消费者行为学第12章ppt课件.ppt

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1、第十二章 自我感念与生活方式 is defined as the totality of the individuals thoughts and feelings having reference to him- or herself as an object.自我概念是指个人将其自我作为客观对象所具有的所有思想和情感的总和，是个人的自我感知或情感指向。自我概念是由对自己的态度所构成的。Actual Self-Concept实际的自我概念 我现在是什么样？Ideal Self-Concept理想的自我概念 我想成为什么样？Private Self-Concept个人的自我概念 我如何做自己，

2、或，我想如何做自己？Social Self-Concept社会的自我概念 别人怎样看待我，或，我希望别人怎样看我？can be divided into four parts as listed below:Dimensions of a Consumers Self-Concept我实际上如何看自己别人实际上如何看我我希望如何看自己我希望别人如何看我12.1.1依存的依存的/独立的自我概念独立的自我概念Interdependent/Independent Self-Concepts is based on the common Asian cultural belief in the fun

3、damental connectedness of human beings, emphasizing family, cultural, professional, and social relationships.Individuals with an interdependent self-concept tend to be ObedientSociocentricHolisticConnected, andRelation orientedIndividuals with an interdependent self-concept tend to be 服从以社会为中心注重整体注重

4、协同关系导向 is based on the predominant Western cultural belief that individuals are inherently separate, emphasizing personal goals, characteristics, achievements, and desires.Individuals with an independent self-concept tend to be IndividualisticegocentricAutonomousSelf-Reliant, andSelf-ContainedIndivi

5、duals with an independent self-concept tend to be 个人主义的利己主义自治独立的独断专行的The consists of the self plus possessions.延伸的自我由自我和拥有物两部分构成12.1.2拥有物与延伸的自我拥有物与延伸的自我Possessions and the Extended SelfPeople tend to define themselves in part by their possessions.从某种意义上说，我们就是我们所拥有的。如果丧失了那些关键的拥有物，我们将成为不同的或另外的个体。产品会因为

6、各种各样的原因而成为延伸自我的一部分。某些产品会因为长时期使用而慢慢沉淀某种意义、回忆和价值，比如一只旧的棒球手套。有时，一次与某种产品如山地车相联系的“令人兴奋地体验”或“高峰体验”，就可能使该产品成为延伸自我的一部分。A is an experience that surpasses the usual level of intensity, meaningfulness and richness and produces feelings of joy and self-fulfillment.高峰体验是指超越了通常的强度、意义和内涵，使人产生兴奋和自我满足感的体验。那些帮助消费者经历重

7、大生活变动（离开家、第一份工作、结婚、小孩等）的产品，很可能成为延伸自我的一部分。The , or the is the tendency of an owner to evaluate an object more favorably than a nonowner.纯粹拥有效应是指拥有者对某件产品的评价高于非拥有者的倾向。The concept of the and the have numerous implications for marketing strategy.相对于别人拥有的同样或类似物品，我们更倾向于高估自己拥有物的价值。12.1.3Measuring Self-Conce

8、pt自我概念的测量（略）12.1.4Using Self-Concept to Position Products 运用自我概念为产品定位Peoples attempts to obtain their , or maintain their , often involve the purchase and consumption of products, services, and media.This suggests that marketers should strive to develop product images that are consistent with the se

9、lf-concepts of their target markets.The Relationship Between Self-Concept and Brand Image Influence 自我概念与品牌形象的影响关系自我概念与品牌形象的影响关系所有这些都提示营销者应该努力塑造产品形象，并使之与目标消费者的自我概念相一致。The has many dimensions. Critics blame marketers for focusing too much attention on the importance of beauty, and defining it as bein

10、g young and slim with a fairly narrow range of facial features.A major concern is that individuals are developing self-concepts that are heavily dependent on their physical appearances rather than other equally or more important attributes.12.1.5营销伦理与自我概念营销伦理与自我概念Marketing Ethics and Self-Conceptis

11、basically how a person lives. It is how one enacts his or her self-concept.生活方式就是我们如何生活、及如何扮演自我概念。Influences all aspects of ones consumption behavior. Is determined by the persons past experiences, innate characteristics, and current situation. Lifestyle and the Consumer ProcessAttempts to develop q

12、uantitative measures of lifestyle were initially referred to as . : AttitudesEvaluative statements about other people, places, ideas, products, etc.ValuesWidely held beliefs about what is acceptable or desirableActivities and InterestsNonoccupational behaviors to which consumers devote time and effo

13、rt, such as hobbies, sports, public service, and churchDemographicsAge, education, income, occupation, family structure, ethnic backgroundMedia patternsThe specific media the consumer utilizeUsage ratesMeasurements of consumption within a specified product category; often consumers are categorized a

14、s heavy, medium, light, or nonusers12.2.2生活方式的一般模式与特定模式生活方式的一般模式与特定模式General versus Specific Lifestyle SchemesLifestyle measurements can be constructed with varying degrees of specificity.生活方式可以根据其特征的具体化程度构造不同的测量方法。1. Marketers can study the general lifestyle patterns of a population.2. Firms can co

15、nduct very specific lifestyle studies focused on aspects of individual or household lifestyles most relevant to their product or service.Porsche examined the lifestyles of its buyers. Key demographics (e.g., high education and income) were similar across buyers.However, their lifestyles and motivati

16、ons were quite different.Top Guns (27%)上层人士上层人士Ambitious and driven, this group values power and control and expects to be noticed.Elitists (24%)社会精英社会精英These old-family-money “blue-bloods” dont see a car as an extension of their personality. Cars are cars no matter what the price tag.Proud Patrons

17、23%)高傲的主顾高傲的主顾This group purchases a car to satisfy themselves, not to impress others. A car is a reward for their hard work.Bon Vivants (17%)锦衣玉食这锦衣玉食这These thrill seekers and “jet-setters” see cars as enhancing their already existing lives.Fantasists (9%)幻想家幻想家This group uses their car as an escap

18、e, not as a means to impress others. In fact, they feel a bit of guilt for owning a Porsche.Lifestyle SchemesHedonic shopping motives underlying consumer shopping patterns include*1.Adventure冒险动机 fun追求乐趣2.Gratification满足动机 reward/stress reduction奖赏或减压3.Role 角色动机- shop for others为他人买4.Value价值动机 - goo

19、d deal合算的购买5.Social 社会动机- bonding寻求亲密关系6.Idea 观念动机- trends追逐潮流*Discussed in Chapter 10Five shopping lifestyle segments emerged based on these motives.Minimalists (12%)最低要求最低要求者者Primarily motivated by value; least motivated by fun and adventure; low in appreciation for retail aesthetics, low in innov

20、ativeness, do not tend to be browsers- middle-aged, with 57% being menGatherers (15%)收集者收集者Primarily motivated by keeping up with trends and joy of shopping for others; least motivated by value; low in appreciation of retail aesthetics, low in innovativeness, moderate browsers- mix of younger and ol

21、der shoppers, with 70% being maleProviders (23%)闲逛者闲逛者Primarily motivated by enjoyment of shopping for others and value; not motivated by fun and adventure; moderate in appreciation of retail aesthetics, low in innovativeness, moderate browsers- oldest group, with 83% being femaleEnthusiasts (27%)狂热

22、者狂热者Highly motivated by all hedonic （快乐的） aspects including fun and adventure; highest in appreciation of retail aesthetics（美的哲学）, most innovative, spend the most time browsing- youngest group, with 90% being femaleTraditionalists (23%)传统者传统者Mmoderately motivated by all hedonic aspects, gratificatio

23、n high on the list; moderate in appreciation of retail aesthetics, highly innovative, moderate browsers- mix of younger and older shoppers, with 58% being femaleConsumers who are guided in their choices by their beliefs and principles rather than by feelings or desire for social approval. They purch

24、ase functionality and reliabilityConsumers who strive for a clear social position and are strongly influenced by the actions, approval, and opinions of others. They purchase status symbols.Action-oriented consumers who strive to express their individuality through their choices. They purchase experiences.