台大消费者行为cbpostpurhcase

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台大消费者行为cb 04 post purhcase

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Blackl, iniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserve
Entire Population
Users
Nonusers
When is it Where is it How is it How much is consumed? consumed? consumed? consumed?
Firms can position products based on:
– positive feelings resulting from consumption – elimination of negative feelings resulting from
consumption
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Sara Lee focuses on the absence of guilt that is often associated with eating this dessert (too many calories or too much fat).
•Proximity •Situation A •Usage 1 •Heavy Users
to purchase •Situation B •Usage 2
•Moderate
•Time of day
Users
•Light Users 5
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

台大消费者行为cb 1

Obtaining Consuming Disposing
Consumer Behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Knowledge
ORGANIZATIONAL INFLUENCES
Brand
Product Features
Advertising
Word
of Mouth
Promotions
Retail
Displays
Price
Quality
Service
Store Ambiance
Convenience Loyalty
How you decide you want to buy
Products you consider buying
Where you buy
How you use product
How you store the product in your home
Who uses the product
CONSUMING How you use product How you store the product in your home Who uses the product How much you consume How product compares with expectations
CHAPTER 1
Consumer Behavior and Consumer Research
Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition Copyright© 2001 by Harcourt, Inc. All rights reserved.

台大消费者行为cb 11 culture and social class

Culture and Social Class
1
2002/05/22
Overview
What is Culture How Culture Influence Consumer Behavior Social Class Microcultures
2
2002/05/22
What is Culture?
Individualism versus collectivism
Uncertainty avoidance: how societies react to uncertainties inherent in life
Power distance: the degree to which a society accepts inequality in power at different levels in organizations and government
Social Class Microcultures
Social class: relatively permanent and homogeneous divisions in a society into which individuals or families sharing similar values, lifestyles, interests, wealth, status, education, economic positions, and behavior can be categorized
Power
Class
consciousness
Mobility
2002/05/22
One View of U.S. Social Classes

台大消费者行为cb04postpurhcase

PPT文档演模板
台大消费者行为cb04postpurhcase
Expectancy Disconfirmation Model
H Satisfaction depends on a comparison of pre-purchase expectations to actual outcomes (performance)
Post-Consumption Evaluations
H Dimensions of Evaluation:
– hedonic – Utilitarian
H How does consumer make satisfaction/dissatisfaction judgments?
– Expectancy disconfirmation model （期望失驗模式） – Attribution theory （歸因理論） – Equity theory （公平理論）
•Entire Population
•Users
•Nonusers
•When is it •Where is it •How is it •How much is consumed? consumed? consumed? consumed?
••Proximity to purchase
••Time of day
H Firms can position products based on:
– positive feelings resulting from consumption – elimination of negative feelings resulting from
consumption
PPT文档演模板

台大消费者行为cb 11 culture and social class

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2002/05/22
14
2002/05/22
Social Class and Consumption
Conspicuous consumption 炫耀性消費
Status symbols 地位符號 Compensatory consumption 補償性
消費 The meaning of money 金錢觀念
•Culture affects the importance placed on various attributes of alternatives
•Culture affects the purchase process--how
consumersole of Others Self-evaluation
Self-definition
Values
Emphasis on individuality and separateness
Emphasis on relationships and connectedness
Motivational drives
Culture and Social Class
1
2002/05/22
Overview
What is Culture How Culture Influence Consumer Behavior Social Class Microcultures
2
2002/05/22
What is Culture?
how they negotiate
6
2002/05/22
Culture Influences Consumption and Divestment Activities

台大消费者行为概述英文

Marketing communication
Product placement
Customer relationship …
Cross-cultural differences in consumer decisionmaking in action
Cultural differences
Social norms
Emotional benefits of …
Emotional branding
The role of beliefs and attitudes in consumer decision-making
Beliefs about products…
Attitudes towards prod…
Belief structures and …
Information …
03
04
05
Evaluation …
Purchase de…
Consumers make the final purchase decision after weighing various factors.
Postpurcha…
Consumers' evaluation of products after purchase and behavioral response.
making
Definition
Role in decision-making
Processes of consumer …
04
Consumer Emotions and Beliefs
The role of emotions in consumer decision-

台大消费者行为cb 10 demographics

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Approaches to Personality
Psychoanalytic Theory 心理分析理論
Socio-Psychological Theory 社會心理理論
Trait-Factor Theory 特徵理論
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Psychoanalytic Theory
Human personality system consists of the id, ego, and superego id （本我）: source of psychic energy ego（自我）: mediator of id and superego superego（超我）:societal or personal norms
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Teenagers
Significant discretionary spending power (frequently have income with modest expenses)
Influence on family purchases
Strong peer influence Opportunities for
RVS asks people to rank importance of a series of goals and ways of behaving
can be used to segment groups based on values systems
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Rokeach Value Scale
The ten values and four higher-order value domains represent a continuum of related motivations

【管理精品】台大消费者行为课程大纲

消費者行為（90學年度第二學期）TIME：Wednesdays 2：10-5：00PLACE：貳205INSTRUCTORS：練乃華Office: 貳608 Tel: 23630231 ext. 3743e-mail: .twTEXTBOOK：Blackwell, Roger D., Paul W. Miniard, and James F. Engel (2001), Consumer Behavior, Harcourt. (華泰代理)COURSE WEBSITE: ://140.112.110.2GRADING：Midterm Exam 20%Final Exam 20%Individual Assignments 30%Team Project 20%Class Participation 10%NOTE:1. The exams may include multiple choice and essay questions drawing from the text, lectures, team project presentations, and class discussions. There will be no make-up exams, except in case of illness and provided you notify the instructor prior to exam time.2. Assignments are due at the beginning of the assigned date. Late work is subject to a 4/5 grade penalty.3. Separate handouts and class announcements will provide more details regarding the assignments and team project.Purchase Journal Entries:The point of these assignments is to have you introspect on your own behavior and the reasons for it as a way of realizing the complex processes through which consumers go in order to reach a decision. Please pick a product about which you have made a recent decision, and think about the processes you went through to get there. What were the influences on you? The deciding factors? I have attached an example at the end of this syllabus. The product doesn’t have to be complex or expensive, and plea se analyze your behavior using concepts from the course wherever possible. I would expect most of the entries to be 2-3 pp. long (typed, double-spaced, please).Team Project:In groups of four or five, I would like you to pick an industry and examine consumer behavior in that industry more closely. Who are the consumers, and how are they segmented? Can they be described by income, age, social class, culture, family status, lifestyle? How do consumers in this market make decisions about their purchases? How have marketers in this industry attempted to reach consumers, and what impact has this had on their buying behavior? How effective have marketers been overall? What might they do to improve their connection with consumers? Be sure that you consider all aspects of consumer behavior. You may have to define your industry rather narrowly to avoid having this become a runaway project (i.e., teen clothing, as opposed to apparel in general).The output of this study should be an oral presentation, 20 minutes long. I expect this to be presented as if you were a consulting team speaking to industry executives, advising them on how to do a better job of understanding and attracting their customers. Youwill also turn in a 10-15 page group paper (appendices may be added to this). It should be written as a consulting report to management.。

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扩展市场，开发未来，实现现在。2020年12月2日星期三上午4时44分30秒04:44: 3020.12.2
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做专业的企业，做专业的事情，让自己专业起来。2020年12月上午4时44分20.12.204:44Dece mber 2, 2020
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时间是人类发展的空间。2020年12月2日星期三4时44分30秒04:44: 302 December 2020
May require disposition in stages
– physical detachment
– emotional detachment
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20.12.204:44:3004:4 404:4420.12.220.12. 204:44
谢谢
04:44 20.12 204:4
2020年12月2日星期三4时44分30秒
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感情上的亲密，发展友谊；钱财上的亲密，破坏友谊。20. 12.22020年12月2日星期三4时44分30秒20. 12.2
谢谢大家！
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得道多助失道寡助，掌控人心方位上。04:44: 3004:44:3004: 44Wed nesday, December 02, 2020
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安全在于心细，事故出在麻痹。20.12. 220.12. 204:44: 3004:44:30De cembe r 2, 2020
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每一次的加油，每一次的努力都是为了下一次更好的自己。20.12. 220.12. 2Wednesday, December 02, 2020
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天生我材必有用，千金散尽还复来。04:44:30 04:44:3004:4412/2/2020 4:44:30 AM
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科学，你是国力的灵魂；同时又是社会发展的标志。上午4时44分 30秒上午4时44分04: 44:3020.12.2
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每天都是美好的一天，新的一天开启。244:3004:44: 30Dec- 20
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人生不是自发的自我发展，而是一长串机缘。事件和决定，这些机缘、事件和决定在它们实现的当时是取决于我们的意志的。2020年12月2日星期三 4时44分30秒 Wednesday, December 02, 2020
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Saying Good-bye to Meaningful Stuff...
What do you mean it’s time for a trip to the junkyard? It runs almost as well as it did 20 years ago!