消费者心理历程

消费者心理历程消费者行为日期消费者行为主题章*2/24消费者行为的基本概念（消费者行为的意义与范围、消费者研究概述）1,23/3消费者行为与营销（市场区隔/选择目标市场/定位、4P）33/10消费者心理历程（简介动机、知觉、及性格）4,5,6,(7,8,9)3/17消费者行为与社会文化环境（简介参考团体、家庭、文化与次文化）10,11,12,13,(14)3/24小组报告及学习评量

参考书：Schiffman,L.G.,&Kanuk,L.L.(9thed.).PearsonPrenticeHall,2007

2简化的消费者决策模式Source:Schiffman,2007,p.16Today’sclassBeforeDuringAfterPurchase3市场区隔(S)锁定目标市场(T)地理变项人口变项心理变项社会文化变项使用行为变项区域城镇人口密度气候性别年龄婚姻教育程度职业收入动机个性认知学习态度生活型态家庭生命周期社会阶层次文化宗教文化使用者认识度使用率使用时间使用地点使用目的产品利益忠诚度Today’sclass4市场区隔(S)3.心理变项动机生理（饥、渴、性）、心理（情感）、社会(自尊、地位）人格创造性、内外向、社会从众性认知风险性学习涉入程度(involvement)、品牌忠诚度态度正负面态度、归因生活型态AIOs(activities,interests,opinions)、VALS(valueandlifestylesystem)5问题︰从前面两次作业(5W1H自述、4P、5C、STP)中，看到____(买枕头、选购保养品、餐饮、看电影、买书籍杂志…)等行为的哪些心理历程？动机人格特质知觉学习态度6动机WHY?7动机-1动机是ㄧ种心理动力(psychologicalforce)，使人产生目标(goal)动机有正向和负向(趋/避、approach/avoidance、ideals/oughts、积极/保守、攻/守、+gain/-loss、增进/消除)动机可分理性和感性新需求不断衍生，永难真正满足需求(无底洞)未满足的需求(needs,wants,desires)会造成紧张(tension)，产生驱动力(drive)，必须透过行动(behavior)消除紧张(tensionreduction)或藉防卫机制(defensemechanisms)减低挫折感(frustration)下页图示8动机-2Source:Schiffman&Kanuk,ConsumerBehavior,9th.Fig.4.1,p.83Needs:Genericwants:Product-specific9减重的动机-1Source:Schiffman&Kanuk,ConsumerBehavior,9th.Fig.4.2,p.85(想坐热气球减160kg)10减重的动机-2Source:Schiffman&Kanuk,ConsumerBehavior,9th.Fig.4.2,p.8511减重的动机-3Source:Schiffman&Kanuk,ConsumerBehavior,9th.Fig.4.2,p.85(Laddering阶梯法)12动机启动因素(ArousalofMotives)Physiologicalarousal泡面Emotional化妆品Cognitive保险Environmental(orsituational)arousal旅游︰航空公司广告、各国旅游局广告发消费券属于哪一种?13Maslow’sHierachyofNeeds14Murry’sListofPsychogenicNeeds1.AmbitionNeedsAchievement:Success,accomplishment,andovercomingobstacles.Exhibition:Shockingorthrillingotherpeople.Recognition:Displayingachievementsandgainingsocialstatus.2.MaterialisticNeedsAcquisition:Obtainingthings.Construction:Creatingthings.Order:Makingthingsneatandorganized.Retention:Keepingthings.3.PowerNeedsAbasement:Confessingandapologizing.Autonomy:Independenceandresistance.Aggression:Attackingorridiculingothers.BlameAvoidance:Followingtherulesandavoidingblame.Deference:Obeyingandcooperatingwithothers.Dominance:Controllingothers.4.AffectionNeedsAffiliation:Spendingtimewithotherpeople.Nurturance:Takingcareofanotherperson.Play:Havingfunwithothers.Rejection:Rejectingotherpeople.Succorance:Beinghelpedorprotectedbyothers.5.InformationNeedsCognizance:Seekingknowledgeandaskingquestions.Exposition:Educationothers.15ATrioofNeedsPowerAffiliationAchievement16动机与营销道德「借钱是高尚的行为」？次级房贷、连动债公益彩券︰赌博(gambling)博奕(gaming)裹小脚、丰胸、壮阳、美白抽烟、垃圾食物儿童、青少年、老人广告不可过度保证(overpromise)，引起不实际的期待(expectation/aspiration)17人格人格/个性/性格18人格人格的定义Thoseinnerpsychologicalcharacteristicsthatbothdetermineandreflecthowapersonrespondstohisorherenvironment.人格的三个性质人格反映出个别差异(individualdifference)人格具有ㄧ致性(consistency)和持久性(enduring)人格会因时间、情境而改变(change)19人格与消费行为有关的人格类型创造型消费者(consumerinnovators)认知型人格(CognitivePersonality)意见领袖(opinionleaders)、行家、达人、玩家物质主义(materialism)、购物狂、冲动型消费、xx迷/粉丝/上瘾(抢购、收集、热爱)品牌个性(brandpersonality)应用品牌定位广告沟通策略：讯息内容、讯息包装方式、媒体20AdopterCategories新产品采纳阶段类别(网络时代前)参考:Schiffman&Kanuk,ConsumerBehavior,9th.Fig.15-8,p.490-491创新者早期采用者早期多数者晚期多数者落后者21创造型消费者(ConsumerInnovators)创造性(innovativeness)高Dogmatism(武断、教条主义)低较不会抗拒不熟悉的事物、信息(openvs.rigid)Dogmatism低，较倾向多收集产品信息Dogmatism高，较易受专家、名人(代言人)影响社会从众性(socialconformity)Inner-vs.other-directednessNeedforuniqueness(NFU)根据自己的价值标准，不担心他人的眼光和批评Optimalstimulationlevel(OSLs)冒险性、尝鲜、实验、探索(e.g.飚车族)understimulated(无聊)overstimulatedSensationseeking(SS)高：可接受复杂信息、设计、图案Variety-noveltyseeking：选择项目适中，勿太多或太少22认知型人格(CognitivePersonality)Needforcognition(NC，认知需求)Aperson’scravingfororenjoymentofthinking.HighNC=LowdogmatismVisulizersvs.VerbalizersVisulizers视觉型：偏好看图案、影像、动画Verbalizers语言型：偏好阅读文字、听录音带23品牌个性(BrandPersonality)品牌资产(brandequity)物以类聚：什么人用什么品牌Selfimage:Actual,Ideal,Social,Idealsocial,Extended,VirtualSelfexpectedvs.ought-toBrandpersonification品牌拟人化台湾阿龙、小象帮帮、汉堡神偷、麦当劳叔叔、肯德基上校、George&Mary、春娇&志明、FidoDido(Pepsi)24ABrandPersonalityFrameworkSource:JenniferAaker,“DimensionofBrandPersonality,”J.ofMktgResearch,199725品牌个性-心理画(Psycho-drawing)ㄧ天的颜色/品牌的颜色早晨、上午、中午、下午、傍晚、晚上、深夜颜色代表什么意义？(心情)如果麦当劳是ㄧ个人，他/她长什么样子？性别？年龄？穿什么衣服？发型？帽子？包包？配件？手上拿什么？听什么音乐？看什么电视节目？如果Haggen-Dazs是ㄧ个人，他/她是哪ㄧ国人？喜欢哪些娱乐活动？Brandpersonality︰BMW、Toyota、Ford、Lexus26认知27认知Perceptionisdefinedastheprocessbywhichanindividualselects,organizes,andinterpretsstimuliintoameaningfulandcoherentpictureoftheworld.28Sensation(感官)五感(5senses)视(sight):83%的沟通诉诸视觉听(sound)嗅(smell)味(taste)触(touch)强度(magnitude/intensity)Sensoryadaptation(例如久而不闻其臭)广告必须翻新，保持新鲜感ThresholdAbsolutethresholdDifferentialthreshold:Justnoticeabledifference(j.n.d.)制造差异、ㄧ次改变：创新、降价不被发现、渐次改变（煮青蛙）：改配方（例如降低咸度）、涨价「相对好」比「绝对好」更重要29PerceptualSelectionPerceptualSelectionSelectiveexposureSelectiveattentionPerceptualdefense：视而不见（禁烟标志）Perceptualblocking:TiVo置入性营销、节目尾开始播广告FactorsNeeds,wants,valuesmotivesinterestsexpectations人只看到自己想看的：“与我有关”(学生：诺比冰心球场告白vs.花旗财富管理银行--伙伴篇)35岁以后不注意电视广告PreviousexperiencesNatureofstimuliStimulusdiscrimination(刺激区辨)广告很“跳”︰古装小孟(京都念慈庵)30PerceptualOrganization(GestaltPsychology)三大组织知觉的原则Figureandground(主体与背景)Grouping(类聚)Closure(完结)31FigureandGround(主体与背景)以背景凸显或衬托主体反差(contrast)︰黑人牙膏(1933~)DarkieDarlie︰logo、包装设计—黑白对比茶里王：以现代化办公室烘托好茶的品味勿喧宾夺主:例如曼黛玛琏胸罩(女主角太性感、狗狗太可爱)32Grouping(类聚)人们倾向将相关的事物连结在一起网页、菜单︰内容分类、编排置入性营销席梦思床垫+睡眠医学更年期「贺尔蒙替代疗法」(HRT)+母亲节活动电视节目：「酷男的异想世界」+保养品、服装、家用品、家具…产品线延伸(productlineextension)：洗衣粉洗衣精洗碗精洗发精沐浴乳洗面奶B&Q:B-B-Q，中秋节卖烤肉架、木炭、烤肉酱Broadvs.NarrowcategorizersNarrowcategorizers:higherbrandloyalty33Closure(完结)人们需要完成图像或讯息(Peopleneedtocompletepicture/message)人们较容易记得未完结的讯息或任务悬疑/吊胃口连续剧/连载小说：停在精采处，下集待续故事以命案揭开序幕(达文西密码)Teaserad公益彩券：「晓玲嫁给我吧」34PerceptualInterpretation电视广告的KISS原则:keepitsimpleandstupidPerceptualdistortionPhysicalappearances“外貌协会”︰AttractivenessPersuasivenessStereotypes「穿Prada的恶魔」(TheDevilWearsPrada）带英国腔或法国腔的美语比其他国家腔的美语听起来高级FirstimpressionsLastingJumpingtoconclusionsPrimacyeffect︰开门见山，介绍品牌酒瓶包装︰瘦/高/透明/便宜/年轻、矮/胖/不透明/贵/年长Haloeffect公益形象︰捐款、公益活动产品线延伸(productlineextension)35PerceptualInterpretation土地银行NPad︰「令您不断回甘的服务感觉」36HaloEffect-社会责任永续基金37产品/品牌定位(P)策略UmbrellapositioningMcDonald’s:“I’mlovingit!”ComparativePositioning比较性攻击竞争品牌Benefitpositioning强调产品利益Niche(利基)positioning(mircomarketing)小而美的市场、没有/很少竞争者、深耕拍立得舒酸定牙膏Sensodynetoothpaste娇生婴儿洗发精Multiplenichepositioning(marketpenetration)普拿疼︰头痛、牙痛、咽喉痛、肌肉痛、关节痛、生理痛、神经痛FilmsDisneyStudios:wholesome,family-focusedTouchstonePictures:sexandviolence参考:Schiffman&Kanuk,ConsumerBehavior,9th.p.167~17038ProductRepositioning(重新定位)原因因应新竞争者加入消费者改变：偏好、收入、生活型态…举例Starbucks︰@US$4/+平价新竞争者加入︰McDoanld’s,7-11,丹堤…消费者改变︰健康意识、金融海啸McDonald’s︰卖色拉、McCafe卖苹果、24小时服务、外送服务快餐慢食、健康、营养金融海啸中，McDonald’s业绩逆势成长大降价39RiskPerception(风险知觉)新产品上市Financialrisk财务现在买房子会不会买在最高点Timerisk时间会不会白花时间自己组装计算机Functionalrisk功能会爬楼梯的轮椅真的会爬吗Physicalrisk实体油压式座椅会不会爆炸Psychologicalrisk心理会不会是诈骗，万一上当了怎么办Socialrisk社会同事会不会嘲笑我的新手机太俗气40ProductCharacteristicsInfluenceDiffusionRelativeadvantage相对优异性微波炉>瓦斯炉Compatibility适配性Complexity复杂度Trialability可试用性试穿、试乘、试用Divisibility可分割性租用Observability(Communicability)可见性/沟通性参考:Schiffman&Kanuk,ConsumerBehavior,9th.p.485-48741Risk-ReductionStrategiesInformationsearchBrandloyaltyBuyingawell-knownbrandBuyingfromareputableretailerBuyingthemostexpensivebrandSeekingreassurance(保证)Money-backguaranteesWarrantiesPrepurchasetrial42认知的营销应用刺激感官，吸引注意、提高使用量塑造产品差异性，提高竞争力改变产品成份、降低成本，却不被消费者发现差异(重新)塑造价格认知降低风险知觉，提高购买意愿43认知与与营销道德混淆视听Figure-and-groundconfusionInfomercials/advertorials(新闻稿)置入性营销Productplacements过度刺激消费Stimulateconsumption透明包装、香味、颜色、种类(成套收集)、超市加强冷气、百货公司音乐…Conveyingsociallyundesirablestereotypes芭比娃娃造型愈来愈瘦且丰满，造成少女不实际的身体形象而遭抨击44学习45BasicElementsofLearningMotivation(needs,goals)Cues(stimulus)ResponseReinforcement46StimulusRepetitionsensoryadaptation避免OverlearningAdvertisingwearout广告制作︰Cosmeticvariation小修vs.Substantivevariation大改Stimulusgeneralization刺激类化Productline/form/categoryextensions延伸Familybranding家族品牌(McDonald’s:麦XX)Licensing加盟(餐饮店)、授权(迪斯尼：玩偶)Private-labelbrand自有品牌(大卖场)Stimulusdiscrimination刺激区辨Positioning定位USPProductdifferentiation产品差异化47ReinforcementTypeofreinforcementPositivevs.Negativereinforcement(approachvs.avoidance)Rewardvs.Punishment(胡萝卜vs.棒子)Customersatisfaction,RelationshipmarketingPunishment不等于NegativereinforcementReinforcementschedulePredictableTotalreinforcement(continuous)Systematicreinforcement(fixedratio)UnpredictableRandomreinforcement(variableratio)Massivevs.Distributed(short-termvs.long-termeffect)应用(连连看)广告要求︰AIG「世事难料」(fearappeals)、马上好(选举开支票)、普拿疼「让你不再痛失良机」促销：买ㄧ送ㄧ、公益彩券、集点广告露出：季节性(感冒药)48MemoryRehearsal:repetitionEncoding:symbolsRetention/storageSensorystoreShort-termstoreLong-termstoreSchema,register,imprinting,association(logo,slogan),framework,storyRetrieval参考:Schiffman&Kanuk,ConsumerBehavior,9th.p.21149BrandAwareness,Attitude,&Usage(AAU)参考:Schiffman&Kanuk,ConsumerBehavior,9th.p.515品牌与消费者的关系50品牌印象与偏好购买型态品牌使用情形品牌忠诚度/转换品牌知名度广告知名度消息来源使用习惯U&A/AAU研究架构知名度(Awareness)态度(Attitude)行为(Usage)51InvolvementTheory涉入理论(Importance)LowinvolvementHighinvolvementProductsLowrisk,lessimportantHedonicproductsHighrisk,importantUtilitarianproductsLearningPassivelearningActivelearningBrainRightbrainLeftbrainAppealEmotional,subjectiveRational,objectiveStimulusVisual:graphics,colorvisualizersVerbal:reasoningverbalizersPersuasionPeripheralroute边缘途径Centralroute中央途径AdvertisingNon-comparativeads,HighrepetitionadsComparativeadsMediaTVadsPrintads,internet52态度53AttitudeAttitudeisalearnedpredispositiontobehaveinaconsistentlyfavorableorunfavorablewaywithrespecttoagivenobject.Attitudesarealearnedpredisposition(倾向)PersonalexperienceInforma