消費者心理歷程-wenkub
2023-03-09 05:30:23 本頁面
【正文】 Source: Schiffman Kanuk, Consumer Behavior, 9th. Fig. , p. 85 (想坐熱氣球 ?減 160kg) 10 減重的動機 2 Source: Schiffman Kanuk, Consumer Behavior, 9th. Fig. , p. 85 11 減重的動機 3 Source: Schiffman Kanuk, Consumer Behavior, 9th. Fig. , p. 85 (Laddering 階梯法 ) 12 動機啟動因素 (Arousal of Motives) ?Physiological arousal ?泡麵 ?Emotional ?化妝品 ?Cognitive ?保險 ?Environmental (or situational) arousal ?旅遊︰ 航空公司廣告、各國旅遊局廣告 發(fā)消費券屬於哪一種 ? 13 Maslow’ s Hierachy of Needs 14 Murry’ s List of Psychogenic Needs ? 1. Ambition Needs ? Achievement: Success, acplishment, and overing obstacles. ? Exhibition: Shocking or thrilling other people. ? Recognition: Displaying achievements and gaining social status. ? 2. Materialistic Needs ? Acquisition: Obtaining things. ? Construction: Creating things. ? Order: Making things neat and anized. ? Retention: Keeping things. ? 3. Power Needs ? Abasement: Confessing and apologizing. ? Autonomy: Independence and resistance. ? Aggression: Attacking or ridiculing others. ? Blame Avoidance: Following the rules and avoiding blame. ? Deference: Obeying and cooperating with others. ? Dominance: Controlling others. ? 4. Affection Needs ? Affiliation: Spending time with other people. ? Nurturance: Taking care of another person. ? Play: Having fun with others. ? Rejection: Rejecting other people. ? Succorance: Being helped or protected by others. ? 5. Information Needs ? Cognizance: Seeking knowledge and asking questions. ? Exposition: Education others. 15 A Trio of Needs Power Affiliation Achievement 16 動機與行銷道德 ?「借錢是高尚的行為」？ ?次級房貸、連動債 ?公益彩券︰賭博 (gambling)?博奕(gaming) ?裹小腳、豐胸、壯陽、美白 ?抽菸、垃圾食物 ?兒童、青少年、老人 ?廣告不可過度保證 ( overpromise) ，引起不實際的期待 (expectation/ aspiration) 17 人格 人格 /個性 /性格 18 人格 ? 人格的 定義 ? Those inner psychological characteristics that both determine and reflect how a person responds to his or her environment. ? 人格的 三個性質(zhì) ? 人格反映出 個別差異 (individual difference) ? 人格具有ㄧ致性 (consistency)和持久性(enduring) ? 人格會因時間 、情境而改變 (change) 19 人格 ? 與消費行為有關(guān)的人格類型 ? 創(chuàng)造型消費者 (consumer innovators) ? 認知型人格 (Cognitive Personality) ? 意見領(lǐng)袖 (opinion leaders) 、行家、達人、玩家 ? 物質(zhì)主義 (materialism)、購物狂、衝動型消費、xx迷 /粉絲 /上癮 (搶購、收集、熱愛 ) ? 品牌個性 (brand personality) ? 應(yīng)用 ? 品牌定位 ? 廣告溝通策略：訊息內(nèi)容、訊息包裝方式、媒體 20 Adopter Categories 新產(chǎn)品採納階段類別 (網(wǎng)路時代前 ) 參考 : Schiffman Kanuk, Consumer Behavior, 9th. Fig. 158, p. 490491 創(chuàng)新者 早期採用者 早期多數(shù)者 晚期多數(shù)者 落後者 21 創(chuàng)造型消費者 (Consumer Innovators) ? 創(chuàng)造性 (innovativeness)高 ? Dogmatism(武斷、教條主義 )低 ? 較不會抗拒不熟悉的事物、資訊 (open vs. rigid) ? Dogmatism低， 較 傾向多收集產(chǎn)品資訊 ? Dogmatism高， 較易受專家、名人 (代言人 )影響 ? 社會從眾性 (social conformity) ? Inner vs. otherdirectedness ? Need for uniqueness (NFU) ? 根據(jù)自己的價值標準，不擔(dān)心他人的眼光和批評 ? Optimal stimulation level (OSLs) ? 冒險性、嘗鮮、實驗、探索 (. 飆車族 ) ? understimulated (無聊 )? ? overstimulated ? Sensation seeking (SS)高：可接受複雜資訊、設(shè)計、圖案 ? Varietynovelty seeking：選擇項目適中 ，勿太多或太少 22 認知型人格 (Cognitive Personality) ?Need for cognition (NC，認知需求 ) ? A person’ s craving for or enjoyment of t
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