市場營銷英語課件

Chapter2

ConsumerbehaviorChapter2

Consumerbehavior1Chapter2ConsumerbehaviorChaLearningGoalsKnowtheStagesintheBuyerDecisionProcess；KnowtheTypesofConsumerBuyingDecisionsandConsumerInvolvementKnowtheFactorDeterminingtheLevelofConsumerInvolvement2LearningGoalsKnowtheStagescaseWhyP&Gsimplifiedsolutionstotheconsumerchoice?Whathadhappenedinconsumershoppingbehaviorduring1990’s?3caseWhyP&Gsimplifiedsolutiproliferation[pr?u-,lif?'rei??n]

n.proliferate的變形.增殖，擴(kuò)散；分芽繁殖proliferate[pr?u'lif?reit]

v.增殖；增生；大量產(chǎn)生：

proliferatedideas層出不窮的想法擴(kuò)散；增加；激增：

toproliferatenuclearweapons擴(kuò)散核武器habitualdecisionmaking:決策過程可能因品牌忠誠度或習(xí)慣，不重新評估其內(nèi)容與收集相關(guān)資訊，成為習(xí)慣性決策。tinker['ti?k?]n.補(bǔ)鍋匠；修補(bǔ)匠；焊鍋；（美）小鯖魚vi.做焊鍋匠；焊補(bǔ)；笨手笨腳地做事vt.修補(bǔ)；粗修Tinkerwith撥弄，擺弄；瞎擺弄；笨拙(或胡亂地)修理(或修補(bǔ)等)

COO:chiefoperatingofficer(企業(yè)的)業(yè)務(wù)經(jīng)理,業(yè)務(wù)負(fù)責(zé)人,首席運(yùn)營官4proliferation[pr?u-,lif?'rei?552.1TheBuyerDecisionProcess2.1.1StagesintheBuyerDecisionProcessBehindthevisibleactofmakingapurchaseliesanimportantdecisionprocessthatmustbeinvestigated.Thestagesabuyerpassesthroughinmakingchoicesaboutwhichproductsandservicestobuyarethepurchasedecisionprocess.ThisprocesshasthefivestagesshowninFigure2.1:(1)problemrecognition,(2)informationsearch,(3)alternativeevaluation,(4)purchasedecision,and(5)postpurchasebehavior.62.1TheBuyerDecisionProcess

Figure2.1PurchaseDecisionProcessProblemRecognition:PerceivinganeedInformationSearch:SeekingvalueEvaluationOfalternatives:AssessingvaluePurchaseDecision:BuyingvaluePostpurchaseBehavior:Valueinconsumptionofuse7

Figure2.1PurchaseDecisionNeedRecognitionThebuyingprocessstartswithneedrecognition—thebuyerrecognizesaproblemorneed.Theneedcanbetriggeredbyinternalstimuliwhenoneoftheperson’snormalneeds—hunger,thirst—risestoalevelhighenoughtobecomeadrive.Aneedcanalsobetriggeredbyexternalstimuli,e.g.,anadvertisementoradiscussionwithafriend.8NeedRecognitionThebuyingproInformationSearchAninterestedconsumermayormaynotsearchformoreinformation.Ifso,aconsumerwillundertakeaninformationsearchrelatedtotheneed.Consumerscanobtaininformationfromseveralsources.Personalsources.Commercialsources.Publicsources.Experientialsources.Therelativeinfluenceoftheseinformationsourcesvarieswiththeproductandthebuyer.9InformationSearch9EvaluationofAlternatives

Themarketerneedstoknowaboutalternativeevaluation—thatis,howtheconsumerprocessesinformationtoarriveatbrandchoices.Consumersdonotuseasimpleandsingleevaluationprocessinallbuyingsituations.Instead,severalevaluationprocessesareatwork.Howconsumersgoaboutevaluatingpurchasealternativesdependsontheindividualconsumerandthespecificbuyingsituation.

10EvaluationofAlternativesTheevokedset

受歡迎并能招徠買主的品牌;引發(fā)的組合Evoked

setreferstothebrandsthatcomeintotheconsiderationofconsumerswhentheyaregoingtopurchase.激活域是由消費(fèi)者在制定購買決策時(shí)認(rèn)真考慮的品牌所構(gòu)成的集合。11evokedset11PurchaseDecision

Intheevaluationstage,theconsumerranksbrandsandformspurchaseintentions.Generally,theconsumer’spurchasedecisionwillbetobuythemostpreferredbrand,buttwofactorscancomebetweenthepurchaseintentionandthepurchasedecision.Thefirstfactoristheattitudesofothers.Thesecondfactorisunexpectedsituationalfactors.12PurchaseDecisionIntheevaluPostpurchaseBehavior

Afterpurchasingtheproduct,theconsumerwillbesatisfiedordissatisfiedandwillengageinpostpurchasebehaviorofinteresttothemarketer.Determiningiftheconsumerissatisfiedornotistherelationshipbetweentheconsumer’sexpectationsandtheproduct’sperceivedperformance.Thelargerthegapbetweenexpectationsandperformance,thegreatertheconsumer’sdissatisfaction.Almostallmajorpurchasesresultincognitivedissonance,ordiscomfortcausedbypostpurchaseconflict.13PostpurchaseBehaviorAfterpu

2.1.2TypesofconsumerbuyingdecisionsandconsumerinvolvementAllconsumer-buyingdecisionsgenerallyfallalongacontinuumofthreebroadcategories:routineresponsebehavior,limiteddecisionmaking,andextensivedecisionmaking(seeTable2.1).continuum[k?n‘tinju?m]n.連續(xù)142.1.2Typesofconsumerbuy

Table2.1TypesofConsumerBuyingDecisionRoutineLimitedExtensiveInvolvementLowLowtomoderatehighTimeShortShorttomoderatelongCostLowLowtomoderatehighInformationSearchInternalonlyMostlyinternalInternalandexternalNumberofAlternativesonefewmany15

Table2.1TypesofConsumerBroutineresponsebehaviorFrequentlypurchased，low-costgoodsandservicesaregenerallyassociatedwithroutineresponsebehavior.慣常反應(yīng)行為（例行性反應(yīng)行為）是指常被購買且低的商品或務(wù),這類商品讓消費(fèi)者花在搜尋評估的時(shí)間短,消費(fèi)者對某一商品很熟悉，決策過程花很短的時(shí)間，且常常購買同一品牌，對此類產(chǎn)品做出習(xí)慣性決策反應(yīng)。

16routineresponsebehaviorFrequThesegoodsandservicescanalsobecalledlow-involvementproducts，becauseconsumersspendLittletimeonsearchanddecisionbeforemakingthepurchase.low-involvementproducts消費(fèi)者經(jīng)常購買，不需要費(fèi)時(shí)費(fèi)力就能做出購買決定的產(chǎn)品，被認(rèn)為是低度介入產(chǎn)品。它們對購買者沒有什么重大影響，也不會帶來生活方式的實(shí)質(zhì)性改變。通常所說的便利商品就是低度介入產(chǎn)品。17Thesegoodsandservicescanalimiteddecisionmakinglimiteddecisionmakingtypicallyoccurswhenaconsumerhaspreviousproductexperiencebutisunfamiliarwiththecurrentbrandsavailable.有限決策：一定時(shí)期購買的商品或服務(wù)，價(jià)格并不昂貴，但消費(fèi)者會花比較多的時(shí)間在決策過程上，并會有不同品牌選擇，消費(fèi)者花在搜尋與決策上僅止于適度。18limiteddecisionmakinglimitedextensivedecisionmaking

Consumerspracticeextensivedecisionmakingwhenbuyinganunfamiliar，expensiveproductoraninfrequentlyboughtitem.Thisprocessisthemostcomplextypeofconsumerbuyingdecisionandisassociatedwithhighinvolvementonthepartoftheconsumer.19extensivedecisionmakingCons廣泛參與決策：消費(fèi)者購買不太熟悉與昂貴的商品與服務(wù)，且不常買，是消費(fèi)者表現(xiàn)出來的最復(fù)雜的購買決策類型，高介入度。消費(fèi)者要使用不同的標(biāo)準(zhǔn)來進(jìn)行評估選擇，而且花比較多的時(shí)間搜尋信息。高度介入產(chǎn)品（HighInvolvementProduct）顧客購買一項(xiàng)產(chǎn)品都需要時(shí)間和精力的投入，消費(fèi)者需要費(fèi)時(shí)費(fèi)力才能做出購買決定的產(chǎn)品，被認(rèn)為是高度介入產(chǎn)品。例如，那些令顧客遲疑徘徊于其價(jià)格或購物支出安排的商品。轎車、住房、全套廚房設(shè)備、發(fā)燒音響（Hi—Fi）器材和豪華假日游都是高度介入產(chǎn)品的一些典型例子。當(dāng)購買的產(chǎn)品將給消費(fèi)者生活方式上帶來某種改變的時(shí)候，該產(chǎn)品就可以認(rèn)為是高度介入產(chǎn)品。20廣泛參與決策：消費(fèi)者購買不太熟悉與昂貴的商品與服務(wù)，且不常買2.1.3FactorsDeterminingtheLevelofConsumerInvolvementThelevelofinvolvementinthepurchasedependsonfivefactors:previousexperienceinterestperceivedriskfinancialrisksocialriskpsychologicalrisksituationsocialvisibility212.1.3FactorsDeterminingthe2.2FactorsInfluencingConsumerBehavior

Culturalfactors,whichincludecultureandvalues,subculture,andsocialclass,exertthebroadestinfluenceoverconsumerdecisionmaking.文化和價(jià)值，亞文化和社會階層等在內(nèi)的文化因素對于消費(fèi)者決策行為有著廣泛的影響。

Socialfactorssumupthesocialinteractionsbetweenaconsumerandinfluentialgroupsofpeoplesuchasreferencegroups,opinionleaders,andfamilymembers.社會因素概括了與其有影響到的群體之間的社會互動，包括相關(guān)群體，意見領(lǐng)袖和家庭成員。222.2FactorsInfluencingConsum2.2FactorsInfluencingConsumerBehaviorIndividualfactors,whichincludegender,age,familylife-cyclestage,personality,self-concept,areuniquetoeachindividualandplayamajorroleinthetypeofproductsandservicesconsumerswant.

個(gè)人因素對于每個(gè)人消費(fèi)者者是獨(dú)特的，并且在對產(chǎn)品和服務(wù)的需求類型取得重要的作用，個(gè)人因素包括性別，年齡，家庭生活周期階段，個(gè)性，自我概念和生活方式。232.2FactorsInfluencingConsum2.2FactorsInfluencingConsumerBehaviorPsychologicalfactorsdeterminehowconsumersperceiveandinteractwhittheirenvironmentsandinfluencetheultimatedecisionsconsumersmake.Theyincludeperception,motivation,learning,beliefs,andattitudes.心理因素決定消費(fèi)者如何感知和影響周圍的環(huán)境，并且影響著消費(fèi)者最終的決策行為，心理因素包括：認(rèn)知，動機(jī)，學(xué)習(xí)，信念和態(tài)度242.2FactorsInfluencingConsum2.2.1CulturalFactors

Culture

“文化”一詞是從拉丁文Culture演化而來的，含有耕種、居住、練習(xí)、留心或注意、敬神等多種涵義。文化實(shí)際上主要包含器物、制度和觀念三個(gè)方面，具體包括語言、文字、習(xí)俗、思想等，客觀的說文化就是社會價(jià)值系統(tǒng)的總和。Culturalfactorsexertabroadanddeepinfluenceonconsumerbehavior.Cultureisthemostbasiccauseofaperson’swantsandbehavior.Humanbehaviorislargelylearned.Growingupinasociety,achildlearnsbasicvalues,perceptions,wants,andbehaviorsfromthefamilyandotherimportantinstitutions.252.2.1CulturalFactorsCultureSubculture：Subculturesincludenationalities,religions,racialgroups,andgeographicregions.

也稱次文化，又稱集體文化或副文化，指與主文化相對應(yīng)的那些非主流的、局部的文化現(xiàn)象，指在主文化或綜合文化的背景下，屬于某一區(qū)域或某個(gè)集體所特有的觀念和生活方式，一種亞文化不僅包含著與主文化相通的價(jià)值與觀念，也有屬于自己的獨(dú)特的價(jià)值與觀念。

26Subculture：26SocialClass社會階層（socialclass）是與工薪收入、職業(yè)、文化教育程度、生活狀況有關(guān)的一個(gè)術(shù)語。與社會因素有關(guān)，而社會階層最能體現(xiàn)各種社會因素的綜合。同一社會集團(tuán)成員之間態(tài)度以及行為和模式和價(jià)值觀等方面具有相似性。不同集團(tuán)成員存在差異性。reflectnotonlyincome,butalsootherindicatorssuchasoccupation,education,andareaofresidence.Socialclassesdifferindressspeechpatterns,recreationalpreferences,andmanyothercharacteristics.

27SocialClass27Table2.2theContinuingSignificanceofSocialClassinCanadaandUnitedStatesCANADAPERCENTAGEUNITEDSTATESPERCENTAGEUpper2.5Upper1.5Uppermiddle18.5Uppermiddle12.5Middle50.0Middle32.0Working20.0Working38.0Lower9.0Lower16.0Total100.0Total100.0Source:AdaptedfromR.P.Coleman,“TheContinuingSignificanceofSocialClasstoMarketing,”JournalofConsumerResearch10,no.3(December1983),PP.265-80;28Table2.2theContinuingSignifThisluxurycruiselinetargetsupscalecustomers.29ThisluxurycruiselinetargetWhatIstheMiddleClass?The“middle”50percentofhouseholdincomes-householdsearningbetween$22,500and$80,000Householdsmadeupofcollege-educatedadultswhousecomputers,andareinvolvedinchildren’seducationLower-middletomiddle-middlebasedonincome,education,andoccupation(thisviewdoesNOTincludeupper-middle,whichisconsideredaffluent)30WhatIstheMiddleClass?The“TheWorkingClassHouseholdsearning$40,000orlesscontrolmorethan30percentofthetotalincomeintheU.S.Theseconsumerstendtobemorebrandloyalthanwealthierconsumers.31TheWorkingClassHouseholdseaThisadfocusesontheaffordablepriceofthistreatment.32Thisadfocusesontheafforda2.2.2SocialFactors

Mostconsumersarelikelytoseekouttheopinionsofotherstoreducetheirsearchandevaluationeffortoruncertainty,especiallyastheperceivedriskofthedecisionincreases.Consumersmayalsoseekoutothers’opinionsforguidanceonnewproductsorservices,productswithimage-relatedattributes,orbecauseattributeinformationislackingoruninformative.Specifically,consumersinteractsociallywithreferencegroups,opinionleaders,andfamilymemberstoobtainproductinformationanddecisionapproval.332.2.2SocialFactorsMostcReferenceGroups34ReferenceGroups34REFERENCEGROUPS

Apersonsreferencegroupsconsistofallthegroupsthathaveadirect(face-to-face)orindirectinfluenceontheperson'sattitudesorbehavior.Groupshavingadirectinfluenceonapersonarecalledmembershipgroups.AnaspirationgroupAdissociativegroup35REFERENCEGROUPS

ApersonsreOpinionLeaders卡羅琳·沃爾多(CarolynWaldo)冰球大帝韋恩.格雷茨基

36OpinionLeaders卡羅琳·沃爾多36OpinionLeaders37OpinionLeaders37WordofMouthinAction

38WordofMouthinAction

38FamilyinfluencesConsumersocialization消費(fèi)社會化WardScott(1974)第一個(gè)提出了消費(fèi)者社會化(consumer

socialization)的概念,把社會化方法引入消費(fèi)者研究領(lǐng)域:消費(fèi)者社會化是年輕人發(fā)展與消費(fèi)相關(guān)的技巧、知識和態(tài)度的過程。所謂社會化(socialization)指“個(gè)人獲得知識、技能、傾向，使他們或多或少地影響群體成員和社會的過程。”39FamilyinfluencesConsumersociFamilyLifeCycle40FamilyLifeCycle40Familydecisionmaking41Familydecisionmaking412.2.3PersonalFactorsGenderBabyBoomers:Bornbetween1946and1964;GenerationX:Bornbetween1965and1976.美國戰(zhàn)后及20世紀(jì)50年代出生的人自稱“X”一代，“X”有“尋找未知”、“否定現(xiàn)實(shí)”、“反抗社會”等含義。

GenerationY:Bornbetween1977and1994.為“Y”一代.Theechoboomhascreatedalargeteenandyoungadultmarket.Thenation’steensspend$175billionayearandinfluenceanother$30billioninfamilyspending.422.2.3PersonalFactorsGender4AGEANDSTAGEINTHELIFECYCLEPeoplebuydifferentgoodsandservicesoveralifetime.

Tasteinfood,clothes,furniture,andrecreationisagerelated.

Traditionalfamilylife-cyclestagesincludeyoungsinglesandmarriedcoupleswithchildren.43AGEANDSTAGEINTHELIFECYCLnontraditionalstagesMarketersareincreasinglycateringtoagrowingnumberofalternative,nontraditionalstagessuchasunmarriedcouples,singlesmarryinglaterinlife,childlesscouples,same-sexcouples,singleparents,extendedparents(thosewithyoungchildrenreturninghome),andothers.44nontraditionalstagesMarketersPersonalityPersonalityreferstotheuniquepsychologicalcharacteristicsthatleadtorelativelyconsistentandlastingresponsestoone’sownenvironment.Personalitymadeupof

traits:Atraitisaparticularcharacteristic,quality,ortendencythatsomeoneorsomethinghas.特征；（心理）品質(zhì)例:Thestudyfoundthatsomealcoholicshadclearpersonalitytraitsshowingupearlyinchildhood.這項(xiàng)研究發(fā)現(xiàn)一些酗酒者早在孩童時(shí)就表現(xiàn)出明顯的個(gè)性特征。Theideaisthatbrandsalsohavepersonalities,andthatconsumersarelikelytochoosebrandswhosepersonalitiesmatchtheirown

45PersonalityPersonalityrefersTable2.3TheSummaryofConsumer’sPersonality·Adaptability·Needforaffiliation·Aggressiveness·Needforachievement·Ascendancy·Autonomy·Dominance·Deference·Defensiveness·Emotionalism·Orderliness·Sociability·Stability·Self-confidenceSource:J.PaulPeter,JerryC.Olson,ConsumerBehaviorandMarketingStrategy,Irwin/McGraw-Hill,1999.46Table2.3TheSummaryofConsuSelf-Concept自我概念(self-concept)是指個(gè)體對作為一個(gè)整體的自己的意識和體驗(yàn)而形成的相對穩(wěn)定的觀念系統(tǒng),是個(gè)體對自我生理、心理以及社會性的認(rèn)知及態(tài)度體系。Eg.Youcannotchangeanythinginyourouterworldpermanentlyunlessyoufirstchangeyourself-

concept.除非能首先改變自我概念，否則你無法永久地改變外部世界。占有心理學(xué)主張心理所有權(quán)使得人們把占有物視為自我的一部分。47Self-Concept自我概念(self-concept)MonterosportEclipseSpyder48MonterosportEclipseSpyder48LifestyleLifestyle:Apatternofconsumptionreflectingaperson’schoicesofhowheorshespendstimeandmoney.Itinvolvesmeasuringconsumers’majorAIOdimensions.Activities—work,hobbies,shoppingsports,socialeventsInterests—food,fashion,family,recreationOpinions—aboutthemselves,socialissues,business,products

LifestylesegmentationcanalsobeusedtounderstandhowconsumersusetheInternet,computers,andothertechnology.49LifestyleLifestyle:Apattern505051512.2.4PsychologicalFactors

Psychologyhelpsmarketersunderstandwhyandhowconsumersbehaveastheydo.Particularlyusefulforinterpretingbuyingprocessesanddirectingmarketingeffortsareconceptssuchas

Motivation;Perception;Learning;Beliefs,andAttitudes.522.2.4PsychologicalFactors52.2.4PsychologicalFactorsMotivation

Motivationistheenergizingforce(驅(qū)動力)thatcausesbehaviorthatsatisfiesaneed.Becauseconsumerneedsarethefocusofthemarketingconcept,marketerstrytoarousetheseneeds.

energizing:激發(fā)；激勵(lì)motivating,urging（energize的現(xiàn)在分詞）；energize['en?d?aiz]v.532.2.4PsychologicalFactorsMotHierarchyofNeedsTheoryhierarchy[‘hai?,rɑ:ki]

n.等級制度；等級森嚴(yán)的組織；層級。HierarchyofNeedsTheory：需要層次理論;需要階梯理論;需求層次理論需要層次（Hierarchyofneeds）：指與生俱來的包括基本需要與超越性需要的各種生理、心理需要的層次排列。每當(dāng)較低級的需要得到滿足，較高級的新需要就會出現(xiàn)。Figure2.2showsoneneedhierarchyandclassificationschemethatcontainsfiveneedclasses.54HierarchyofNeedsTheoryhieraFigure2.2HierarchiesofNeedsSelf-actualizationneedsSelf-fulfillmentPersonalneedsStatus,respect,prestigeSocialneedsFriendship,belonging,loveSafetyneedsFreedomfromharm,financialsecurityPhysiologicalneedsFood,water,sex,oxygenSource:CharlesW.Lamb,Jr.,JosephF.Hair,Jr.,Marketing,北京大學(xué)出版社，200255Figure2.2HierarchiesofNeedPerception

istheprocessbywhichpeopleselect,organize,andinterpretinformation.PerceptionIncludes:Selectiveexposure：選擇性接觸，受眾對媒介的接觸具有很強(qiáng)的選擇性，他們往往從自己原有的意見、觀點(diǎn)和興趣出發(fā)，將自己“暴露”在經(jīng)過選擇的傳媒及其內(nèi)容的面前。

PsychologicalFactorsPerception56PerceptionistheprocessbywSelectiveattention

Selectiveattentionisthetendencyforpeopletoscreenoutmostoftheinformationtowhichtheyareexposed.

選擇性注意:人們在日常生活中面對許多刺激物，不可能對什么刺激物都加以注意，絕大多數(shù)都被篩選掉了，那些能引起人們注意的刺激物，便是選擇性注意。大量研究表明，有三種情況較能引起人們的注意：一是與目前需要有關(guān)的；二是預(yù)期將出現(xiàn)的；三是變化幅度大于一般的、較為特殊的刺激物，如降價(jià)50％比降價(jià)5％的廣告，會引起人們更大的注意。選擇性注意意味著，在激烈的市場競爭中，營銷者要開動腦筋，千方百計(jì)引起消費(fèi)者對其產(chǎn)品的注意。57SelectiveattentionSelectivSelectivecomprehensiondescribesthetendencyofpeopletointerpretinformationinawaythatwillsupportwhattheyalreadybelieve.選擇性理解：即使刺激引起了人們的注意也不一定能達(dá)到預(yù)期的目標(biāo)。這是因?yàn)槿藗兠鎸陀^事物，有一種把外界輸入的信息與頭腦中早已存在的模式相結(jié)合的傾向。這種按人們已有的想法來解釋信息的傾向，就是選擇性理解。例如，某一商品在消費(fèi)者心目中已樹起信譽(yù)，形成品牌偏好，即使一段時(shí)間該品牌的質(zhì)量下降了，消費(fèi)者也不愿意相信；而另一新的品牌即使實(shí)際質(zhì)量已優(yōu)于前者，消費(fèi)者也不會輕易認(rèn)可，總以為原先的那個(gè)名牌貨更好些?？傊?，人們傾向于用自己已有的觀念解釋信息，而非向自己的偏見做斗爭。

58SelectivecomprehensiondescribSelectiveretentionconsumersarelikelytoremembergoodpointsaboutabrandtheyfavorandtoforgetgoodpointsmadeaboutcompetingbrands.Peopleretainpointstosupportattitudes選擇性保留：是指受眾對信息的記憶也是有所選擇的，這是受眾心理過程的最末環(huán)節(jié)。事實(shí)上，留在人們記憶中的信息量一般會少于它們所接收和理解的信息量，他們有時(shí)甚至還竭力使自己去忘記某些信息。正如選擇性注意、選擇性理解一樣，人們傾向于記住傳播內(nèi)容中與自己觀點(diǎn)一致的那些部分，而忘掉與自己觀點(diǎn)不一致的部分。這一行為往往是出于潛意識的，它可能用以加強(qiáng)而非改變受傳者的已有意見。59SelectiveretentionconsumersaLearningdescribeschangesinanindividual’sbehaviorarisingfromexperience.BehavioralLearning

BehavioralTheoriesBasedonobservablebehaviors(responses)thatoccurastheresultofexposuretostimuliFocuson“changeinbehavior”Learningoccursthroughtheinterplayofdrives,stimuli,cues,responses,andreinforcement.

PsychologicalFactors

Learning60LearningdescribeschangesinCognitivelearning

LearningbasedonmentalinformationprocessingFocuson“changeinknowledge”Leaningoccursasaresultofmentalprocesses,includingthinking,reasoning,andmentalproblemsolving.安諾星（Anacin）廣告描繪了一個(gè)頭疼病患者腦袋里的三個(gè)盒子，第一個(gè)是彎曲的彈簧，第二個(gè)是大錘，第三個(gè)是鋸齒狀的霹靂。這三種頭疼都被胃里的Anacin泡沫給治愈了，口號是：“Anacin，醫(yī)生推薦的緩解頭疼的良藥?！?1Cognitivelearning

LearningBrandloyalty品牌忠誠度是指消費(fèi)者在購買決策中，多次表現(xiàn)出來對某個(gè)品牌有偏向性的（而非隨意的）行為反應(yīng)。它是一種行為過程，也是一種心理（決策和評估）過程。品牌忠誠度的形成不完全是依賴于產(chǎn)品的品質(zhì)、知名度、品牌聯(lián)想及傳播，它與消費(fèi)者本身的特性密切相關(guān)，靠消費(fèi)者的產(chǎn)品使用經(jīng)歷。提高品牌的忠誠度，對一個(gè)企業(yè)的生存與發(fā)展，擴(kuò)大市場份額極其重要。

62Brandloyalty品牌忠誠度是指消費(fèi)者在購買決策中，Attitude：是消費(fèi)者對某一產(chǎn)品/服務(wù)所持有的一種比較穩(wěn)定的贊同或不贊同的內(nèi)在心理狀態(tài)。describesaperson’sevaluations,feelingsandtendenciestowardanobjectorideaTheyaredifficulttochange.Marketersusethreeapproachestotrytochangeconsumerattitudes

PsychologicalFactors

Attitude63Attitude：是消費(fèi)者對某一產(chǎn)品/服務(wù)所持有的一種比較穩(wěn)Beliefadescriptivethoughtaboutabrandorservicemaybebasedonrealknowledge,opinion,orfaith信念是認(rèn)知、情感和意志的有機(jī)統(tǒng)一體，是人們在一定的認(rèn)識基礎(chǔ)上確立的對某種思想或事物堅(jiān)信不疑并身體力行的心理態(tài)度和精神狀態(tài)。

64Belief642.3ModelsofConsumerBehavior

2.3.1ModelsofConsumerBehavior

MarketingandotherstimuliMarketingOtherProductEconomicPlaceTechnologicalPricePoliticalPromotionCulturalBuyer’sblackboxBuyerBuyerCharact-decisioneristicsprocessBuyerresponsesProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamountSource:RussellS.Winer,MarketingManagement,清華大學(xué)出版社，2002652.3ModelsofConsumerBehavio2.3.2TheBuyerDecisionProcessforNewProductsStagesintheAdoptionProcessConsumersgothroughfivestagesintheprocessofadoptinganewproduct:

Awareness:Theconsumerbecomesawareofthenewproduct,butlacksinformationaboutit.

Interest:Theconsumerseeksinformationaboutthenewproduct.

Evaluation:Theconsumerconsiderswhethertryingthenewproductmakessense.

Trial:theconsumertriesthenewproductonasmallscaletoimprovehisorherestimateofitsvalue.

Adoption:Theconsumerdecidestomakefullandregularuseofthenewproduct.662.3.2TheBuyerDecisionProceIndividualDifferencesinInnovativeness創(chuàng)新者（Innovators），最前的2.5%；早期采納者（earlyadopters），其后的13.5%；早期大多數(shù)（earlymajority），其后的34%；晚期大多數(shù)（latermajority），其后的34%；落后者（laggards），最后16%。2.3.2TheBuyerDecisionProcessforNewProducts67IndividualDifferencesinInno

2.5%

13.5%34%34%16%創(chuàng)新者早期接受者早期大眾晚期大眾落后使用者

6868

Innovators：創(chuàng)新者。是率先采用新產(chǎn)品的一群人。

earlyadopter：早期采用者；早期接受者；早期使用者。指的是一些具有冒險(xiǎn)性、喜歡嘗試的顧客，其在產(chǎn)品早期上市時(shí)，便率先使用。earlymajority：早期多數(shù)；早期大眾。具有小心謹(jǐn)慎的特質(zhì)，喜歡與同類間保持互動關(guān)系，但卻不喜歡扮演意見領(lǐng)袖的角色。latemajority：晚期多數(shù)，晚期大眾。多疑的,要等到大多數(shù)人都使用過了才會采用新產(chǎn)品.Laggards：落后者。傳統(tǒng)保守者,懷疑改變,一直要到新產(chǎn)品已經(jīng)成為一種傳統(tǒng)之后才會使用。69

Innovators：創(chuàng)新者。是率先采用新產(chǎn)品的一群人。InfluenceofProductCharacteristicsonRateofAdoption

Relativeadvantage：比較優(yōu)勢compatibility[k?m,p?t?‘bil?ti]

n.【計(jì)算機(jī)】互換性；兼容性；相容性(并存、親和、協(xié)調(diào)、配伍)；適應(yīng)性

Complexity:復(fù)雜性divisibility[di,vizi‘bil?ti]

n.可分(性)，可分割性

communicability[k?'mju:ni,k?bliti]

n.溝通度；溝通性communicable的變形communicable

[k?'mju:nik?bl]

adj.可以轉(zhuǎn)達(dá)的，可傳播的70InfluenceofProductCharacterKeyterms1.cognitivedissonance:認(rèn)知不協(xié)調(diào)cognitive['k?ɡnitiv]adj.認(rèn)識的；認(rèn)識過程的；認(rèn)識能力的dissonance['dis?n?ns]n.刺耳(或不和諧)的聲音，嘈雜聲；(信仰與行為間的)不一致，不協(xié)調(diào)，不和諧，不調(diào)和2.problemrecognition:需求確認(rèn)recognition[,rek?g'ni??n]n.認(rèn)出；認(rèn)識；