消費(fèi)者行為學(xué)第12章課件

第十二章自我感念與生活方式CHAPTER12SELF-CONCEPTANDLIFESTYLE第十二章自我感念與生活方式CHAPTER12SELF-ConsumerBehaviorInTheNews…What’syourfruit-specificLIFESTYLE?That’swhatseveralinternationalresearcherswantedtoknowaboutJapaneseconsumers!Amongtheirfindings…Alargefruit-specificlifestylesegmentcalledthecreative/highlyinvolvedexistsinJapan.Whatcharacteristicsdoyouthinkdescribethissegment?ConsumerBehaviorInTheNews…ConsumerBehaviorInTheNews…What’syourfruit-specificLIFESTYLE?Characteristicsofthecreative/highlyinvolvedfruit-specificlifestylesegment.Firsttobuynewly-introducedfruitEnjoyshoppingforfruitsEnjoytalkingaboutnewfruitswithfriendsEnjoytryingnewfruitsDoesthissoundlikeanyoneyouknow?ConsumerBehaviorInTheNews…12.1自我概念Self-ConceptSelf-Conceptisdefinedasthetotalityoftheindividual‘sthoughtsandfeelingshavingreferencetohim-orherselfasanobject.自我概念是指?jìng)€(gè)人將其自我作為客觀對(duì)象所具有的所有思想和情感的總和，是個(gè)人的自我感知或情感指向。自我概念是由對(duì)自己的態(tài)度所構(gòu)成的。12.1自我概念Self-ConceptSelf-ConceActualSelf-Concept實(shí)際的自我概念我現(xiàn)在是什么樣？IdealSelf-Concept理想的自我概念我想成為什么樣？PrivateSelf-Concept個(gè)人的自我概念我如何做自己，或，我想如何做自己？SocialSelf-Concept社會(huì)的自我概念別人怎樣看待我，或，我希望別人怎樣看我？Self-conceptcanbedividedintofourpartsaslistedbelow:ActualSelf-Concept實(shí)際的自我概念SelfDimensionsofaConsumer’sSelf-Concept我實(shí)際上如何看自己別人實(shí)際上如何看我我希望如何看自己我希望別人如何看我DimensionsofaConsumer’sSel12.1.1依存的/獨(dú)立的自我概念I(lǐng)nterdependent/IndependentSelf-ConceptsInterdependentSelf-ConceptisbasedonthecommonAsianculturalbeliefinthefundamentalconnectednessofhumanbeings,emphasizingfamily,cultural,professional,andsocialrelationships.依存型自我概念更多地基于亞洲文化，基于這種文化的人，信奉人們相互聯(lián)系、相互依存的信念。依存型自我概念強(qiáng)調(diào)家庭、文化、職業(yè)和社會(huì)聯(lián)系。12.1.1依存的/獨(dú)立的自我概念I(lǐng)nterdependenIndividualswithaninterdependentself-concepttendtobeObedientSociocentricHolisticConnected,andRelationorientedIndividualswithaninterdependentself-concepttendtobe服從以社會(huì)為中心注重整體注重協(xié)同關(guān)系導(dǎo)向IndividualswithaninterdepenIndependentSelf-ConceptisbasedonthepredominantWesternculturalbeliefthatindividualsareinherentlyseparate,emphasizingpersonalgoals,characteristics,achievements,anddesires.獨(dú)立型自我概念是基于占統(tǒng)治地位的西方文化觀念：個(gè)人生來(lái)都是獨(dú)立的。獨(dú)立的自我概念強(qiáng)調(diào)的是個(gè)人目標(biāo)、個(gè)性、成就和愿望。IndependentSelf-ConceptisbaIndividualswithanindependentself-concepttendtobeIndividualisticegocentricAutonomousSelf-Reliant,andSelf-ContainedIndividualswithanindependentself-concepttendtobe個(gè)人主義的利己主義自治獨(dú)立的獨(dú)斷專行的IndividualswithanindependenTheextendedselfconsistsoftheselfpluspossessions.延伸的自我由自我和擁有物兩部分構(gòu)成12.1.2擁有物與延伸的自我PossessionsandtheExtendedSelfPeopletendtodefinethemselvesinpartbytheirpossessions.從某種意義上說(shuō)，我們就是我們所擁有的。如果喪失了那些關(guān)鍵的擁有物，我們將成為不同的或另外的個(gè)體。Tattooscanbecomeapartofone’sextendedselfTheextendedselfconsistsof產(chǎn)品會(huì)因?yàn)楦鞣N各樣的原因而成為延伸自我的一部分。某些產(chǎn)品會(huì)因?yàn)殚L(zhǎng)時(shí)期使用而慢慢沉淀某種意義、回憶和價(jià)值，比如一只舊的棒球手套。有時(shí)，一次與某種產(chǎn)品如山地車(chē)相聯(lián)系的“令人興奮地體驗(yàn)”或“高峰體驗(yàn)”，就可能使該產(chǎn)品成為延伸自我的一部分。產(chǎn)品會(huì)因?yàn)楦鞣N各樣的原因而成為延伸自我的一部分。某些產(chǎn)品會(huì)因Apeakexperienceisanexperiencethatsurpassestheusuallevelofintensity,meaningfulnessandrichnessandproducesfeelingsofjoyandself-fulfillment.高峰體驗(yàn)是指超越了通常的強(qiáng)度、意義和內(nèi)涵，使人產(chǎn)生興奮和自我滿足感的體驗(yàn)。那些幫助消費(fèi)者經(jīng)歷重大生活變動(dòng)（離開(kāi)家、第一份工作、結(jié)婚、小孩等）的產(chǎn)品，很可能成為延伸自我的一部分。ApeakexperienceisanexperiThemereownershipeffect,

ortheendowmenteffectisthetendencyofanownertoevaluateanobjectmorefavorablythananonowner.純粹擁有效應(yīng)是指擁有者對(duì)某件產(chǎn)品的評(píng)價(jià)高于非擁有者的傾向。Theconceptoftheextendedselfandthemereownershipeffecthavenumerousimplicationsformarketingstrategy.相對(duì)于別人擁有的同樣或類(lèi)似物品，我們更傾向于高估自己擁有物的價(jià)值。Themereownershipeffect,or12.1.3MeasuringSelf-Concept自我概念的測(cè)量（略）12.1.4UsingSelf-ConcepttoPositionProducts

運(yùn)用自我概念為產(chǎn)品定位People’sattemptstoobtaintheiridealself-concept,ormaintaintheiractualself-concept,ofteninvolvethepurchaseandconsumptionofproducts,services,andmedia.Thissuggeststhatmarketersshouldstrivetodevelopproductimagesthatareconsistentwiththeself-conceptsoftheirtargetmarkets.Manyconsumersfeelimageandself-worthcanbeenhancedviaproducts,suchastherightclothes,etc.12.1.3MeasuringSelf-Concept自我TheRelationshipBetweenSelf-ConceptandBrandImageInfluence自我概念與品牌形象的影響關(guān)系所有這些都提示營(yíng)銷(xiāo)者應(yīng)該努力塑造產(chǎn)品形象，并使之與目標(biāo)消費(fèi)者的自我概念相一致。TheRelationshipBetweenSelf-Theself-concepthasmanydimensions.Criticsblamemarketersforfocusingtoomuchattentionontheimportanceofbeauty,anddefiningitasbeingyoungandslimwithafairlynarrowrangeoffacialfeatures.Amajorconcernisthatindividualsaredevelopingself-conceptsthatareheavilydependentontheirphysicalappearancesratherthanotherequallyormoreimportantattributes.12.1.5營(yíng)銷(xiāo)倫理與自我概念MarketingEthicsandSelf-ConceptTheself-concepthasmanydime12.2TheNatureofLifestyle生活方式的性質(zhì)Lifestyleisbasicallyhowapersonlives.Itishowoneenactshisorherself-concept.生活方式就是我們?nèi)绾紊?、及如何扮演自我概念。Influencesallaspectsofone’sconsumptionbehavior.Isdeterminedbytheperson’spastexperiences,innatecharacteristics,andcurrentsituation.12.2TheNatureofLifestyle生活方LifestyleandtheConsumerProcessLifestyleandtheConsumerPro12.2.1生活方式的測(cè)量MeasurementofLifestyleAttemptstodevelopquantitativemeasuresoflifestylewereinitiallyreferredtoaspsychographics.Measuresinclude:AttitudesEvaluativestatementsaboutotherpeople,places,ideas,products,etc.ValuesWidelyheldbeliefsaboutwhatisacceptableordesirableActivitiesandInterestsNonoccupationalbehaviorstowhichconsumersdevotetimeandeffort,suchashobbies,sports,publicservice,andchurchDemographicsAge,education,income,occupation,familystructure,ethnicbackgroundMediapatternsThespecificmediatheconsumerutilizeUsageratesMeasurementsofconsumptionwithinaspecifiedproductcategory;oftenconsumersarecategorizedasheavy,medium,light,ornonusers12.2.1生活方式的測(cè)量MeasurementofLi12.2.2生活方式的一般模式與特定模式GeneralversusSpecificLifestyleSchemesLifestylemeasurementscanbeconstructedwithvaryingdegreesofspecificity.生活方式可以根據(jù)其特征的具體化程度構(gòu)造不同的測(cè)量方法。Marketerscanstudythegenerallifestylepatternsofapopulation.

Firmscanconductveryspecificlifestylestudiesfocusedonaspectsofindividualorhouseholdlifestylesmostrelevanttotheirproductorservice.12.2.2生活方式的一般模式與特定模式LifestyleThreespecificlifestyleschemes:LuxurySportsCarsShopping消費(fèi)者行為學(xué)第12章ppt課件LifestyleSchemes:LuxurySportsCarsPorscheexaminedthelifestylesofitsbuyers.Keydemographics(e.g.,higheducationandincome)weresimilaracrossbuyers.However,theirlifestylesandmotivationswerequitedifferent.LifestyleSchemes:LuxurySpoPorscheConsumerSegmentsTopGuns(27%)上層人士Ambitiousanddriven,thisgroupvaluespowerandcontrolandexpectstobenoticed.Elitists(24%)社會(huì)精英Theseold-family-money“blue-bloods”don’tseeacarasanextensionoftheirpersonality.Carsarecarsnomatterwhatthepricetag.ProudPatrons23%)高傲的主顧Thisgrouppurchasesacartosatisfythemselves,nottoimpressothers.Acarisarewardfortheirhardwork.BonVivants(17%)錦衣玉食這Thesethrillseekersand“jet-setters”seecarsasenhancingtheiralreadyexistinglives.Fantasists(9%)幻想家Thisgroupusestheircarasanescape,notasameanstoimpressothers.Infact,theyfeelabitofguiltforowningaPorsche.PorscheConsumerSegmentsTopGLifestyleSchemesShoppingHedonicshoppingmotivesunderlyingconsumershoppingpatternsinclude*Adventure冒險(xiǎn)動(dòng)機(jī)–fun追求樂(lè)趣Gratification滿足動(dòng)機(jī)reward/stressreduction獎(jiǎng)賞或減壓Role角色動(dòng)機(jī)-shopforothers為他人買(mǎi)Value價(jià)值動(dòng)機(jī)-gooddeal合算的購(gòu)買(mǎi)Social社會(huì)動(dòng)機(jī)-bonding尋求親密關(guān)系Idea觀念動(dòng)機(jī)-trends追逐潮流*DiscussedinChapter10Fiveshoppinglifestylesegmentsemergedbasedonthesemotives.LifestyleSchemesShoppingAdvenFiveShoppingLifestyleSegmentsMinimalists(12%)最低要求者Primarilymotivatedbyvalue;leastmotivatedbyfunandadventure;lowinappreciationforretailaesthetics,lowininnovativeness,donottendtobebrowsers--middle-aged,with57%beingmenGatherers(15%)收集者Primarilymotivatedbykeepingupwithtrendsandjoyofshoppingforothers;leastmotivatedbyvalue;lowinappreciationofretailaesthetics,lowininnovativeness,moderatebrowsers--mixofyoungerandoldershoppers,with70%beingmaleProviders(23%)閑逛者Primarilymotivatedbyenjoymentofshoppingforothersandvalue;notmotivatedbyfunandadventure;moderateinappreciationofretailaesthetics,lowininnovativeness,moderatebrowsers--oldestgroup,with83%beingfemaleEnthusiasts(27%)狂熱者Highlymotivatedbyallhedonic（快樂(lè)的）aspectsincludingfunandadventure;highestinappreciationofretailaesthetics（美的哲學(xué)）,mostinnovative,spendthemosttimebrowsing--youngestgroup,with90%beingfemaleTraditionalists(23%)傳統(tǒng)者M(jìn)moderatelymotivatedbyallhedonicaspects,gratificationhighonthelist;moderateinappreciationofretailaesthetics,highlyinnovativ