消费者行为学(Consumer-Behavior)

1、1-1 Copyright 1999 Prentice Hall Chapter 1 An Introduction to Consumer Behavior CONSUMER BEHAVIOR Fourth Edition Michael R. Solomon 1-2 Copyright 1999 Prentice Hall Defining Consumer Behavior Consumer Behavior is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products, Se

2、rvices, Ideas or Experiences to Satisfy Needs and Desires. Key Concepts Process Involving Exchange Organizations or Groups Role TheoryDifferent Actors 1-3 Copyright 1999 Prentice Hall Consumers Impact on Marketing Strategy Understanding consumer behavior is good business. Firms exist to satisfy cons

3、umers needs, so Firms must understand consumers needs to satisfy them. The Process of Marketing Segmentation: Identifies Groups of Consumers Who are Similar to One Another in One or More Ways, and Devises Marketing Strategies that Appeal to One or More of These Groups. 1-4 Copyright 1999 Prentice Ha

4、ll Segmenting Consumers by Demographic Dimensions Demographics are Statistics That Measure Observable Aspects of a Population Such As: Age Family Structure Gender Race and Ethnicity Geography Social Class and Income 1-5 Copyright 1999 Prentice Hall Relationship Marketing: Building Bonds With Consume

5、rs occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time. involves tracking consumers buying habits very closely, and crafting products and messages tailored precisely to peoples wants and needs based

6、 on this information. 1-6 Copyright 1999 Prentice Hall Marketings Impact on Consumers: The Meaning of Consumption Self-Concept Attachment Helps to Establish the Users Identity Nostalgic Attachment Serves as a Link With a Past Self Interdependence Part of the Users Daily Routine Love Elicits Bonds of

7、 Warmth, Passion, or Other Strong Emotion Types of Relationships a Person May Have With a Product: 1-7 Copyright 1999 Prentice Hall Consumption Typology Explores the Different Ways That Products and Experiences Can Provide Meaning to People. There Are 4 Distinct Types of Consumption Activities: Cons

8、uming as Experience Consuming as Integration Consuming as Classification Consuming as Play An Emotional or Aesthetic Reaction to Consumption Objects Express Aspects of Self or Society Communicate Their Association With Objects, Both to Self/ Others Participate in a Mutual Experience and Merge Self W

9、ith Group 1-8 Copyright 1999 Prentice Hall Semiotics: The Symbols Around Us Meaning Derived i.e. rugged, individualistic, American is the Study of How Consumers Interpret the Meaning of Symbols. Every Marketing Message Has 3 Components: Focus of the Message i.e. Marlboro Cigarettes Sensory Image Tha

10、t Represents the Intended Meanings of the Objects i.e. Marlboro Cowboy 1-9 Copyright 1999 Prentice Hall Marketing Ethics are Rules of Conduct That Guide Actions in the Marketplace - the Standards Against Which Most People in a Culture Judge What is Right and What is Wrong, Good or Bad. Respect Justi

11、ce Accountable Fair Trustworthy Concern for Others Loyal Honest Integrity Universal Values 1-10 Copyright 1999 Prentice Hall Other Marketing Ethics Issues Do Marketers Create Artificial Needs? Response: Marketing attempts to create awareness that these needs do exist, rather than to create them. Are

12、 Advertising and Marketing Necessary? Response: Yes, if approached from an information dissemination perspective. Do Marketers Promise Miracles? Not if they are honest; they do not have the ability to create miracles. 1-11 Copyright 1999 Prentice Hall The Dark Side of Consumer Behavior Behavior is N

13、ot Done by Choice Gratification is Short-Lived Strong Feelings of Regret or Guilt Afterwards Consumer Theft (Shrinkage) Anticonsumption Culture Jamming Cultural Resistance People Who Are Exploited for Commercial Gain in the Marketplace. Gambling 1-12 Copyright 1999 Prentice Hall Interdisciplinary In

14、fluences Experimental Psychology Clinical Psychology Developmental Psychology Human Ecology Microeconomics Social Psychology Sociology Macroeconomics Semiotics/Literary Criticism Demography History Cultural Anthropology Individual Focus Social Focus 1-13 Copyright 1999 Prentice Hall Two Perspective on Consumer Research Positivist Approach Objective Prediction Independent Real Cause Separation Interpretivist Approach Socially Constructed Understanding Contextual Simultaneous Shaping Inter