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消費(fèi)者動(dòng)機(jī)復(fù)習(xí)要點(diǎn)-在線瀏覽

2025-06-04 05:33本頁面
  

【正文】 actions may have damaging consequences to them and to those around them. Brand Personification(品牌個(gè)性)Specific “personalitytype” traits or characteristics ascribed by consumers to different brands. Role(角色)A pattern of behavior expected of an individual in a specific social position, such as mother, daughter, teacher, lawyer. One person may have a number of different roles, each of which is relevant in the context of a specific social situation. Actual SelfImage(實(shí)際自我印象)The image that an individual has of himself or herself as a certain kind of person, with certain characteristic traits, habits, possessions, relationships, and behavior. Ideal SelfImage(理想自我印象)How individuals would like to perceive themselves (as opposed to Actual SelfImagethe way they do perceive themselves). Social SelfImage(社會(huì)自我印象)How consumers feel others see them. Ideal Social SelfImage(理想社會(huì)自我印象)How consumers would like others to see them. Expected SelfImage(期望中的自我印象)How consumers expect to see themselves at some specified future time. Personality(個(gè)性)The inner psychological characteristics (Those specific qualities ,attributes, traits, factors, and mannerisms that distinguish one individual from others.) that both determine and reflect how a person responds to his or her environment. Virtual Personality or Self(虛擬自我)provides an individual with the opportunity to try on different personality or different identities.第六章 消費(fèi)者觀察Perception(認(rèn)知)The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture
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