【正文】 when that need is satisfied, the person will try to satisfy the nextmostpressing need. Maslow’s theory helps marketers understand how various products fit into the plans, goals, and lives of consumers. Herzberg’s theory. Frederick Herzberg developed a twofactor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).the absence of dissatisfiers is not enough。到 1990 年代初 ,牛奶消費(fèi)已經(jīng)下降了 25 年 ,因?yàn)橐话愕恼J(rèn)識(shí)是牛奶是不健康的 ,過(guò)時(shí)了 ,僅僅是為了孩子 ,然后全國(guó)流體牛奶處理器教育計(jì)劃引發(fā)了數(shù)百萬(wàn)美元的印刷廣告展示牛奶，非常受歡迎的活動(dòng)已經(jīng)改變了態(tài)度 ,并且在這個(gè)過(guò)程中 ,牛奶消費(fèi)迅速提高。 這種態(tài)度就是一個(gè)人的持久的有利的和不利的評(píng)價(jià)、情感的感情，這是對(duì)某事物或想法和行動(dòng)傾向。另一個(gè)替代方案是聘請(qǐng)一位著名的名人代言產(chǎn)品。如果一些信仰是錯(cuò)誤的 ,消費(fèi)者會(huì)抑制購(gòu)買 ,制造商會(huì)希望通過(guò)舉辦一個(gè)活動(dòng)來(lái)糾正這些信仰。你現(xiàn)在所擁有的經(jīng)驗(yàn)已經(jīng)推廣到你對(duì)外界類似的刺激中。學(xué)習(xí)涉及個(gè)人的行為變化 ,這是來(lái)自個(gè)人的經(jīng)驗(yàn)。即使注意刺激也不是市場(chǎng)營(yíng)銷者所要傳遞的意思，在消費(fèi)品的購(gòu)買中，受選擇性扭曲的作用，人們會(huì)忽視所喜愛品牌的的缺點(diǎn)和其它品牌的優(yōu)點(diǎn)。 選擇性注意。根據(jù)這一理論 ,行銷人員應(yīng)避免不滿意引子這可能開啟他們的產(chǎn)品。馬斯洛的理論幫助商家了解各個(gè)產(chǎn)品并制定具有針對(duì)性的計(jì)劃、目標(biāo)來(lái)滿足消費(fèi)者的生活。然后賣方可以決定在哪個(gè)層級(jí)上發(fā)布具有吸引力的信息。其他人買什么商品 ,自己也會(huì)跟著買。 1. 炫耀心理 這種心理在高收入階層比較常見。 2. 經(jīng)濟(jì) 經(jīng)濟(jì)表現(xiàn)為一種求廉心理。其他需求心理 。在本章的概念形成一個(gè)系統(tǒng) ,在個(gè)人消費(fèi)是核心 ,周圍有更多的環(huán)境影響他或她的目標(biāo)。 畢業(yè)論文 譯文 題目名稱：心理因素影響購(gòu)買行為 院系名稱：經(jīng)濟(jì)管理學(xué)院市場(chǎng)營(yíng)銷系 班 級(jí)： 學(xué) 號(hào)： 學(xué)生姓名： 指導(dǎo)教師： 2021 年 2 月 1 心理因素影響購(gòu)買行為 Geoff Lancaster 心理因素是第四重要影響消費(fèi)者的購(gòu)買行為 (除了文化、社會(huì)和個(gè)人因素 )。這些 目標(biāo)是最終通過(guò)一定數(shù)量的解決問(wèn)題的步鄹來(lái)導(dǎo)致購(gòu)買決策階段。他們引起的緊張心理狀態(tài)如需要識(shí)別、尊重、歸屬感。幾種商品經(jīng)對(duì)比后 ,在其他條件基本相似的情況下 ,這類 顧客對(duì)價(jià)格顯得相當(dāng)敏感 ,他們一般會(huì)以價(jià)格的實(shí)惠作為選擇的首要因素。豐厚的收入使他們擁有炫耀的資本 ,所以在購(gòu)物上他們要展現(xiàn)自己的身份地位和欣賞水平。 心理學(xué)家們已經(jīng)研究出人類動(dòng)機(jī)理論。根據(jù)弗洛伊德的理論 ,消費(fèi)者的所反應(yīng)能力不僅針對(duì)具體的品牌 ,而且也針對(duì)其他 ,不甚清楚的提示。 赫茨伯格的理論。他們也應(yīng)該識(shí)別和供應(yīng)的主要滿意引子或能夠促使消費(fèi)者購(gòu)買的動(dòng)因 ,因?yàn)檫@些滿意因素決定消費(fèi)者會(huì)購(gòu)買哪個(gè)品牌的電腦。人的感官每時(shí)每刻都可能接受大量的刺激例如廣告。人們又選擇地將某些信息加以扭曲，是指符合自己的意向，不幸的是，市場(chǎng)營(yíng)銷者對(duì)選擇性扭曲卻無(wú)能為力。絕大多數(shù)人類的行為是學(xué)習(xí)的東西。一個(gè)反普遍化的辨別能力 ,人們學(xué)會(huì)識(shí)別一套類似的刺激差異和調(diào)整相應(yīng)的反應(yīng)。對(duì)全球性的制造商尤其重要的事實(shí)是 ,買家對(duì)他們 5 是品牌或產(chǎn)品通常持有不同的信仰，這主要是基于一個(gè)國(guó)家的文化起源?；蛘吖究梢岳^續(xù)在當(dāng)?shù)毓S生產(chǎn)但是要采取一個(gè)新策略時(shí)所生產(chǎn)的產(chǎn)品擁有高質(zhì)量，來(lái)達(dá)到世界級(jí)的品質(zhì)。人對(duì)所有的東西幾乎都有自己的態(tài)度 :宗教、政治、衣服、音樂(lè)、食物。牛奶生產(chǎn)商也建立了一個(gè)在線牛奶俱樂(lè)部，成員承諾每天和三杯牛奶。 satisfiers must be 9 actively present to motivate a purchase. For example, a puter that es without a warranty would be a dissatisfy. Yet the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source of intrinsic satisfaction with the puter. Ease of use would, however, be a satisfier for a puter buyer. In line with this theory, marketers should avoid dissatisfiers that might unseal their products. They should also identify and supply the major satisfiers or motivators of purchase, because these satisfiers determine which brand consumers will buy. Perception A motivated person is ready to act, yet how that person actually acts is influenced by his or her perception of the situation. Perception is the process by which an individual selects, anizes, and interprets information inputs to create a meaningful picture of the world. Perception depends not only on physical stimuli, but also on the stimuli’s relation to the surrounding field and on conditions within the individual. The key word is individual. Individuals can have different perceptions of the same object because of three perceptual processes: selective attention, selective distortion, and selective retention. Selective attention. People are exposed to many daily stimuli such as ads。 Others what to buy goods, oneself also can follow to buy. Psychologists have developed theories of human motivation. Three of the best known—the theories of Sigmund Freud, Abraham Maslow, and Frederick Herzberg— carry quite different implications for consumer analysis and marketing strategy. Freud’s theory. Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own motivations. A technique called laddering can be used to trace a person’s motivations from the stated instrumental ones to the more terminal ones. Then the markete