消费者行为学第中译.pptx

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1、学习目标 11经过本章的学习，你应该理解：其他人，特别是那些拥有某种社会权力的人，经常影响我们的购买决策 我们寻找其他与我们对产品或服务的兴趣相投的人 我们被迫购买或使用那些与其他人保持一致的产品 某些人特别喜欢影响别人对产品的选择 其他消费者告诉我们有关产品的情况（好和坏）常常比我们看到的广告更有影响力 网络技术正在加速口碑沟通的影响 社会化媒体正在改变公司和消费者互动的方式Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall第1页/共30页Copyright 2013 Pearson Education,Inc.P

2、ublishing as Prentice Hall参照群体Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall第2页/共30页 参照参照权社会力量信息信息权合法合法权专家家权奖赏权强制制权Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall第3页/共30页Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall参照群体影响力规范性影响力比较性影响力第4页/共30页Copy

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8、正关怀消费者为何谈论产品？Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall第22页/共30页Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall负面口碑第23页/共30页Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall社会化媒体第24页/共30页Copyright 2013 Pearson Education,Inc.Publishing as Prentice

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