【正文】 Japan, for instance, had a poor quality image before World War II. A pany has several options when its products’ place of origin turns off consumers. The pany can consider coproduction with a foreign pany that has 11 a better name. Another alternative is to hire a wellknown celebrity to endorse the product. Or the pany can adopt a strategy to achieve worldclass quality in the local industry, as is the case with Belgian chocolates and Colombian coffee. This is what South African wineries are attempting to do as their wine exports increase. South African wines have been hurt by the perception that the country’s vineyards are primitive in parison to those in other countries and that wine farmers are continuing crude labor practices. In reality, South Africa’s wine farmers have improved the lives of their workers. “Wine is such a product of origin that we cannot succeed if South Africa doesn’t look good,” says Willem Barnard, chief executive of the Kooperatieve Wijnbouwers Vereniging, the farmers’ coop that dominates the industry. Attitudes are just as important as beliefs for influencing buying behavior. An attitude is a person’s enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea. People have attitudes toward almost everything: religion, politics, clothes, music, and food. Attitudes put them into a frame of mind of liking or disliking an object, moving toward or away from it. Attitudes lead people to behave in a fairly consistent way toward similar objects. Because attitudes economize on energy and thought, they are very difficult to change。 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 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 t