消费者行为学

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,第十章,动机、个性和情绪,C,HAPTER,10,MOTIVATION, PERSONALITY, AND EMOTION,10.1,动机的本质,The Nature of Motivation,Motivation,is the reason for behavior.,A,motive,is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.,动机就是行为的原因，是刺激和促发行为反应并为这种反应指明具体方向的内在力量。,There are numerous theories of motivation, and many of them offer useful insights for the marketing manager.,The Nature of Motivation,Two useful motivation theories,:,Maslows Hierarchy of Needs,（,马斯洛的需要层次理论,）,A macro theory designed to account for most human behavior in general terms.,McGuires Psychological Motives,（麦圭尔的心理动机理论）,A fairly detailed set of motives used to account for specific aspects of consumer behavior.,Based on four premises:,All humans acquire a similar set of motives through genetic endowment and social interaction.,每个人都通过先天遗传和社会交往获得一系列相似的动机,Some motives are more basic or critical than others.,某些动机比其他动机更基本、更重要,The more basic motives must be satisfied to a minimum level before other motives are activated.,只有当基本的动机得到最低限度的满足之后，其他动机才会被激活,As the basic motives become satisfied, more advanced motives come into play.,基本的动机得到满足后，更高级的动机才出现,Maslows Hierarchy of Needs,生理需要,（,食物、水、空气、房子、性）,安全需要,（,保护、秩序、稳定）,社交需要,（,情感、友情、归属）,自尊需要,（,名望、地位、自尊）,自我实现需要,马斯洛需要层次论,高层次需要,低层次需要,McGuire developed a classification with16 categories,Two criteria determine four categories:,Is the mode of motivation cognitive or affective?,认知性动机集中于个体对于适应环境和取得理解和意义的需要，情感性动机涉及达到满意的感觉状态以及个人目标的需求。,Is the motive focused on preservation of the status quo or on growth?,保持导向动机强调保持平衡，而成长动机强调发展。,Four categories further subdivided:,Is this behavior actively initiated or in response to the environment?,该行为是主动发出的还是对环境作出的被动反应？,Does this behavior help the individual achieve a new internal or a new external relationship to the environment?,该行为是帮助个体获得新的内部关系还是获得新的外部关系？,McGuires Four General Categories,:,Cognitive Preservation Motives,认知性保持动机,Cognitive Growth Motives,认知性成长动机,Affective Preservation Motives,情感性保持动机,Affective Growth Motives,情感性成长动机,McGuires Psychological Motives,追求一致性的需求,归因的需要,归类的需要,客观化的需要,我们需要可观察的线索、符号来推断感觉和想法。,2. Cognitive Growth Motives,Need for Autonomy (active, internal),Need for Stimulation (active, external),Teleological Need (passive, internal),Utilitarian Need (passive, external),求新猎奇的需要,McGuires Psychological Motives,自主的需要,目的论的需要,消费者是形式的匹配者，他们将所期望的产出或结果的形象，与现有的状态进行对比，并改变自己的行为使得结果朝着理想的状态靠拢。,功利主义的需要,McGuires Psychological Motives,缓解紧张的需要,表达的需要,自我防御的需要,强化的需要,我们经常被鼓励以某种固有的方式去行动，因为这样会给我们带来好处。,McGuires Psychological Motives,果断的需要,很多人是竞争导向的，他们追求成功，受人仰慕和支配他人。,亲密和谐的人际关系的需要,身份认同的需要,模仿的需要,Applications in Consumer Behavior,The Mercedes-Benz ad provides an excellent example of targeting women high in,need for assertion,They are competitive achievers, seeking success, admiration, and dominance.,Important to them are power, accomplishment, and esteem.,Consumers do not buy products; instead they buy,motive satisfaction,or,problem solutions,.,Managers must discover the motives that their product and brands can satisfy and develop marketing mixes around these motives.,Do marketers create needs,（需要）,?,10.2,动机理论和营销策略,Motivation Theory and Marketing Strategy,Marketers,do,create,demand,!,Demand,is the willingness to buy a particular product or service.,It is,caused,by a need or motive, but it is not the motive.,Manifest motives,are motives that are known and freely admitted.,显性动机是消费者意识到并承认的动机。,Latent motives,are either unknown to the consumer or are such that he/she is reluctant to admit them.,隐性动机就是消费者未意识到或是不愿承认的动机。,Projective techniques,投射技巧,are designed to provide information on latent motives.,10.2.1,发现购买动机,Discovering Purchase Motives,10.1,动机的本质,The Nature of Motivation,Latent and Manifest Motives in a Purchase Situation,Motivation Research Techniques,现在，不仅传统的投射技术正在得到更多利用，新的方法也在不断产生，其中一种较普遍的方法是阶梯法（,laddering,）或,“,手段,-,目的链,”,（,means-end chain,）或称利益链方法（,benefit chain,）。,让一个消费者列举出某种产品或品牌所能提供的利益，在列出这些利益所能提供的好处，继续下去直到消费者列不出好处为止。,10.2.2,基于多重动机的市场营销策略,Marketing Strategies Based on Multiple Motives,Communication Strategy,Manifest Motives,Latent Motives,3,Indirect appeals are frequently used for latent motives,1,Product advertising must communicate multiple benefits,2,Direct appeals are often effective for manifest motives,10.2.3,基于动机冲突的营销策略,Marketing Strategies Based on Motivation Conflict,Three types of motivational conflict:,Approach-Approach Motivational Conflict,双趋型动机冲突,A choice between two attractive alternatives,2,、,Approach-Avoidance Motivational Conflict,趋避型动机冲突,A choice with both positive and negative consequences,当消费者的某种购买行为会导致一正一反两种结果时，就面临这种动机冲突。,3,、,Avoidance-Avoidance Motivational Conflict,双趋型动机冲突,A choice involving only undesirable outcomes,选择所产生的各种结果均是消费者所不希望看到的。,Involvement,is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting.,10.2.4,动机与消费者介入程度,Motivation and Consumer Involvement,It influences numerous consumer behaviors and thus,It influences marketers strategies.,10.3,个性,Personality,Personality,is an individuals characteristic response tendencies across similar situations.,个性是个体在面临相似情况时做出特殊反应的倾向,。,While,motivations,are the energizing and directing force that makes,consumer behavior,purposeful and goal directed, the,personality,of the consumer guides and directs the behavior chosen to accomplish goals in different situations.,动机引发消费者行为，而个性会使不同的消费者选择不同的行为去实现目标。,Trait theories,（特质论）,examine personality as an individual difference, allowing marketers to segment consumers on these differences.,特质论把个性看做一种个体差异，从而允许营销者赋予个体差异函数来进行市场细分。,Trait theories assume,All individuals have internal characteristics or traits related to action tendencies, and,所有个体在行为倾向方面都有内在的特点或特性,There are consistent and measurable differences between individuals on those characteristics.,个体之间存在可以衡量的，一贯的特性差异。,10.3.1,多特质方法,Multitrait,Approach,Multitrait personality theory identifies several traits that in combination capture a substantial portion of the personality of the individual.,多特质个性理论识别出某几个特质，用其组合较全面地刻画个体个性。,The,Five-Factor Model,（五要素模型）,is commonly used by marketers, which identifies five basic traits that are formed by genetics and early learning.,五要素模型，该理论得出人在早年通过学习或遗传而获得的五种基本特质。,The Five-Factor Model of Personality,不稳定性,外向性,随和性,开放性,责任心,10.3.2,单一特质方法,Multitrait,Approach,Single trait theories emphasize one trait as being particularly relevant.,单一特质理论强调某一种个性特质在解释某组特定行为特别有效。,They do not suggest that other traits are nonexistent or unimportant.,Rather, they study a single trait for its relevance to a set of behaviors.,Three additional traits:,1,、,Consumer Ethnocentrism,消费者的民族主义,Reflects an individual difference in consumers propensity to be biased against the purchase of foreign products.,反映了不同个体消费者在购买外国产品时带有偏见倾向的差异。,Three additional traits:,2,、,Need for Cognition (NFC),认知需要,Reflects an individual difference in consumers propensity to engage in and enjoy thinking.,反映了不同个体消费者对产品进行思考并从中获得乐趣的倾向的差异,。,3,、,Consumers Need for Uniqueness,消费者对独特性的需要,Reflects an individual difference in consumers propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods.,独特性需要反映了不同个体消费者通过获取、利用和处置消费品而获得与他人不同倾向的差异,。,Other times, consumers use products to bolster an area of their personality where they feel weak.,Sometimes consumers choose products that fit their personality.,10.4,个性在营销实践中的运用,The Use of Personality in Marketing Practice,Brand image,is what people think of and feel when they hear or see a brand name.,Brand personality,is a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire.,品牌所具有的独特的形象就是品牌个性。品牌个性是与某个品牌相联系的一组人的特性。,Dimensions of Brand Personality,品牌个性的维度,真实,激动,能力,精致,粗犷,根据调查：,消费者的确赋予品牌某些个性特征，即使品牌本身并没有被特意塑造成这种个性，或者这些个性特征并非营销者所期望。,品牌个性使消费者对品牌的关键特性、表现、功用和相关服务产生预期。,品牌个性往往是消费者与该品牌建立长期关系的基础。,品牌个性所具有的影响客户关系的能力非常关键。,Three important advertising tactics:,Celebrity Endorsers,名人代言,User Imagery,使用者形象,Executional Factors,执行因素,Communicating Brand Personality,Celebrity endorsers,are often a useful way to personify a brand.,名人代言是使某个品牌,人格化的常用方式。,The characteristics and meaning of the celebrity can transfer to the brand.,名人的特点和意义能够转移到该品牌商。,User imagery,involves showing a typical user along with images of the types of activities they engage in while using the brand.,使用者形象方法展示典型的使用者及其使用该品牌时的活动情境。,User imagery helps to define who the typical user is in terms of their traits, activities, and emotions.,Executional factors,go beyond the core message to include “how” it is communicated, such as the,执行因素指核心信息内容之外的关于如何进行沟通的因素。,“tone” of the ad,广告的氛围,(serious vs. quirky),appeal used,使用得诉求,(fear vs. humor),logo and typeface characteristics,标志和字体的特点,(scripted font may signal sophistication),pace of the ad,广告播放的速度,media outlet chosen,媒体类型的选择,10.5,情绪,Emotion,Emotion,（情绪）,is the identifiable specific feeling, and affect,（感情）,is the liking/disliking aspect of the specific feeling.,情绪指某种可辨认的、特定的感觉，用感情指某种特定感受的使人喜欢或不喜欢的方面。,Emotions,are strong, relatively uncontrolled feelings that affect behavior.,情绪是一种相对难以控制且影响行为的强烈情感。,They are strongly linked to needs, motivation, and personality.,情绪与需要、动机和个性紧密相关。,Unmet needs create motivation which is related to the arousal component of emotion.,没有被满足的需要会产生激发某种情绪成分的动机。,Personality also plays a role, e.g., some people are more emotional than others, a consumer trait referred to as,affect intensity,（情感强度）,.,Nature of Emotions,第一，情绪通常是由环境中的事件引发的,第二，情绪还伴随有生理变化：瞳孔扩大、流汗增加、呼吸加速、心率和血压的增高、血糖增高,第三，情绪往往（尽管并非必然）伴随着认知性思考,第四，情绪也与某些相关行为相伴随或相联系,第五，情绪包含主观情感,一些学者提出用愉快、激发、支配（,PAD,）这三个基本维度来说明所有的情绪。,P,leasure,A,rousal,D,ominance,Dimensions of Emotion,情绪的维度,DimensionEmotionIndicator/Feeling,Pleasure,DutyMoral, virtuous, dutiful,FaithReverent, worshipful, spiritual,PrideProud, superior, worthy,AffectionLoving, affectionate, friendly,InnocenceInnocent, pure, blameless,GratitudeGrateful, thankful, appreciative,SerenityRestful, serene, comfortable, soothed,DesireDesirous, wishful, craving, hopeful,JoyJoyful, happy, delighted,CompetenceConfident, in control, competent,DimensionEmotionIndicator/Feeling,Arousal,InterestAttentive, curious,HypoactivationBored, drowsy, sluggish,ActivationAroused, active, excited,SurpriseSurprised, annoyed, astonished,Dj vuUnimpressed, uninformed, ,unexcited,InvolvementInvolved, informed, enlightened, benefited,DistractionDistracted, preoccupied, inattentive,SurgencyPlayful, entertained, lighthearted,ContemptScornful, contemptuous, disdainful,DimensionEmotionIndicator/Feeling,Dominance,ConflictTense, frustrated, conflictful,GuiltGuilty, remorseful, regretful,HelplessnessPowerless, helpless, dominated,SadnessSad, distressed, sorrowful, dejected,FearFearful, afraid, anxious,ShameAshamed, embarrassed, humiliated,AngerAngry, initiated, enraged, mad,HyperactivationPanicked, confused, overstimulated,DisgustDisgusted, revolted, annoyed, full of loathing,SkepticismSkeptical, suspicious, distrustful,10.6,情绪和市场营销策略,Emotions and Marketing Strategy,10.6.1,以情绪激发作为产品利益,Emotion Arousal as a Product Benefit,Consumers actively seek products whose primary or secondary benefit is emotion arousal.,消费者积极寻找那些可以激发其情绪的产品。,10.6,情绪和市场营销策略,Emotions and Marketing Strategy,10.6.2,以情绪缓解作为产品利益,Emotion Reduction as a Product Benefit,Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions.,营销者设计出许多防止或缓解不愉快情绪的产品。,10.6,情绪和市场营销策略,Emotions and Marketing Strategy,10.6.3,广告中的情绪,Emotion in Advertising,Emotional content in ads can enhance attention, attraction, and maintenance capabilities.,