消費者行為與心理復(fù)習(xí)大綱(1)(編輯修改稿)
2024-11-12 13:25 本頁面
【文章內(nèi)容簡介】 e and timebound Chapter 5 Personality and Consumer Behavior What is Personality（ 個性） ? The inner psychological characteristics that both determine and reflect how a person responds to his or her environment. The Nature of Personality ? Personality reflects individual differences ? Personality is consistent and enduring ? Personality can change Horney’s CAD Theory ? Using the context of childparent relationships, individuals can be classified into: –Compliant individuals –Aggressive individuals –Detached individuals Compliant Personality One who moves toward others ., one who desires to be loved, wanted, and appreciated by others. Aggressive Personality One who moves toward others ., one who desires to be loved, wanted, and appreciated by others. Detached Personality One who moves away from others (., who desires independence, selfsufficiency, and freedom from obligations). Trait Theory ? Personality theory with a focus on psychological characteristics ? Trait any distinguishing, relatively enduring way in which one individual differs from another ? Personality is linked to how consumers make their choices or to consumption of a broad product category not a specific brand Consumer Innovativeness The degree to which consumers are receptive to new products, new services or new practices. Dogmatism ? Consumers low in dogmatism (openminded) are more likely to prefer innovative products to established or traditional alternatives ? Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure Consumer Ethnocentrism ? Ethnocentric consumers feel it is wrong to purchase foreignmade products ? They can be targeted by stressing nationalistic themes Chapter 6 Consumer Perception Perception The process by which an individual selects, anizes, and interprets stimuli into a meaningful and coherent picture of the world. Absolute Threshold（ 絕對閾限） The lowest level at which an individual can experience a sensation. Sensory Adaptation “ Getting used to” certain sensations。 being acmodated to a certain level of stimulation. Differential Threshold （ 差別閾限） The minimal difference that can be detected between two stimuli. Also known as the . (just noticeable difference). Weber’s Law The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. Marketing Applications of the JND ? Need to determine the relevant . for their products –so that negative changes are not readily discernible to the public –so that product improvements are very apparent to consumers Principles of Perceptual Organization ? Figure and ground ? Grouping ? Closure Perceived Risk The degree of uncertainty perceived by the consumer as to the consequences (oute) of a specific purchase decision. Types of Perceived Risk ? Functional Risk ? Physical Risk ? Financial Risk ? Psychological Risk ? Social Risk ? Time Risk How Consumers Handle Risk ? Seek Information ? Stay Brand Loyal ? Select by Brand Image ? Rely on Store Image ? Buy the Most Expensive Model ? Seek Reassurance Consumer Learning （ 消費者學(xué)習(xí)） Consumer Learning A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. Theories of Learning ? Behavioral School: StimulusResponse theories learning takes place as the result of observable responses to external stimuli. ? Cognitive School learning based on mental information processing, often in resp
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