【正文】 進(jìn)。消費者想要知道這些汽車在哪里生產(chǎn)而不是潤滑油是來自哪里的。一個驅(qū)動器是一種強(qiáng)烈的內(nèi)部刺激 ,推動作用。這個最終結(jié)果導(dǎo)致市場營銷者必須努力工作來吸引顧客的注意。不滿足的因素是不充分的 。弗洛伊德的理論 ,亞伯拉罕馬斯洛 ,弗雷德里克赫茨伯格從完全不同的 角度對消費者的行為進(jìn)行分析 ,并制定出相應(yīng)的的營銷策略?？煽繉嵸|(zhì)上是消費者追求上乘質(zhì)量的體現(xiàn)。在過去 ,主要輸入的消費者行為理論來自于心理學(xué)。只有理解顧客的購買行為 ,才會使買消費者和商家雙贏 ,使市場成為更好的裝備 ,以滿足消費者的需求 ,建立一個忠誠的組織，以積極的態(tài)度為客戶有效的提供本公司的產(chǎn)品。它包括 : 1. 適用 2 適用表現(xiàn)為一種求實心理 ,消費者所看重的是產(chǎn)品最基本、最核心的功能。 3. 從眾心理 這種心理反映在生活圈子中 ,人們希望跟著圈中大多數(shù)人的步伐。按重要性的順序來排列 ,這五個層次分別是是生理、安全、社會、尊重、和自我實現(xiàn)的需要。關(guān)鍵詞是個人。 消費者的學(xué)習(xí)。當(dāng)然 ,制造商們對人們的信念是非常感興趣的，這關(guān)系到他們所提供的產(chǎn)品和服務(wù)。“ 酒是一個產(chǎn)品的起源 ,我們不能成功，如果南非看起來并不好 ,” 威廉巴說 ,農(nóng)民合作社占主導(dǎo)產(chǎn)業(yè)。t want to lag behind others. This kind of psychological on consumption appears to be a motive, others have what highgrade goods, own also must have. 3. Conformity psychology This kind of psychological reflected in life circle, people want to follow in the circle the pace of most people. So that others think good products, own also followed approval。 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, anthropology, economics and mathematics also contribute to the science relating to this subject. Motivation A person has many needs at any given time. Some needs are biogenic。這種選擇是確有其事的，例如比利時的巧克力和哥倫比亞的咖啡。運用所學(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、運用激勵信號 ,并提供積極的強(qiáng)化的刺激。 選擇性保留。 感知。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。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。當(dāng)一個人的動機(jī)強(qiáng)烈到足夠的等級就會產(chǎn)生需求。一般來說 ,一個人的購買選擇受心理因素例如動機(jī)、認(rèn)知、學(xué)習(xí)、信仰和態(tài)度的影響。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。感情動機(jī)很難有一個客觀的標(biāo)準(zhǔn) ,但大體上是來自于下述心理。一種叫階梯的方法可以從用來描述一個人的動機(jī)向更高的層次發(fā)展。然而使用方便 , ,對一個電腦買家會成為一個滿意引子。 選擇性扭曲。后來 ,當(dāng)你想買一臺打印機(jī) ,你可以假設(shè) ,因為 IBM 電腦做得很好 ,所以他們的打印機(jī)也應(yīng)該會做的很好。公司可以考慮同外國公司合作 ,甚至可以采有一個更好的名字?？纯磁Ｄ绦袠I(yè)。 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 pur