关于消费者行为学的一些英文译文及原文.

案例集十一一、恰到好处的心理营销北京西乐日用化工厂是北京市海淀区四季青乡化轻公司下属的一个乡办化妆品生产企业，它的前身是一个修补轮胎的手工作坊。

1984年，该厂根据社会对日用化妆品需求不断增长的趋势，正式转产护肤霜。

几年来，西乐厂坚持依靠科技，不断开发出适销对路的新产品，继1984年投产（当年产值达20万元）后，销售额连年翻番，到1990年，已突破900万元。

这家只有200多名职工的乡办企业，目前已开发出8个系列42个品种的产品，每年为国家创利税上百万元，产品不仅在激烈的市场竞争中占有一席之地，而且已经在我国北部地区广为流行、走俏。

北京西乐日用化工厂之所以取得如此好的成绩，其中一个极为重要的原因就是该厂抓住了消费者对日用化妆品的消费心理，展开了心理营销。

1、抓住顾客求新求美心理随着化妆品消费需求的发展，消费者不再仅仅追求化妆品的美容需要，而且更加重视其护肤、保健等多种功能。

西乐厂在开发过程中意识到了这一点。

1984年，西乐厂引进了北京协和医院开发的硅霜生产技术，并把这种经过临床医疗试验证明具备护肤、治疗良效的专用技术，用来开发新型的化妆品，当年9月通过硅霜工业化生产的技术监定后，很快就生产出以“斯丽康”命名的护肤霜投入市场，这种化妆品与传统护肤霜的不同之处，在于它以硅油代替了以往常用的白油或动植物油脂。

这种硅油擦抹在皮肤上，能形成一种薄膜，一方面能阻止皮肤表面因水份丧失而引起皮肤干燥的作用，另一方面又能维持皮肤细胞的正常新陈代谢。

因此，斯丽康护肤霜由于使用了硅油可起到美容、增白、洁肤的作用。

长期使用硅油化妆品，不但无害，而且还可使使用者的皮肤光滑、弹性好。

几年来，该厂陆续推出的“斯丽康高级护肤霜”、“斯丽康增白粉蜜”以及化妆用的“底霜”、婴儿用的“宝宝霜”等多种新产品，已经受到了经常需要化妆品的顾客以及寒冷干燥地区消费者的青睐。

西乐化妆品企业满足消费者的这些求新求美心理中，不断跻占着新的市场。

2、抓住顾客的求安全求实心理。

消费者行为心理学中英文外文文献翻译(含：英文原文及中文译文)英文原文Frontiers of Social PsychologyArie W. Kruglanski 、Joseph P. ForgasFrontiers of Social Psychology is a new series of domain-specific handbooks. The purpose of each volume is to provide readers with a cutting-edge overview of the most recent theoretical, methodological, and practical developments in a substantive area of social psychology, in greater depth than is possible in general social psychology handbooks. The editors and contributors are all internationally renowned scholars whose work is at the cutting-edge of research.Scholarly, yet accessible, the volumes in the Frontiers series are an essential resource for senior undergraduates, postgraduates, researchers, and practitioners, and are suitable as texts in advanced courses in specific subareas of social psychology.Some Social Asp ects of Living in a Consumer SocietyThe following sketches will illustrate that in a consumer society much of the behavior studied by social psychologists relates to consumer stimuli and consumer behavior. Thus, the consumer context provides a rich field for the study of social phenomena and behavior.Consumer Decisions Are UbiquitousWhether we are in the supermarket or not, we are constantly making consumer decisions. We enroll in gyms, use our frequent-flyer miles for a vacation resort, buy health care, choose a restaurant, skip dessert for a healthier lifestyle. In fact, most of our daily decisions do not involve existential decisions such as whom to marry or whether to have children or not, but whether to have tea or coffee, use our credit card or pay cash, or other seemingly trivial decisions. Moreover, many of our daily (consumer) behaviors do not even require intentional decisions. Rather, they may be habitual, such as switching to CNN to get the news or accessing Google when looking up some information. A typical day of a typical person is filled with countless minor consumer decisions or the consequences of previous decisions, starting with the brand of toothpaste in the morning to choosing a movie after work.Consumer Choices Fulfill a Social-Identity FunctionAlthough for most people being a consumer may not be central to their identity, many of their consumer decisions are nevertheless highly identity-relevant insofar as they correspond to a larger set of values and beliefs and express important aspects of the self. Eating a vegetarian diet because one does not want to endorse cruelty to animals and boycotting clothes potentially made by child laborers are some examples. Some people buy a Prius out of environmental concerns; others boycott Japanese cars —such as the Prius —in order to help the local carindustry. In this respect, even the choice between Coke and Pepsi is not necessarily trivial. People who cannot discriminate Coke from Pepsi in a blind test, or who prefer Pepsi, may nevertheless adhere to Coke as a cultural icon. Attempts to change the formula of Coke met with angry protests and opposition. Clearly, consumer products and brands do not only fulfill utilitarian needs (Olson & Mayo, 2000; Shavitt, 1990). In a world of oversupply and differentiating brands, many consumers choose brands in order to express their personality or to affiliate themselves with desired others. They do not simply use a Mac; they are Mac users, and switching to another brand of PC would be akin to treason. From soft drinks to computers, brands may become an ideology. People may also perceive of products as extended selves (Belk, 1988); for example, they may identify with their cars just as they do with pets. Likewise, brands may define social groups. The Harley-Davidson Club is a legendary example; an Internet search revealed clubs for almost every car brand and model. In my hometown, I found a V olkswagen New Beetle Club whose stated purpose is to cultivate contacts between New Beetle Drivers by organizing social events (among others, a visit to a car cemetery). On the road, drivers of the same car model often greet each other. Apparently, driving the same model is sufficient to establish social closeness. Brands, products, and consumption habits not only help to establish social connectivity but also serve as status symbols, defining vertical andhorizontal social boundaries. By using particular brands or consuming specific products, people can express a certain lifestyle or attempt to convey a particular social impression. Subscribing to the opera conveys one’s social position just as going to a monster truck race does. Whether your choice of drink is wine or beer, cappuccino or herbal tea, your order expresses more than merely your taste in beverages.Consumer Choices Affect Social PerceptionGiven that brands and products are part of social expression, it is not surprising that people are judged by the brands and products they use. In particular, products of a social-identity function are used as bases for inferences about a target’s personality traits (Shavitt & Nelson, 2000). Likewise, smoking, food choice and amount of food intake have all been shown to affect social impressions. Depending on the subculture of the perceiver (age, country), different personality traits are assumed in smokers compared with nonsmokers (e.g., Cooper & Kohn, 1989; Jones & Carroll, 1998). Various studies found that eaters of a healthier diet are perceived as more feminine and in general judged more favorably than eaters of unhealthy foods (for a review see V artanian, Herman, & Polivy, 2007). Arguing that a Pepsi drinker is to a Coke drinker what a Capulet was to a Montague is, of course, an exaggeration, but clearly brands may distinguish ingroup from out-group members. Possibly this is most extreme among teenagers, where the brand of jeans is perceived todetermine coolness and popularity. Nevertheless, the phenomenon is not limited to teen culture, as testified by the previous examples of social communities defined by shared brands. In sum, from wet versus dry shaving to driving a Porsche versus a Smart, consumer behavior is used as a cue in person perception. Most likely, such cues also manifest in behavior toward these consumers. Physical attacks on women who wear fur are a most extreme example.Affective Consequences of Consumer BehaviorObviously, consumption and the use of products and services may give pleasure and satisfaction or displeasure and dissatisfaction. People may experience joy from wearing a new sweater or suffer emotional consequences when products or services fail or cause inconvenience. Product use is only one source of affective consumer experiences. The mere act of choosing and acquisition is another. People enjoy or dislike the experience of shopping. They may take pleasure from the freedom of simply choosing between different options (e.g., Botti & Iyengar, 2004), feel overwhelmed and confused by an abundance of options (e.g., Huffman & Kahn, 1998), or feel frustrated by a limited assortment that does not meet their particular needs (e.g., Chernev, 2003). They may experience gratification and a boost in self-esteem from the fact that they can afford a particular consumer lifestyle or grudge the fact that they cannot. Many daily sources of affective experiences involve consumerbehavior in one way or another.The Consumer Context Provides Unique Social InteractionsGranted, we rarely form deep and meaningful relationships with our hairdressers and waiters. Still, the consumer context affords many social interactions over a day. Again, these interactions— even if brief— may constitute a source of affective experiences. The smile of the barista, the compliment from the shop-assistant, and the friendly help from the concierge are just a few examples of how such consumerrelated interactions may make us feel good, worthy, and valued, whereas snappy and rude responses have the opposite effect. Besides, the social roles defined by the consumer context may provide unique opportunities for particular behaviors, interactions, and experiences not inherent in other roles. Being a client or customer makes one expect respect, courtesy, and attendance to one’s needs. For some, this may be the only role in their life that gives them a limited sense of being in charge and having others meet their demands. To give another example, complaining is a form of social interaction that mostly takes place within the consumer context. A search for ―complaint behavior‖ in the PsycI NFO database found that 34 out of 50 entries were studies from the consumer context. (The rest mostly related to health care, which may to some extent also be viewed as consumer context.) Given the importance of the consumer context to social experiences and interactions, it provides a prime opportunity forstudying these social behaviors.•How consumers think, feel, reason, and the psychology of screening for different items (such as brands, products); • Consumer behavior when they shop or make other marketing decisions;•Limits in consumer knowledge or access to information affect decisions and marketing outcomes;•How can marketers adapt and improve their marketing competitiveness and marketing strategies to attract consumers more efficiently?Bergi gives an official definition of consumer behavior: the process and the activities people perform when they research, select, purchase, use, evaluate, and deal with products and services in order to meet their needs. The behavior occurs in a group or an organization where individuals or individuals appear in this context. Consumer behavior includes using and handling products and studying how products are bought. The use of products is generally of great interest to marketers because it may affect how a product is in the best position or how we can encourage increased consumption.The Nicosia model focuses on the relationship between the company and its potential customers. The company communicates with consumers through its marketing messages or advertisements and consumers' reactions to the information they want to buy. Seeing this pattern, we willfind that companies and consumers are interconnected. Companies want to influence consumers. Consumers influence company decisions through their decisions.Consumer sentiment refers to a unique set of emotional reactions to the use of or eliciting a consumer experience in the product, a unique class or relationship of the emotional experience described and expressed (such as joy, anger and fear), such as the structural dimensions of the emotional category or pleasant/unpleasant, Relax/action, or calm/excited. Goods and services are often accompanied by emotional reactions (such as the fear caused by watching a horror movie). Emotional values are often associated with aesthetic choices (such as religion, reason). However, more material and utilitarian products also seem to have emotional value. For example, some foods cause childhood experiences and feel comfortable with them. Izad (1977) developed a method of emotional experience and introduced basic emotions. He uses ten words to distinguish the basic types of emotions: interest, joy, surprise, sadness, anger, disgust, contempt, fear, shame, and guilt. This method has been widely used by consumer research.In order to implement the interpersonal and personal construction in this framework, we use the concept of self-awareness to express the influence of consumer response on society. Self-awareness is defined as the individual's consistent trend to focus directly on inward or outward.This theory identifies two different types of people with self-consciousness. The open self-conscious person pays special attention to other people's views on their outside. The private self-conscious person pays more attention to their inner thoughts and feelings. In this case, we assume that the reputation of consumption may be different based on sensitivity to other people. This proposal is also consistent with previous research. It shows that people with different personal behaviors depend on their sensitivity to interpersonal influences. Dubois and Dikena emphasized that "we believe that the analysis of the direct relationship between consumers and brands is a key to improving understanding of such a market." This original assumption is that of private or The value of the open superior product comes from the inherent social status of these objects. Many existing studies emphasize the role of the role played in the exchange of information about their owners and social relationships.中文译文社会心理学前沿艾瑞·克鲁格兰斯基，约瑟夫·弗加斯社会心理学的前沿是一个新的领域专用手册系列。

文献信息：文献标题：Competition and Consumer Behavior in the Context of the Digital Economy（数字经济背景下的竞争与消费者行为）国外作者：EM Vătămănescu，BG Nistoreanu，A Mitan文献出处：《Amfiteatru Economic Journal》,2017,19(45):354-366字数统计：英文2296单词，13396字符；中文3877汉字外文文献：Competition and Consumer Behavior in the Context of theDigital EconomyAbstract The current paper aims to investigate the relation between competition and online purchasing decision-making, integrating consumer protection awareness and the corresponding consumer behavior as mediators. The focus is on both subjective and objective measures related to the level of consumer awareness and action in a fast-growing competition, potentiated by the digital economy. In order to investigate the relations between the aforementioned concepts, a questionnaire-based survey was conducted, using a sample of 257 students from three top Romanian universities. Based upon the theoretical directions presented in the literature review, a conceptual model was elaborated and tested by employing a partial least squares structural equation modeling technique. As the examination of the structural model indicated, online purchasing decision-making is indirectly influenced by the high competition in the digital economy, by means of consumer protection awareness and consumer protection behavior. At this level, the analyzed factors, namely the competition in the digital economy, the consumer protection awareness and the consumer behavior with respect to the consumer protection policies, explain over 16% in the variance of the online purchasing decision-making.Keywords: consumer protection, competition, digital economy, onlinepurchasing decision-makingIntroductionIn the last three decades, the evolution of the Information and Communication Technologies (ICTs) has led to the rise of a new economic model, often labelled in the literature as “digital economy” (Van Gorp and Batura, 2015, p.15). The model is credited with the potential to stimulate competition between businesses and consumer welfare (Hapenciuc et al., 2015). Given the fact that the Internet is increasingly availableto multiple categories of audiences, the model spreads globally at a remarkable pace, to the extent that the European Commission (EC) (2016a) reports that the gross revenues doubled in some sectors from one year to the next.According to the World Bank (WB) (2016), the main benefits yielded by the use of digital technologies to individuals, companies and the public sector are: a) they reduce information costs, thus lowering the costs of transactions; b) they promote innovation; c) they boost efficiency through quicker and more convenient activities and services; d) they increase inclusion, as services which were previously inaccessible come within reach for more consumers; e) they create job opportunities.According to Consumers International (CI) (2014), the digital economy raises questions regarding the consumer protection mechanisms, the protection of privacy, the intellectual rights and the competition policies, issues that are also pointed by the studies of Van Gorp and Batura (2015) and Kerber (2016). In this respect, the European Union (EU) brings forward an increased concern regarding the resolution of the inconveniences availed by the transition to a new economic model. It stresses on the fact that this phenomenon impacts both the consumers and the business environment.Considering these elements, the paper develops a conceptual model with a view to assess the relations between competition in the digital economy, online buyers' consumer protection awareness, consumer behavior and the online purchase decision-making. To this aim, this study is structured as follows: firstly, the literature review is presented; then, the hypotheses, the methodology and the sample arethoroughly addressed. The research continues with the data analysis and the presentation of the results, using the partial least squares structural equation modeling technique based on SMART-PLS software, version 3. Finally, conclusions, limitations, and future research directions are advanced.Literature reviewAccording to the Council of Economic Advisers (CEA) (2016), in most cases, consumers benefit from rule enforcement, such as enforcement of antitrust laws and the government actions, such as the ones meant to maintain net neutrality or public procurement. As a result, competition has the quality of stimulating productivity, raising product quality and stimulating innovation, while also lowering prices and offering greater choice (EC, 2016b). Moreover, in the markets that are supported by the general contract-law, competitive pressure only allows those companies that satisfy their customers to prosper, and competitors offer voluntarily –in order to differentiate their offers – guarantees that protect buyers even more than law requires (Armstrong, 2008; Andrei and Zaiţ, 2014; Zbuchea, Vătămănescu and Pînzaru, 2016). As a consequence, intense competition is the best means towards consumer protection with respect to many products, even though competition in itself does not guarantee consumer protection.The characteristics of the digital economy are liable to encourage competition via price- comparison websites and other online facilities that could help consumers gather more information about the products and services they wish to buy (WB, 2016), via seller rating systems or online forums where relevant experience sharing and interaction between consumers would be possible (Armstrong, 2008, pp. 102-103; Brătianu and Bolisani, 2015; Vătămănescu et al., 2016; Alexandru, 2016). Therefore, companies compete for sending their messages towards consumers and would invest in creating better products/ services in order to have content clients and to receive positive reviews online, so that they could attract other customers/ have customers return. In their turn, consumers are expected to invest time in selecting the information they need with a view to become aware of the consumer protectionpolicies and to act accordingly. The efficient management of information flows and, implicitly, the knowledge management along the value chains are indisputable sources of competitive advantage in the digital economy, which is strongly globalized (Nicolescu, Galalae and V oicu, 2013; Pînzaru, 2009, 2015; Crișan, Zbuchea and Moraru, 2014; Bolisani, Borgo and Oltramari, 2012; Bolisani, Scarso and Zieba, 2015).According to the perspective presented by United Nations Conference on Trade and Development (UNCTAD) (2014), along with the regulation and stimulation of competition, the consumer empowerment may bring a real progress in the direction of consumer protection. An educated consumer stimulates innovation, productivity and even competition between the actors operating in the market. Empowered consumers are consumers who are aware of their decisions when buying (they compare prices, they read terms and conditions, they verify the products' labels), they get information by themselves and they have accessto advocacy and redress mechanisms they can use in case of need (Nardo et al., 2011). In addition to this, as the Office of Competition and Consumer Protection (OCCP) (2009, pp.31) shows, consumers who have access to the digital environment have the opportunity to be actively involved in the market, becoming “prosumers”, or consumers who gather data a bout brands and products and then share this information with other potential buyers. This behavior influences discrete decision-making processes that are prior to more common purchases, but also the prolonged decision-making processes (OCCP, 2009). A consumer who behaves in this manner is no longer a passive beneficiary, a victim of the market abuses or of the faulty competition, but a real player with a central role in the market (Madill and Mexis, 2009).To corroborate the theoretical arguments mentioned above, we developed a conceptual model comprising four major factors, as follows: a. Competition in the digital economy; b.Consumer protection awareness; c. Consumer protection behavior;d. Online purchasing decision-making (Figure no. 1).As derived from the underlined relationships (Figure no. 1), we presume that the online purchasing decision-making is influenced by competition both directly and by means of consumer awareness andbehavior regarding consumer protection. Thus, four research hypotheses are formulated which will be tested in the next section.Figure no. 1: Conceptual modelMethodologyBased on the theoretical perspectives and correlations previously presented, the current study is intended to answer to four main objectives: a. the investigation of the relationship between competition in the digital economy and the consumer protection awareness of online buyers; b. the investigation of the relationship between the consumer protection awareness of online buyers and their corresponding behavior in this sense; c. the investigation of the relationship between consumer protection behavior and the online purchasing decision-making; d. the investigation of the relationship between competition in the digital economy and the online purchasing decision-making.Building on these objectives, four research hypotheses emerged, as follows:Hypothesis I: Competition in the digital economy positively influences consumer protection awareness.Hypothesis II: Consumer protection awareness positively influences consumer protection behavior.Hypothesis III: Consumer protection behavior positively influences online purchase decision-making.Hypothesis IV: Competition in the digital economy positively influences online purchase decision-making.With a view to test these hypotheses, we employed a quantitative research method, namely the questionnaire-based survey, unfolded between November 25 and December 10, 2016. The sample comprised 257 undergraduate and graduate students (69.65% females and 30.35% males, 64.98% undergraduates and 35.02% graduates, with an average age of 21), studying business and management programs within three Romanian top universities, were contacted to take part in an online survey regarding the competition and consumer protection policy. The survey was conducted online between November 25 and December 10, 2016. The convenience sampling focused on the available subjects, but this fact did not alter the research objectives, as the criterion of having an online consumer status was met (all the subjects have been purchasing online for at least 1 year and had transactions with more than 3 online sellers). Upon acceptance to take part to the survey, the subjects completed a self-administered questionnaire. The questionnaire consisted of closed-ended questions. The multi-item constructs were measured on a five-point Likert scale which ranged from “Strongly disagree” (1) to “Strongly agree” (5).The questionnaire items referred to opinions, attitudes and conducts linked to subjects’ activity when p urchasing online, as they were previously theoretically depicted. Questions fall into five main categories, out of which the first four categories describe the model’s multi-item factors: a. Competition in the digital economy; b. Consumer protection awareness; c. Consumer protection behavior; d. Online purchasing decision-making (Table no. 1). A final section included the respondents’ personal information which consisted of gender, age, education field, level and year, institutional affiliation.Table no. 1: Constructs and itemsThe measurement and structural model were examined by resorting to a component-based partial least squares (PLS) tool with the Smart-PLS software package. The option for a PLS approach was triggered by the inclusion of both reflective and formative constructs within an exploratory framework (Diamantopoulos and Siguaw, 2006; Bharati, Zhang and Chaudhury, 2015).ConclusionsSummarizing the findings, the model accounts for 16.1 percent in the variance of online purchasing decision-making. In this context, three out of the four advanced hypotheses were fully supported by the empirical evidence, that is, Hypotheses I, II and III. The forth hypothesis was partially supported, as the positive influence of competition in the digital economy on online purchasing decision-making is only indirect.In this front, the current research has brought forward some key insights.Firstly, as the findings show, the highest influences within the structural model were retrieved between consumer protection awareness and consumer protection behavior, followed by the relationship between consumer protection behavior and the online purchasing decision-making. This fact is indicative of the importance of having a proper knowledge of the consumer policy and to act accordingly when purchasing online, especially in the case of students.Secondly, by initiating the discussion on the correlations between competition in the digital age and consumer awareness and behavior focusing on students, the present paper adds to the extant literature in several ways. On the one hand, to the best of our knowledge, this is among few studies which examined the implications of the digital economy from the perspective of consumers’ attitudes and actual conducts within the general framework of consumer policy. On the other hand, the emphasis was la id on students’ viewpoints, asocial category which is descriptive of the digitalization dynamics. Finally, the proposed conceptual model was validated by the empirical findings and it may be considered as a starting point for future elaborations on the topic.As any other study, the present one would benefit from certain improvement: a. the sample may be extended to other populations (not only to students) in order to facilitate comparisons between different social categories and b. developing transnational researches in the field would become an important asset in the context of the topical economic transformations.中文译文：数字经济背景下的竞争与消费者行为摘要本文旨在探讨竞争与网络购买决策之间的关系，将消费者保护意识和相应的消费者行为整合为中介。

消费者行为学外文文献翻译(含：英文原文及中文译文)英文原文Psychological Factors Influencing Buyer BehaviorGeoff LancasterPsychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a pers on’s buying choices are influenced by the psychological factors of motivation, perception, learning, beliefs, and attitudes.Importance of understanding customer motivesThe task of marketing is to identify co nsumers’ needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but to find out why it is required. Only by gaining a deep and comprehensive understanding of buyer behavior can marketing’s goals be realized. Such an understanding of buyer behavior works to the mutual advantage of the consumer and marketer, allowing the marketer to become better equipped to satisfy the consumer ’s needs efficiently and establish a loyal group of customers with positive attitudes towards the company’s products.Consumer behavior can be formally defined as: the acts of individuals directly involved in obtaining and using economic goods andservices, including the decision processes that precede and determine these acts. The underlying concepts of this chapter form a system in which the individual consumer is the core, surrounded by an immediate and a wider environment that influences his or her goals. These goals are ultimately satisfied by passing through a number of problem-solving stages leading to purchase decisions. The study and practice of marketing draws on a great many sources that contribute theory, information, inspiration and advice. In the past, the main input to the theory of consumer behaviour has come from psychology. More recently, the interdisciplinary importance of consumer behaviour has increased such that sociology, anthropology, economics and mathematics also contribute to the science relating to this subject.MotivationA person has many needs at any given time. Some needs are biogenic; they arise from physiological states of tension such as hunger, thirst, discomfort. Other needs are psychogenic; they arise from psychological states of tension such as the need for recognition, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act.Purchasing motivation is to make consumers to buy a commodity decision-making internal driving force, is a cause of purchase behavior ofthe premise, also is the cause of her behavior. Specific include the following aspects:(1) Rational motivationRational motivation some goods to consumers is a clear understanding and cognitive, of the goods in more familiar conducted based on the rational choice and make the purchase behavior. It includes:1. ApplyApply for a realistic performance psychological, consumer products is important to the most basic, most core functions. In the choose and buy goods, pay close attention to its technical performance, and appearance, the price, the brand of the added value of products on the second.2. The economyEconomic performance as a cream for psychological. By the comparison of several kinds of goods, in other conditions basic similar circumstances, this kind of customer to price appear quite sensitive, they are generally by price material benefit as the first element of choice.3. ReliableHigh quality product is the customer can rest assured the basis of consumption. Reliable is in essence a pursuit of high quality consumer reflect. So the brand name products has the trust of the people, just because it is reliable in quality.(2) feeling motivationFeeling motivation can't simply understand for not rational motivation. It is mainly composed of social and psychological factors arise willingness to buy and impulse. It is difficult to have a feeling motivation objective standard, but is substantially from the psychology.1. To show off psychologyThis kind of psychological in high income levels, more common. Income that they have the capital to show off, so in shopping on they will show their status and appreciate level. Many luxury brand manufacturers is seize the group psychological tendency, have introduced all kinds of expensive luxury goods.2. Compare psychologyComparison is a kind of psychological mutatis mutandis. In the same social groups inside, each member lists each other, who don't want to lag behind others. This kind of psychological on consumption appears to be a motive, others have what high-grade goods, own also must have.3. Conformity psychologyThis kind of psychological reflected in life circle, people want to follow in the circle the pace of most people. So that others think good products, own also followed approval; Others what to buy goods, oneself also can follow to buy.Psychologists have developed theories of human motivation. Three of the best known — the theories of Sigmund Freud, Abraham Maslow,and Frederick Herzberg— carry quite different implications for consumer analysis and marketing strategy. Freud’s theory. Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own mo tivations. A technique called laddering can be used to trace a person’s motivations from the stated instrumental ones to the more terminal ones. Then the marketer can decide at what level to develop the message and appeal. In line with Freud’s theory, cons umers react not only to the stated capabilities of specific brands, but also to other, less conscious cues. Successful marketers are therefore mindful that shape, size, weight, material, color, and brand name can all trigger certain associations and emotions.Maslow’s theory. Abraham Maslow sought to explain why people are driven by particular needs at particular times. His theory is that human needs are arranged in a hierarchy, from the most to the least pressing. In order of importance, these five categories are physiological, safety, social, esteem, and self-actualization needs. A consumer will try to satisfy the most important need first; when that need is satisfied, the person will try to satisfy the next-most-pressing need. Maslow’s theory helps market ers understand how various products fit into the plans, goals, and lives of consumers.Herzberg’s theory. Frederick Herzberg developed a two -factortheory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).the absence of dissatisfiers is not enough; satisfiers must be actively present to motivate a purchase. For example, a computer that comes without a warranty would be a dissatisfy. Y et the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source of intrinsic satisfaction with the computer. Ease of use would, however, be a satisfier for a computer buyer. In line with this theory, marketers should avoid dissatisfiers that might unseal their products. They should also identify and supply the major satisfiers or motivators of purchase, because these satisfiers determine which brand consumers will buy.PerceptionA motivated person is ready to act, yet how that person actually acts is influenced by his or her perception of the situation. Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. Perception depends not only on physical stimuli, but al so on the stimuli’s relation to the surrounding field and on conditions within the individual.The key word is individual. Individuals can have different perceptions of the same object because of three perceptual processes: selective attention, selective distortion, and selective retention.Selective attention. People are exposed to many daily stimuli such asads; most of these stimuli are screened out— a process called selective attention. The end result is that marketers have to work hard to attract consu mers’ attention. Through research, marketers have learned that people are more likely to notice stimuli that relate to a current need, which is why car shoppers notice car ads but not appliance ads. Furthermore, people are more likely to notice stimuli that they anticipate —such as foods being promoted on a food Web site. And people are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli, such as a banner ad offering $100 (not just $5) off a product’s list price.Selectively reserved. People forget much about what they have learned, but tend to retain information to support their attitudes and beliefs. Because of selective retention, we are all likely to remember information that is good and that we like about this product. We will forget to mention the advantages of the competitive products mentioned in the product. Selecting reservations explains why merchants use drama and repetition to convey information to the target audience.Consumer learning.When people do things, they will learn first. Learning involves personal behavioral changes. This is personal experience. The vast majority of human behavior is learning. Scientists believe that learning is driven by interactions, stimuli, clues, reactions, and reinforcement. Adriver is a strong internal stimulus that promotes action. Slightly stimulating the club is deciding when, where, and how a person responds. Let's say you buy an IBM computer. If your experience is worth it, your reaction to computers and IBM will be reinforced. Later, when you want to buy a printer, you can assume that because IBM computers do a good job, their printers should do well. The experience you have now extends to your similar stimulation to the outside world. An anti-universal discrimination ability, people learn to identify a set of similar stimulus differences and adjust the corresponding response. Using the learned theory, businesses can establish a certain amount of product demand, take a strong drive, use incentive signals, and provide positive reinforcement.Faith and attitudeThrough doing and learning, people gain beliefs and attitudes, which in turn affect their purchasing behavior. Belief is to describe a person having mastered something. Beliefs may be based on knowledge, opinions, or trust. They may or may not have emotional changes. Of course, manufacturers are very interested in people's beliefs, which are related to the products and services they provide. These beliefs constitute the concept of product and brand image, and their own idol of people's behavior. If some beliefs are wrong, consumers will curb purchases. Manufacturers hope to correct these beliefs by organizing an activity. The fact that is especially important for global manufacturers is that buyersoften hold different beliefs about whether they are brands or products, which is mainly based on the cultural origin of a country. Research found that, for example, the type of product changes with the place of production. Consumers want to know where these cars are produced rather than where they come from. In addition, the attitude of origin may change over time; for example, in Japan, the quality of its cars before the Second World War was very poor.A company has a number of options when its origin of the product changes to consumers. Companies can consider cooperating with foreign companies, and even get a better name. Another alternative is to hire a famous celebrity endorsement product. Or the company can continue to produce at the local factory but when a new strategy is adopted, the products produced have high quality to achieve world-class quality. This choice is true, such as Belgian chocolate and Colombian coffee. This is where South African wine merchants are trying to do the same and imitate them in order to increase their wine exports. The previous image of South African wines was not good, because in people's perception, their vineyard cultivation was primitive compared to other countries, and the grape-growing peasants continued to perform rough labor. In fact, the lives of South African wine farmers have improved their workers. “Wine is the origin of a product and we cannot succeed if South Africa does not look good,” said William Babb, an agricultural cooperative thatdominates the industry. Attitudes and beliefs are as important as they affect people's buying behavior. This kind of attitude is a person's lasting favorable and unfavorable evaluation, emotional feeling, which is a tendency towards something or ideas and actions. People almost have their own attitude toward everything: religion, politics, clothes, music, food. Attitudes put them in a frame where the mind likes or dislikes an object, moves toward or away from it.Attitudes lead people to perform fairly steadily toward similar goals. Because of the ideological attitude of saving energy, they are very difficult to change. Changing a single attitude may require major adjustments in other attitudes.Therefore, a company should be recommended to produce products that fit the company's existing attitude rather than trying to change people's attitudes. Of course, attempts to change attitudes occasionally succeed. Look at the milk industry. By the early 1990s, milk consumption had fallen for 25 years, because the general understanding was that milk was unhealthy, outdated, only for children, and then the National Fluid Milk Processor Education Program triggered millions of dollars in printed advertisements showing milk , V ery popular activities have changed attitudes, and in the process, milk consumption has rapidly increased. Milk producers have also established an online milk club, members promise daily and three glasses of milk.中文译文心理因素影响购买行为作者：Geoff Lancaster心理因素是第四重要影响消费者的购买行为(除了文化、社会和个人因素) 。

英文文献译文：下面的消费者研究将会说明在一个消费者社会里很多的消费者行为被社会心理学家研究，这包括消费者刺激和消费者行为。

因此，消费者环境为社会现象和行为的研究提供了一个丰富的领域。

消费者决策无所不在不管我们在何时何地，我们都在不停地制定消费者决定。

我们在健身馆注册，经常坐飞机去度假，做体检，选一个餐馆，为了一个更健康的生活方式少吃甜食。

实际上，我们的很多日常决定没有包括较重要的决定，比如，嫁给谁或是否要小孩，但包含了是否喝茶或咖啡，用卡或付现金，或其他的一些琐碎的决定。

而且，我们日常的很多消费者行为甚至是无意的。

相反，它们可能是出于习惯，比如打开美国有线电视新闻网络来了解新闻或搜索谷歌来找一些资料。

一个人在一天中充满了无尽的琐碎的消费决定或者受以前决定的影响，在早上从选择牙膏的品牌到工作后选择看哪部电影。

消费者的选择影响社会认同感的功能虽然对大多数人来说是一个消费者可能不会确定他们的身份，但他们的消费决定仍然是高度身份相关的，就它们对应到更大的价值观和信仰，表达自我的重要方面。

素食主义者是不忍心看到动物被杀害和一些人抵制买那些被认为是由儿童劳工制成的衣服。

一些人买丰田普瑞斯出于是对环境的关注；另一些人抵制日本汽车，比如普瑞斯，是为了帮助当地的汽车工业。

在这方面，甚至在可口可乐和百事可乐之间选择是不必要的琐事。

人们不能在盲目的测试中区分可口可乐和百事可乐，或他们更喜欢百事可乐，然而可能还是坚持可口可乐作为一种文化标志。

尝试改变可口可乐的配方会使反对者生气。

显然，消费品和品牌不仅满足实际的需要。

在一个世界，供过于求和品牌的区分，很多消费者选则品牌是为了表达他们的个性或使他们自己屈服于他们的欲望。

他们不是简单的使用苹果；他们是苹果的使用者并认为换另一个牌子的个人电脑会像是一个背叛者一样。

从饮料到电脑，品牌成为一种意识形态。

人们可能也会把产品的认知作为自身的延伸；比如，他们可能认同他们的车就像他们对待他们的宠物一样。

一、消费者行为学是研究消费者在获取、使用、消费何处置产品和服务过程中所发生的心里活动特征和行为规律的科学。

A, consumer behavior is the study of consumers in the acquisition, use, disposal of consumer products and services what what occurs during heart activity characteristics and behavior rules of science二、消费者行为学研究的意义，原则及研究方法：Second, consumers' behavioral research significance, principles and methods:1、企业营销活动的市场基础与决策依据；1，the enterprise markrting activities of market foundation and decision making basis,2、消费者科学消费的前提条件；2, consumer scientific consumption precondition,3、国家宏观经济政策制定的依据。

3, national macroeconcmic policy basis.消费者行为学的研究原则主要包括：Consumer behavior research principles mainly include:1.理论联系实际原则1. The theory with practice principle消费者行为学虽然是一门源于对实践的观察和测量基础上的学科，但是它仍然需要在营销活动中加以检验，这样才能更好的指导企业的营销策划。

Although it is a door of consumer behavior is originated from the practice of observation and measurement based on the subject, but it still needs in the marketing activity to examine, in order to better guide enterprise's marketing planning.2.发展的原则2. Development principles一切事物都是变化发展的，唯一不变的就是变化本身，所以消费者的心理及行为也不例外。