消费者行为学第八版_英文版1PPT课件
消费者行为Consumerattitudes(PPT27张)
AttitudeToward-the-
Ad Model
A model that proposes that a consumer forms various feelings (affects)
and judgments (cognitions) as the result
of exposure to an advertisement, which, in
• Tricomponent Attitude Model • Multiattribute Attitude Model • Attitude-Toward-the-Ad Model
A Simple Representation of the Tricomponent Attitude Model
The Fishbein Model
• The Basic Formula:
– Where:
Aijk = ΣβijkIik
• i = attribute
• j = brand
• k = coБайду номын сангаасsumer
• I = the importance weight given attribute I by consumer k
Communicating the Absence of Undesirable Attributes
This Ad Attempts to Change Consumers’ Attitude by ?
Multiattribute Attitude Models
消费者行为学第八版--购买与处置
公共关系效果
品牌知名度
通过公关活动提升品牌知名度，增加消费者对品 牌的认知度。
品牌美誉度
通过公关活动提升品牌美誉度，增加消费者对品 牌的信任和好感度。
品牌忠诚度
通过公关活动提升品牌忠诚度，增加消费者对品 牌的持续购买意愿。
THANKS
消费者反应
消费者对销售促进的反应因人而异， 有些人可能更敏感，而有些人可能不 感兴趣。
品牌忠诚度
销售促进可能影响消费者的品牌忠诚 度，一些消费者可能因为优惠而尝试 新品牌。
购买决策
销售促进可以影响消费者的购买决策 ，促使他们更快或更频繁地购买。
消费者满意度
销售促进可能影响消费者对产品和品 牌的满意度，一些人可能因为优惠而 更满意。
潜在需求
需求分类
根据需求的紧迫程度和明确程度，可 以将需求分为显性需求、潜在需求和 未知需求。
消费者可能对某些产品或服务有潜在 需求，但未意识到或未表达出来。
信息收集
信息来源
消费者从各种渠道收集关于产品或服务的信息，包括 个人经验、家庭和朋友、媒体、广告等。
信息筛选
消费者根据自身需要和认知能力，筛额提升
有效的销售促进可以显著提高销售额和市场 份额。
品牌知名度
通过销售促进活动，品牌知名度可以得到提 高。
消费者忠诚度
长期和持续的销售促进可以增强消费者的品 牌忠诚度。
竞争地位
有效的销售促进可以帮助企业在竞争中获得 优势地位。
06
消费者与公共关系
公共关系活动
品牌形象塑造
通过公关活动，如赞助、公益活动等，提升品牌形 象和知名度。
产品维护与修理
消费者行为学英文版最新版教学课件第13章
importance as a market segment.
13-4
Learning Objective 1
• Our identification with microcultures that
reflect a shared interest in some organization or activity influences what we buy.
2-24
For Reflection
• Should members of a religious group
adapt marketing techniques that manufacturers customarily use to increase market share for their products? Why or why not?
13-2
Chapter Objectives (continued)
3. Many marketing messages appeal to
ethnic and racial identity.
4. African Americans, Hispanic Americans,
and Asian Americans are the three most important ethnic/racial subcultures in the United States.
others because they are about the same age.
7. Teens are an important age segment for
marketers.
消费者行为ch消费者学习PPT课件
由于情节式储存是针对单一个人所发生的事情，因
此又称为自传式储存。
语意式储存则是指依照信息中的重要观念来储存。
依依照照时休间闲先活后动的性顺质序(记动忆静休态假)来的记活忆动
2020/1/10
3-8
图3-3长期记忆区的储存
休闲活动
动态休闲
静态休闲
家中
公共场所
家中
公共场所
健身器 家庭舞会
2020/1/10
重 复
立联结则此刺激必须对于消费者有足够的
性 展露次数。
刺 指消费者对于一些彼此之间虽然有所差
激 类
异但差异不大的刺激，会表现出同样的反
化 应。
刺 激
指消费者如何从相似的刺激中分辨出不
异 同的刺激。
化
2020/1/10
3-19
行为学习观点-工具制约理论
工具制约又称操作制约。它主要是在探讨行为的 结果，如何影响再次采取该行为的机率。
零嘴
3-10
认知学习理论
记忆的遗忘
来自记忆途径的衰微 来自记忆的干扰
2020/1/10
来记自忆于途 径新 的信强息度的会学随习着所 产 生时的间干经 过扰 而作减用弱。，基当本其上 ， 新减信弱息至 某存 种在程着度两时种，干记扰 ： 逆忆向的抑抽制取和便顺会向失抑败制。。
3-11
认知学习理论
遗忘来自记忆的两种干扰 逆向抑制：系指新近学习而得的信息，阻碍了先 前已经学习到的信息的抽取。 顺向抑制：是指先前的学习阻碍了我们对新知识 的学习与回忆。
操作方式
移除
正 面 结 结果
正面增强
施加正面结果来 强化某种行为
消弱
袪除正面结果以 强化联弱结化某种行为
消费者行为学ppt
整个商店让人感觉十分的空洞，墙面上没有任何修饰，白色的墙上还有一些 裂痕，让人感觉年久失修，二楼也经常不开灯，十分昏暗，让人有一种这个店快 要倒闭的感觉。
整个灯光不要省那么一点电费，要一直点亮，如果没人可以不开，但是有 人上去之后一定要开，并且墙面一定要弄干净。
消费者环境
一、概念： 消费者行为发生时所面临的短期性环境因素
二、消费者环境包括买卖双方、产品或服务，但也包括许多 其他因素，例如，消费者购买的理由，以及物理环境让我们 的感觉如何等。
购物环境与消费者行为分析
一、概念： 主要是指消费者购买行为发生的特定空间和物质条件
二、分析方向： 色彩 背景音乐 拥挤程度 气味 商店氛围
其他环境因素与消费者的购物行为
一、社会环境与消费者行为
营销信息沟通行为 消费者的购物行为（第三者效应、从众心理） 对产品或服务的使用或消费
二、下是我们小组在学校某快餐店进行的实景拍摄便于大家分析
总体色彩：
整个店面以白色为主要色调，冬天看着让人感觉很冷，完全提不起食欲，夏天 进来乘凉倒是让人很惬意，但是由于冷色调的出现，容易让人不想长时间在店里待 着。
可以参照肯德基，麦当劳进行改进，改成让人感觉温馨的暖色调，如橘黄色的 灯等
背景音乐：
整个店面没有一丝一毫的背景音乐。 可以适当的增加一点轻音乐，切忌嘈杂的音乐
拥挤程度：
整个的设计，餐桌的摆放并不拥挤，相反的让人有很多的空间去行走，让人 感觉很舒服，不会有一种十分拥挤让人想离开此店的想法。
这个设计感觉十分合理，但是可以适当加一点装饰品在很空旷的地方
消费者行为学英文版最新版教学课件第8章
• Which forms of risk were involved?
8-29
Learning Objective 4
• Our access to online sources changes the
way we decide what to buy.
8-30
Cybermediaries
8-26
Information Necessary for Recommending a New Decision Criterion
• It should point out that there are significant
differences among brands on the attribute
8-27
Neuromarketing
• Uses functional magnetic resonance
imaging, a brain-scanning device that tracks blood flow as we perform mental tasks
• Marketers measure consumers’ reactions
Chapter 8 Decision Making
CONSUMER BEHAVIOR, 10e
Michael R. Solomon
8-1
Chapter Objectives
When you finish this chapter, you should understand why:
1. Consumer decision making is a central
8-6
For Reflection
第三章消费者行为理论西方经济学PPT课件
• 价格下降的总效应
– 正常品
• 总效应（+）= 替代效应（+）+ 收入效应（+）
– 劣等品
• 总效应（+）= 替代效应（+）+ 收入效应（−）
– 吉芬商品
• 总效应（−）= 替代效应（+）+ 收入效应（− −）
32
2 序 数 效 正常品的替代效应 用y 论
正常品的收入效应
y
O X1X2
x
O
其他支出占比上升。 27
2
序
收入－消费曲线和恩格尔曲线
数y
效
ICC
用
论
O I
X1X2 X3
x
EC
I3 I2 I1
O
X1 X2 X3
x
28
七、价格变动与消费需求 – 价格—消费线
• 商品X的价格变动，引起预算线转动，与无 差异曲线簇相切，切点的轨迹形成价格—消 费线。
– 需求曲线
• 描述消费者需求量和所消费的商品的价格之 间的关系。
Y
用 论 A Y价格下降
4
3 2 Y价格上升
1
B
O1 2
4
X
21
2
序
数
效 X、Y商品价格同比例变动后的预算线 Y
用
论6
5A
4
X、Y价格同比例下降，预算线外移
3
2
1
B
O1 2 3 4
X
22
2
序
数
效 收入变化后的预算线 用Y
论 6A
5
4
收入增加，预算线向外平移
3 收入减少，预算线向内平移
2
现代消费者行为学讲义(英文版)
Sales Orientation
• From the 1930s to the mid 1950s • Focus on selling • Supply exceeded customer demand
Chapter One Slide
Marketing Concept
3. To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
4. To Understand How New Technologies Are Enabling Marketers to Better Satisfy the Needs and Wants of Consumers.
Learning Objectives
1. To Understand What Consumer Behavior Is and the Different Types of Consumers.
2. To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as Well as Segmentation, Targeting, and Positioning.
Chapter One Slide
Two Consumer Entities
Chapter One Slide
Development of the Marketing Concept
消费者行为学(双语或中英文结合)课程8.decision making
Expertise...
The consumer’s prior expertise can also affect the search and shopping process.
• (1) Search tends to be greatest among those consumers who are moderately knowledgeable about the product.
• Amount of effort put into a purchase decision differs with each purchase.
Illustrating the Decision-Making Process
• This ad by the U.S. Postal Service presents a problem, illustrates the decision-making process, and offers a solution.
Other Types of Information Search
• Deliberate Versus “Accidental” Search: – Directed Learning: Results from existing knowledge from previous active acquisition of information – Incidental Learning: Passive acquisition of information through exposure to advertising, packaging, and sales promotion activities
现代消费者行为学讲义(英文版)
现代消费者行为学讲义（英文版）Unit 1: Introduction to Consumer Behavior1.1 Definition of Consumer BehaviorConsumer behavior refers to the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants.1.2 Importance of Consumer BehaviorUnderstanding consumer behavior is crucial for marketers to design effective marketing strategies. By understanding the factors that influence consumer choices, marketers can tailor their products, pricing, promotion, and distribution strategies to better meet consumer needs and expectations.Unit 2: Consumer Decision-Making Process2.1 Need RecognitionConsumers recognize a need when they perceive a discrepancy between their current state and a desired state. This discrepancy can be triggered by internal or external stimuli and can be related to physiological, psychological, or social needs.2.2 Information SearchOnce consumers recognize a need, they engage in an information search to gather information about potential solutions to their need. The information search can be internal (from memory) or external (through various sources such as friends, family, advertisements, internet searches, etc.).2.3 Evaluation of AlternativesDuring this stage, consumers compare and evaluate different options based on various criteria such as price, quality, brand reputation, features, and personal preferences. They develop a consideration set, which consists of the alternatives they perceive as potentially meeting their needs.2.4 Purchase DecisionAfter evaluating the alternatives, consumers make a purchase decision. This decision can be influenced by factors such as available budget, product availability, purchase convenience, perceived value, and past experiences.2.5 Post-Purchase EvaluationAfter purchasing a product, consumers assess whether their expectations were met or exceeded. This evaluation influences consumer satisfaction, brand loyalty, and future purchase intentions.Unit 3: Factors Influencing Consumer Behavior3.1 Cultural FactorsCulture, subculture, and social class have a significant impact on consumer behavior. Cultural values, beliefs, norms, and customs shape individuals' preferences, attitudes, and behaviors.3.2 Social FactorsSocial factors such as reference groups, family, social roles, and social status influence consumer behavior. Individuals often seekapproval and acceptance from their reference groups and make purchasing decisions based on the opinions and recommendations of others.3.3 Personal FactorsPersonal factors including age, gender, income, occupation, lifestyle, personality, and self-concept influence consumer behavior. These factors shape individuals' needs, motivations, and decision-making processes.3.4 Psychological FactorsPsychological factors like perception, learning, motivation, beliefs, attitudes, and emotions influence consumer behavior. Marketers often use strategies to appeal to consumers' emotions, perceptions, and motives to influence their purchasing decisions.Unit 4: Consumer Behavior in the Digital Age4.1 Online Consumer BehaviorThe rise of the internet and e-commerce has significantly influenced consumer behavior. Online consumers have access to vast information, can compare prices, read reviews, and make purchases conveniently. Understanding online consumer behavior is essential for marketers to effectively target and engage digital consumers.4.2 Social Media and Consumer BehaviorSocial media platforms have become powerful tools for understanding and influencing consumer behavior. Consumers increasingly rely on social media for product recommendations,reviews, and engaging with brands. Marketers can leverage social media platforms to connect with consumers, build brand loyalty, and generate positive word-of-mouth.4.3 Mobile Consumer BehaviorThe widespread use of smartphones has transformed consumer behavior. Mobile consumers can research, shop, and transact anytime and anywhere. Marketers need to optimize their websites and applications for mobile devices to provide a seamless mobile experience and capitalize on mobile consumer behavior. Conclusion:Consumer behavior is a complex field of study that helps marketers understand the needs, motivations, decision-making processes, and behavior of consumers. By understanding consumer behavior, marketers can develop targeted marketing strategies, enhance customer satisfaction, and build long-term relationships with their customers.Unit 5: The Influence of Marketing and Advertising on Consumer Behavior5.1 Marketing MixThe marketing mix consists of the four Ps: product, price, place, and promotion. Each element of the marketing mix can influence consumer behavior. For example, the product's features and benefits, packaging, and branding can create a favorable perception and influence purchase decisions. Pricing strategies can impact consumer perceptions of value and affordability. Distribution channels and accessibility can make a product more or less available, influencing consumer choices. Finally, promotional activities such as advertising, sales promotions, and publicrelations can shape consumer preferences and purchase intentions.5.2 Advertising and Consumer BehaviorAdvertising is a powerful tool that can influence consumer behavior. Through various forms of media, such as TV, radio, print, and online advertisements, marketers can communicate messages about their products and brands to consumers. Advertising can create awareness, generate interest, and influence consumer perceptions and attitudes towards a product or brand. It can also influence consumers' decision-making processes by highlighting product benefits, addressing consumer needs, and creating a sense of urgency or desire for the product.5.3 The Role of BrandingBranding plays a crucial role in influencing consumer behavior. A strong brand can evoke positive associations and emotions, create trust and loyalty, and differentiate a product or service from competitors. Branding can influence consumer perceptions of quality, reliability, and value, and can drive purchase decisions. Marketers use branding strategies such as brand positioning, brand image, and brand equity to shape consumer preferences and create strong brand-consumer relationships.5.4 The Influence of Social ProofSocial proof refers to the tendency of individuals to rely on the actions and opinions of others when making decisions. It is a powerful tool that marketers use to influence consumer behavior. Social proof can be demonstrated through testimonials, reviews, ratings, and recommendations from satisfied customers. Marketers also leverage influencers and celebrities to endorse their products,capitalizing on their social proof and influencing consumer perceptions and purchase decisions.5.5 The Impact of Consumer PsychologyConsumer psychology, which focuses on understanding how individuals perceive, process, and interpret information, plays a significant role in consumer behavior. Marketers utilize various psychological tactics to influence consumer behavior. For example, scarcity tactics, such as limited-time offers or limited availability, can create a sense of urgency and drive immediate purchases. Framing techniques, such as presenting information in a positive or negative light, can influence consumer perceptions and decision-making. Marketers also appeal to consumers' emotions, using storytelling and imagery to evoke desired feelings and associations with their products or brands.Unit 6: Consumer Behavior and Decision-Making Strategies6.1 Rational Decision-MakingThe rational decision-making model suggests that consumers go through a systematic process of evaluating alternatives and making logical decisions based on rational criteria. This model assumes that consumers are rational and have complete information and the ability to evaluate all available alternatives objectively. However, in reality, consumers may not always follow a strictly rational decision-making process, and factors such as emotions, habits, and heuristics can influence their choices.6.2 Emotional Decision-MakingEmotions play a significant role in shaping consumer behavior anddecision-making. Emotional decision-making occurs when consumers make choices based on emotional responses rather than logical analysis. Marketers use various strategies to elicit emotions and influence consumer behavior, such as creating emotionally appealing advertisements, associating products with positive emotions, or triggering emotions of fear, excitement, or nostalgia.6.3 Habitual Decision-MakingHabitual decision-making occurs when consumers make choices based on automatic routines, habits, or pre-established brand preferences. Consumers rely on these habits and familiarity to simplify the decision-making process and reduce cognitive effort. Marketers can leverage consumer habits by creating products, experiences, or advertising that reinforce existing habits or by providing convenience and familiarity.6.4 Heuristic Decision-MakingHeuristics are mental shortcuts or rules of thumb that individuals use to simplify decision-making. They allow consumers to make quick decisions based on limited information or prior experience. Heuristics can be influenced by factors such as product packaging, branding, pricing cues, or social norms. Marketers can utilize heuristics by creating packaging or design that triggers positive associations or by providing cues that simplify decision-making, such as prominently displaying special offers or discounts.6.5 Decision-Making Strategies in the Digital AgeThe digital age has introduced new decision-making strategies for consumers. Online reviews, ratings, and social media influencers have become important sources of information for consumers.They heavily rely on other customers' experiences and recommendations to make informed choices. Marketers need to understand these new decision-making strategies and find ways to leverage them by encouraging positive online reviews, engaging with influencers, and providing relevant and trustworthy information online.Conclusion:Consumer behavior is a dynamic and evolving field of study. It is influenced by various factors, such as cultural, social, personal, and psychological factors. Marketers play a crucial role in understanding and influencing consumer behavior through marketing and advertising strategies. By understanding consumer decision-making processes and utilizing effective marketing tactics, marketers can build strong relationships with consumers, meet their needs and expectations, and ultimately drive sales and business success.。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
1971年的电视广告“我教全世界如何歌唱”，此首广告已经播 出变引起轰动，这首歌曲也登上流行歌曲排行榜。
17
I'd like to buy the world a home and furnish it with love, Grow apple trees and honey bees, and snow white turtle doves.
8
PART I: INTRODUCTION
9
10
Taking it From Here: The Plan of the Book
• Section I – Consumer Behavior • Section II – Consumers as Individuals • Section III – Consumers as Decision Makers • Section IV – Consumers and Subcultures • Section V – Consumers and Culture
6
• 一些学生正在寻求那样一些相对不变，放之四海 而皆准的规则，以便为其所面临的问题找到唯一 正确的答案。对这些学生，不断变化、难以逆料 且固执己见的活生生的消费者所带来的不确定性 确实令人沮丧。然而，如果他们能够接受与消费 者打交道就意味着无穷无尽的不确定性这一事实， 运用消费者行为知识发展市场营销战略与策略就 会变得极富刺激和趣味盎然。
• 运用消费者行为学知识发展市场营销策略是一门 艺术。当然这并不意味着科学的原理和方法没有 用武之地，而是指这些原理成功运用于具体情景 时需要人的判断，这种判断远非几条固定的规则 所能涵盖。
7
• 让我们更详细地讨论营销与艺术的类似性。假设你想成为 一名艺术家，你就会学习那些公认的关于如何把不同颜色、 视角融为一体以获得良好视觉效果的原理，然后，你会在 实践中对它们加以运用，直到发展出能创造“过得去”的 艺术品的能力。如果你具有某种天赋，又巧遇良师，并选 择了合适的主题，你甚至可能创造出艺术杰作。希望成为 营销经理、销售人员或广告经理的人也应当采取同样的方 法，他们应当对影响消费者行为的不同因素或原理做深入 全面的分析，在此基础上运用这些原理于实践以制定出 “可以接受”的营销战略与策略。虽然知识和实践的结合 通常能产生“过得去”的策略，但与众不同的或出奇制胜 的营销策略，就像艺术珍品或艺术杰作，要求有特别的天 赋、勤奋、时机，甚至某种程度的运气。
消费者行为学
Consumer Behavior
1
第一部分
整体概述
THE FIRST PART OF THE OVERALL OVERVIEW, PLEASE SUMMARIZE THE C 消费者行为学(英文影印 版.第6版)
• 【作 者】迈克尔.R.所罗门 【出 版 社】 中国人民大学 出版社
11
The Wheel of Consumer Behavior
12
Figure 1.3
13
14
Ethnic Products
• Tex-Mex cuisine（烹 调风格） is popular in Scandinavia（斯堪的 纳维亚）. This ad appeared in a Swedish（瑞典的） magazine.
15
可口可乐在日本
• …，Ｕｏｔａｎｉ提出了自己的想法：可口可乐必须研发出适 合消费者需要的产品，而且应该是纯日本口味，即使是“茶” 这种东方饮料也不应拒绝。Ｕｏｔａｎｉ认为，可口可乐声名 在外，只要稍做调整就会立见成效。１９９４年５月，他成为 可口可乐（日本）公司的高级副总裁，负责销售一种名为佐治 亚的罐装咖啡。在日本，罐装咖啡８０％由男人消费，而男人 为什么要喝盛在易拉罐里的咖啡呢？经过调查，Ｕｏｔａｎｉ 发现，当男人结束一天的职场压迫后，需要放松同时恢复个性， 而他们只有在接近女人时，才凭着自我感觉表现出最好的状态。 于是可口可乐（日本）公司请漂亮的知名女艺人在电视上大抛 媚眼，并且还使出一个请君入瓮的计策：每位消费者只要集齐 一定数额的咖啡罐，就有机会得到一件佐治亚西服上衣。通过 这两个手段，在１９９５年至１９９６年的宣传攻势中，约有 ７８００万日本人向公司索要纪念品——西服。
18
Chorus:
• •
I'd Like to Teach the World to Sing
New Seekers Coca-Cola 1971 Commercial
I'd like to teach the world to sing In perfect harmony
• 【书 号】 7300072992 • 【出版日期】 2006 年5月
3
I S B N：9787300106540 当 当 价：￥44.10
I S B N：9787300122403
当 当 价：￥40.20
4
参考资料
• 消费者行为学(英文版·原书第10 版)
• 【原 书 名】 Consumer Behavior:
I'd like to teach the world to sing in perfect harmony, I'd like to buy the world a Coke and keep it company.
[Repeat the last two lines, and in the background:] It's the real thing, Coke is what the world wants today.
Building Marketing Strategy • 【作 者】 (美)德尔 I.霍金斯;戴
维 L.马瑟斯博 • 【译 者】 符国群 译注 • 【出 版 社】 机械工业出版
社 • 【书 号】 9787111223771 • 【出版日期】 2007 年7月
5
• 消费者行为是一门激奋人心的课程，你选 择这门课程意味着你有可能考虑以市场营 销或者广告作为职业生涯。若果真如此， 你应对人们为什么这样或那样行为抱有极 大的好奇心，因为，市场营销的核心就是 了解和预期消费者的需要，并在此基础上 找到满足这些需求的办法、途径。