消费者行为与心理复习大纲1

TypesofExamMultiplechoice(1*20)单项选择TrueorFalse(1*10)Fillintheblanks(10)Essayquestions(3questions,30%)

Keypoints:不要答成填空题。假设10分，根据要求，尽量答7-10个要点。Caseanalysis((3questions,30%)

Keypoints：先把相关理论找出、解释，并用理论解释案例。假设10分，根据要求，尽量答7-10个要点。DiscussiontopicIdentifytworecentpurchasesofyourgroupmembers:oneconsideredtobeatypicalhighinvolvementpurchaseandtheotheralowinvolvementpurchase.Usingyourknowledgeofconsumerbehavior,discussthedecisionmakingprocessthatappearstobeassociatedwitheachtypeofdecision(includeinyourdiscussionthefactorsthatseemedtoinfluencethediscussion).Chapter1IntroductiontoConsumerBehaviorConsumerBehaviorThebehaviorthatconsumersdisplayinsearchingfor,purchasing,using,evaluating,anddisposingofproductsandservicesthattheyexpectwillsatisfytheirneeds.TheMarketingConceptTobesuccessful,acompanymustdeterminetheneedsandwantsofspecifictargetmarketsanddeliverthedesiredsatisfactionsbetterthanthecompetition.Firm’sMarketingEfforts1.Product2.Promotion3.Price4.ChannelsofdistributionSocioculturalEnvironment1.Family2.Informalsources3.Othernoncommercialsources4.Socialclass5.SubcultureandcultureOutputProcessInputExternalInfluenceConsumerDecisionMakingPostdecisionBehaviorPostpurchaseEvaluationPurchase1.Trial2.RepeatpurchaseNeedRecognitionPrepurchaseSearchEvaluationofAlternativesPsychologicalField1.Motivation2.Perception3.Learning4.Personality5.AttitudesExperienceASimpleModelofConsumerDecisionMakingConsumerResearch&SegmentationConsumerResearchParadigmsQuantitativeResearchQualitativeResearchQuantitativeResearchDescriptiveinnature.Enablesmarketersto“predict〞consumerbehavior.Researchmethodsincludeexperiments,surveytechniques,andobservation.Findingsaredescriptive,empiricalandgeneralizable.QualitativeResearchConsistsofdepthinterviews,focusgroups,andprojectivetechniques.Administeredbyhighlytrainedinterviewer-analysts.Findingstendtobesubjective.Findingsnotusuallygeneralizable.Smallsamplesizes.CombiningQualitativeandQuantitativeResearchFindingsTheresearchparadigmsarecomplementaryinnature.Producearicherandmorerobustprofileofconsumerbehaviorthaneitherresearchapproachusedalone.QuantitativeDataCollectionMethodsObservationExperimentationSurveysQualitativeDataCollectionMethodsDepthInterviewsProjectiveTechniquesFocusGroupsMetaphorAnalysisMarketSegmentationTheprocessofdividingapotentialmarketintodistinctsubsetsofconsumersandselectingoneormoresegmentsasatargetmarkettobereachedwithadistinctmarketingmix.MarketSegmentationOccupationSEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESGeographicSegmentationClimateDensityofareaCitySizeRegionSouthwest,MountainStates,Alaska,HawaiiMajormetropolitanareas,smallcities,townsUrban,suburban,exurban,ruralTemperate,hot,humid,rainyDemographicSegmentationIncomeMaritalstatusSexAgeUnder11,12-17,18-34,35-49,50-64,65-74,75-99,100+Male,femaleSingle,married,divorced,livingtogether,widowedUnder$25,000,$25,000-$34,999,$35,000-$49,999,$50,000-$74,999,$75,000-$99,999,$100,000andoverEducationSomehighschool,highschoolgraduate,somecollege,collegegraduate,postgraduateProfessional,blue-collar,white-collar,agricultural,militarySEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESPsychologicalSegmentationLearning-involvementPerceptionPersonalityNeeds-motivationShelter,safety,security,affection,senseofself-worthExtroverts,noveltyseeker,aggressives,lowdogmaticsLow-risk,moderate-risk,high-riskLow-involvement,high-involvementPsychographicSubcultures(Race/ethnic)ReligionCultures(Lifestyle)SegmentationEconomy-minded,couchpotatoes,outdoorsenthusiasts,statusseekersAmerican,Italian,Chinese,Mexican,FrenchCatholic,Protestant,Jewish,Moslem,otherAfrican-American,Caucasian,Asian,HispanicFamilylifecycleSocialclassLower,middle,upperBachelors,youngmarried,fullnesters,emptynestersAttitudesPositiveattitude,negativeattitudeSocioculturalSegmentationMarketSegmentationSEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESUse-RelatedSegmentationBrandloyaltyAwarenessstatusUsagerateHeavyusers,mediumusers,lightusers,nonusersUnaware,aware,interested,enthusiasticNone,some,strongUse-SituationSegmentationLocationObjectiveTimeLeisure,work,rush,morning,nightPersonal,gift,snack,fun,achievementHome,work,friend’shome,in-storePersonSelf,familymembers,friends,boss,peersBenefitSegmentationConvenience,socialacceptance,longlasting,economy,value-for-the-moneyGeodemographics“MoneyandBrains,”“BlackEnterprise,”“OldYankeeRows,”“DowntownDixie-Style”Demographic/PsychographicsCombinationofdemographicandpsychographicprofilesofconsumersegmentsprofilesSRIVALSTMActualizer,fulfilled,believer,achiever,striver,experiencer,maker,strugglerHybridSegmentationMarketSegmentationChapter4ConsumerMotivationWhatisMotivation?Thedrivingforcewithinindividualsthatimpelsthemtoaction.ModeloftheMotivationProcessLearningUnfulfilledneeds,wants,anddesiresTensionGoalorneedfulfillmentDriveBehaviorCognitiveprocessesTensionreductionTypesofNeedsInnateNeedsPhysiological(orbiogenic)needsthatareconsideredprimaryneedsormotivese.g.Needsforfood,water,air,clothing,shelterAcquiredneedsGenerallypsychological(orpsychogenic)needsthatareconsideredsecondaryneedsormotivese.g.Needsforesteem,prestige,affection,orpowerGoalsGenericGoalsthegeneralcategoriesofgoalsthatconsumersseeasawaytofulfilltheirneedse.g.,“Iwanttogetagraduatedegree.〞Product-SpecificGoalsthespecificallybrandedproductsorservicesthatconsumersselectastheirgoalse.g.,“IwanttogetanMBAinMarketingfromKelloggSchoolofManagement.〞TheSelectionofGoalsPersonalexperiencesPhysicalcapacityPrevailingculturalnormsandvaluesGoal’saccessibilityinthephysicalandsocialenvironmentTheDynamicNatureofMotivationNeedsareneverfullysatisfiedNewneedsemergeasoldneedsaresatisfiedPeoplewhoachievetheirgoalssetnewandhighergoalsforthemselvesNeedsandGoalsare

constantlyChangingPhysicalConditionsEnvironmentInteractionswithothersExperiencesArousalofMotivesPhysiologicalarousalEmotionalarousalCognitivearousalEnvironmentalarousalPhysiologicalNeeds(Food,water,air,shelter)SafetyandSecurityNeeds(Protection,order,stability)SocialNeeds(affection,friendship,belonging)Maslow’sHierarchyofNeeds(1943)EgoNeeds(Prestige,status,selfesteem)Self-Actualization(Self-fulfillment)AnEvaluationoftheNeedHierarchyAppearstoreflecttheassumedmotivationsofpeopleinoursocietySufficientlygenerictoencompassmostneedsNowaytotestandmeasurethehierarchySeemsculture-andtime-boundChapter5PersonalityandConsumerBehaviorWhatisPersonality〔个性〕?Theinnerpsychologicalcharacteristicsthatbothdetermineandreflecthowapersonrespondstohisorherenvironment.TheNatureofPersonalityPersonalityreflectsindividualdifferencesPersonalityisconsistentandenduringPersonalitycanchangeHorney’sCADTheoryUsingthecontextofchild-parentrelationships,individualscanbeclassifiedinto:CompliantindividualsAggressiveindividualsDetachedindividualsCompliantPersonalityOnewhomovestowardotherse.g.,onewhodesirestobeloved,wanted,andappreciatedbyothers.AggressivePersonalityOnewhomovestowardotherse.g.,onewhodesirestobeloved,wanted,andappreciatedbyothers.DetachedPersonalityOnewhomovesawayfromothers(e.g.,whodesiresindependence,self-sufficiency,andfreedomfromobligations).TraitTheoryPersonalitytheorywithafocusonpsychologicalcharacteristicsTrait-anydistinguishing,relativelyenduringwayinwhichoneindividualdiffersfromanotherPersonalityislinkedtohowconsumersmaketheirchoicesortoconsumptionofabroadproductcategory-notaspecificbrandConsumerInnovativenessThedegreetowhichconsumersarereceptivetonewproducts,newservicesornewpractices.DogmatismConsumerslowindogmatism(open-minded)aremorelikelytopreferinnovativeproductstoestablishedortraditionalalternativesHighlydogmaticconsumerstendtobemorereceptivetoadsfornewproductsorservicesthatcontainanappealfromanauthoritativefigureConsumerEthnocentrismEthnocentricconsumersfeelitiswrongtopurchaseforeign-madeproductsTheycanbetargetedbystressingnationalisticthemesChapter6ConsumerPerceptionPerceptionTheprocessbywhichanindividualselects,organizes,andinterpretsstimuliintoameaningfulandcoherentpictureoftheworld.AbsoluteThreshold〔绝对阈限〕

Thelowestlevelatwhichanindividualcanexperienceasensation.SensoryAdaptation“Gettingusedto〞certainsensations;becomingaccommodatedtoacertainlevelofstimulation.DifferentialThreshold〔差异阈限〕Theminimaldifferencethatcanbedetectedbetweentwostimuli.Alsoknownasthej.n.d.(justnoticeabledifference).Weber’sLawThestrongertheinitialstimulus,thegreatertheadditionalintensityneededforthesecondstimulustobeperceivedasdifferent.MarketingApplicationsoftheJNDNeedtodeterminetherelevantj.n.d.fortheirproductssothatnegativechangesarenotreadilydiscernibletothepublicsothatproductimprovementsareveryapparenttoconsumersPrinciplesofPerceptualOrganizationFigureandgroundGroupingClosurePerceivedRiskThedegreeofuncertaintyperceivedbytheconsumerastotheconsequences(outcome)ofaspecificpurchasedecision.TypesofPerceivedRiskFunctionalRiskPhysicalRiskFinancialRiskPsychologicalRiskSocialRiskTimeRiskHowConsumersHandleRiskSeekInformationStayBrandLoyalSelectbyBrandImageRelyonStoreImageBuytheMostExpensiveModelSeekReassuranceConsumerLearning〔消费者学习〕ConsumerLearningAprocessbywhichindividualsacquirethepurchaseandconsumptionknowledgeandexperiencethattheyapplytofuturerelatedbehavior.TheoriesofLearningBehavioralSchool:Stimulus-Responsetheories

learningtakesplaceastheresultofobservableresponsestoexternalstimuli.CognitiveSchool

learningbasedonmentalinformationprocessing,ofteninresponsetoproblemsolving.CognitiveLearningTheoryHoldsthatthekindoflearningmostcharacteristicofhumanbeingsisproblemsolving,whichenablesindividualstogainsomecontrolovertheirenvironment.InformationProcessingAcognitivetheoryofhumanlearningpatternedaftercomputerinformationprocessingthatfocusesonhowinformationisstoredinhumanmemoryandhowitisretrieved.IssuesInInformationProcessingHowConsumersStore,RetainandRetrieveInformationLimitedandExtensiveInformationProcessingRelationshipsamong

MemorySystemsInvolvementTheoryAtheoryofconsumerlearningwhichpostulatesthatconsumersengageinarangeofinformationprocessingactivityfromextensivetolimitedproblemsolving,dependingontherelevanceofthepurchase.CentralandPeripheralRoutestoPersuasionAtheorythatproposesthathighlyinvolvedconsumersarebestreachedthroughadsthatfocusonthespecificattributesoftheproduct(thecentralroute)whileuninvolvedconsumerscanbeattractedthroughperipheraladvertisingcuessuchasthemodelorthesetting(theperipheralroute).ElaborationLikelihoodModel(ELM)Atheorythatsuggeststhataperson’slevelofinvolvementduringmessageprocessingisacriticalfactorindeterminingwhichroutetopersuasionislikelytobeeffective.TheElaborationLikelihoodModelInvolvementCentralRoutePeripheralRoutePeripheralCuesInfluenceAttitudesMessageArgumentsInfluenceAttitudesHIGHLOWBehavioralLearningTheoriesTheoriesbasedonthepremisethatlearningtakesplaceastheresultofobservableresponsestoexternalstimuli.Alsoknownasstimulusresponsetheory.ClassicalConditioning〔经典条件反射〕Abehaviorallearningtheoryaccordingtowhichastimulusispairedwithanotherstimulusthatelicitsaknownresponsethatservestoproducethesameresponsewhenusedalone.

PavlovianModelofClassicalConditioningUnconditionedStimulusMeatpasteConditionedStimulusBellUnconditionedResponseSalivationConditionedStimulusBellConditionedResponseSalivationAFTERREPEATEDPAIRINGSConditionsforOptimalConditioningForwardConditioning(CSPrecedesUS)RepeatedPairingsofCSandUSACSandUSthatLogicallyBelongtoEachOtherACSthatisNovelandUnfamiliarAUSthatisBiologicallyorSymbolicallySalientBasicConceptsofClassicalConditioningRepetitionStimulusGeneralizationStimulusDiscriminationStimulusGeneralization〔刺激的泛化〕Theinabilitytoperceivedifferencesbetweenslightlydissimilarstimuli.StimulusGeneralizationProductLine,FormandCategoryExtensionsFamilyBrandingLicensingGeneralizingUsageSituationsStimulusDiscrimination〔刺激的歧化〕Theabilitytoselectaspecificstimulusfromamongsimilarstimulibecauseofperceiveddifferences.Instrumental(Operant)Conditioning〔工具性/操作性条件反射〕Abehavioraltheoryoflearningbasedonatrial-and-error〔试误〕process,withhabitsforcedastheresultofpositiveexperiences(reinforcement)resultingfromcertainresponsesorbehaviors.InstrumentalConditioning

andMarketingCustomerSatisfaction(Reinforcement)MassedversusDistributedLearning〔集中/分散学习〕Reinforcement〔强化〕Apositiveornegativeoutcomethatinfluencesthelikelihoodthataspecificbehaviorwillberepeatedinthefutureinresponsetoaparticularcueorstimulus.Chapter8ConsumerAttitudeFormationandChangeAttitudes(态度)Alearnedpredisposition〔倾向〕tobehaveinaconsistentlyfavorableorunfavorablemannerwithrespecttoagivenobject.WhatareAttitudes?Theattitude“object〞AttitudesarealearnedpredispositionAttitudeshaveconsistencyAttitudesoccurwithinasituationStructuralModelsofAttitudesTricomponentAttitudeModel〔三因素态度模型〕MuliattributeAttitudeModels〔多属性态度模型〕TricomponentAttitudeModelRosenberg&Hovland(1960)Stimuli:Products,situations,retailoutlets,salespersonnel,ads,andotherattitudeobjectsOverallorienta-tiontowardobjectAffective〔情感〕Conative〔意向〕Cognitive〔认知〕EmotionsorfeelingsaboutspecificattributesoroverallobjectBeliefsaboutspecificattributesoroverallobjectBehavioralintentionswithrespecttospecificattributesoroverallobjectInitiator Component Componentmanifestation AttitudeTricomponentAttitudeModelCognitivecomponent

(beliefs)Affectivecomponent

(feelings)Conativecomponent

(responsetendencies)OverallattitudeMultiattributeAttitudeModels(MartinFishbein)〔多属性态度模型〕Attitudemodelsthatexaminethecompositionofconsumerattitudesintermsofselectedproductattributesorbeliefs.Attitude-toward-objectmodelbi:thestrengthofthebeliefthattheattitude-objectcontainstheithattributeei:theevaluativedimensionassociatedwiththeithattributeAttitude(o):aseparatelyassessedoverallmeasureofaffectfororagainsttheattitude-objectExampleofMultiattributeattitudemodelAttributeEvaluationSmithPrincetonRutgersNorthlandAcademicReputation68963Cost42269Proximitytohome32269Library57972Athletics11251Attitude(o)9811511892

BeliefStrategiesofAttit