消费者行为学 第八版 英文版 课件

新弗洛伊德理论 –荣格Neo-Freudian Theories-Jung 184
70 • 荣格认为，人们的成长受到前人的累积经验的影响。他的 观点的核心是强调所谓的集体无意识(collective unconscious)(所有文化的人类心理)，一个我们从过去的 祖先那里继承而来的记忆仓库。比如，荣格指出，很多人 怕黑是因为他们遥远的祖先们有足够理由证明应有这种恐 惧。这种共有记忆创造了原型( archetypes)或普遍共享的 观念与行为模式。原型包括了诸如生、死或魔鬼这些经常 在神话、小说或梦中出现的主题。
个性 = 满意跟责任之间的冲突
• 弗洛伊德体系 181-182 本我 (Id) ；超自我；自我 (Ego): 内部指向的个性 ( 个人主义的无意识动机； 迪士特(Dichter)的动机例子 (表 6.1) )； • 弗洛伊德新体系 :个人如何处理自身与他人的关系 可能更有力地影响了个人的个性(镜中自我的，)。
BrandAsset原型+BAV品牌健康
BrandAsset® Archetypes + BAV® Brand Health 185
• (1)由于原型根植于所有文化的人类心理(集体无意识) ，用 这样的一个结构很容易理解品牌个性，特别是跨文化情形。 • (2)原型不断地向负责品牌沟通的人传递信息；实际上，这 些人已经把这些观念整合到他们对品牌的理解中，这个模 型可以帮助其他人理解品牌。 • (3)把BrandAsset⑩ Archetypes与更加客观的品牌认知测 量方法相结合，可以提供更加充分的证据，使营销决策制 定者确信扬雅公司建议的改变会实现具体的商业目标。 • (4)测量一个品牌的健康状况可以作为品牌处于危险状态的 早期警示信号，有时比市场征兆的出现还要早几年。这可 以使营销管理者有足够的时间适当地调整策略。

16
1971年的电视广告“我教全世界如何歌唱”，此首广告已经播 出变引起轰动，这首歌曲也登上流行歌曲排行榜。
17
I'd like to buy the world a home and furnish it with love, Grow apple trees and honey bees, and snow white turtle doves.
8
PART I: INTRODUCTION
9
10
Taking it From Here: The Plan of the Book
• Section I – Consumer Behavior • Section II – Consumers as Individuals • Section III – Consumers as Decision Makers • Section IV – Consumers and Subcultures • Section V – Consumers and Culture
6
• 一些学生正在寻求那样一些相对不变，放之四海 而皆准的规则，以便为其所面临的问题找到唯一 正确的答案。对这些学生，不断变化、难以逆料 且固执己见的活生生的消费者所带来的不确定性 确实令人沮丧。然而，如果他们能够接受与消费 者打交道就意味着无穷无尽的不确定性这一事实， 运用消费者行为知识发展市场营销战略与策略就 会变得极富刺激和趣味盎然。
• 运用消费者行为学知识发展市场营销策略是一门 艺术。当然这并不意味着科学的原理和方法没有 用武之地，而是指这些原理成功运用于具体情景 时需要人的判断，这种判断远非几条固定的规则 所能涵盖。
7
• 让我们更详细地讨论营销与艺术的类似性。假设你想成为 一名艺术家，你就会学习那些公认的关于如何把不同颜色、 视角融为一体以获得良好视觉效果的原理，然后，你会在 实践中对它们加以运用，直到发展出能创造“过得去”的 艺术品的能力。如果你具有某种天赋，又巧遇良师，并选 择了合适的主题，你甚至可能创造出艺术杰作。希望成为 营销经理、销售人员或广告经理的人也应当采取同样的方 法，他们应当对影响消费者行为的不同因素或原理做深入 全面的分析，在此基础上运用这些原理于实践以制定出 “可以接受”的营销战略与策略。虽然知识和实践的结合 通常能产生“过得去”的策略，但与众不同的或出奇制胜 的营销策略，就像艺术珍品或艺术杰作，要求有特别的天 赋、勤奋、时机，甚至某种程度的运气。

17
营销道德与公共政策
• 商业道德：引导市场行为的规则 • 民族间的文化差异:
• 墨西哥很少有正式的道德规范 • 美国的反国外行贿法规禁止商人行贿受贿，无论在哪
里开展业务
• 行贿受贿在其他国家很常见
Prentice-Hall, cr 2009
消费者行为导论(迈克尔·所罗门第8版)
18
营பைடு நூலகம்者创造了人为的需要吗？
• 营销者按人口统计变量细分 • 市场细分：将品牌定位于特定的消费者
群体
• 受同龄群体的影响（如，好姐妹） • 受其他企图获取其忠诚的竞争品牌影响 • 按外形、口感、质地和气味对产品进行评
价
Prentice-Hall, cr 2009
消费者行为导论(迈克尔·所罗门第8版)
4
什么是消费者行为学？
消费者行为学：研究个体 或群体为满足需求与欲望 而挑选、购买、使用或处 理产品、服务、观念或经 验所涉及的过程。
Prentice-Hall, cr 2009
消费者行为导论(迈克尔·所罗门第8版)
6
消费者行为中的参与者
消费者：确认需要或欲望、 购买和处置产品的人。
• 购买者、使用者和影响者 • 组织或团体消费者
Prentice-Hall, cr 2009
消费者行为导论(迈克尔·所罗门第8版)
7
消费者对营销的影响
复合的，同时发生的具有形 成条件的事情
研究者与被研究者独立
研究者是研究现象的一部分， 与被研究者互动
Prentice-Hall, cr 2009
消费者行为导论(迈克尔·所罗门第8版)
29
Table 1.3
消费者行为学之轮
Prentice-Hall, cr 2009

• •
1971年 无限风光在险峰
• 一群不同肤色、不同国籍的年轻人汇集在意大利 的山顶上，每人手里举着一只可乐瓶子，唱着： “I'd Like to Buy the World a Coke！” • 先是一个女孩开唱，歌声不断汇集，愈来愈整齐 雄壮，镜头在每个人的脸上掠过，越来越多的年 轻人纳入观众的视野，他们面向朝阳，散布在山 坡上，镜头在直升飞机拍摄的俯景和角色的特写 间切换，气势恢弘。
• •
•
I'd Like to Teach the World to Sing（齊聲歡唱） I'd like to build the world a home And furnish it with love Grow apple trees and honey bees And snow-white turtle doves Chorus: I'd like to teach the world to sing In perfect harmony I'd like to hold it in my arms And keep it company (that's the song i hear) I'd like to see the world for once (let the world sing today) All standing hand in hand And hear them echo through the hills For peace throughout the land
It's the real thing, Coke is what the world wants today.
Chorus: • I'd Like to Teach the World to I'd like to teach the Sing world to sing • New Seekers Coca-Cola 1971 Commercial In perfect harmony I'd like to buy the world • a Coke On a hilltop in Italy We assembled young people And keep it company From all over the world That's the real thing. To bring you this message From Coca-Cola Bottlers (Repeat chorus) All over the world It's the real thing - Coke. I'd like to teach the And they sang... world to sing I'd like to buy the world a home In perfect harmony I'd like to buy the world And furnish it with love Grow apple trees and honey a Coke bees And keep it company And snow white turtle doves. That's the real thing

• Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time.
Key Concepts
Role Theory
Different Actors
Process Involving Exchange
Organizations or Groups
Copyright 1999 Prentice Hall
Consumers Impact on Marketing 1-3 Strategy
• The Process of Marketing Segmentation:
–Identifies Groups of Consumers Who are Similar to One Another in One or More Ways, and
–Devises Marketing Strategies that Appeal to One or More of These Groups.
Copyright 1999 Prentice Hall
Segmenting Consumers by
1-4
Demographic Dimensions
Demographics are Statistics That Measure Observable Aspects of a Population Such As:
Copyright 1999 Prentice Hall

(avoid competitive ads). – 3. “Sell” friends on the positive features of the
purchase. – 4. Seek reassurance from satisfied owners
Learning Objective 6.7
– Need for cognition – Innovativeness
Role of Attitudes
• Attitudes are consistent with behavior • How do situations affect attitudes?
Learning Objective 6.2
• Theory of Reasoned Action
• Theory of trying-toconsume
• Attitude-toward-the-ad model
How are the models different from the attitude-toward-object model? From each other?
6.7 To understand the ways people assign causality to events and apply this knowledge to consumer behavior.
Which is the internal attribution?
Bradley uses video-editing software for the first time and his video was well liked. 1.Bradley thinks: “I’m really a natural at editing my digital videos” 2.Bradley thinks: “The successful digital video editing was due to a user-friendly video-editing program” 3.Bradley thinks: “The successful digital video editing was due to the help of someone else” 4.Bradley thinks: “The successful digital video editing was due to luck.”

1-26
Learning Objective 6
Many specialists study consumer behavior.
Disciplinary Focus
Product Role
Experimental Psychology Perception, learning, and memory processes
define their identities in different settings.
2. Consumer behavior is a process. 3. Marketers need to understand the wants
and needs of different consumer segments.
• Products are designed to meet existing
needs;
• Advertising only helps to communicate
their availability
1-23
Do Marketers Promise Miracles?
• Advertisers simply
communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility.
Marketers influence preferences for movie and music heroes, fashions, food, and decorating choices.

recently?
• Which forms of risk were involved?
8-29
Learning Objective 4
• Our access to online sources changes the
way we decide what to buy.
8-30
Cybermediaries
8-26
Information Necessary for Recommending a New Decision Criterion
• It should point out that there are significant
differences among brands on the attribute
8-27
Neuromarketing
• Uses functional magnetic resonance
imaging, a brain-scanning device that tracks blood flow as we perform mental tasks
• Marketers measure consumers’ reactions
Chapter 8 Decision Making
CONSUMER BEHAVIOR, 10e
Michael R. Solomon
8-1
Chapter Objectives
When you finish this chapter, you should understand why:
1. Consumer decision making is a central
8-6
For Reflection

11-14
Learning Objective 3
• We are motivated to buy or use products
in order to be consistent with what other people do.
11-15
Factors Influencing Conformity
• Risky shift: group members show a greater
willingness to consider riskier alternatives following group discussion than if members made their own decisions
11-22
Sociometric Methods
• Sociometric methods: trace communication
patterns among group members
• Systematic map of group interactions • Most precise method of identifying product-
• The things other consumers tell us about
products (good and bad) often are more influential than the advertising we see.
3. We are motivated to buy or use products
in order to be consistent with what other people do.
11-2
Chapter Objectives (continued)

• （那么这些消费行为在我们的生活中又有 那些变化和意义呢）
2
On the consumption problem
• What is consumer behavior？
• （什么是消费行为） • How to make rational consumption？ • （如何做到理性消费） • What is the role of consumer behavior on
environment.
• 这些都是巨大的，全 球性的问题，影响数 百万人。解决这些问 题会使我们重新思考 我们的经济模式走向 可持续发展的经济， 提高我们的生活质量， 促进社会公平正义， 保护环境。
4
• How can we realize the harmonious coexistence of man and nature？
• 个人的行为，在微观层面上， 可以在宏观层面上作出了巨大 的差异。注意自己的消费模式 是开始的最好的地方。然后你 就可以开始把你的日常行为的 变化。
• 比如你可以停止购买瓶装水或 者一次性物品；骑单车做到绿 色出行；购买本地产品；修补 你的鞋子，衣物；不浪费你餐 桌上的食品；保持你家里的环 境卫生等等装。
• （我们怎样才能实现人与自然和谐共处） • What do we truly want as individuals
and community members? • （我们真正想要的是个人和社区成员做什
么？） • What would a sustainable economy
look like? • （可持续发展的经济看起来像什么？）
5
Consumption
• The sustainable development of economy doesn’t change that happen over night and it will take decades to create a sustainable economy. But, you can get started right now by learning to get more from less.

6. Repeat advertising over the long term
7. Accept that some addicnsider alternatives
Humor Appeals
What are some key findings related to the effectiveness of humor appeals?
• Interpersonal communications immediate feedback
• How are sales effects different from persuasion effects?
• How are persuasion effects different from media exposure effects?
Comparison
Traditional media
• Broadcast • One-way • Directed at groups • Not customized or
interactive • Less accurate feedback,
delayed feedback
New media • Narrowcast • Two-way • Addressable • Customized • Interactive • Response-measurable
– Select medium – Design (encode) message
Message Decisions
• Images and text • Message framing • One-sided vs. two-sided messages • Order of presentation

enjoy shopping search more.
Expertise...
The consumer’s prior expertise can also affect the search and shopping process.
• (1) Search tends to be greatest among those consumers who are moderately knowledgeable about the product.
• Amount of effort put into a purchase decision differs with each purchase.
Illustrating the Decision-Making Process
• This ad by the U.S. Postal Service presents a problem, illustrates the decision-making process, and offers a solution.
Other Types of Information Search
• Deliberate Versus “Accidental” Search: – Directed Learning: Results from existing knowledge from previous active acquisition of information – Incidental Learning: Passive acquisition of information through exposure to advertising, packaging, and sales promotion activities

consume.
10-3
Learning Objective 1
• Marketers often need to understand
consumers’ behavior rather than a consumer’s behavior.
10-4
Roles In Collective Decision Making
Sex-role stereotypes Spousal Resources
Experience Socioeconomic Status
10-27
Heuristics in Joint Decision Making
• Synoptic ideal: the couple takes a
common view and act as joint decision makers
having children or not might affect the choices a couple makes. What do such variations mean for marketers?
• Groceries • Cars • Vacations
10-22
Learning Objective 5
purchasing. How do decisions differ within each class?
10-12
Learning Objective 3
• Our traditional notions about families are
outdated.
10-13
For Reflection
• Pets are treated like family members • Pet-smart marketing strategies:

• Sensation is the immediate
response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture).
Prentice-Hall, cr 2009
2-17
Sensory Thresholds
• Differential threshold: ability of
a sensory system to detect changes or differences between two stimuli • Minimum difference between two stimuli is the j.n.d. (just noticeable difference)
• Phonemes: individual sounds that might be more or
less preferred by consumers • Example: “i” brands are “lighter” than “a” brands
• Muzak uses sound and music to create mood • High tempo = more stimulation • Slower tempo = more relaxing
physical environment is integrated into our personal, subjective world
• Absolute threshold: the minimum amount of