消費者動機復(fù)習(xí)要點(參考版)
2025-04-20 05:33本頁面
【正文】 They can be targeted by stressing nationalistic themes Consumer Innovators（創(chuàng)新型消費者）Those consumers who are likely to be first to try new products, services, or practices.InnerDirected Consumers（內(nèi)在導(dǎo)向消費者）Consumers who tend to rely on their own “inner” values or standards in evaluating new products and are likely to be consumer people seem to prefer ads that stress product features and personal benefits OtherDirected Consumers（其他導(dǎo)向消費者）Consumers who tend to look to others for direction on what is “right” and “wrong.” They are less likely to be consumer people prefer ads that feature an approving social environment or social acceptanceOptimum Stimulation Levels (OSL)（最佳刺激水平）A personality trait that measures the level or amount of novelty or plexity that individuals seek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumersVarietyor Novelty Seeking（求新求異者）A personality trait similar to OSL, which measures a consumer’s degree to variety seekingNeed for cognition（認(rèn)知的需求NC ）A person’s craving for enjoyment of high in NC are more likely to respond to as rich in productrelated information or low in NC are more likely to be attracted to background or peripheral aspects of an adVisualizers versus verbalizers（視覺接受者和言語接受者）A person’s preference for information presented visually or verbally. Visualizers(視覺接受者)Consumers who prefer visual information and products that stress the visual, such as membership in a videotape cassette club. Verbalizers(言語接受者)Consumers who prefer verbal or written inf
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