2022年消费者行为学复习要点 .pdf

第四章消费者动机Innate Needs （先天需要）Physiological needs for food, water, air, clothing, shelter, and sex. Also known as biogenic or primary needs Acquired Needs （习得需要）Needs that are learned in response to ones culture or environment (such as the need for self-esteem, prestige, affection, or power). Also known as psychogenicor secondary needs. Generic Goals ( category ) （类目标）the general categories of goals that consumers see as a way to fulfill their needs Product-Specific Goals ( brand )（特定产品目标）the specifically branded products or services that consumers select as their goals Substitute Goal （替代目标）A goal that replaces an individuals primary goal when the goal cannot be achieved or acquired. Maslow s Hierarchy of Needs （马斯洛需求理论）1、Physiological Needs(Food, water, air, shelter, sex) 2、Safety and Security Needs(Protection, order, stability) 3、Social Needs(affection, friendship, belonging) 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 1 页，共 7 页 - - - - - - - - - 4、Ego Needs(Prestige, status, self esteem) 5、Self-Actualization(Self-fulfillment) 第五章个性和消费者行为Freudian Psychoanalytic Theory（佛洛伊德理论）A theory of motivation and personality that postulates that unconscious needs and drives, particularly sexual and other biological drives, are the basis of human motivation and personality. Neo-Freudian Personality Theory（新佛洛伊德理论）A school of psychology that stresses the fundamental role of social relationships in the formation and development of personality Trait Theory （特质理论）A theory of personality that focuses on the measurement of specific psychological characteristics. Consumer Innovators（创新型消费者）Those consumers who are likely to be first to try new products, services, or practices. Inner-Directed Consumers（内在导向消费者）Consumers who tend to rely on their own “inner ” values or standards in evaluating new products and are likely to be consumer innovators. 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 2 页，共 7 页 - - - - - - - - - Inner-directed people seem to prefer ads that stress product features and personal benefits Other-Directed Consumers（其他导向消费者）Consumers who tend to look to others for direction on what is “right” and “wrong. ” They are less likely to be consumer innovators. Other-directed people prefer ads that feature an approving social environment or social acceptance Optimum Stimulation Levels (OSL)（最佳刺激水平）A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumers Variety-Novelty Seeking（求新求异者）A personality trait similar to OSL, which measures a consumer s degree to variety seekingNeed for cognition （认知的需求）NC A person s craving for enjoyment of thinking Consumers high in NC are more likely to respond to as rich in product-related information or description Consumers low in NC are more likely to be attracted to background or peripheral aspects of an ad 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 3 页，共 7 页 - - - - - - - - - Visualizers versus verbalizers （视觉接受者和言语接受者）A person s preference for information presented visually or verbally Visualizers 视觉接受者Consumers who prefer visual information and products that stress the visual, such as membership in a videotape cassette club. Verbalizers 言语接受者Consumers who prefer verbal or written information and products, such as membership in book clubs or audiotape clubs Compulsive Consumption（消费狂）Consumers who are compulsive buyers have an addiction; in some respects, they are out of control and their actions may have damaging consequences to them and to those around them. Consumer Ethnocentrism（民族主义消费者）Ethnocentric consumers feel it is wrong to purchase foreign-made products 。They can be targeted by stressing 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 4 页，共 7 页 - - - - - - - - - nationalistic themes Brand Personification（品牌个性）Specific “personality-type ” traits or characteristics ascribed by consumers to different brands. Role（角色）A pattern of behavior expected of an individual in a specific social position, such as mother, daughter, teacher, lawyer. One person may have a number of different roles, each of which is relevant in the context of a specific social situation. Actual Self-Image （实际自我印象）The image that an individual has of himself or herself as a certain kind of person, with certain characteristic traits, habits, possessions, relationships, and behavior. Ideal Self-Image （理想自我印象）How individuals would liketo perceive themselves (as opposed to Actual Self-Image-the way they do perceive themselves). Social Self-Image （社会自我印象）How consumers feel others see them. Ideal Social Self-Image （理想社会自我印象）How consumers would like others to see them. Expected Self-Image （期望中的自我印象）名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 5 页，共 7 页 - - - - - - - - - How consumers expect to see themselves at some specified future time. Personality （个性）The inner psychological characteristics (Those specific qualities,attributes,traits,factors,and mannerisms that distinguish one individual from others.)that both determine and reflect how a person responds to his or her environment. 第六章消费者观察Perception （认知）The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.“How we see the world around us.”Absolute Threshold （绝对域限）The lowest level at which an individual can experience a sensation. Differential Threshold（差别域限）The minimal difference that can be detected between two stimuli. Also known as the j.n.d. (just noticeable difference ). Webers Law （韦伯定理）A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 6 页，共 7 页 - - - - - - - - - for the second stimulus to be perceived as different). Subliminal Perception（潜意识认知）Perception of very weak or rapid stimuli received below the level of conscious awareness. Perceived Risk （认知风险）The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision. 名师资料总结 - - -精品资料欢迎下载 - - - - - - - - - - - - - - - - - - 名师精心整理 - - - - - - - 第 7 页，共 7 页 - - - - - - - - -