消費者行為學(xué)重點及其英文課本相應(yīng)參考頁碼.doc

Chapter1 Diversity in the Marketplace 市場多樣化p221. Consumer behavior p8The answers to the preceding questions are presently unknown but the source from which they will evolve is clear, and that source is consumer behavior.2. Organizational consumer p9A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.Personal consumer p9The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. (Also referred to as the Ultimate Consumer or End User.)3. Marketing concept p10To be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition.A consumer-oriented philosophy that suggests that satisfaction of consumer needs provides the focus for product development and marketing strategy to enable the firm to meet its own organizational goals.4. Consumer research p11、p26表Methodology used to study consumer behavior.5. Societal marketing concept p18All companies prosper when society prospers.Companies as well as individuals, would be better off it social responsibility was an integral component of every marketing decision.Requires all marketers adhere to principles of social responsibility in marketing of their goods and services.A revision of the traditional marketing concept that suggests that marketers adhere to principles of social responsibility in the marketing of their goods and services; that is, they must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole.6. Consumer decision making p19Chapter2 Consumer Research 消費者研究p461. Motivational research p26Qualitative research designed to uncover consumers subconscious or hidden motivation. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their action.2. Quantitative research（定量研究） p27n Descriptive in nature.n Enables marketers to “predict” consumer behavior.n Research methods include experiments, survey techniques, and observation.n Findings are descriptive, empirical and generalizable. Qualitative research（定性研究） p27n Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques.n Administered by highly trained interviewer-analysts.n Findings tend to be subjective.n Findings not usually generalizablen Small sample sizes.3. Interpretivism（闡釋主義） p28A postmodernist approach to the study of consumer behavior that focuses on the act of consuming rather than on the act of buying.Interpretivists stress the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person.n Concerned with act of consumption rather than in the act of buying.n Uses qualitative research.n Use depth interviews.n Often used to help make business decisions. Positivism（實證主義） p28A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. Its main focus is on consumer decision making.This perspective has significantly influenced Western art and science since the late 16th century. It emphasizes that human reason is supreme and that there is a single, objective truth that can be discovered by science. Positivism encourages us to stress the function of objects, to celebrate technology, and to regard the world as a rational, ordered place with a clearly defined past, present, and future.4. Primary date p29表、p30Primary Research（初步方案） p30Original research undertaken by individual researchers or organizations to meet specific objectives. Collected information is called Primary Data. Secondary date （二手資料） p30Data that has been collected for reasons other than the specific research project at hand.5. Customer lifetime value p326. Attitude scales（態(tài)度量表） p37n The three most frequently used scales are: q Likert scales: easy for researchers to prepare and interpret, and simple for consumers to answer.q Semantic differential scales: relatively easy to construct and administer.q Rank-order scales: subjects rank items in order of preference in terms of some criteria.7. Depth interview（深度訪談） p38A lengthy and relatively unstructured interview designed to uncover a consumers underlying attitudes and/or motivations.n A lengthy non structured interview between a respondent and a highly trained interviewer.n Interviewer minimizes his or her own participation after establishing the general subject matter.n Can provide marketers with valuable ideas about product design and provide insights for positioning or repositioning the product.Focus group（中心小組） p38A qualitative research method in which about eight to ten persons participate in an unstructured group interview about a product or service concept.n Consists of 8 to 10 respondents who meet with a moderator-analyst for a focused group discussion. n Respondents encouraged to discuss their interests, attitudes, reactions, motives, lifestyles, feelings about the product or product category, usage experience, etc.n Respondents recruited on the basis of consumer profiles, based on specifications defined by marketing management.Chapter3 Consumer Motivation 消費者動機p1161. Innate needs p87Physiological (or biogenic) needs that are considered primary needs or motivesAcquired needs p89Generally psychological (or psychogenic) needs that are considered secondary needs or motives.2. Motivation p87The driving force within individuals that impels them to action.3. Product-specific goals p89n Product-Specific Goals ( brand )q the specifically branded products or services that consumers select as their goalsq e.g., “I want to buy a BMW”注：產(chǎn)生于Generic Goals ( category )之后q the general categories of goals that consumers see as a way to fulfill their needsq e.g., “I want to buy a vehicle”4. Rational motives p93注：Rational Versus Emotional Motivesn Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallonEmotional motives imply the selection of goals according to personal or subjective criteria5. Maslows hierarchy of needs p103（1）Physiological Needs(Food, water, air, shelter, sex)（2）Safety and Security Needs(Protection, order, stability)（3）Social Needs(affection, friendship, belonging)（4）Ego Needs(Prestige, status, self esteem)（5）Self-Actualization(Self-fulfillment)注：An Evaluation of the Need Hierarchyn Appears to reflect the assumed motivations of people in our societyn Sufficiently generic to encompass most needsn No way to test and measure the hierarchyn Seems culture- and time-bound6. Motivational research p111Qualitative research designed to uncover consumers subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their actions.Chapter4 Personality and Consumer Behavior 個性與消費者行為p1511. Personality p120The inner psychological characteristics (Those specific qualities, attributes, traits, factors, and mannerisms that distinguish one individual from others.) that both determine and reflect how a person responds to his or her environment. 注：The Nature of Personality 個性的本質(zhì) P108n Personality reflects individual differences ( No two leaves are exactly alike in the world.) n Personality is consistent and enduring (The political power can be changed easily, but the nature of ones own not.)n Personality can change (a gradual maturing process)2. Freudian theory p121Unconscious needs or drives are at the heart of human motivation注：（1）Freudian Psychoanalytic TheoryA theory of motivation and personality that postulates that unconscious needs and drives, particularly sexual and other biological drives, are the basis of human motivation and personality. （2）Freudian Theory P119n Id (inside diameter)q Warehouse of primitive or instinctual needs for which individual seeks immediate satisfactionn Superegoq Individuals internal expression of societys moral and ethical codes of conductn Egoq Individuals conscious control that balances the demands of the id and superegoEGO System3GratificationID System1SUPEREGO System2（3）Freudian Theory and “Product Personality”n Consumer researchers using Freuds personality theory see consumer purchases as a reflection and extension of the consumers own personality.Neo-Freudian theory p124Social relationships are fundamental to the formation and development of personality注：Neo-Freudian Personality TheoryA school of psychology that stresses the fundamental role of social relationships in the formation and development of personality.Trait theory（特質(zhì)理論） p126Quantitative approach to personality as a set of psychological traits注：Trait TheoryA theory of personality that focuses on the measurement of specific psychological characteristics. n Orientation is primarily quantitative or empirical.n Trait theorists concerned with the construction of personality tests that enable them to pinpoint individual differences3. Optimum stimulation levels最佳刺激水平（又稱OSL） p129A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumers. 4. Variety-or novelty-seeking（求新求異者） p130A personality trait similar to OSL, which measures a consumers degree to variety seeking.5. Need for cognition（又稱NC）認(rèn)知需求 p131n Consumers high in NC are more likely to respond to as rich in product-related information or descriptionn Consumers low in NC are more likely to be attracted to background or peripheral aspects of an ad6. Visualizers versus verbalizers p131（1）Visualizers視覺接受者Consumers who prefer visual information and products that stress the visual, such as membership in a videotape cassette club.（2）Verbalizers言語接受者Consumers who prefer verbal or written information and products, such as membership in book clubs or audiotape clubs注：Cognitive Personality Factors認(rèn)知個性因素 P116n Need for cognitionq A persons craving for enjoyment of thinkingn Visualizers versus verbalizersq A persons preference for information presented visually or verbally7. Brand personification品牌個性化 p137Specific “personality-type” traits or characteristics ascribed by consumers to different brands.注：Issues in Brand Personality 品牌個性P122n Brand personificationn Product personality and gender （性別）n Personality and color8. Actual self-image p143The image that an individual has of himself or herself as a certain kind of person, with certain characteristic traits, habits, possessions, relationships, and behavior. Expected self p145How consumers expect to see themselves at some specified future time.Ideal self-image p145How individuals would like to perceive themselves (as opposed to Actual Self-Image-the way they do perceive themselves). Ideal social self-image p145How consumers would like others to see them.Chapter5 Consumer Perception and Learning 消費者觀察和學(xué)習(xí)p2011. Differential threshold（又稱Just noticeable difference即j.n.d.）差別域限 p160The minimal difference that can be detected between two stimuli. 注：Marketing Applications of the JNDNeed to determine the relevant j.n.d. for their productsq so that negative changes are not readily discernible to the publicq so that product improvements are very apparent to consumers2. Webers law p160A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).3. Selection, organization, and interpretation of stimuli P168（p172），p172 ，p176（1）Aspects of PerceptionInterpretationOraganizationSelection（2）Perceptual Selectionn Depends on two major factorsq Consumers previous experience (expectations)n Individuals see that they expect to see.q Consumers motives 酒香不怕巷子深（3）Principles of Perceptual Organizationn Figure and groundn Groupingn Closureq Zeigernik effect注：Zeigernik Effect A person beginning a task needs to complete it. When he or she is prevented from doing so, a state of tension is created that manifests itself in improved memory for the incomplete task.（4）Perceptual Interpretation The interpretation of stimuli is uniquely individual, because it is based on individuals expectation、previous experience、explanations, and on their motives. 4. Perceived risk p196The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision.注：Types of Perceived Riskn Functional Riskn Physical Riskn Financial Riskn Psychological Riskn Time RiskChapter 6 The Influence of Culture on Consumer Behavior文化對消費者的影響n The aim of this chaptern This chapter explores the basic concepts of culture, with particular emphasis on the role that culture plays in influencing consumer behavior. 1、Culture is a societys personality.2、Culture The sum to