消费者行为之我见.ppt

《消费者行为之我见.ppt》由会员分享，可在线阅读，更多相关《消费者行为之我见.ppt（34页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、“消費者行為消費者行為”教學內容教學內容之我見之我見楊中芳中山大學心理學系2006.5.20摘要摘要n nMayer,J.D.(2005)n n一個學科的教課書是如何組織的,反映了該學科對自己的領域的看法n n現時”消費者行為”的教課書都太過心理學化、太過零散化、西方化n n看出該領域發展的歷史軌跡n n建議就內容進行重組,採用多角度,多學科整合的,管理者功能的視角題綱題綱一、我自己的教學經歷二、”消費者行為”的教學歷史三、30年不變的教學大綱需要兩本不同 的教課書四、重新修訂的思考重點五、修訂建議六、與教學方法之配合一、我的經歷一、我的經歷n n心理學訓練心理學訓練,進入商學系系統進入商學系

2、系統n n19751975年第一次接觸年第一次接觸”消費者行為消費者行為”n n19761976年開始教授年開始教授”消費者行為消費者行為”n n19841984年回到心理學系教授年回到心理學系教授”消費心理學消費心理學”n n“消費者行為消費者行為”=“”=“消費心理學消費心理學”n n問題問題:商學院學生需求是否等同於心理學系學商學院學生需求是否等同於心理學系學生的需求生的需求?n n困難困難:兩邊不討好兩邊不討好二、消費者行為之教學歷史二、消費者行為之教學歷史n n早期”營銷學”(1960-80)三方面依賴心理學的科學研究成果 1.市場研究研究設計、執行及寫作 2.消費者行為應用心理學

3、3.廣告實驗心理技術n n”消費者行為”教學內容依賴心理學的理論及應用n n教課書的安排均以心理學為主Theories:Ward,S.&Robertson,T.S.Theories:Ward,S.&Robertson,T.S.“Consumer Behavior:Theoretical “Consumer Behavior:Theoretical Sources”(1973)Sources”(1973)n nLearning theoriesn nField theoryn nPersonality theoriesn nTheories of interpersonal perception

4、n nRole theory and group dynamicsn nOverview of economic models of consumer behaviorBritt,S.H.(1978)Britt,S.H.(1978)Psychological Principles Underlying Psychological Principles Underlying Marketing and Consumer BehaviorMarketing and Consumer Behaviorn nModels revolves around individuals rather than

5、Models revolves around individuals rather than group behaviorgroup behaviorn nPsycho models of marketing and CBPsycho models of marketing and CBn nPsycho model of communication exposingPsycho model of communication exposingn nExposingExposingn nAttendingAttendingn nPerceivingPerceivingn nLearningLea

6、rningn nMotivatingMotivatingn nPersuadingPersuading其他各學科理論的應用其他各學科理論的應用n nInformation processingn nAttitude formation and changen nDecision makingn nTheories of diffusion:Theories of social change(Sociology)n nStochastic models of consumer choice behavior(Statistics)n nCulture and subculture theorie

7、s 早期消費者行為學的特點早期消費者行為學的特點n n先就營銷學中的現象及問題,運用相關學科的models 來做一個底子n n然後根據這個底子來展來對消費者某一類行為的理解n n例如,廣告可用至少三個modelsn n 學習,信息處理,態度改變n n後來的教課書卻不再採用這一方式SchiffmanSchiffman,L.G.&,L.G.&KanukKanuk,L.L.,L.L.“Consumer Behavior”(1978-)“Consumer Behavior”(1978-)7th Edition,20007th Edition,2000n nPart I:Introduction n n

8、1.Diversity in the marketplacen n2.Marketing research n n3.Market segmentationSchiffmanSchiffman,L.G.&,L.G.&KanukKanuk,L.L.,L.L.“Consumer Behavior”(1978-)“Consumer Behavior”(1978-)7th Edition,20007th Edition,2000n nPart II:The consumer as an individualPart II:The consumer as an individualn n4.Consum

9、er motivation4.Consumer motivationn n5.Personality and consumer behavior5.Personality and consumer behaviorn n6.Consumer perception6.Consumer perceptionn n7.Consumer learning7.Consumer learningn n8.Consumer attitude formation and change8.Consumer attitude formation and changen n9.Communication and c

10、onsumer behavior9.Communication and consumer behaviorSchiffmanSchiffman,L.G.&,L.G.&KanukKanuk,L.L.,L.L.“Consumer Behavior”(1978-)“Consumer Behavior”(1978-)7th Edition,20007th Edition,2000n nPart III:Consumer in their social and Part III:Consumer in their social and cultural settingscultural settings

11、n n10.Reference groups and family influences10.Reference groups and family influencesn n11.Social class and consumer behavior11.Social class and consumer behaviorn n12.The influences of culture on consumer 12.The influences of culture on consumer behaviorbehaviorn n13.Subcultures and consumer behavi

12、or13.Subcultures and consumer behaviorn n14.Cross-cultural consumer behavior:An 14.Cross-cultural consumer behavior:An international perspective international perspective SchiffmanSchiffman,L.G.&,L.G.&KanukKanuk,L.L.,L.L.“Consumer Behavior”(1978-)“Consumer Behavior”(1978-)7th Edition,20007th Edition

13、,2000n nPart VI:The consumers decision-making processn n15.Consumer influences and the diffusion of innovationn n16.Consumer Decision-making Wilkie,W.“Consumer Behavior”(1986-)n nPart I:IntroductionPart I:Introductionn nConsumer behavior as a body of knowledgeConsumer behavior as a body of knowledge

14、n nMarketers and consumers views of Marketers and consumers views of consumer behaviorconsumer behaviorn nAggregate perspectives of consumer Aggregate perspectives of consumer behavaviorbehavavior:The consumer marketplace:The consumer marketplacen nMarket segmentationMarket segmentationWilkie,W.“Con

15、sumer Behavior”(1986-)n nPart II:Internal process of consumer behaviorPart II:Internal process of consumer behaviorn nConsumers as individualsConsumers as individualsn nUnderstanding consumer motivationUnderstanding consumer motivationn nConsumer personality,values,and involvementConsumer personalit

16、y,values,and involvementn nConsumer perception(I):Selecting consumer Consumer perception(I):Selecting consumer stimulistimulin nConsumer perception(II):Interpreting consumer Consumer perception(II):Interpreting consumer stimulistimulin nConsumer learningConsumer learningn nConsumer attitudesConsumer

17、 attitudesWilkie,W.“Consumer Behavior”(1986-)n nPart III:External influences on consumer behaviorPart III:External influences on consumer behaviorn nCultural influences on consumer behaviorCultural influences on consumer behaviorn nCross-cultural and symbolic dimensions of Cross-cultural and symboli

18、c dimensions of consumer behaviorconsumer behaviorn nSocial and situational influences on consumer Social and situational influences on consumer behaviorbehaviorn nHousehold influences on consumer behaviorHousehold influences on consumer behaviorn nSalespersons influences on consumer behaviorSalespe

19、rsons influences on consumer behaviorn nAdvertisings influences on consumer behavior Advertisings influences on consumer behavior Wilkie,W.“Consumer Behavior”(1986-)n nPart IV:Consumer decision processn nConsumer decision process(1):Prepurchase issuesn nConsumer decision process(2):Purchase decision

20、sn nConsumer decision process(3):Postpurchase decisionsWilkie,W.“Consumer Behavior”(1986-)n nPart V:Special topics in consumer behaviorn nPublic policy perspective on consumer behaviorn nOrganizational buying behavior三、需要兩本不同的教課書三、需要兩本不同的教課書n n30年”消費者行為”的教學內容不變:“消費者行為”=“消費心理學”n n兩者應有重點及角度的不同n n營銷經理的

21、需求是解決營銷問題及預測消費者行為及宏觀動向n n消費行為學應可對心理學有更多的貢獻消費者心理學消費者心理學n n消費心理學是應用心理學消費心理學是應用心理學,是如何把己有的、是如何把己有的、由心理學基礎研究所得到的心理通則應用於由心理學基礎研究所得到的心理通則應用於對消費者行為的預測對消費者行為的預測n n應視為是一門綜合性的、系統性、及應用性應視為是一門綜合性的、系統性、及應用性的心理學的心理學,有如人格心理學有如人格心理學n nMayer(2005):Mayer(2005):太注重派別的介紹太注重派別的介紹n n做為一個消費者做為一個消費者,我們先要注意他或她的生活我們先要注意他或她的生

22、活環境環境,找出重要的找出重要的,影響消費行為的心理成份影響消費行為的心理成份,及看它們如何發展及看它們如何發展,組織及影響消費行為組織及影響消費行為 四、重新修訂的思考重點四、重新修訂的思考重點n n現代消費文化及消費者特徵的總體認識現代消費文化及消費者特徵的總體認識n n個體心理學不應再個體心理學不應再”消費者行為消費者行為”的主體的主體n n營銷者與消費者看後者的行為確實不同營銷者與消費者看後者的行為確實不同n n以營銷者眼光看消費者購買及消費行為以營銷者眼光看消費者購買及消費行為n n對消費者行為的理解需要對消費者行為的理解需要n n 1.1.宏觀環境大於微觀環境宏觀環境大於微觀環境,

23、n n 2.2.群體差異大於個別差異群體差異大於個別差異n n 3.3.系統框架大於理論或階段框架系統框架大於理論或階段框架五、修訂建議五、修訂建議(一一)n n1.以宏觀經濟學(包括經濟心理學)、n n 人類學及社會學為重要背景考n n2.視消費者為一個整體的人,用系統n n 思維的框架五、修訂建議五、修訂建議(二二)n n3.以營銷策略為教學大題綱n n 尋找最佳購買者市場細分n n 創造潮流-新產品的設計及推廣n n 浴火重生-己有產品定位及重新定位n n 廣告的心理原理n n 面對面銷售技術n n 賣場的選址與設計現代消費者行為的特性現代消費者行為的特性n n注意力短暫n n受即現時刺

24、激的影響很大n n名牌效應n n“熱”潮效應n n購買管道增加網路購買的興起n n受營銷者操縱的可能性Katona,G.“Psychological Economics”(1975)n nPart I Economics as a behavioral sciencen nThe human factor in economic affairsn nThe affluent consumern nThe modern householdn nThe relation of psychology and social psychology to economicsKatona,G.“Psycho

25、logical Economics”(1975)n nPart II The influence of attitudes and expectations in the short runn nThe use of attitudes for the purpose of predictionn nPredicting economic fluctuationsn nUnderstanding economic fluctuationsn nThe recession of 1970Katona,G.“Psychological Economics”(1975)n nPart III The

26、 influence of attitude and expectations in the long runn nThe psychology of inflationn nThe psychology of prosperityn nThe psychology of recessionKatona,G.“Psychological Economics”(1975)n nPart IV Psychological principles of consumer Part IV Psychological principles of consumer behaviorbehaviorn nOp

27、timism about personal financesOptimism about personal financesn nSocial cognitionSocial cognitionn n 1.Generalization of affect 1.Generalization of affectn n 2.Organization and polarization of news 2.Organization and polarization of newsn n 3.Habituation 3.Habituationn n 4.Slowness and gradualness o

28、f social 4.Slowness and gradualness of social n n learning learningn n 5.persistence of stereotypes 5.persistence of stereotypesn nPart IV Psychological principles of consumer behavior(continued)n nRational behaviorn n 1.Buying behavior:Could be fairly simple and less elaboratedn n 2.Is the consumer

29、 well informed or ignorant?n n 3.Maximization of utilitiesKatona,G.“Psychological Economics”(1975)n nPart V SavingPart V Savingn nTo spend or to save?To spend or to save?n nAssets and investmentAssets and investmentn nInstallment creditInstallment creditn nPart VI Business BehaviorPart VI Business B

30、ehaviorn nBusiness motivationBusiness motivationn nBusiness IdeologyBusiness Ideologyn nDecision making by business firmsDecision making by business firms可借助的學科可借助的學科n n經濟心理學n n人類學的社會心理文化心理學n n社會學的社會心理群組心理學n n心理學的社會心理人際心理學n n消費者信息處理認知心理學n n溝通原理與術巧六、配合六、配合”問題為本問題為本”的教學方的教學方法法n n以”營銷問題”為課堂討論重心及課後作業的主題n n以目前偏重”消費心理學”的”消費者行為”教課書為主要參考書目n n配以由學生自行尋得的己有研究成果n n設計自己的研究n n根據自己的研究結困來做營銷決策教學重點教學重點n n以開放的心態,應用各學科的研究成果來解決一個具體的營銷問題,n n以科學的研究成果為營銷決策的依據n n以自身的研究成果累積出一本”消費者行為”的教課書謝謝大家謝謝大家!敬請指正