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消费者行为的定义
消费者行为(Consumer Behaviour)，也称顾客行为(Customer Behavior)，消费者行为是指消费者为获取、使用、处置消费物品或服务所采取的各种行动，包括先于且决定这些行动的决策过程。
消费者行为是与产品或服务的交换密切联系在一起的。
在现代市场经济条件下，企业研究消费者行为是着眼于与消费者建立和发展长期的交换关系。
为此，不仅需要了解消费者是如何获取产品与服务的，而且也需要了解消费者是如何消费产品，以及产品在用完之后是如何被处置的。
因为消费者的消费体验，消费者处置旧产品的方式和感受均会影响消费者的下一轮购买，也就是说，会对企业和消费者之间的长期交换关系产生直接的作用。
传统上，对消费者行为的研究，重点一直放在产品、服务的获取上，关于产品的消费与处置方面的研究则相对地被忽视。
随着对消费者行为研究的深化，人们越来越深刻地意识到，消费者行为是一个整体，是一个过程，获取或者购买只是这一过程的一个阶段。
因此，研究消费者行为，既应调查、了解消费者在获取产品、服务之前的评价与选择活动，也应重视在产品获取后对产品的使用、处置等活动。
只有这样，对消费者行为的理解才会趋于完整。
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《Consumer Behavior》课程教学大纲一、课程基本信息课程代码：050873课程名称：消费者行为学（全英）英文名称：Consumer Behavior课程类别：专业课学时：48学分：3适用对象:金融学（“2+2”实验班）本科生考核方式：考试先修课程：宏观经济学二、课程简介消费者行为学是研究个人或组织选择、购买、使用或淘汰产品、服务、思想或经验以满足其需求的整个过程的学科。
具体而言，本课程介绍消费者行为学的有关基本理论，包括消费者个人的认知、学习和记忆、动机、情境、价值观、自我等。
同时对消费者决策过程、影响消费者决策和行为的各种因素包括态度、组织、社会媒体、社会阶层和生活方式等进行了分析和探讨。
Consumer behavior is the study of the processes involved when individuals or groups select,purchase,use,or dispose of products,services,ideas,or experiences to satisfy needs and desires.Specifically,this course introduces the basic theories of perception,learning and memory,motivation,global values and the self of consumers as individuals.It also deals with the process of decision making,how different factors including attitudes,groups,social media,social class and lifestyls affect decision making and consumer behavior.三、课程性质与教学目的消费者行为学是金融学（“2+2”实验班）本科生的专业必修课。
现代消费者行为学讲义（英文版）Unit 1: Introduction to Consumer Behavior1.1 Definition of Consumer BehaviorConsumer behavior refers to the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants.1.2 Importance of Consumer BehaviorUnderstanding consumer behavior is crucial for marketers to design effective marketing strategies. By understanding the factors that influence consumer choices, marketers can tailor their products, pricing, promotion, and distribution strategies to better meet consumer needs and expectations.Unit 2: Consumer Decision-Making Process2.1 Need RecognitionConsumers recognize a need when they perceive a discrepancy between their current state and a desired state. This discrepancy can be triggered by internal or external stimuli and can be related to physiological, psychological, or social needs.2.2 Information SearchOnce consumers recognize a need, they engage in an information search to gather information about potential solutions to their need. The information search can be internal (from memory) or external (through various sources such as friends, family, advertisements, internet searches, etc.).2.3 Evaluation of AlternativesDuring this stage, consumers compare and evaluate different options based on various criteria such as price, quality, brand reputation, features, and personal preferences. They develop a consideration set, which consists of the alternatives they perceive as potentially meeting their needs.2.4 Purchase DecisionAfter evaluating the alternatives, consumers make a purchase decision. This decision can be influenced by factors such as available budget, product availability, purchase convenience, perceived value, and past experiences.2.5 Post-Purchase EvaluationAfter purchasing a product, consumers assess whether their expectations were met or exceeded. This evaluation influences consumer satisfaction, brand loyalty, and future purchase intentions.Unit 3: Factors Influencing Consumer Behavior3.1 Cultural FactorsCulture, subculture, and social class have a significant impact on consumer behavior. Cultural values, beliefs, norms, and customs shape individuals' preferences, attitudes, and behaviors.3.2 Social FactorsSocial factors such as reference groups, family, social roles, and social status influence consumer behavior. Individuals often seekapproval and acceptance from their reference groups and make purchasing decisions based on the opinions and recommendations of others.3.3 Personal FactorsPersonal factors including age, gender, income, occupation, lifestyle, personality, and self-concept influence consumer behavior. These factors shape individuals' needs, motivations, and decision-making processes.3.4 Psychological FactorsPsychological factors like perception, learning, motivation, beliefs, attitudes, and emotions influence consumer behavior. Marketers often use strategies to appeal to consumers' emotions, perceptions, and motives to influence their purchasing decisions.Unit 4: Consumer Behavior in the Digital Age4.1 Online Consumer BehaviorThe rise of the internet and e-commerce has significantly influenced consumer behavior. Online consumers have access to vast information, can compare prices, read reviews, and make purchases conveniently. Understanding online consumer behavior is essential for marketers to effectively target and engage digital consumers.4.2 Social Media and Consumer BehaviorSocial media platforms have become powerful tools for understanding and influencing consumer behavior. Consumers increasingly rely on social media for product recommendations,reviews, and engaging with brands. Marketers can leverage social media platforms to connect with consumers, build brand loyalty, and generate positive word-of-mouth.4.3 Mobile Consumer BehaviorThe widespread use of smartphones has transformed consumer behavior. Mobile consumers can research, shop, and transact anytime and anywhere. Marketers need to optimize their websites and applications for mobile devices to provide a seamless mobile experience and capitalize on mobile consumer behavior. Conclusion:Consumer behavior is a complex field of study that helps marketers understand the needs, motivations, decision-making processes, and behavior of consumers. By understanding consumer behavior, marketers can develop targeted marketing strategies, enhance customer satisfaction, and build long-term relationships with their customers.Unit 5: The Influence of Marketing and Advertising on Consumer Behavior5.1 Marketing MixThe marketing mix consists of the four Ps: product, price, place, and promotion. Each element of the marketing mix can influence consumer behavior. For example, the product's features and benefits, packaging, and branding can create a favorable perception and influence purchase decisions. Pricing strategies can impact consumer perceptions of value and affordability. Distribution channels and accessibility can make a product more or less available, influencing consumer choices. Finally, promotional activities such as advertising, sales promotions, and publicrelations can shape consumer preferences and purchase intentions.5.2 Advertising and Consumer BehaviorAdvertising is a powerful tool that can influence consumer behavior. Through various forms of media, such as TV, radio, print, and online advertisements, marketers can communicate messages about their products and brands to consumers. Advertising can create awareness, generate interest, and influence consumer perceptions and attitudes towards a product or brand. It can also influence consumers' decision-making processes by highlighting product benefits, addressing consumer needs, and creating a sense of urgency or desire for the product.5.3 The Role of BrandingBranding plays a crucial role in influencing consumer behavior. A strong brand can evoke positive associations and emotions, create trust and loyalty, and differentiate a product or service from competitors. Branding can influence consumer perceptions of quality, reliability, and value, and can drive purchase decisions. Marketers use branding strategies such as brand positioning, brand image, and brand equity to shape consumer preferences and create strong brand-consumer relationships.5.4 The Influence of Social ProofSocial proof refers to the tendency of individuals to rely on the actions and opinions of others when making decisions. It is a powerful tool that marketers use to influence consumer behavior. Social proof can be demonstrated through testimonials, reviews, ratings, and recommendations from satisfied customers. Marketers also leverage influencers and celebrities to endorse their products,capitalizing on their social proof and influencing consumer perceptions and purchase decisions.5.5 The Impact of Consumer PsychologyConsumer psychology, which focuses on understanding how individuals perceive, process, and interpret information, plays a significant role in consumer behavior. Marketers utilize various psychological tactics to influence consumer behavior. For example, scarcity tactics, such as limited-time offers or limited availability, can create a sense of urgency and drive immediate purchases. Framing techniques, such as presenting information in a positive or negative light, can influence consumer perceptions and decision-making. Marketers also appeal to consumers' emotions, using storytelling and imagery to evoke desired feelings and associations with their products or brands.Unit 6: Consumer Behavior and Decision-Making Strategies6.1 Rational Decision-MakingThe rational decision-making model suggests that consumers go through a systematic process of evaluating alternatives and making logical decisions based on rational criteria. This model assumes that consumers are rational and have complete information and the ability to evaluate all available alternatives objectively. However, in reality, consumers may not always follow a strictly rational decision-making process, and factors such as emotions, habits, and heuristics can influence their choices.6.2 Emotional Decision-MakingEmotions play a significant role in shaping consumer behavior anddecision-making. Emotional decision-making occurs when consumers make choices based on emotional responses rather than logical analysis. Marketers use various strategies to elicit emotions and influence consumer behavior, such as creating emotionally appealing advertisements, associating products with positive emotions, or triggering emotions of fear, excitement, or nostalgia.6.3 Habitual Decision-MakingHabitual decision-making occurs when consumers make choices based on automatic routines, habits, or pre-established brand preferences. Consumers rely on these habits and familiarity to simplify the decision-making process and reduce cognitive effort. Marketers can leverage consumer habits by creating products, experiences, or advertising that reinforce existing habits or by providing convenience and familiarity.6.4 Heuristic Decision-MakingHeuristics are mental shortcuts or rules of thumb that individuals use to simplify decision-making. They allow consumers to make quick decisions based on limited information or prior experience. Heuristics can be influenced by factors such as product packaging, branding, pricing cues, or social norms. Marketers can utilize heuristics by creating packaging or design that triggers positive associations or by providing cues that simplify decision-making, such as prominently displaying special offers or discounts.6.5 Decision-Making Strategies in the Digital AgeThe digital age has introduced new decision-making strategies for consumers. Online reviews, ratings, and social media influencers have become important sources of information for consumers.They heavily rely on other customers' experiences and recommendations to make informed choices. Marketers need to understand these new decision-making strategies and find ways to leverage them by encouraging positive online reviews, engaging with influencers, and providing relevant and trustworthy information online.Conclusion:Consumer behavior is a dynamic and evolving field of study. It is influenced by various factors, such as cultural, social, personal, and psychological factors. Marketers play a crucial role in understanding and influencing consumer behavior through marketing and advertising strategies. By understanding consumer decision-making processes and utilizing effective marketing tactics, marketers can build strong relationships with consumers, meet their needs and expectations, and ultimately drive sales and business success.。
