外文翻譯--心理因素影響購(gòu)買行為-其他專業(yè)-在線瀏覽
2025-03-24 10:09本頁(yè)面
【正文】 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。 they arise from psychological states of tension such as the 7 need for recognition, esteem, or belonging. A need bees a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act. Purchasing motivation is to make consumers to buy a modity decisionmaking internal driving force, is a cause of purchase behavior of the premise, also is the cause of her behavior. Specific include the following aspects: (1) rational motivation Rational motivation some 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 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。 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 dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).the absence of dissatisfiers is not enough。 most of these stimuli are screened out—a process called selective attention. The end result is that marketers have to work hard to attract consumers’ attention. Through research, marketers have learned that people are more likely to notice stimuli that relate to a current need, which is why car shoppers notice car ads but not appliance ads. Furthermore, people are more likely to notice stimuli that they anticipate—such as foods being promoted on a food Web site. And people are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli, such as a banner ad offering $100 (not just $5) off a product’s list price. Selective distortion. Even noticed stimuli do not always e across
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