消费者行为学复习要点

第四章消费者动机InnateNeeds（先天需要）Physiologicalneedsforfood,water,air,clothing,shelter,andsex.AlsoknownasbiogenicorprimaryneedsAcquiredNeeds（习得需要）Needsthatarelearnedinresponsetoone’scultureorenvironment(suchastheneedforself-esteem,prestige,affection,orpower).Alsoknownaspsychogenicorsecondaryneeds.GenericGoals(category)（类目标）thegeneralcategoriesofgoalsthatconsumersseeasawaytofulfilltheirneedsProduct-SpecificGoals(brand)（特定产品目标）thespecificallybrandedproductsorservicesthatconsumersselectastheirgoalsSubstituteGoal（替代目标）Agoalthatreplacesanindividual’sprimarygoalwhenthegoalcannotbeachievedoracquired.Maslow’sHierarchyofNeeds（马斯洛需求理论）1、PhysiologicalNeeds(Food,water,air,shelter,sex)2、SafetyandSecurityNeeds(Protection,order,stability)3、SocialNeeds(affection,friendship,belonging)4、EgoNeeds(Prestige,status,selfesteem)5、Self-Actualization(Self-fulfillment)第五章个性和消费者行为FreudianPsychoanalyticTheory（佛洛伊德理论）Atheoryofmotivationandpersonalitythatpostulatesthatunconsciousneedsanddrives,particularlysexualandotherbiologicaldrives,arethebasisofhumanmotivationandpersonality.Neo-FreudianPersonalityTheory（新佛洛伊德理论）AschoolofpsychologythatstressesthefundamentalroleofsocialrelationshipsintheformationanddevelopmentofpersonalityTraitTheory（特质理论）Atheoryofpersonalitythatfocusesonthemeasurementofspecificpsychologicalcharacteristics.ConsumerInnovators（创新型消费者）Thoseconsumerswhoarelikelytobefirsttotrynewproducts,services,orpractices.Inner-DirectedConsumers（内在导向消费者）Consumerswhotendtorelyontheirown“inner”valuesorstandardsinevaluatingnewproductsandarelikelytobeconsumerinnovators.Inner-directedpeopleseemtopreferadsthatstressproductfeaturesandpersonalbenefitsOther-DirectedConsumers（其他导向消费者）Consumerswhotendtolooktoothersfordirectiononwhatis“right”and“wrong.”Theyarelesslikelytobeconsumerinnovators.Other-directedpeoplepreferadsthatfeatureanapprovingsocialenvironmentorsocialacceptanceOptimumStimulationLevels(OSL)（最佳刺激水平）Apersonalitytraitthatmeasurestheleveloramountofnoveltyorcomplexitythatindividualsseekintheirpersonalexperiences.HighOSLconsumerstendtoacceptriskyandnovelproductsmorereadilythanlowOSLconsumersVariety-NoveltySeeking（求新求异者）ApersonalitytraitsimilartoOSL,whichmeasuresaconsumer’sdegreetovarietyseekingNeedforcognition（认知的需求）NCAperson’scravingforenjoymentofthinkingConsumershighinNCaremorelikelytorespondtoasrichinproduct-relatedinformationordescriptionConsumerslowinNCaremorelikelytobeattractedtobackgroundorperipheralaspectsofanadVisualizersversusverbalizers（视觉接受者和言语接受者）Aperson’spreferenceforinformationpresentedvisuallyorverballyVisualizers视觉接受者Consumerswhoprefervisualinformationandproductsthatstressthevisual,suchasmembershipinavideotapecassetteclub.Verbalizers言语接受者Consumerswhopreferverbalorwritteninformationandproducts,suchasmembershipinbookclubsoraudiotapeclubsCompulsiveConsumption（消费狂）Consumerswhoarecompulsivebuyershaveanaddiction;insomerespects,theyareoutofcontrolandtheiractionsmayhavedamagingconsequencestothemandtothosearoundthem.ConsumerEthnocentrism（民族主义消费者）Ethnocentricconsumersfeelitiswrongtopurchaseforeign-madeproducts。TheycanbetargetedbystressingnationalisticthemesBrandPersonification（品牌个性）Specific“personality-type”traitsorcharacteristicsascribedbyconsumerstodifferentbrands.Role（角色）Apatternofbehaviorexpectedofanindividualinaspecificsocialposition,suchasmother,daughter,teacher,lawyer.Onepersonmayhaveanumberofdifferentroles,eachofwhichisrelevantinthecontextofaspecificsocialsituation.ActualSelf-Image（实际自我印象）Theimagethatanindividualhasofhimselforherselfasacertainkindofperson,withcertaincharacteristictraits,habits,possessions,relationships,andbehavior.IdealSelf-Image（理想自我印象）Howindividualswouldliketoperceivethemselves(asopposedtoActualSelf-Image--thewaytheydoperceivethemselves).SocialSelf-Image（社会自我印象）Howconsumersfeelothersseethem.IdealSocialSelf-Image（理想社会自我印象）Howconsumerswouldlikeotherstoseethem.ExpectedSelf-Image（期望中的自我印象）Howconsumersexpecttoseethemselvesatsomespecifiedfuturetime.Personality（个性）Theinnerpsychologicalcharacteristics(Thosespecificqualities,attributes,traits,factors,andmannerismsthatdistinguishoneindividualfromothers.)thatbothdetermineandreflecthowapersonrespondstohisorherenvironment.第六章消费者观察Perception（认知）Theprocessbywhichanindividualselects,organizes,andinterpretsstimuliintoameaningfulandcoherentpictureoftheworld.“Howweseetheworldaroundus.”AbsoluteThreshold（绝对域限）Thelowestlevelatwhichanindividualcanexperienceasensation.DifferentialThreshold（差别域限）Theminimaldifferencethatcanbedetectedbetweentwostimuli.Alsoknownasthej.n.d.(justnoticeabledifference).Weber’sLaw（韦伯定理）Atheoryconcerningtheperceiveddifferentiationbetweensimilarstimuliofvaryingintensities(i.e.,thestrongertheinitialstimulus,thegreatertheadditionalintensityneededforthesecondstimulustobe