消费者行为学要点整理

?Chapter 1 Consumer Behavior: Its Origins and Strategic Applications

1.Consumer behavior:The term consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.

消费者行为学：消费者在寻求、购买、使用、评价和处理他们期望能够满足其需求的产品和服务过程中所表现出的行为。

2.Consumer decision making: In put, process, out put.

消费者决策及其模型：输入、处理、输出

3.Marketing concept:A consumer-oriented marketing philosophy that focuses on the needs of the buyers and the profits through customer satisfaction.

市场营销观念：关注买方的需求通过顾客满意来创造利润的顾客导向的市场营销哲学。

4.Ethics in Marketing营销道德

?Unethical practices occur at every level of the marketing mix:

?in the design of the products, in packaging, in pricing, in advertising, and in distribution

不道德的行为发生在营销组合的各个层面：

在产品的设计，包装，定价，广告，和在分配

There are two different types of theories:

teleological theories and deontological theories

有两种不同类型的理论：

目的论的理论和道义论的理论

Teleology目的论

An ethical philosophy which considers the moral worth of a behavior as determined

by its consequences.道德哲学，认为一个行为的道德价值作为其后果决定。Utilitarianism功利主义

A teleological theory summarized best by the idea of “the greatest good for the

greatest number.”目的论的理论由观念所作的最好总结“最大的利好的最大数

量。”

Deontology道义论

An ethical philosophy that places greater weight on personal and social values than on economic values.道德哲学地方更大的重量对个人及社会价值高于经济价值。

?18、Golden rule黄金规则

Do not do unto others what you would not have others do unto you (or you loved ones).不要做己所不欲，你不会有什么人对你（或你的亲人）做的。

5.Market targeting is selecting one or more segments identified for the company to pursue.

目标市场：选择一个或多个细分市场作为公司所追求发展的市场

https://www.360docs.net/doc/f418539378.html,anizational consumer: A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.

组织消费者：包括盈利和非盈利的商业单位、政府机构和各种组织机构，它们必须购买产品、设备和服务来维持组织的运转。

Personal consumer: The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. (Also referred to as the Ultimate Consumer or End User.)

个体消费者：个体消费者购买产品和服务是为了他或她自己的消费，为了家庭的消费，或者作为礼物送给朋友。（也被称作最终消费者和最终用户）。

7.Positioning refers to the development of a distinct image for the offering from competing ones and squarely communicate to the target audience that the particular product or service will fulfill their needs batter than competing brands.

定位就是要在消费者的脑海中为产品或服务树立起一个与众不同的形象，这种形象要能区分竞争性的产品或服务，并能清晰地向消费者表达出这一特殊的产品或服务能比竞争性品牌更好地满足他们的需求。

Development of the Marketing Concept

8. The Production concept生产概念

cheap/efficient production/intensive distribution

便宜的/有效生产/集中的分布

The product concept产品概念

the highest quality/the best performance/the most features

最高质量/最好性能/最多产品特征

9.The selling concept销售概念

the needs of sellers

10.Societal marketing concept: A revision of the traditional marketing concept that suggests that marketers adhere to principles of social responsibility in the marketing of their goods and services; that is, they must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole.

社会市场营销观念：要求所有的市场营销者都要遵循在产品和服务的营销中体现社会责任这一原则；这就是说，它们要努力以一种能够保持与提高消费者和社会总体福利的方式来满足目标市场的需要与需求。

第二章Consumer Research

消费者研究

1.Attitude scales:Researchers often present respondents with a list of products or product attributes for which the are asked to indicate their relative feelings or evaluations. The instruments most frequently used to capture this evaluative data are called attitude scales.

态度量表：研究者经常给受访者展示一系列产品属性，要求他们说出自己的相对感觉与评价。这种经常用来收集评估数据的工具就叫做态度量表。

?The four most frequently used scales are: 四种最常用的尺度是：

?Likert scales: easy for researchers to prepare and interpret, and simple for consumers to answer.李克特量表：为方便研究人员编制和解释，以及简单的

消费者来回答。

?Semantic differential scales: relatively easy to construct and administer.语义差异量表：相对容易的构建和管理。

?Behavior intention scale: likelihood that consumers will act in a certain way in the future.行为意向规模：可能性，消费者会以某种方式行事的未来。

?Rank-order scales: subjects rank items in order of preference in terms of some criteria.排名顺序尺度：受试者在一些标准方面享有优先顺序的项目。

?importance scales：重要尺度

2.Depth interview: A lengthy and relatively unstructured interview designed to uncover a consumer’s underlying attitudes and/or motivations.

深度访谈：是受访者与专业的采访者之间的一次较长的（30min~1h）、非结构化的访谈。采访者建立一般的题材后，最大限度地减少他或她自己的参与。

可以提供与营销有关产品设计的宝贵意见，并为定位或重新定位产品的见解。

3.Focus group: A qualitative research method in which about eight to ten persons participate in an unstructured group interview about a product or service concept.

焦点小组：一种定性研究的方法，是由8~10人参与的对于产品或服务观念的非组织性的访谈。

Respondents encouraged to discuss their interests, attitudes, reactions, motives, lifestyles, feelings about the product or product category, usage experience, etc.鼓励受访者讨论他们的兴趣，态度，反应，动机，生活方式，对产品或产品类别的感受，使用经验等。

Respondents recruited on the basis of consumer profiles, based on specifications defined by marketing management. 受访者招募的消费者资料的基础上，基于由营销管理定义的规格。

4.Interpretivism: A postmodernist approach to the study of consumer behavior that focuses on the act of consuming rather than on the act of buying. Interpretivists stress the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person.

阐释主义：一个学习消费者行为学的后现代的方法，相比较购买行为更致力于消费行为。阐释主义着强调符号的重要性、主观经验和人们的想法。

5.Positivism: A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. Its main focus is on consumer decision making.

实证主义：消费者行为的研究方法，以消费者行为作为一种应用营销科学学科。它的重点在于消费者决策。

6.Qualitative research:Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques. Findings tend to be subjective because the small sample sizes, qualitative research findings can not be projected to larger populations but are used primarily to provide new ideas and insight for the development of positioning strategies. Also called Interpretivism.

定性研究：包括深入访谈、焦点小组、隐喻分析、拼图研究和投影法。结果是带有主观性的，因为要本很小，所以研究结果不能推广到更大的人群。其主要目的是为了获得关于促销活动与产品的新观点，也被称为“阐释主义”（目的是为了了解消费习惯）。

7.Quantitative research:Enables marketers to “predict”consumer behavior. Also called positivism. Research methods include experiments, survey techniques, and observation. Findings are descriptive, empirical and generalizable. If the date collection is from random sample, the

quantitative research findings can be projected to larger populations.

定量研究：本质上是一种描述性方法，被研究者用来了解各种宣传信息对消费者的影响，因此可使市场营销者预测消费者行为。也被称作“实证主义”。研究方法包括观察法、实验法和调查法。研究结果是描述性的、带有经验性的，如果数据收集是随机的，结果可推

8.Secondary data: Data that has been collected for reasons other than the specific research project at hand.

二手资料：是为了某种目的而根据原始数据生成的，它并不是为了实现研究的目的。

9.Projective Techniques投射技术

Research procedures designed to identify consumers’ subconscious feelings and motivations. These tests often require consumers to interpret ambiguous stimuli such as incomplete sentences, cartoons, or inkblots.目的是找出消费者的潜意识的感情和动机的研究程序。这些测试往往需要消费者来解释模棱两可的刺激，如不完整的句子，卡通，或墨迹测验。

?Consist of a variety of disguised “tests” that contain ambiguous stimuli.包括各种含有

不明刺激变相“测试”

?Sometimes administered as part of a focus group, but usually used with depth interviews.

有时管理作为一个焦点小组的一部分，但通常与深度访谈使用

?The theory is that respondents’ inner feelings influence how they perceive stimuli.该理

论认为，受访者的内心情感影响他们是如何看待的刺激

10.Primary Research（直接研究/初步方案）

Original research undertaken by individual researchers or organizations to meet specific objectives. Collected information is called Primary Data.原创性研究开展是通过个人的研究人员或机构，以满足特定的目标。收集的信息称为原始数据。

11.Motivational research: Qualitative research designed to uncover consumers’subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their actions.

动机研究：涉及解释消费者潜意识或隐蔽的动机的定性研究，而且动机研究应该有逻辑地包括所有类型和探查人类动机的研究。

发展：弗洛伊德理论提供了动机研究发展的基础，Dr. Ernest Dichter，维也纳的心理分析学家，根据弗洛伊德的心理分析方法研究消费者行为习惯，营销研究集中在消费者做什么

，Dicher用定性研究方法找出他们为什么做。营销人员很快就着迷于油嘴滑舌的娱乐性和通常令人惊讶的解释解释了消费者的行为,尤其是因为许多这些解释是建立在性。在早期的60年代，营销人员认识到动机研究有一些缺点，定性研究的样本量通常很小，因此，得到的都是概括的发现，营销人员意识到投射技术和深度访谈有很高的主观性。其他消费者理

论家指出额外的矛盾在弗洛伊德理论应用到消费者行为的研究。首先,精神分析理论是专为心理失常者而设,然而消费行为学家解释典型消费者的行为很感兴趣。第二，弗洛伊德理论是在一个完全不同的社会环境下发展的，（19世纪的维也纳），而动机研究被引进是在50年代战后的美国。最后，太多的动机研究人员高度归咎于外来(通常性)而平淡的消费者购买的理由。营销人员开始质疑他们的建议。

第三章Consumer Motivation

消费者动机

1.Acquired needs: Needs that are learned in response to one’s culture or environment (such as the need for esteem, prestige, affection, or power). Also known as psychogenic or secondary needs.

获得需要：是我们对我们的文化和化境进行反应所学习到的需要，可能包括自尊、威信、慈爱、权利和学习。因为获得需要基本上市心理性的（即源于心理的），所以被认为是次级需要或动机。

2.Innate needs: Physiological needs for food, water, air, clothing, shelter, and sex. Also known as biogenic or primary needs.

先天需要（生理性需求）：指生理上的（源于生物的），包括对食物、水、空气、衣服、遮蔽、性的需要。因为这些来维持生物性的生活，所以源于生物的需要被认为是基本需要或动机。

3.Maslow's hierarchy of needs: 马斯洛的需要层次

Need for self-actualization 自我实现的需要

Egoistic needs 自我需要

Social needs 社会需要

Safety needs 安全需要

Physiological needs 生理需要

An Evaluation of the Need Hierarchy评价

?Appears to reflect the assumed motivations of people in our society

似乎反映了我们社会上的人的假定动机

?Sufficiently generic to encompass most needs

足够通用，包含了大多数需要

?No way to test and measure the hierarchy

无法检验和衡量的层次结构

?Seems culture- and time-bound

有文化和有时限的

4.Motivation: The driving force within individuals that impels them to action.

动机：促使个体进行行动的驱使力。

5.Product-specific goals: the specifically branded products and services that consumer select for goal fulfillment.

特定产品目标（品牌）：消费者选择的用来满足目标的具体的有品牌的产品和服务。

e.g., “I want to buy a BMW”例如，“我想买一辆宝马”

6.Generic Goals ( category )the general categories of goals that consumers see as a way to fulfill their needs通用目标（类别）：目标的一般类别

e.g., “I want to buy a vehicle”

例如，“我想买个车”

7.Rational motives: Consumers select goals based on totally objective criteria.

理性动机：指消费者根据客观标准来选择目标。

Emotional motives imply the selection of goals according to personal or subjective criteria

情感动机：意味着目标的选择可根据个人或主观标准

8.primary needs基础性需求，Physiological needs生理需要早些时候被列为primary needs基础性需求，第一需要。

第四章Personality and Consumer Behavior

个性与消费者行为

1.Actual self-image: How consumer in fact see themselves.

实际的自我形象：消费者实际上是如何看待自己的。

2.Brand personification:Brand personification tries to recast consumers' perception of the attributes of product or service into a human-like character.

品牌人格化（品牌个性）：通过人格化将消费者对产品或服务各种特性的理解看法转化成有人性的特征。

3.Cognitive personality: Need for cognition. A person’s craving for enjoyment of thinking

认知个性：认知的必要性。一个人的渴望享受的想法。

https://www.360docs.net/doc/f418539378.html,pulsive consumption: Compulsive consumption is in the realm of abnormal behavior, cons umers who are compulsive have an addiction, in some respects they are out of control, and their ac tions may have damaging consequences to them and to those around them.

强迫性消费（冲动消费）：强迫性消费是不正常的行为，强迫性消费者对消费上瘾，他们不能控制自己，并且消费结果往往对自己和周围的人有害。

5.Consumer ethnocentrism: the consumer's likelihood to accept or reject foreign-

made products. 消费者民族主义：消费者反对或者接受进口商品的倾向。

6.Consumer innovativeness: how receptive a person is to new experience.

消费者创新：接受新事物的开放度。

7.Consumer innovators: those people who are likely to be the first to try new products, services, or practices-

for the market response of such innovators is often a critical indication of the eventual success or failure of a new product or service.

创新型消费者：是指喜欢尝试新的产品、服务或活动的人。这些消费者对新产品或服务的反应通常决定了该项产品或服务的市场成败。

8.Consumer materialism: the degree of the consumer's attachment to "worldly possessions".

消费者物质主义：消费者想获得东西的多寡和愿望强烈程度、

9.Expected self: How consumers expect to see themselves at some specified future time.

期望的自我形象：即消费者期望自己在将来某个时刻能够达到的形象。

10.Extended self: Consumers' possessions can be seen to confirm or extend their self-images.

延伸的自我形象：消费者的所有物能够加强或延伸消费者的自我形象。

11.Freudian theory佛洛依德理论：人的个性是由三个互相转换的系统组成的：本我、超我

识的控制。

满意的行动

Consumers who tend to rely on their own “inner” values or standards in evaluating new products and are likely to be consumer innovators.

内在导向消费者：内在导向消费者倾向于靠自己的价值观念或标准来评价新产品，因而更有可能成为创新者。

13.Need for cognition（NC）

: A promising cognitive personality characteristic is need for cognition. It measures a person's crav ing for or enjoyment of thinking. Consumers who are high in NC are more likely to be responsive to the part of an and that is rich in product-

related information or description; consumers who are relatively low in NC are more likely to be a ttracted to the background or peripheral aspects of an ad.认知需要：认知个性特点即认知需要，它衡量一个人对思考的渴望或喜欢程度。高认知需要消费者对产品相关信息或描述广告反映强烈；低认知需要消费者更容易受广告的背景或次要因素吸引。

14.Neo-Freudian theory:individuals be classified into three personality groups: compliant, aggressive, and detached.

Compliant individuals are those who move toward others they desire to be loved, wanted ,and appreciated.)

Aggressive individuals are those who move against others (they desire to excel and win admiration).

Detached individuals are those who move away from others (they desire independence,self-reliance, self-sufficiency, and individualism or freedom from obligations)

新佛洛依德理论：人可以分为三类：顺从型、好战型和独立型。

顺从型指顺从他人以期得到他人喜欢，或自己想要的东西，或他人的赞赏等。

好战型指喜欢与别人对着干的人，这些人喜欢表现，赢得他人尊敬。

独立型指远离人群的人，他们希望得到独立，相信自己，自给自足，个人主义者或责任规避者。

15.Optimum stimulation levels:A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.

最佳刺激水平：根据个人经验寻求个人水平或新奇性复杂性的程度。高OSL的消费者比低OSL的消费者更容易倾向于接受风险和新颖的产品。

16.Other-Directed Consumers

Consumers who tend to look to others for direction on what is “right” and “wrong.” They are less likely to be consumer innovators.

其他导向消费者：消费者倾向于寻求别人对什么是“正确的”和“错”。“他们不太可能成为消费者创新者。

17.Personality:personality be defined as those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

个性：决定和反映个人如何适应环境的内在的心理特征。

18.Trait theory: The orientation of trait theory is primarily quantitative or empirical; it focus on the measurement of personality in terms of specific psychological characteristics, called traits. A trait is defined as "any distinguishing, relatively enduring way in which one individual differs from another." Trait theorists are concerned with the construction of personality tests that enable them to pinpoint individual differences in terms of specific traits.

特质理论：特质理论以定量分析或经验证明为导向，它关注与分析测量个人的具体精神特点，即特征。特质被定义为任何区别于他人的、相对持久的特点。特质理论者致力于构建个性测试或问卷调查来找出个人差异的特征。

19.Visualizers versus verbalizers:Visualizers(consumers who prefer visual information and products that stress the visual), Verbalizers(consumers who prefer written or verbal information and products).

可视信息消费者/语言信息消费者(视觉接受者和言语接受者)：可视信息者指喜欢可视化信息和强调看得见的广告的消费者，言语信息者指喜欢纸写或语音信息和产品的消费者。

20.Role

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.

角色：行为模式的个体在特定的社会地位,如妈妈,女儿,老师,律师。一个人可能有许多不同的角色,每一种都是在相关的特定的社会情境。

21.psychoanalytic theory of personality:个性的心理分析理论

第六章Consumer Perception and Learning

消费者知觉

1.Closure: Individuals have a need for closure, they express this need by organizing their percepti ons so that they form a complete picture, if the pattern of stimuli to which they are exposed is inco mplete, they tend to perceive it, nevertheless, as complete, that is, they consciously or subconsciou sly fill in the missing pieces.

完整(闭合心理)：个体有完整的需要，他们通过将知觉组成一幅完整的画面来实现完整的需要，即使人们所处的环境刺激时不完整的，他们也倾向于将他们组织成完整的，也就是说，他们有意识地或者潜意识地填补了空缺部分。

2.Figure and ground: People have a tendency to organize their perceptions into figure-and-ground relationships. How a figure-

ground pattern is perceived can be influenced by prior pleasant or painful associations with one or the other element in isolation.

主角（目标）和背景：人们总是倾向于将感知到的东西组成主角和背景关系。一个主角一个背景关系是如何被感知的受先前与其他一个或多个独立因素相关的快乐或痛苦经历影响。

3.Grouping: Individuals tend to group stimuli so that they form a unified picture of impression, th

e perception o

f stimuli as groups or chunks of information, rather than as discrete bits of informati on, facilitates their memory and recall.

分组：个体倾向于将刺激分组以形成统一的印象或是感知，感知到的刺激是成组或成块的，而不是独立的小单元信息，便利了大脑记忆和回忆。

4.Perception：The process by which an individual selects, organizes, and interprets stimuli into a

meaningful and coheren tpicture of the world.“How we see the world around us.”

认知：在这世界上，个体选择、组织和解释刺激进入到一个有意义和连贯的图片的过程。我们如何看待我们周围的世界。

5.Just noticeable difference：The minimal difference that can be detected between two stimuli. Also known as the j.n.d. (just noticeable difference).

能被探测到的两个刺激之间的最小差异。也被称为j.n.d。(最小可觉差)。

6.Selection, organization, and interpretation of stimuli:

Selection: Consumers subconsciously exercise a great deal of selectivity as to which aspects of the environment they perceive. An individual may look at some tings, ignore others, and turn away from still others.

Organization: People do not experience the numerous stimuli they select from the environment as separate and discrete sensations, rather, they tend to organize them into groups and perceive them as unified wholes. Thus, the perceived characteristics of even the simplest stimulus are viewed as a function of the whole to which the stimulus appears to belong. This method of perceptual organization simplifies life considerably for he individual.

Interpretation of stimuli: It is based on what individuals expect to see in light of their previous experience, on the number of plausible explanation the can envision, and on their motives and interests at the time of perception.

选择性、整体性和理解性：

知觉的选择性：消费者在理解刺激他们的环境时会潜意识地呈现选择性，个体会注意一些事情、忽略一些事情或者回避一些事情。

知觉的整体性：人们并不是孤立地、单独地看待他们从外界选择接受后的感觉刺激，相反，他们会把这些信息分组组织成一个整体。因而，及时对于最简单的刺激所感知到的特征也是作为那个刺激所属整体的部分功能来看待。知觉的组织性将复杂的世界简化成个人呢狗狗理解的简单世界。

知觉的理解性：知觉的理解性表现为人在感知事物时，总是根据过去的知识经验来解释它、判断它，把它归入一定的事物系统之中，从而能够更深刻地感知它。

7.Subliminal perception: People can perceive stimuli without being consciously aware that they are doing so. Stimuli that are too weak or too brief to be consciously seen or heard may neverthele ss be strong enough to be perceived by one or more receptor cells.

阈下知觉（潜意识认知）：人们会在没有察觉到的情况下接受和理解刺激，那些太弱或者太短的刺激很难看见或听见，但是却足够一个或更多的人体感受器感知到。

8.Weber's law: The j.n.d. between two stimuli was not an absolute amount, the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

韦伯定律：两个刺激的差别感觉阈限并不是绝对量，第一次刺激越强，，第二次刺激需要更强才能被感知。

第六章The Influence of Culture on Consumer Behavior

Hemispheral lateralization: The basic premise of split-brain theory（裂脑理论） is that the right and left hemispheres of the brain "specialize" in the kinds of information they process. The left hemisphere is primarily responsible for cognitive activities ,the right hemisphere of the brain is concerned with nonverbal, timeless, pictorial, and holistic information. The left side of the brain is rational, active, and realistic, the right side is emotional, metaphoric, impulsive, and intuitive.

半球单侧化/裂脑理论：大脑的左右半球在处理信息方面是“专业化”的。左半球主要负责

认知活动，右半球专门处理非语言的、永恒的、图像化的和整体的信息。大脑的左半球是

理想的、活跃的和现实的，而右半球是感性的、隐晦的、冲动的和直觉的。

Involvement theory: Involvement theory developed from a stream of research called hemispheral lateralization, or split-brain theory.

卷入理论：卷入理论起源于一个叫半球单侧化的理论。

1.Culture is a society’s personality.文化是一个社会的个性。

2.Culture

The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

信仰、价值观和风俗习惯的总和,用来调节特定社会成员的消费行为。

3.Culture satisfies needs

Culture offers order, direction, and guidance in all phases of human problem solving by providing “tired-and-true”methods of satisfy physiological, personal, and social needs.

文化,提供命令，方向和指导人类解决问题的所有阶段通过提供“tired-and-true”的方法满足

生理,个人和社会的需要。

4、Forms of Cultural Learning

Formal Learning正式的（家庭教育）

Informal Learning非正式的（行为教育）

Technical Learning 技术学习

5、Subcultures（亚文化）

A distinct cultural group that exists as an identifiable segment within a larger, more complex society

一个独特的文化组织,作为一个可识别的部分在一个更大、更复杂的社会之内而存在

6、Subcultural categories

?Nationality subcultures（民族亚文化）

?Religious subcultures（宗教亚文化）

?Geographic and regional subcultures（地域亚文化）

?Age subcultures（年龄亚文化）

?Sex subcultures（性别亚文化）

7、Social class （社会阶层）and consumer behavior

What is social class?

The division of members of a society into a hierachy of distinct status classes.

社会成员分工层次的不同状态。

8、How to estimate social class?怎样界定社会阶层

?Wealth (family income)财富

?Power (occupational status)力量(职业地位)

?Prestige (educational attainment)声望（受教育程度）

9、Selected consumer behavior applications of social class

?Clothing, fashion, and shopping服装、时尚和购物

?The pursuit of leisure休闲的追求

?Saving, spending, and credit储蓄、消费和信贷

10、Family consumption-related roles

Influencers (影响者)Gatekeepers (把关者)Deciders (决定者)Buyers (购买者)Prepares (准备者)Users (使用者)Maintainers (保管者)Disposers (处理者)