【正文】 r can decide at what level to develop the message and appeal. In line with Freud’s theory, consumers react not only to the stated capabilities of specific brands, but also to other, less conscious cues. Successful marketers are therefore mindful that shape, size, weight, material, color, and brand name can all trigger certain associations and emotions. Maslow’s theory. Abraham Maslow sought to explain why people are driven by particular needs at particular times. His theory is that human needs are arranged in a hierarchy, from the most to the least pressing. In order of importance, these five categories are physiological, safety, social, esteem, and selfactualization needs. A consumer will try to satisfy the most important need first?？纯磁Ｄ绦袠I(yè)。態(tài)度和信仰是一樣重要的，它影響人們的購(gòu)買行為。公司可以考慮同外國(guó)公司合作 ,甚至可以采有一個(gè)更好的名字。這些信念構(gòu)成對(duì)產(chǎn)品和品牌形象的構(gòu)想 ,和人們行為的自己的偶像。后來(lái) ,當(dāng)你想買一臺(tái)打印機(jī) ,你可以假設(shè) ,因?yàn)?IBM 電腦做得很好 ,所以他們的打印機(jī)也應(yīng)該會(huì)做的很好。 當(dāng)人們做事情的時(shí)候，他們會(huì)先學(xué)習(xí)。 選擇性扭曲。每個(gè)人對(duì)相同的物體都可以有不同的看法 ,因?yàn)橛腥齻€(gè)過(guò)程 :選擇性注意力、選擇性的扭曲 ,和選擇性保留。然而使用方便 , ,對(duì)一個(gè)電腦買家會(huì)成為一個(gè)滿意引子。首先消費(fèi)者將盡力滿足最重要的需求 ,當(dāng)這種需要的得到滿足后 ,人會(huì)盡力滿足處于第二個(gè)階段的需要。一種叫階梯的方法可以從用來(lái)描述一個(gè)人的動(dòng)機(jī)向更高的層次發(fā)展。因此其他人認(rèn)為不錯(cuò)的產(chǎn)品 ,自己也跟著認(rèn)可 。感情動(dòng)機(jī)很難有一個(gè)客觀的標(biāo)準(zhǔn) ,但大體上是來(lái)自于下述心理。在選購(gòu)商品時(shí) ,對(duì)其技術(shù)性能格外關(guān)注 ,而外觀、價(jià)格、品牌等產(chǎn)品的附加價(jià)值放在其次。有些需要是生理上的 ,從生理狀態(tài)產(chǎn)生的張力如饑餓、干渴、不適。 消費(fèi)者行為可以被正式定義為 :個(gè)人的行為直接參與的獲取和使用的商品和服務(wù) ,包括決策過(guò)程 ,確定這些以前的行為。一般來(lái)說(shuō) ,一個(gè)人的購(gòu)買選擇受心理因素例如動(dòng)機(jī)、認(rèn)知、學(xué)習(xí)、信仰和態(tài)度的影響。研究與實(shí)踐 ,吸引了許多營(yíng)銷渠道，理論貢獻(xiàn)、信息、靈感和建議。當(dāng)一個(gè)人的動(dòng)機(jī)強(qiáng)烈到足夠的等級(jí)就會(huì)產(chǎn)生需求。 3. 可靠 優(yōu)質(zhì)的產(chǎn)品是顧客可以放心消費(fèi)的基礎(chǔ)。許多高檔品牌的制 造商正是看準(zhǔn)了這一群體的心理傾向 ,紛紛推出各種昂貴的奢侈品。三個(gè)最好的原理創(chuàng)造者西格蒙德成功的商人也因此留意到形狀、大小、重量、材料、色彩、品牌都可以觸發(fā)某些聯(lián)想和情感。弗雷德里克赫茨伯格開(kāi)發(fā)了一種雙因素理論即不滿意的因素 (原因的不滿 )到滿意 (滿意的原因 )。 感知。而大部分刺激是經(jīng)過(guò)篩選的，這個(gè)過(guò)程叫做選擇性注意。 選擇性保留?？茖W(xué)家相信 ,學(xué)習(xí)是通過(guò)的相互作用產(chǎn)生的驅(qū)動(dòng)、刺激、線索、反應(yīng)以及加固。運(yùn)用所學(xué)理論 ,商家可以建立某種產(chǎn)品需求量 ,采取強(qiáng)大的驅(qū)動(dòng)、運(yùn)用激勵(lì)信號(hào) ,并提供積極的強(qiáng)化的刺激。研究發(fā)現(xiàn) ,例如產(chǎn)品的類型隨著產(chǎn)地的不同而發(fā)生變化。這種選擇是確有其事的，例如比利時(shí)的巧克力和哥倫比亞的咖啡。態(tài)度把他們放進(jìn)一個(gè)框架，心靈喜歡或不喜歡一個(gè)對(duì)象 ,走向或遠(yuǎn)離它。 Source: Geoff Lancaster“ consumer behavior： the psychology of marketing” University of Southern California Los Angeles, CA 900890443, USA (213) 740749 6 Psychological Factors Influencing Buyer Behavior Geoff Lancaster Psychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a person’s buying choices are influenced by the psychological factors of motivation, perception, learning, beliefs, and attitudes. Importance of understanding customer motives The task of marketing is to identify consumers’ needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but to find out why it is required. Only by gaining a deep and prehensive understanding of buyer behaviour can marketing’s goals be realised. Such an understanding of buyer behaviour works to the mutual advantage of the consumer and marketer, allowing the marketer to bee better equipped to satisfy the consumer’s needs efficiently and establish a loyal group of customers with positive attitudes towards the pany’s products. Consumer behaviour can be formally defined as: the acts of individuals directly involved in obtaining and using economic goods and services, including the decision processes that precede and determine these acts. The underlying concepts of this chapter form a system in which the individual consumer is the core, surrounded by an immediate and a wider environment that influences his or her goals. These goals are ultimately satisfied by passing through a number of problemsolving stages leading to purchase decisions. The study and practice of marketing draws on a great many sources that contribute theory, information, inspiration and advice. In the past, the main input to the theory of consumer behaviour has e from psychology. More recently, the interdisciplinary importance of consumer behaviour has increased such that sociology, an