外文翻译-营销-心理因素影响购买行为

毕业论文译文题目名称：心理因素影响购买行为院系名称：经济管理学院市场营销系班级：学号：2008006141285 学生姓名：指导教师：2015 年 2 月

心理因素影响购买行为Geoff Lancaster心理因素是第四重要影响消费者的购买行为(除了文化、社会和个人因素)。一般来说,一个人的购买选择受心理因素例如动机、认知、学习、信仰和态度的影响。知晓顾客动机的重要性,理解客户的动机营销的任务是要准确的识别出消费者的需求和欲望,然后开发满足他们的产品和服务,。市场要想成功, 只是发现客户需要是远远不够的, ,而是为了找出为什么这是必需的。只有通过获得一个深入的和全面的了解买方行为才可以使营销的目标成真。只有理解顾客的购买行为,才会使买消费者和商家双赢,使市场成为更好的装备,以满足消费者的需求,建立一个忠诚的组织，以积极的态度为客户有效的提供本公司的产品。消费者行为可以被正式定义为:个人的行为直接参与的获取和使用的商品和服务,包括决策过程,确定这些以前的行为。在本章的概念形成一个系统,在个人消费是核心,周围有更多的环境影响他或她的目标。这些目标是最终通过一定数量的解决问题的步鄹来导致购买决策阶段。研究与实践,吸引了许多营销渠道，理论贡献、信息、灵感和建议。在过去,主要输入的消费者行为理论来自于心理学。最近,跨学科的研究消费者行为的重要性,增加了社会学、人类学、经济学和数学也有助于个主题。动机。在任何特定时间一个人有很多需求。有些需要是生理上

的,从生理状态产生的张力如饥饿、干渴、不适。其他需求心理;他们引起的紧张心理状态如需要识别、尊重、归属感。当一个人的动机强烈到足够的等级就会产生需求。一个动机是一个需求，也就是说他能够驱使人去积极的采取行动。购买动机是使消费者做出购买某种商品决策的内在驱动力,是引起购买行为的前提,也就是引起行为的原由。具体包括以下几个方面：(一)理智动机理智动机就是消费者对某种商品有了清醒的了解和认知,在对这个商品比较熟悉的基础上所进行的理性抉择和做出的购买行为。它包括: 1. 适用 1

适用表现为一种求实心理,消费者所看重的是产品最基本、最核心的功能。在选购商品时,对其技术性能格外关注,而外观、价格、品牌等产品的附加价值放在其次。 2. 经济经济表现为一种求廉心理。几种商品经对比后,在其他条件基本相似的情况下,这类顾客对价格显得相当敏感,他们一般会以价格的实惠作为选择的首要因素。 3. 可靠优质的产品是顾客可以放心消费的基础。可靠实质上是消费者追求上乘质量的体现。因此名牌商品之所以倍受人们的信任,就在于它的质量可靠。 (二)感情动机感情动机不能简单地理解为不理智动机。它主要是由社会的和心理的因素产生的购买意愿和冲动。感情动机很难有一个客观的标准,但大体上是来自于下述心理。 1. 炫耀心理这种心理在高收入阶层比较常见。丰厚的收入使他们

拥有炫耀的资本,所以在购物上他们要展现自己的身份地位和欣赏水平。许多高档品牌的制造商正是看准了这一群体的心理倾向,纷纷推出各种昂贵的奢侈品。

2. 攀比心理攀比是一种比照的心理。在同一个社会群体里面,各个成员之间相互比拼,谁都不想落后别人。这种心理在消费上表现为一种动机,别人有什么高档的商品,自己也一定要有。

3. 从众心理这种心理反映在生活圈子中,人们希望跟着圈中大多数人的步伐。因此其他人认为不错的产品,自己也跟着认可;其他人买什么商品,自己也会跟着买。心理学家们已经研究出人类动机理论。三个最好的原理创造者西格蒙德·弗洛伊德的理论,亚伯拉罕马斯洛,弗雷德里克赫茨伯格从完全不同的角度对消费者的行为进行分析,并制定出相应的的营销策略。弗洛伊德的理论。西格蒙德·弗洛伊德认为,塑造人的心理力量的行为在很 2

大程度上是无意识的,一个人不能完全理解他或她自己的动机。一种叫阶梯的方法可以从用来描述一个人的动机向更高的层次发展。然后卖方可以决定在哪个层级上发布具有吸引力的信息。根据弗洛伊德的理论,消费者的所反应能力不仅针对具体的品牌,而且也针对其他,不甚清楚的提示。成功的商人也因此留意到形状、大小、重量、材料、色彩、品牌都可以触发某

些联想和情感。马斯洛的理论。亚伯拉罕马斯洛试图来解释为什么人们被特别需要驱动在特定的时期。他的理论是把人类需求排列在一个层次,从最最紧迫到最基本。按重要性的顺序来排列,这五个层次分别是是生理、安全、社会、尊重、和自我实现的需要。首先消费者将尽力满足最重要的需求,当这种需要的得到满足后,人会尽力满足处于第二个阶段的需要。马斯洛的理论帮助商家了解各个产品并制定具有针对性的计划、目标来满足消费者的生活。赫茨伯格的理论。弗雷德里克赫茨伯格开发了一种双因素理论即不满意的因素(原因的不满)到满意(满意的原因)。不满足的因素是不充分的;满意者现在必须积极鼓励购买。例如,一台计算机,它没有保证将来是一个不满足。然而存在的产品质量保证不会作为一个满意引子或动力来促使人购买,因为对电脑而言它不是一个来源的内在满意的引子。然而使用方便, ,对一个电脑买家会成为一个满意引子。根据这一理论,行销人员应避免不满意引子这可能开启他们的产品。他们也应该识别和供应的主要满意引子或能够促使消费者购买的动因,因为这些满意因素决定消费者会购买哪个品牌的电脑。感知。一个有进取心的人准备好了行动,但这个人如何采取实际行动是受他或她对外界环境的的知觉状况

影响的。认知是指个体对输入大脑的信息进行的选择,组织,把多种属性整合为同一个整体。感知不仅取决于生理上的刺激有关,而且还关系到个体周围领域其它的刺激因素。关键词是个人。每个人对相同的物体都可以有不同的看法,因为有三个过程:选择性注意力、选择性的扭曲,和选择性保留。选择性注意。人的感官每时每刻都可能接受大量的刺激例如广告。而大部分刺激是经过筛选的，这个过程叫做选择性注意。这个最终结果导致市场营销者必须努力工作来吸引顾客的注意。通过研究表明，商家已经明白，消费者更可能注意和他们现在的需求有关的刺激，这就是为什么汽车购买者注意汽车广告而不 3

是注意器具广告。此外，消费者更可能注意到和他们所期望的东西有关的刺激，例如对食物的需求促使他们关注食物网站。人们更可能去接受感知偏差大的刺激相对于正常大小的刺激,如广告提供100美元(不是产品价格表上的5美元)。选择性扭曲。即使注意刺激也不是市场营销者所要传递的意思，在消费品的购买中，受选择性扭曲的作用，人们会忽视所喜爱品牌的的缺点和其它品牌的优点。人们又选择地将某些信息加以扭曲，是指符合自己的意向，不幸的是，市场营销者对选择性扭曲却无能为力。选择性保留。人

们忘记了很多他们学习过的东西,但是倾向于保留信息,以此支持他们的态度和信仰。因为选择性保留,我们都有可能记住关于这个产品好的而且是我们所喜欢的信息，我们会忘记提到产品中所提到的竞争产品的优点。选择保留解释了为什么商家用戏剧和重复方式对目标观众传递信息。消费者的学习。当人们做事情的时候，他们会先学习。学习涉及个人的行为变化,这是来自个人的经验。绝大多数人类的行为是学习的东西。科学家相信,学习是通过的相互作用产生的驱动、刺激、线索、反应以及加固。一个驱动器是一种强烈的内部刺激,推动作用。轻微刺激球杆是决定什么时候,什么地方,和一个人如何回应。假设你买IBM 电脑。如果你的经验是值得的,你的反应到电脑和IBM就会带加固。后来,当你想买一台打印机,你可以假设,因为IBM电脑做得很好,所以他们的打印机也应该会做的很好。你现在所拥有的经验已经推广到你对外界类似的刺激中。一个反普遍化的辨别能力,人们学会识别一套类似的刺激差异和调整相应的反应。运用所学理论,商家可以建立某种产品需求量,采取强大的驱动、运用激励信号,并提供积极的强化的刺激。信念和态度通过做和学习，人们获得了信仰和态度，进而影响他们的购买行为。信念是描述一个人掌握了

某些东西。信念可能是基于知识、意见、或信任,他们可能或不可能带有情感变化。当然,制造商们对人们的信念是非常感兴趣的，这关系到他们所提供的产品和服务。这些信念构成对产品和品牌形象的构想,和人们行为的自己的偶像。如果一些信仰是错误的,消费者会抑制购买,制造商会希望通过举办一个活动来纠正这些信仰。对全球性的制造商尤其重要的事实是,买家对他们 4

是品牌或产品通常持有不同的信仰，这主要是基于一个国家的文化起源。研究发现,例如产品的类型随着产地的不同而发生变化。消费者想要知道这些汽车在哪里生产而不是润滑油是来自哪里的。另外,原产地的态度可以随时间变化;比如日本,在第二次世界大战前其汽车质量是很差的。一个公司有多项选择，当它的产品的原产地对消费者改变后。公司可以考虑同外国公司合作,甚至可以采有一个更好的名字。另一个替代方案是聘请一位著名的名人代言产品。或者公司可以继续在当地工厂生产但是要采取一个新策略时所生产的产品拥有高质量，来达到世界级的品质。这种选择是确有其事的，例如比利时的巧克力和哥伦比亚的咖啡。这是南非酒商正试图都照样行,效法他们，以此使他们的葡萄酒出口量增加。南非葡萄酒曾经的

形象是不好的，因为在人们个认知中，和其它国家相比他们的葡萄园种植是原始的,种植葡萄的农民持续性的进行着粗糙的劳动。事实上,南非葡萄酒农民的生活已经改善了他们的工人。“酒是一个产品的起源,我们不能成功，如果南非看起来并不好,”威廉巴说,农民合作社占主导产业。态度和信仰是一样重要的，它影响人们的购买行为。这种态度就是一个人的持久的有利的和不利的评价、情感的感情，这是对某事物或想法和行动倾向。人对所有的东西几乎都有自己的态度:宗教、政治、衣服、音乐、食物。态度把他们放进一个框架，心灵喜欢或不喜欢一个对象,走向或远离它。态度导致人们表现得相当稳定地朝类似的目标前进。因为节约能源的思想态度,他们是非常困难去改变,改变单一的态度可能需要重大的调整在其他的态度上。因此,一个公司应该被建议生产适合公司本身现有态度的产品而不是设法改变人们的态度。当然,试图改变态度偶尔也会成功。看看牛奶行业。到1990年代初,牛奶消费已经下降了25年,因为一般的认识是牛奶是不健康的,过时了,仅仅是为了孩子,然后全国流体牛奶处理器教育计划引发了数百万美元的印刷广告展示牛奶，非常受欢迎的活动已经改变了态度,并且在这个过程中,牛奶消费迅速提高。牛奶生产

商也建立了一个在线牛奶俱乐部，成员承诺每天和三杯牛奶。Source: Geoff Lancaster“consumer behavior：the psychology of marketing” University of Southern California Los Angeles, CA 90089-0443, USA (213) 740-749 5

Psychological Factors Influencing Buyer Behavior Geoff Lancaster Psychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social,

and personal factors). In general, a person’s buying choices are influenced by

the psychological factors of motivation, perception, learning, beliefs, and

attitudes. Importance of understanding customer motives The task of

marketing is to identify consumers’ needs and wants accurately, then to

develop products and services that will satisfy them. For marketing to be

successful, it is not sufficient to merely discover what customers require, but

to find out why it is required. Only by gaining a deep and comprehensive

understanding of buyer behaviour can marketing’s goals be realised. Such an

understanding of buyer behaviour works to the mutual advantage of the

consumer and marketer, allowing the marketer to become better equipped to

satisfy the consumer’s needs efficiently and establish a loyal group of

customers with positive attitudes towards the company’s products.

Consumer behaviour can be formally defined as: the acts of individuals directly

involved in obtaining and using economic goods and services, including the

decision processes that precede and determine these acts. The underlying concepts of this chapter form a system in which the individual consumer is the 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 problem-solving 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 come 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 physiological states of tension such as hunger, thirst, discomfort. Other needs are psychogenic; they arise from psychological states of tension such as the 6

need for recognition, esteem, or belonging. A need becomes 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 commodity decision-making 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 comparison 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 can't simply understand for not rational

motivation. It is mainly composed of social and psychological factors arise willingness to buy and impulse. It is difficult to have a feeling motivation objective standard, but is substantially from the psychology. 1. To show off psychology This kind of psychological in high income levels, more common. Income that they have the capital to show off, so in shopping on they will show their status and appreciate level. Many luxury brand manufacturers is seize the group psychological 7

tendency, have introduced all kinds of expensive luxury goods. 2. Compare psychology Comparison is a kind of psychological mutatis mutandis. In the same social groups inside, each member lists each other, who don't want to lag behind others. This kind of psychological on consumption appears to be a motive, others have what high-grade 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; 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 therefore mindful that shape, size, weight, material, color, and brand name can all trigger certain associations and emotions. Maslow’s theory. Abraham Maslow sought to explain why people are driven by particular needs at particular times. His theory is that human needs are arranged in a hierarchy, from the most to the least pressing. In order of importance, these five categories

are physiological, safety, social, esteem, and self-actualization needs. A consumer will try to satisfy the most important need first; when that need is satisfied, the person will try to satisfy the next-most-pressing need. Maslow’s theory helps marketers understand how various products fit into the plans, goals, and lives of consumers. Herzberg’s theory. Fr ederick Herzberg developed a two-factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).the absence of dissatisfiers is not enough; satisfiers must be 8

actively present to motivate a purchase. For example, a computer that comes 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 computer. Ease of use would, however, be a satisfier for a computer 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, organizes, 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; 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 come across the way that marketers intend. Selective distortion is the tendency to twist information into personal meanings and interpret information in a way that fits our preconceptions. Unfortunately, marketers can do little about selective distortion. Selective retention. People forget much that they learn but tend to retain information that supports their attitudes and beliefs. Because of selective retention, we 9

are likely to remember good points mentioned about a product we like and forget good points mentioned about competing products. Selective retention explains why marketers use drama and repetition in messages to target audiences. Learning When people act, they learn. Learning involves changes in an individual’s behavior that arise from experience. Most human behavior is learned. Theorists believe that learning is produced through the interplay of drives, stimuli, cues,

responses, and reinforcement. A drive is a strong internal stimulus that impels action. Cues are minor stimuli that determine when, where, and how a person responds. Suppose you buy an IBM computer. If your experience is rewarding, your response to computers and IBM will be positively reinforced. Later, when you want to buy a printer, you may assume that because IBM makes good computers, it also makes good printers. You have now generalized your response to similar stimuli. A countertendency to generalization is discrimination, in which the person learns to recognize differences in sets of similar stimuli and adjust responses accordingly. Applying learning theory, marketers can build up demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. Beliefs and Attitudes Through doing and learning, people acquire beliefs and attitudes that, in turn, influence buying behavior. A belief is a descriptive thought that a person holds about Something Beliefs may be based on knowledge, opinion, or faith, and they may or may not carry an emotional charge. Of course, manufacturers are very interested in

the beliefs that people have about their products and services. These beliefs make up product and brand images, and people act on their images. If some beliefs are wrong and inhibit purchase, the manufacturer will want to launch a campaign to correct these beliefs. Particularly important to global marketers is the fact that buyers often hold distinct beliefs about brands or products based on their country of origin. Studies have found, for example, that the impact of country of origin varies with the type of product. Consumers want to know where a car was made but not where lubricating oil came from. In addition, attitudes toward country of origin can change over time; Japan, for instance, had a poor quality image before World War II. A company has several options when its products’ place of origin turns off consumers. The company can consider co-production with a foreign company that has 10

a better name. Another alternative is to hire a well-known celebrity to endorse the product. Or the company can adopt a strategy to achieve world-class 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 comparison to those in other countries and

that wine farmers are continuing crude labor practices.

In reality, Sou th 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 Ko-operatieve Wijnbouwers Vereniging, the farmers’ co-op

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; to change a single

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Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:

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competition to increase brand awarenss, improve brand positioning, an create a good brand image. First, Japanese brands across the board defeat. November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention. If we sum up the Chinese household appliance market, today any different from ten years ago,I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance. Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen” Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.