消费基础及行为 11

ConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter1Buying,Having,andBeing:AnIntroductiontoConsumerBehaviorCopyright©2017,2015,2013PearsonEducation,Inc.

AllRightsReserved.LearningObjectives(1of2)1.1Consumerbehaviorisaprocess.1.2Marketershavetounderstandthewantsandneedsofdifferentconsumersegments.

1.3Ourchoicesasconsumersrelateinpowerfulwaystotherestofourlives.1.4Ourmotivationstoconsumearecomplexandvaried.

1.5Technologyandculturecreateanew“alwayson”consumer.LearningObjectives(2of2)1.6Manydifferenttypesofspecialistsstudyconsumerbehavior.1.7Therearedifferingperspectivesregardinghowandwhatweshouldunderstandaboutconsumerbehavior.LearningObjective1.1Consumerbehaviorisaprocess.PeopleintheMarketplaceConsumptionCommunitiesMarketSegmentationStrategiesWhatIsConsumerBehavior?Thestudyoftheprocessesinvolvedwhenindividualsorgroupsselect,purchase,use,ordisposeofproducts,services,ideas,orexperiencestosatisfyneedsanddesires.Figure1.1StagesintheConsumptionProcessForReflection(1of6)Howdoyoudecidethatyouneedaproduct?Whataboutapurchasemakesitpleasantorstressfulforyou?Whenusingtheproduct,whatdeterminesiftheexperienceispleasant?LearningObjective1.2Marketershavetounderstandthewantsandneedsofdifferentconsumersegments.ConsumersAreDifferentHeavyUsers80/20RuleSegmentingConsumers:DemographicsDemographics:AgeGenderFamilystructureSocialclass/incomeRace/ethnicityGeographyLifestylesRedneckBankTargetsbySocialClassBigDataDatabaseMarketingRelationshipMarketingLearningObjective1.3Ourchoicesasconsumersrelateinpowerfulwaystotherestofourlives.PopularCultureMusicMoviesSportsBooksCelebritiesEntertainmentMarketersinfluencepreferencesformovieandmusicheroes,fashions,food,anddecoratingchoices.Consumer-BrandRelationshipsRoleTheorySelf-conceptattachmentNostalgicattachmentInterdependenceLoveForReflection(2of6)Whatkindofrelationshipdoyouhavewithyourcar?Dothesefeelingscorrespondtothetypesofrelationshipsconsumersmaydevelopwithproducts?Howdotheserelationshipsaffectyourbehavior?LearningObjective1.4Ourmotivationstoconsumearecomplexandvaried.MotivationNeedVs.WantForReflection(3of6)Describeaneedandawantyouhaveandexplainthemotivationforthewant.LearningObjective1.5Technologyandculturecreateanew“alwayson”consumer.TheDigitalNative:LivingaSocial[Media]LifeB2Ce-commerceC2Ce-commerceDigitalNativeSynchronousinteractionsAsynchronousinteractionsForReflection(4of6)Howhasyourdailylifechangedbecauseofsocialmedia?Whatdoesyourvirtuallifelooklike?LearningObjective1.6(1of2)Manyspecialistsstudyconsumerbehavior.Table1.1InterdisciplinaryResearchIssuesinConsumerBehaviorDisciplinaryFocusMagazineUsageSampleResearchIssuesExperimentalPsychology:productroleinperception,learning,andmemoryprocessesHowspecificaspectsofmagazines,suchastheirdesignorlayout,arerecognizedandinterpreted;whichpartsofamagazinepeoplearemostlikelytoread.ClinicalPsychology:productroleinpsychologicaladjustmentHowmagazinesaffectreaders’bodyimages(e.g.,dothinmodelsmaketheaveragewomanfeeloverweight?)Microeconomics/HumanEcology:productroleinallocationofindividualorfamilyresourcesFactorsinfluencingtheamountofmoneyahouseholdspendsonmagazines.SocialPsychology:productroleinthebehaviorofindividualsasmembersofsocialgroupsWaysthatadsinamagazineaffectreaders’attitudestowardtheproductsdepicted;howpeerpressureinfluencesaperson’sreadershipdecisionsSociology:productroleinsocialinstitutionsandgrouprelationshipsPatternbywhichmagazinepreferencesspreadthroughasocialgroup(e.g.,asorority)LearningObjective1.6(2of2)[Table1.1continued]DisciplinaryFocusMagazineUsageSampleResearchIssuesMacroeconomics:productroleinconsumers’relationswiththemarketplaceEffectsofthepriceoffashionmagazinesandexpenseofitemsadvertisedduringperiodsofhighunemploymentSemiotics/LiteraryCriticism:productroleintheverbalandvisualcommunicationofmeaningWaysinwhichunderlyingmessagescommunicatedbymodelsandadsinamagazineareInterpretedDemography:productroleinthemeasurablecharacteristicsofapopulationEffectsofage,income,andmaritalstatusofamagazine’sreadersHistory:productroleinsocietalchangesovertimeWaysinwhichourculture’sdepictionsof“femininity”inmagazineshavechangedovertimeCulturalAnthropology:productroleinasociety’sbeliefsandpracticesWaysinwhichfashionsandmodelsinamagazineaffectreaders’definitionsofmasculineversusfemininebehavior(e.g.,theroleofworkingwomen,sexualtaboos)Figure1.2ThePyramidofConsumerBehaviorForReflection(5of6)PicktwoofthedisciplinesshowninFigure1.2.Howwouldtheirapproachestothesamemarketingissuediffer?LearningObjective1.7Therearedifferingperspectivesregardinghowandwhatweshouldunderstandaboutconsumerbehavior.Positivistvs.InterpretivistTable1.2PositivistversusInterpretivistApproachestoConsumerBehaviorAssumptionsPositivistApproachInterpretivistApproachNatureofrealityGoalObjective,tangibleSinglePredictionSociallyconstructedMultipleunderstandingKnowledgeGeneratedTime-free,contextIndependentTime-bound,contextdependentViewofCausalityExistenceofrealCausesMultiple,simultaneousshapingeventsResearchRelationshipSeparationbetweenresearcherandsubjectInteractive,cooperativewithresearcherbeingpartof