【管理资料】消费者行为和心理复习大纲1汇编课件

消费者行为和心理复习大纲1Chapter 1Introduction to Consumer BehaviorConsumer Behavior The behavior that consumers display in searching for,purchasing,using,evaluating,and disposing of products and services that they expect will satisfy their needs.The Marketing ConceptTo be successful,a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition.Firms Marketing Efforts1.Product2.Promotion3.Price4.Channels of distributionSociocultural Environment1.Family2.Informal sources3.Other noncommercial sources4.Social class5.Subculture and cultureOutputProcessInputExternal InfluenceConsumer Decision MakingPostdecision BehaviorPostpurchase EvaluationPurchase1.Trial2.Repeat purchaseNeed RecognitionPrepurchase SearchEvaluation of AlternativesPsychological Field1.Motivation2.Perception3.Learning4.Personality5.AttitudesExperienceA Simple Model of Consumer Decision MakingConsumer Research&SegmentationConsumer Research ParadigmsQuantitative ResearchQualitative ResearchQuantitative ResearchDescriptive in nature.Enables marketers to“predict”consumer behavior.Research methods include experiments,survey techniques,and observation.Findings are descriptive,empirical and generalizable.Qualitative ResearchConsists of depth interviews,focus groups,and projective techniques.Administered by highly trained interviewer-analysts.Findings tend to be subjective.Findings not usually generalizable.Small sample sizes.Combining Qualitative and Quantitative Research FindingsThe research paradigms are complementary in nature.Produce a richer and more robust profile of consumer behavior than either research approach used alone.Quantitative Data Collection MethodsQualitative Data Collection MethodsDepth InterviewsProjective TechniquesFocusGroupsMetaphor AnalysisMarket SegmentationThe process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.Market SegmentationOccupationSEGMENTATION BASESEGMENTATION BASESELECTED SEGMENTATION VARIABLESSELECTED SEGMENTATION VARIABLESGeographic SegmentationClimateDensity of areaCity SizeRegionSouthwest,Mountain States,Alaska,HawaiiMajor metropolitan areas,small cities,townsUrban,suburban,exurban,ruralTemperate,hot,humid,rainyDemographic SegmentationIncomeMarital statusSexAgeUnder 11,12-17,18-34,35-49,50-64,65-74,75-99,100+Male,femaleSingle,married,divorced,living together,widowedUnder$25,000,$25,000-$34,999,$35,000-$49,999,$50,000-$74,999,$75,000-$99,999,$100,000 and overEducationSome high school,high school graduate,some college,college graduate,postgraduateProfessional,blue-collar,white-collar,agricultural,militarySEGMENTATION BASESEGMENTATION BASESELECTED SEGMENTATION VARIABLESSELECTED SEGMENTATION VARIABLESPsychological SegmentationLearning-involvementPerceptionPersonalityNeeds-motivationShelter,safety,security,affection,sense of self-worthExtroverts,novelty seeker,aggressives,low dogmaticsLow-risk,moderate-risk,high-riskLow-involvement,high-involvementPsychographicSubcultures(Race/ethnic)ReligionCultures(Lifestyle)SegmentationEconomy-minded,couch potatoes,outdoors enthusiasts,status seekersAmerican,Italian,Chinese,Mexican,FrenchCatholic,Protestant,Jewish,Moslem,otherAfrican-American,Caucasian,Asian,HispanicFamily life cycleSocial classLower,middle,upperBachelors,young married,full nesters,empty nestersAttitudesPositive attitude,negative attitudeSociocultural Segmentation Market SegmentationSEGMENTATION BASESEGMENTATION BASESELECTED SEGMENTATION VARIABLESSELECTED SEGMENTATION VARIABLESUse-Related SegmentationBrand loyaltyAwareness statusUsage rateHeavy users,medium users,light users,non usersUnaware,aware,interested,enthusiasticNone,some,strongUse-Situation SegmentationLocationObjectiveTimeLeisure,work,rush,morning,nightPersonal,gift,snack,fun,achievementHome,work,friends home,in-storePersonSelf,family members,friends,boss,peersBenefit SegmentationConvenience,social acceptance,long lasting,economy,value-for-the-moneyGeodemographics“Money and Brains,”“Black Enterprise,”“Old Yankee Rows,”“Downtown Dixie-Style”Demographic/PsychographicsCombination of demographic and psychographic profiles of consumer segments profilesSRI VALSTMActualizer,fulfilled,believer,achiever,striver,experiencer,maker,strugglerHybrid Segmentation Market SegmentationChapter 4 Consumer MotivationWhat is Motivation?The driving force within individuals that impels them to action.Model of the Motivation ProcessLearningUnfulfilled needs,wants,and desiresTensionGoal or need fulfillmentDriveBehaviorCognitive processesTension reductionTypes of NeedsInnate NeedsPhysiological(or biogenic)needs that are considered primary needs or motives e.g.Needs for food,water,air,clothing,shelter Acquired needsGenerally psychological(or psychogenic)needs that are considered secondary needs or motives e.g.Needs for esteem,prestige,affection,or powerGoalsGeneric Goalsthe general categories of goals that consumers see as a way to fulfill their needse.g.,“I want to get a graduate degree.”Product-Specific Goalsthe specifically branded products or services that consumers select as their goalse.g.,“I want to get an MBA in Marketing from Kellogg School of Management.”The Selection of GoalsPersonal experiencesPhysical capacityPrevailing cultural norms and valuesGoals accessibility in the physical and social environmentThe Dynamic Nature of MotivationNeeds are never fully satisfiedNew needs emerge as old needs are satisfiedPeople who achieve their goals set new and higher goals for themselvesNeeds and Goals are constantly ChangingPhysical ConditionsEnvironmentInteractions with othersExperiencesArousal of MotivesPhysiological arousalEmotional arousalCognitive arousalEnvironmental arousal Maslows Hierarchy of Needs(1943)An Evaluation of the Need HierarchyAppears to reflect the assumed motivations of people in our societySufficiently generic to encompass most needsNo way to test and measure the hierarchySeems culture-and time-boundChapter 5 Personality and Consumer BehaviorWhat is Personality（个性）?The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.The Nature of PersonalityPersonality reflects individual differencesPersonality is consistent and enduringPersonality can changeHorneys CAD TheoryUsing the context of child-parent relationships,individuals can be classified into:Compliant individualsAggressive individualsDetached individualsCompliant Personality One who moves toward others e.g.,one who desires to be loved,wanted,and appreciated by others.Aggressive Personality One who moves toward others e.g.,one who desires to be loved,wanted,and appreciated by others.Detached Personality One who moves away from others(e.g.,who desires independence,self-sufficiency,and freedom from obligations).Trait TheoryPersonality theory with a focus on psychological characteristicsTrait-any distinguishing,relatively enduring way in which one individual differs from anotherPersonality is linked to how consumers make their choices or to consumption of a broad product category-not a specific brandConsumer Innovativeness The degree to which consumers are receptive to new products,new services or new practices.DogmatismConsumers low in dogmatism(open-minded)are more likely to prefer innovative products to established or traditional alternativesHighly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figureConsumer EthnocentrismEthnocentric consumers feel it is wrong to purchase foreign-made productsThey can be targeted by stressing nationalistic themesChapter 6 Consumer PerceptionPerception The process by which an individual selects,organizes,and interprets stimuli into a meaningful and coherent picture of the world.Absolute Threshold（绝对阈限）The lowest level at which an individual can experience a sensation.Sensory Adaptation“Getting used to”certain sensations;becoming accommodated to a certain level of stimulation.Differential Threshold（差别阈限）差别阈限）The minimal difference that can be detected between two stimuli.Also known as the j.n.d.(just noticeable difference).Webers LawThe stronger the initial stimulus,the greater the additional intensity needed for the second stimulus to be perceived as different.Marketing Applications of the JNDNeed to determine the relevant j.n.d.for their productsso that negative changes are not readily discernible to the publicso that product improvements are very apparent to consumersPrinciples of Perceptual OrganizationFigure and groundGroupingClosurePerceived RiskThe degree of uncertainty perceived by the consumer as to the consequences(outcome)of a specific purchase decision.Types of Perceived RiskFunctional RiskPhysical RiskFinancial RiskPsychological RiskSocial RiskTime RiskHow Consumers Handle RiskSeek InformationStay Brand LoyalSelect by Brand ImageRely on Store ImageBuy the Most Expensive ModelSeek ReassuranceConsumer Learning （消费者学习）消费者学习）Consumer LearningA process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.Theories of LearningBehavioral School:Stimulus-Response theories learning takes place as the result of observable responses to external stimuli.Cognitive School learning based on mental information processing,often in response to problem solving.Cognitive Learning TheoryHolds that the kind of learning most characteristic of human beings is problem solving,which enables individuals to gain some control over their environment.Information ProcessingA cognitive theory of human learning patterned after computer information processing that focuses on how information is stored in human memory and how it is retrieved.Issues In Information ProcessingHow Consumers Store,Retain and Retrieve InformationLimited and Extensive Information ProcessingRelationships among Memory SystemsInvolvement TheoryA theory of consumer learning which postulates that consumers engage in a range of information processing activity from extensive to limited problem solving,depending on the relevance of the purchase.Central and Peripheral Routes to PersuasionA theory that proposes that highly involved consumers are best reached through ads that focus on the specific attributes of the product(the central route)while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting(the peripheral route).Elaboration Likelihood Model(ELM)A theory that suggests that a persons level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.The Elaboration Likelihood ModelInvolvementCentral RoutePeripheral RoutePeripheral Cues Influence AttitudesMessage Arguments Influence AttitudesHIGHLOWBehavioral Learning TheoriesTheories based on the premise that learning takes place as the result of observable responses to external stimuli.Also known as stimulus response theory.Classical Conditioning（经典条件反射）经典条件反射）经典条件反射）经典条件反射）A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.Pavlovian Model of Classical ConditioningUnconditioned StimulusMeat pasteConditioned StimulusBellUnconditioned ResponseSalivationConditioned StimulusBellConditioned ResponseSalivationAFTER REPEATED PAIRINGSConditions for Optimal ConditioningForward Conditioning(CS Precedes US)Repeated Pairings of CS and USA CS and US that Logically Belong to Each OtherA CS that is Novel and UnfamiliarA US that is Biologically or Symbolically SalientBasic Concepts of Classical ConditioningRepetitionStimulus GeneralizationStimulus DiscriminationStimulus Generalization（刺激的泛化）刺激的泛化）刺激的泛化）刺激的泛化）The inability to perceive differences between slightly dissimilar stimuli.Stimulus GeneralizationProduct Line,Form and Category ExtensionsFamily BrandingLicensingGeneralizing Usage SituationsStimulus Discrimination（刺激的歧化）刺激的歧化）刺激的歧化）刺激的歧化）The ability to select a specific stimulus from among similar stimuli because of perceived differences.Instrumental(Operant)Conditioning（工具性工具性工具性工具性/操作操作操作操作性条件反射）性条件反射）性条件反射）性条件反射）A behavioral theory of learning based on a trial-and-error（试误）试误）process,with habits forced as the result of positive experiences(reinforcement)resulting from certain responses or behaviors.Instrumental Conditioning and MarketingCustomer Satisfaction(Reinforcement)Massed versus Distributed Learning（集中集中/分散学习）分散学习）Reinforcement（强化）强化）A positive or negative outcome that influences the likelihood that a specific behavior will be repeated in the future in response to a particular cue or stimulus.Chapter 8 Consumer Attitude Formation and ChangeAttitudes(态度态度)A learned predisposition（倾向）倾向）to behave in a consistently favorable or unfavorable manner with respect to a given object.What are Attitudes?The attitude“object”Attitudes are a learned predispositionAttitudes have consistencyAttitudes occur within a situationStructural Models of AttitudesTricomponent Attitude Model（三因素态度模型）三因素态度模型）Muliattribute Attitude Models（多属性态度模型）多属性态度模型）Tricomponent Attitude ModelTricomponent Attitude ModelRosenberg&Hovland(1960)Rosenberg&Hovland(1960)Stimuli:Products,situations,retail outlets,sales personnel,ads,and other attitude objectsOverall orienta-tion toward objectAffective（情感）情感）Conative（意向）意向）Cognitive（认知）认知）Emotions or feelings about specific attributes or overall objectBeliefs about specific attributes or overall objectBehavioral intentions with respect to specific attributes or overall objectInitiatorComponentComponent manifestationAttitudeTricomponent Attitude ModelCognitive component(beliefs)Affective component(feelings)Conative component(response tendencies)OverallattitudeMultiattribute Attitude Models(Martin Fishbein)(Martin Fishbein)（多属性态度模型）多属性态度模型）多属性态度模型）多属性态度模型）Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.Attitude-toward-object modelbi:the strength of the belief that the attitude-object contains the ith attributeei:the evaluative dimension associated with the ith attributeAttitude(o):a separately assessed overall measure of affect for or against the attitude-objectExample of Multiattribute attitude model AttributeEvaluationSmithPrincetonRutgersNorthlandAcademic Reputation68963Cost42269Proximity to home32269Library57972Athletics11251Attitude(o)9811511892 BeliefStrategies of Attitude ChangeChanging the Basic Motivational FunctionAssociating the Product With a Special Group,Event,or CauseAltering Components of the Multiattribute Attitude ModelChanging Beliefs About Competitors BrandsFour Basic Motivational FunctionsThe Utilitarian FunctionThe Ego-defensive FunctionThe Value-expressive FunctionThe Knowledge FunctionAltering Components of the Multiattribute ModelChanging the Relative Evaluation of AttributesChanging Brand BeliefsAdding an AttributeChanging the Overall Brand RatingCognitive Dissonance Theory（认知不协认知不协调理论）调理论）Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.Postpurchase Dissonance（购后不协调）购后不协调）购后不协调）购后不协调）Cognitive dissonance that occurs after a consumer has made a purchase commitment.Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice.Chapter 9 Communication and Consumer Behavior Basic Communication ModelSender(Source)Receiver(Consumer)MessageChannel(Medium)Feedback（反馈）反馈）Noise （噪音）噪音）Encode （编码）编码）Decode （解码）解码）Elements of the Communications ProcessThe Message Initiator(the Source)The SenderThe Receiver(The Target Audience)The MediumThe MessageFeedback-the Receivers ResponseIssues in Source Credibility（可信度）Credibility of Informal SourcesCredibility of Formal SourcesCredibility of Spokespersons and EndorsersMessage CredibilityPerceived honesty and objectivity of source contributes to his/her credibility.Barriers to CommunicationSelective Perception（选择性知觉）选择性知觉）Psychological Noise（心理噪音）心理噪音）Issues in Message PresentationOne-sided Versus Two-sided MessagesComparative AdvertisingOrder EffectsRepetition此课件下载可自行编辑修改，仅供参考！此课件下载可自行编辑修改，仅供参考！感谢您的支持，我们努力做得更好！谢谢感谢您的支持，我们努力做得更好！谢谢