消费基础及其行为 8

ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter8Buying,Using,andDisposingCopyright©2024

PearsonEducation,Inc.AllRightsReservedLearningObjectives(1of2)8.1Explainthefactorsthatinfluenceconsumers’shoppingexperienceduringeachphaseofthepurchasingprocess.8.2Describehowthevirtualizationofshoppingincreasesourrelianceondigitalassets.8.3Summarizehowthegrowthofa“sharingeconomy”changesthewayconsumersthinkaboutusingandowning.LearningObjectives(2of2)8.4Explainhowtheclimatechangecrisisrequiresustothinkdifferentlyaboutbuying,using,anddisposingtolimitourenvironmentalfootprint.8.5

Identifythemaladaptiveconsumerbehaviorsthatcanoccurinthepurchasingandusingphases.LearningObjective8.1Explainthefactorsthatinfluenceconsumers’shoppingexperienceduringeachphaseofthepurchasingprocess.TheShoppingExperienceShop’TilYouDrop?Aconsumer’schoicesareaffectedbymanypersonalfactorsandthesaledoesn’tendatthetimeofpurchaseFigure8.1FactorsAffectingthePre-Purchase,PurchaseandPostpurchaseExperienceHedonicShoppingGratificationseekingIdeashoppingAdventureseekingSocialshoppingRoleplayValueshoppingFigure8.2DesignThinkingFigure8.3GoingtotheGembaRetailThemingStorescreateimaginativeenvironmentsthattransportshopperstofantasyworldsRetailthemingtechniques:LandscapethemesMarketscapethemesbuildonassociationswithmanufacturedplacesCyberspacethemesMindscapethemesdrawonabstractideasandconceptsStoreAtmosphericsAtmospherics,the“consciousdesigningofspaceanditsvariousdimensionstoevokecertaineffectsinbuyers”ColorsScentsSounds.SensorycuesIn-StoredecisionmakingUnplannedbuyingImpulsebuyingP

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PGoestheRetailer:Point-of-PurchaseStimuliThesalespersonAleadroleintheplayImpulsebuysoftenaretriggeredbyenvironmentalcuesAreyousatisfied?DissonanceFigure8.4DesignThinkingInfluencesCustomerSatisfactionForReflection(1of3)Inwhatwaysdoyouexperiencetimepoverty?Whatproductsdoyoupurchasebecauseofthesenseoftimepoverty?LearningObjective8.2Describehowthevirtualizationofshoppingincreasesourrelianceondigitalassets.Sephoravirtualtry-onfeaturein-storeE-CommerceandtheDigitalWorldFrombrickstoclicksShoppingappsandin-storetechDigitalcurrenciesOnlinecommerce:raisingthebarLiquidconsumptionFigure8.5

BeaconTechnologyOnlineCommerce:RaisingtheBarLiquidConsumptionLearningObjective8.3Summarizehowthegrowthofa“sharingeconomy”changesthewayconsumersthinkaboutusingandowning.NewWaystoHaveandUse:OwnershipandtheSharingEconomySharingeconomyCollaborativeconsumptionP2Pcommerce(peer-to-peer)ThethrillofthriftingAsamajorplayerinthesharingeconomy,ZipcarischanginghowmanyurbandwellersthinkabouttransportationForReflection(2of3)Whataresomeitemsthatyou“share”withyourpeers?LearningObjective8.4Explainhowtheclimatechangecrisisrequiresustothinkdifferentlyaboutbuying,using,anddisposingtolimitourenvironmentalfootprint.TheClimateCrisisOurdecisionsabouthowtodisposeofaproductareasimportantashowwedecidetoobtainitinthefirstplaceClimateCrisisProductdisposalThecrisisoffoodwasteRecyclingandtheUndergroundeconomyTable8.1:SomeFactorsThatRelatetoFoodWaste(1of2)Preacquisition/purchasingProductdamageduringhandling—dentedcans,thatrepelcustomersInaccurateexpirationdatesOversized/unnecessarypackagingConsumeracquisitionSusceptibilitytopromotionsforunneededitems/impulsebuyingLimitednutritionalknowledgeIndividualisticvaluesTable8.1:SomeFactorsThatRelatetoFoodWaste(2of2)ConsumptionDesireforvariety

Serveware(e.g.,unnecessarilylargeservingsduetobiggerplates)Overcooking(e.g.,“goodmother”identity)DispositionHouseholdnormsandhabits(e.g.,smallerhouseholdswastemorefood)Foodconservationmalpractice(e.g.,“freezerburn”)Abilitytorepurposeuneatenfood(e.g.,leftoversforpets)ProductDisposalRecyclingLateralcyclingUndergroundeconomyRecommerceSwishingRecyclingandtheUndergroundEconomyTheundergroundeconomyintheformoffleamarketsandotherused-productsalesformatsisasignificantelementintheU.S.marketForReflection(3of3)Whatitemshaveyoupurchasedfromtheundergroundecomomy?Howdoyoufeelpostpurchaseifyouknowyoucanrecycletheproduct?LearningObjective8.5IdentifythemaladaptiveconsumerbehaviorsthatcanoccurinthepurchasingandusingphasesTheDarkSideofBuyingandUsingMaladaptiveconsumptionSubstance-relatedaddictions,likealcohol,tobacco,oropioids,aswellasbehavioralproblemslikegamblingAddictiveandcompulsivebehaviorCompulsiveshoppingGamblingHoardingTechandsocialmediaaddictionInternetaddictionChapterSummaryManyfactorsatthetimeofpurchasedramaticallyinfluencetheconsumer’sdecision-makingprocess.Theinformationastore’slayout,website,orsalespeopleprovidesstronglyinfluencesapurchasedecision.Thegrowthofa“sharingeconomy”changeshowmanyconsumersthinkaboutbuyingratherthanrentingproducts.Ourdecisionsabouthowtodisposeofaproductareasimportantashowwedecidetoobtainitinthefirstplace.CopyrightThisworkisprotec