【文章內(nèi)容簡介】 me goods to consumers is a clear understanding and cognitive, of the goods in more familiar conducted based on the rational choice and make the purchase behavior. It includes: 1. Apply Apply for a realistic performance psychological, consumer products is important to the most basic, most core functions. In the choose and buy goods, pay close attention to its technical performance, and appearance, the price, the brand of the added value of products on the second. 2. The economy Economic performance as a cream for psychological. By the parison of several kinds of goods, in other conditions basic similar circumstances, this kind of customer to price appear quite sensitive, they are generally by price material benefit as the first element of choice. 3. Reliable High quality product is the customer can rest assured the basis of consumption. Reliable is in essence a pursuit of high quality consumer reflect. So the brand name products has the trust of the people, just because it is reliable in quality. (2) feeling motivation Feeling motivation can39。t simply understand for not rational motivation. It is mainly posed of social and psychological factors arise willingness to buy and impulse. It is difficult to have a feeling motivation objective standard, but is substantially from the psychology. 1. To show off psychology This kind of psychological in high ine levels, more mon. Ine that they have the capital to show off, so in shopping on they will show their status and appreciate level. Many luxury brand manufacturers is seize the group psychological 8 tendency, have introduced all kinds of expensive luxury goods. 2. Compare psychology Comparison is a kind of psychological mutatis mutandis. In the same social groups inside, each member lists each other, who don39。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。 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 marketer 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。 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 dissa