUCTSPLACEOFORIGINTURNSOFFCONSUMERSTHECOMPANYCANCONSIDERCOPRODUCTIONWITHAFOREIGNCOMPANYTHATHASABETTERNAMEANOTHERALTERNATIVEISTOHIREAWELLKNOWNCELEBRITYTOENDORSETHEPRODUCTORTHECOMPANYCANADOPTASTRATEGYTOACHIEVEWORLDCLASSQUALITYINTHELOCALINDUSTRY,ASISTHECASEWITHBELGIANCHOCOLATESANDCOLOMBIANCOFFEETHISISWHATSOUTHAFRICANWINERIESAREATTEMPTINGTODOASTHEIRWINEEXPORTSINCREASESOUTHAFRICANWINESHAVEBEENHURTBYTHEPERCEPTIONTHATTHECOUNTRYSVINEYARDSAREPRIMITIVEINCOMPARISONTOTHOSEINOTHERCOUNTRIESANDTHATWINEFARMERSARECONTINUINGCRUDELABORPRACTICESINREALITY,SOUTHAFRICASWINEFARMERSHAVEIMPROVEDTHELIVESOFTHEIRWORKERS“WINEISSUCHAPRODUCTOFORIGINTHATWECANNOTSUCCEEDIFSOUTHAFRICADOESNTLOOKGOOD,”SAYSWILLEMBARNARD,CHIEFEXECUTIVEOFTHEKOOPERATIEVEWIJNBOUWERSVERENIGING,THEFARMERSCOOPTHATDOMINATESTHEINDUSTRYATTITUDESAREJUSTASIMPORTANTASBELIEFSFORINFLUENCINGBUYINGBEHAVIORANATTITUDEISAPERSONSENDURINGFAVORABLEORUNFAVORABLEEVALUATIONS,EMOTIONALFEELINGS,ANDACTIONTENDENCIESTOWARDSOMEOBJECTORIDEAPEOPLEHAVEATTITUDESTOWARDALMOSTEVERYTHINGRELIGION,POLITICS,CLOTHES,MUSIC,ANDFOODATTITUDESPUTTHEMINTOAFRAMEOFMINDOFLIKINGORDISLIKINGANOBJECT,MOVINGTOWARDORAWAYFROMITATTITUDESLEADPEOPLETOBEHAVEINAFAIRLYCONSISTENTWAYTOWARDSIMILAROBJECTSBECAUSEATTITUDESECONOMIZEONENERGYANDTHOUGHT,THEYAREVERYDIFFICULTTOCHANGETOCHANGEASINGLEATTITUDEMAYREQUIREMAJORADJUSTMENTSINOTHERATTITUDESTHUS,ACOMPANYWOULDBEWELLADVISEDTOFITITSPRODUCTINTOEXISTINGATTITUDESRATHERTHANTOTRYTOCHANGEPEOPLESATTITUDESOFCOURSE,TRYINGTOCHANGEATTITUDESCANPAYOFFOCCASIONALLYLOOKATTHEMILKINDUSTRYBYTHEEARLY1990S,MILKCONSUMPTIONHADBEENINDECLINEFOR25YEARS,BECAUSETHEGENERALPERCEPTIONWASTHATMILKWASUNHEALTHY,OUTDATED,ANDJUSTFORKIDS,ORONLYGOODWITHCOOKIESANDCAKESTHENTHENATIONALFLUIDMILKPROCESSOREDUCATIONPROGRAMKICKEDOFFAMULTIMILLIONDOLLARPRINTADCAMPAIGNFEATURINGMILKBEMUSTACHEDCELEBRITIESLIKEHANSONANDTYRABANKSWITHTHETAGLINE“WHERESYOURMUSTACHE”THEWILDLYPOPULARCAMPAIGNHASCHANGEDATTITUDESAND,INTHEPROCESS,BOOSTEDMILKCONSUMPTIONTHEMILKPRODUCERSHAVEALSOESTABLISHEDANONLINECLUBMILKWWWWHYMILKCOM,LIMITINGMEMBERSHIPTOPEOPLEWHOPLEDGETODRINKTHREEGLASSESOFMILKADAY外文翻译心理因素影响购买行为原文来源PSYCHOLOGICALFACTORSINFLUENCINGBUYERBEHAVIOR心理因素是第四重要影响消费者的购买行为除了文化、社会和个人因素。一般来说,一个人的购买选择受心理因素例如动机、认知、学习、信仰和态度的影响。知晓顾客动机的重要性,理解客户的动机营销的任务是要准确的识别出消费者的需求和欲望,然后开发满足他们的产品和服务,。市场要想成功,只是发现客户需要是远远不够的,而是为了找出为什么这是必需的。只有通过获得一个深入的和全面的了解买方行为才可以使营销的目标成真。只有理解顾客的购买行为,才会使买消费者和商家双赢,使市场成为更好的装备,以满足消费者的需求,建立一个忠诚的组织，以积极的态度为客户有效的提供本公司的产品。消费者行为可以被正式定义为个人的行为直接参与的获取和使用的商品和服务,包括决策过程,确定这些以前的行为。在本章的概念形成一个系统,在个人消费是核心,周围有更多的环境影响他或她的目标。这些目标是最终通过一定数量的解决问题的步鄹来导致购买决策阶段。研究与实践,吸引了许多营销渠道，理论贡献、信息、灵感和建议。在过去,主要输入的消费者行为理论来自于心理学。最近,跨学科的研究消费者行为的重要性,增加了社会学、人类学、经济学和数学也有助于个主题。动机。在任何特定时间一个人有很多需求。有些需要是生理上的,从生理状态产生的张力如饥饿、干渴、不适。其他需求心理他们引起的紧张心理状态如需要识别、尊重、归属感。当一个人的动机强烈到足够的等级就会产生需求。一个动机是一个需求，也就是说他能够驱使人去积极的采取行动。购买动机是使消费者做出购买某种商品决策的内在驱动力,是引起购买行为的前提,也就是引起行为的原由。具体包括以下几个方面一理智动机理智动机就是消费者对某种商品有了清醒的了解和认知,在对这个商品比较熟悉的基础上所进行的理性抉择和做出的购买行为。它包括1适用适用表现为一种求实心理,消费者所看重的是产品最基本、最核心的功能。在选购商品时,对其技术性能格外关注,而外观、价格、品牌等产品的附加价值放在其次。2经济经济表现为一种求廉心理。几种商品经对比后,在其他条件基本相似的情况下,这类顾客对价格显得相当敏感,他们一般会以价格的实惠作为选择的首要因素。3可靠优质的产品是顾客可以放心消费的基础。可靠实质上是消费者追求上乘质量的体现。因此名牌商品之所以倍受人们的信任,就在于它的质量可靠。2感情动机感情动机不能简单地理解为不理智动机。它主要是由社会的和心理的因素产生的购买意愿和冲动。感情动机很难有一个客观的标准,但大体上是来自于下述心理。1炫耀心理这种心理在高收入阶层比较常见。丰厚的收入使他们拥有炫耀的资本,所以在购物上他们要展现自己的身份地位和欣赏水平。许多高档品牌的制造商正是看准了这一群体的心理倾向,纷纷推出各种昂贵的奢侈品。2攀比心理攀比是一种比照的心理。在同一个社会群体里面,各个成员之间相互比拼,谁都不想落后别人。这种心理在消费上表现为一种动机,别人有什么高档的商品,自己也一定要有。3从众心理这种心理反映在生活圈子中,人们希望跟着圈中大多数人的步伐。因此其他人认为不错的产品,自己也跟着认可其他人买什么商品,自己也会跟着买。心理学家们已经研究出人类动机理论。三个最好的原理创造者西格蒙德弗洛伊德的理论,亚伯拉罕马斯洛,弗雷德里克赫茨伯格从完全不同的角度对消费者的行为进行分析,并制定出相应的的营销策略。弗洛伊德的理论。西格蒙德弗洛伊德认为,塑造人的心理力量的行为在很大程度上是无意识的,一个人不能完全理解他或她自己的动机。一种叫阶梯的方法可以从用来描述一个人的动机向更高的层次发展。然后卖方可以决定在哪个层级上发布具有吸引力的信息。根据弗洛伊德的理论,消费者的所反应能力不仅针对具体的品牌,而且也针对其他,不甚清楚的提示。成功的商人也因此留意到形状、大小、重量、材料、色彩、品牌都可以触发某些联想和情感。马斯洛的理论。亚伯拉罕马斯洛试图来解释为什么人们被特别需要驱动在特定的时期。他的理论是把人类需求排列在一个层次,从最最紧迫到最基本。按重要性的顺序来排列,这五个层次分别是是生理、安全、社会、尊重、和自我实现的需要。首先消费者将尽力满足最重要的需求,当这种需要的得到满足后,人会尽力满足处于第二个阶段的需要。马斯洛的理论帮助商家了解各个产品并制定具有针对性的计划、目标来满足消费者的生活。赫茨伯格的理论。弗雷德里克赫茨伯格开发了一种双因素理论即不满意的因素原因的不满到满意满意的原因。不满足的因素是不充分的满意者现在必须积极鼓励购买。例如,一台计算机,它没有保证将来是一个不满足。然而存在的产品质量保证不会作为一个满意引子或动力来促使人购买,因为对电脑而言它不是一个来源的内在满意的引子。然而使用方便,对一个电脑买家会成为一个满意引子。根据这一理论,行销人员应避免不满意引子这可能开启他们的产品。他们也应该识别和供应的主要满意引子或能够促使消费者购买的动因,因为这些满意因素决定消费者会购买哪个品牌的电脑。感知。一个有进取心的人准备好了行动,但这个人如何采取实际行动是受他或她对外界环境的的知觉状况影响的。认知是指个体对输入大脑的信息进行的选择,组织,把多种属性整合为同一个整体。感知不仅取决于生理上的刺激有关,而且还关系到个体周围领域其它的刺激因素。关键词是个人。每个人对相同的物体都可以有不同的看法,因为有三个过程选择性注意力、选择性的扭曲,和选择性保留。选择性注意。人的感官每时每刻都可能接受大量的刺激例如广告。而大部分刺激是经过筛选的，这个过程叫做选择性注意。这个最终结果导致市场营销者必须努力工作来吸引顾客的注意。通过研究表明，商家已经明白，消费者更可能注意和他们现在的需求有关的刺激，这就是为什么汽车购买者注意汽车广告而不是注意器具广告。此外，消费者更可能注意到和他们所期望的东西有关的刺激，例如对食物的需求促使他们关注食物网站。人们更可能去接受感知偏差大的刺激相对于正常大小的刺激,如广告提供100美元不是产品价格表上的5美元。选择性扭曲。即使注意刺激也不是市场营销者所要传递的意思，在消费品的购买中，受选择性扭曲的作用，人们会忽视所喜爱品牌的的缺点和其它品牌的优点。人们又选择地将某些信息