消费者行为学 第八版 英文版
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消费者行为学第八版_英文版1PPT课件
16
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。
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) (8)
Obstacles to Predicting Behavior
7-16
Design Locus of Control
– Lasting because it tends to endure over time. – General because it applies to more than a momentary event.
7-2
• Attitudes help us make all forms of choices such as:
A Person and His/ Her Perceptions (+ or - )
Triad
Some Other Person or Object An Atters May Use Celebrities to Endorse Products to Achieve Balance.
Hierarchies of Effects
Standard Learning Hierarchy
Beliefs
Affect
7-5
ATTITUDE
Behavior
Based on Cognitive Information Processing ATTITUDE
Low-Involvement Hierarchy
7-7
Copyright 1999 Prentice Hall
Forming Attitudes
Levels of Commitment to an Attitude
Degree of Commitment
7-8
Internalization Identification Compliance
The ABC Model of Attitudes
7-16
Design Locus of Control
– Lasting because it tends to endure over time. – General because it applies to more than a momentary event.
7-2
• Attitudes help us make all forms of choices such as:
A Person and His/ Her Perceptions (+ or - )
Triad
Some Other Person or Object An Atters May Use Celebrities to Endorse Products to Achieve Balance.
Hierarchies of Effects
Standard Learning Hierarchy
Beliefs
Affect
7-5
ATTITUDE
Behavior
Based on Cognitive Information Processing ATTITUDE
Low-Involvement Hierarchy
7-7
Copyright 1999 Prentice Hall
Forming Attitudes
Levels of Commitment to an Attitude
Degree of Commitment
7-8
Internalization Identification Compliance
The ABC Model of Attitudes
消费者行为学_第八版_英文版_课件1
• •
1971年 无限风光在险峰
• 一群不同肤色、不同国籍的年轻人汇集在意大利 的山顶上，每人手里举着一只可乐瓶子，唱着： “I'd Like to Buy the World a Coke！” • 先是一个女孩开唱，歌声不断汇集，愈来愈整齐 雄壮，镜头在每个人的脸上掠过，越来越多的年 轻人纳入观众的视野，他们面向朝阳，散布在山 坡上，镜头在直升飞机拍摄的俯景和角色的特写 间切换，气势恢弘。
• •
•
I'd Like to Teach the World to Sing（齊聲歡唱） I'd like to build the world a home And furnish it with love Grow apple trees and honey bees And snow-white turtle doves Chorus: I'd like to teach the world to sing In perfect harmony I'd like to hold it in my arms And keep it company (that's the song i hear) I'd like to see the world for once (let the world sing today) All standing hand in hand And hear them echo through the hills For peace throughout the land
It's the real thing, Coke is what the world wants today.
Chorus: • I'd Like to Teach the World to I'd like to teach the Sing world to sing • New Seekers Coca-Cola 1971 Commercial In perfect harmony I'd like to buy the world • a Coke On a hilltop in Italy We assembled young people And keep it company From all over the world That's the real thing. To bring you this message From Coca-Cola Bottlers (Repeat chorus) All over the world It's the real thing - Coke. I'd like to teach the And they sang... world to sing I'd like to buy the world a home In perfect harmony I'd like to buy the world And furnish it with love Grow apple trees and honey a Coke bees And keep it company And snow white turtle doves. That's the real thing
消费者行为学08
Copyright © 1999 by Thomas Southwestern. All rights reserved.
3
Customer Decisions
Customer Behavior: A Managerial Perspective
PART 3
CHAPTER 8
Decisions customers make in the marketplace as buyers, payers, and users, include:
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CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE PART 3: Customer Decisions and Relationships
CHAPTER 8
Individual Customer Decision Making
Marketplace information that causes problem recognition
Copyright © 2002
All rights reserved.
Copyright © 1999 by Thomas Southwestern. All rights reserved.
Copyright © 2002
All rights reserved.
Copyright © 1999 by Thomas Southwestern. All rights reserved.
7
Stimuli for Problem Recognition
Customer Behavior: A Managerial Perspective
Organizational Behavior, 8e组织行为学第八版
Organizational Behavior: Chapter 12
4
What is a co-evolution view of strategy, and what is its linkage to organizational design?
Two aspects of strategy.
Two aspects of strategy — cont.
– Contemporary advice on organization design
relative to strategy.
• The structural configuration should facilitate carrying out the strategy formulated by senior management, as well as allow for individuals to experiment, grow, and develop competencies so that the firm’s strategy can evolve.
enable the firm to fulfill its capability.
Organizational Behavior: Chapter 12 5
What is a co-evolution view of strategy, and what is its linkage to organizational design?
Two aspects of strategy — cont.
– Traditional advice on organization design
relative to strategy.
消费者行为学第8章
有意避开广告是一种全球性的现象，不仅存在于电视广告，还 包括广播、网络、杂志和报纸等媒体广告。
避开广告的行为在具有繁忙的生活方式、高社会阶层、男性和 年轻的消费群体中尤其显著。 在中国，随着广告的新鲜度和产品多样化逐渐减退，人们越来 越多地避开广告。更极端的一些剧院，在放映电影之前播放广 告。人们甚至从网站下载专门的软件杜绝网络的弹出式广告。 很多公司别出心裁的将产品放在娱乐性媒体如电影中，被称为 产品置入式营销。
These processes occur virtually simultaneously and are clearly interactive. 知觉及记忆两者都带有选择性。在众多存 在的信息中，展露给个体的只是很少的一 部分，其中又只有极小一部分得到关注并 被传递到大脑进行处理。刺激物被赋予的 意思不仅由刺激物本身决定，而且因个体 不同而不同。当个体需要做出购买决定时， 这些已经被大脑处理和解释过的信息，绝 大部分并不处于激活状态。
消费者决策过程 中的信息处理
展露、注意、解释三个阶段构成了知觉过程。知觉是从消费者 展露并注意到某个营销刺激到对刺激加以解释的整个过程。
Perception consists of the first three steps or stages of information processing: exposure, attention, and interpretation.
第八章 PERCEPTION 知觉
8.1知觉的性质 The Nature of Perception 信息处理时刺激物 被知觉，转化成信 息并被存贮的一系 列活动。
Information processing is a series of activities by which stimuli are perceived, transformed into information, and stored.
消费者行为学英文版最新版教学课件第8章
recently?
• 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
• 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
消费者行为0802
2-7
享乐消费
• 享乐消费：消费者旳多种感觉
器官、思绪和情绪方面与产品 旳相互影响。
• 营销者利用感觉对消费品体验
旳影响。
Prentice-Hall, cr 2023
2-8
视觉
颜色
• 颜色影响情绪
• 对颜色旳反应虽然生理旳也是后
天旳
• 颜色在美国正变得越来越明亮和
丰富
• 商业包装：颜色与企业联络起来
挑战:
• 怎样变化美国人以为这种牛
奶是变质或不健康旳知觉？
Prentice-Hall, cr 2023
2-4
感觉和知觉
• 感觉是我们旳感受器（眼、耳、
鼻、口、指）对光线、色彩、 声音、气味等基本刺激旳直接 反应。
• 知觉是指对这些感觉进行选择、
组织和解释旳过程。
Prentice-Hall, cr 2023
Prentice-Hall, cr 2023
2-12
触觉
• 触觉是最基本旳感觉，我们对它旳了解比视觉和嗅觉更早。 • 触觉影响产品体验和判断。 • 感性工学：一种日本理念，即将顾客旳感觉转化为设计元素。 • 利用触觉旳营销者：香水企业和汽车企业。
Prentice-Hall, cr 2023
2-13
Prentice-Hall, cr 2023
2-23
个人选择
• 认知选择：人们只注意到所接触刺激旳一小部分。
• 个人旳选择原因
知觉警惕
知觉防御
适应
Prentice-Hall, cr 2023
2-24
个人选择
• 旳刺
激物。
• 例如，你打算买车——所以你往往会比此前更关注汽
力