消费者行为学第12章复习过程.ppt

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1、消费者行为学第12章Consumer Behavior In The NewsWhats your fruit-specific Whats your fruit-specific LIFESTYLELIFESTYLE?Characteristics of the creative/highly involved fruit-Characteristics of the creative/highly involved fruit-specific lifestyle segment.specific lifestyle segment.First to buy newly-introduce

2、d fruitFirst to buy newly-introduced fruitEnjoy shopping for fruitsEnjoy shopping for fruitsEnjoy talking about new fruits with friendsEnjoy talking about new fruits with friendsEnjoy trying new fruitsEnjoy trying new fruitsDoes this sound like anyone you know?Does this sound like anyone you know?12

3、.1自我概念自我概念Self-ConceptSelf-ConceptSelf-Concept 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？Priv

4、ate Self-Concept个人的自我概念 我如何做自己，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？Self-concept Self-concept 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-Concept

5、sInterdependent Self-Interdependent Self-ConceptConcept is based on the common Asian cultural belief in the fundamental connectedness of human beings,emphasizing family,cultural,professional,and social relationships.依存型自我概念更多地基于依存型自我概念更多地基于依存型自我概念更多地基于依存型自我概念更多地基于亚洲文化，基于这种文化的亚洲文化，基于这种文化的亚洲文化，基于这种文化的

6、亚洲文化，基于这种文化的人，信奉人们相互联系、相人，信奉人们相互联系、相人，信奉人们相互联系、相人，信奉人们相互联系、相互依存的信念。依存型自我互依存的信念。依存型自我互依存的信念。依存型自我互依存的信念。依存型自我概念强调家庭、文化、职业概念强调家庭、文化、职业概念强调家庭、文化、职业概念强调家庭、文化、职业和社会联系。和社会联系。和社会联系。和社会联系。Individuals with an interdependent self-concept tend to be ObedientSociocentricHolisticConnected,andRelation orientedInd

7、ividuals with an interdependent self-concept tend to be 服从以社会为中心注重整体注重协同关系导向Independent Self-Independent Self-ConceptConcept is based on the predominant Western cultural belief that individuals are inherently separate,emphasizing personal goals,characteristics,achievements,and desires.独立型自我概念是基于占统独立

8、型自我概念是基于占统独立型自我概念是基于占统独立型自我概念是基于占统治地位的西方文化观念：个治地位的西方文化观念：个治地位的西方文化观念：个治地位的西方文化观念：个人生来都是独立的。独立的人生来都是独立的。独立的人生来都是独立的。独立的人生来都是独立的。独立的自我概念强调的是个人目标、自我概念强调的是个人目标、自我概念强调的是个人目标、自我概念强调的是个人目标、个性、成就和愿望。个性、成就和愿望。个性、成就和愿望。个性、成就和愿望。Individuals with an independent self-concept tend to be IndividualisticegocentricA

9、utonomousSelf-Reliant,andSelf-ContainedIndividuals 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 extended selfextended self 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

10、 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。Tattoos can become a part of ones Tattoos can become a part of ones extended selfextended self产品会因为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 peak experiencepeak e

11、xperience 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 mere ownership effectmere ownership effect,or the endowment

12、 effectendowment effect 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 extended selfextended self and the mere ownership effectmere ownership effect have numerous implications for marketing strategy.相对于别人拥有的同样或类似物品，我们更

13、倾向于高估自己拥有物的价值。12.1.3Measuring Self-Concept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 ideal self-conceptideal self-concept,or maintain their actual self-conceptactual self-concept,often involve the purchase and consumption of products,services,

14、and media.This suggests that marketers should strive to develop product images that are consistent with the self-concepts of their target markets.Many consumers feel image Many consumers feel image and self-worth can be and self-worth can be enhanced via products,such enhanced via products,such as t

15、he right clothes,etc.as the right clothes,etc.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 self-conceptself-concept has many dimensions.Critics blame marketers for focusing too much attention on the importance

16、of beauty,and defining it as being 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Mar

17、keting Ethics and Self-Concept12.2The Nature of Lifestyle12.2The Nature of Lifestyle生活方式的性质生活方式的性质生活方式的性质生活方式的性质Lifestyle Lifestyle is 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

18、 the persons past experiences,innate characteristics,and current situation.Lifestyle and the Consumer Process12.2.112.2.1生活方式的测量生活方式的测量生活方式的测量生活方式的测量Measurement of LifestyleMeasurement of LifestyleAttempts to develop quantitative measures of lifestyle were initially referred to as psychographicspsyc

19、hographics.Measures includeMeasures include: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 effort,such as hobbies,sports,pu

20、blic 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 as heavy,medium,light,or nonusers12.2.2

21、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 conduct very specific lifestyle studies focus

22、ed on aspects of individual or household lifestyles most relevant to their product or service.Three specific lifestyle schemes:Three specific lifestyle schemes:1.1.Luxury Sports CarsLuxury Sports Cars2.2.ShoppingShoppingLifestyle Schemes:Luxury Sports CarsLifestyle Schemes:Luxury Sports CarsPorsche

23、examined the lifestyles of its buyers.Key demographics(e.g.,high education and income)were similar across buyers.However,their lifestyles and motivations were quite different.Porsche Consumer SegmentsPorsche Consumer SegmentsTop Guns(27%)上上层层人士人士Ambitious and driven,this group values power and contr

24、ol 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 23%)高傲的主高傲的主顾顾This group purchases a car to satisfy themselves,not to impress others.A car is a reward for

25、 their hard work.Bon Vivants(17%)锦锦衣玉食衣玉食这这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 escape,not as a means to impress others.In fact,they feel a bit of guilt for owning a Porsche.Lifestyle SchemesShoppi

26、ngShoppingHedonic 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-good 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 life

27、style segments emerged based on these motives.Five Shopping Lifestyle SegmentsFive Shopping Lifestyle SegmentsMinimalists(12%)最低要求者最低要求者Primarily motivated by value;least motivated by fun and adventure;low in appreciation for retail aesthetics,low in innovativeness,do not tend to be browsers-middle-

28、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 older shoppers,with 70%being maleProviders(23%)闲闲逛者逛者Pri

29、marily 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%)狂狂热热者者Highly motivated by all hedonic（快乐的）aspects including fun and

30、 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%)传统传统者者Mmoderately motivated by all hedonic aspects,gratification high on the list;moderate in appreciation of retail aesthetics,highly inn

31、ovative,moderate browsers-mix of younger and older shoppers,with 58%being femaleThe Nature of LifestyleThree general lifestyle schemes:Three general lifestyle schemes:1.1.The VALSThe VALSTMTM System System2.2.The PRIZM SystemThe PRIZM System3.3.Roper Starch Global LifestylesRoper Starch Global Lifes

32、tylesThe VALSTM System（SRI商业咨询公司）商业咨询公司）The VALSTM SystemIdeals MotivationIdeals Motivation（理想动机）（理想动机）（理想动机）（理想动机）Consumers who are guided in their choices by their beliefs and principles rather than by feelings or desire for social approval.They purchase functionality and reliabilityThe VALSTM Sys

33、temAchievement MotivationAchievement Motivation成就动机成就动机成就动机成就动机Consumers who strive for a clear social position and are strongly influenced by the actions,approval,and opinions of others.They purchase status symbols.The VALSTM SystemSelf-Expression Self-Expression MotivationMotivation自我表现动机自我表现动机自我表现动机自我表现动机Action-oriented consumers who strive to express their individuality through their choices.They purchase experiences.此课件下载可自行编辑修改，仅供参考！此课件下载可自行编辑修改，仅供参考！感谢您的支持，我们努力做得更好！谢谢感谢您的支持，我们努力做得更好！谢谢