台大消费者行为cb 10 demographics
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台大消费者行为cbpostpurhcase
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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
•
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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•1
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, , , , , © 2001 , . .
• • •
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, :,,
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, , , , , © 2001 , . .
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a ’t
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( ).
, , , , , © 2001 , . .
•
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
•
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
•
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
21
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
•
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！
台大消费者行为cbpostpurhcase
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1、有时候读书是一种巧妙地避开思考 的方法 。20.1 1.1220. 11.12Thursday, November 12, 2020
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2、阅读一切好书如同和过去最杰出的 人谈话 。22:4 8:4422: 48:4422 :4811/ 12/2020 10:48:44 PM
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3、越是没有本领的就越加自命不凡。 20.11.1 222:48: 4422:4 8Nov-2 012-Nov -20
May require disposition in stages
– physical detachment
– emotional detachment
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20.11.1222:48:4422: 4822:4820.11.1220.1 1.1222:48
谢谢
22:48 20.11 1222:
2020年11月12日星期四10时48分44秒
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4、越是无能的人，越喜欢挑剔别人的 错儿。 22:48:4 422:48: 4422:4 8Thursday, November 12, 2020
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5、知人者智，自知者明。胜人者有力 ，自胜 者强。 20.11.1 220.11. 1222:4 8:4422: 48:44N ovembe r 12, 2020
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6、意志坚强的人能把世界放在手中像 泥块一 样任意 揉捏。 2020年 11月12 日星期 四下午 10时48 分44秒 22:48:4 420.11. 12
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7、最具挑战性的挑战莫过于提升自我 。。20 20年11 月下午 10时48 分20.1 1.1222: 48Nove mber 12, 2020
• 13、无论才能知识多么卓著，如果缺乏热情，则无异 纸上画饼充饥，无补于事。Thursday, November 12, 202
台大消费者行为cbperception
0410
15
Interpretational Biases: Selective Distortion
Factors that lead to distortion:
physical appearances stereotypes irrelevant cues first impressions jumping to conclusions halo effect
0410
4
Exposure
The process by which the consumer comes in physical contact with a stimulus.
0410
5
When Does Exposure Occur?
Absolute Thresholds:the lowest point at
0410
11
Four Major Ways of Capturing Attention
Self-relevance
Pleasantness
Surprisingness
Ease of processing
0410
12
Attention-Getting Techniques
Connect with consumers’ needs paying consumers to pay attention motion or movement rapid-fire scene changes colors are nice Make it bigger make it more intense location
The surprise factor distinctiveness the human attraction the entertainment factor learned attentioninducing stimuli find a less-cluttered environment
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
03/27 CH5 Motivation 7
Maslow’s Hierarchy of Needs
03/27
CH5 Motivationensity
Motivational
intensity:
how strongly consumers are motivated to satisfy a particular need
Depends
on need’s importance Involvement Perceived Risk
03/27
CH5 Motivation
9
Motivation and Felt Involvement
Involvement:
degree to which an object or behavior is personally relevant
03/27 CH5 Motivation 2
Definition
Motivation: An inner force which
reflects goal-directed arousal
Consumer
Motivation: the drive
to satisfy both psychological needs through product purchase and consumption
Enduring
vs.situational Cognitive vs. affective Response
03/27
CH5 Motivation
10
Perceived Risk
Components
uncertainty consequences of outcome
Maslow’s Hierarchy of Needs
03/27
CH5 Motivationensity
Motivational
intensity:
how strongly consumers are motivated to satisfy a particular need
Depends
on need’s importance Involvement Perceived Risk
03/27
CH5 Motivation
9
Motivation and Felt Involvement
Involvement:
degree to which an object or behavior is personally relevant
03/27 CH5 Motivation 2
Definition
Motivation: An inner force which
reflects goal-directed arousal
Consumer
Motivation: the drive
to satisfy both psychological needs through product purchase and consumption
Enduring
vs.situational Cognitive vs. affective Response
03/27
CH5 Motivation
10
Perceived Risk
Components
uncertainty consequences of outcome
台大消费者行为06 knowledge
04/10
8
Purchase Knowledge: Where to Buy?
Knowledge about where to buy a product guides purchase decision
Internet firms advertise in a variety of media to build consumers’ knowledge of alternative places to buy
• Has the brand achieved its desired positioning in the marketplace?
• Examine product’s image among target consumers
• How well has the product created the desired mindset among consumers?
Knowledge about a particular tactic may eliminate its effectiveness
04/10
11
Sources of Consumer Knowledge
•People--from family to salesperson
•Nonpersonal sources: media, the Internet, publications
Recognition: identifying known brands from a list
Recall-based measures are more conservative than recognition-based
04/10
4
台大消费者行为06 knowledge
Identify attributes and associations that determine a product’s image
Assess strengths of associations
Examine what an association represents in the consumer’s psyche
• Firms must combat misperceptions which make a brand unattractive
• Often leads to modification of image
04/10
15
Understanding Consumer Knowledge: Gauging Positioning Success
04/10
17
Understanding Consumer Knowledge: Gauging Severity of
Competitive Threats
How much do consumers know about competitive products?
Understanding how consumers compare competitive brands can guide marketing activities with respect to those competitive brands
04/10
7
Purchase Knowledge: When to Buy?
Knowledge about when a product is typically goes on sale may delay purchase
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-
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personality values lifestyles (traditional definition of psychographics)
13
Personality
Personality: The consistent response
to environmental stimuli an individual’s unique psychological makeup, which consistently influences how the person responds to his or her environment
9
The early 50+ers
Aging baby boomers Often hard hit by downsizing and layoffs Many have significant assets built up Empty nest
10
The Mature Market
Very diverse--some members fit stereotype; some do not
–the early 50+ers –the mature market (retired)
5
Children/Preteens
Heavily influenced by parents and family but Significant influence by peers Frequently heavily exposed to TV and associated role models
Values Acquisition methods Consumption
I going to make a quick trip to Venus, but I want to be back for the game!
12
Psychographics
Definition: the description of consumers on the basis of their psychological characteristics Basic components of psychographics
Demographics and Psychographics
1
Overview
Demographics Psychographics
personality values lifestyles
2
Demographics
Definition: the size, structure, and distribution of a population Demographic analysis is used in
14
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
15
Psychoanalytic Theory
Human personality system consists of the id, ego, and superego
market segment descriptions trend analysis
Consumers analysts use demograห้องสมุดไป่ตู้hics to predict:
changes in demand consumption of specific products/services
3
Common Demographics
7
Generation X/ Twentysomethings
Born 1965-1976 Frequently still in college Many still in experimental stage Often more cynical and less brand loyal
8
Baby Boomers 嬰兒潮世代
Age Gender
Income Occupation Education Race Region Religion
4
Age Group Markets
•Children/Preteens •Teenagers •Twentysomethings/Generation X •Baby Boomers •50+
id （本我）: source of psychic energy ego（自我）: mediator of id and superego superego（超我）:societal or personal norms
The dynamic interaction of these results in unconscious motivations that are manifested in observed human behavior
Wide disparity in income
Often lived through Depression value thrift, savings
Should I have an Ensure or a Sustacal?
11
Gender and Consumption
Sex roles
Today and yesterday Across cultures
6
Teenagers
Significant discretionary spending power (frequently have income with modest expenses) Influence on family purchases Strong peer influence Opportunities for experimentation with products
Born 1946 to 1964 Frequently entering prime earning power Blend of X generation and traditional values 46% have college degree Two thirds of wives work
13
Personality
Personality: The consistent response
to environmental stimuli an individual’s unique psychological makeup, which consistently influences how the person responds to his or her environment
9
The early 50+ers
Aging baby boomers Often hard hit by downsizing and layoffs Many have significant assets built up Empty nest
10
The Mature Market
Very diverse--some members fit stereotype; some do not
–the early 50+ers –the mature market (retired)
5
Children/Preteens
Heavily influenced by parents and family but Significant influence by peers Frequently heavily exposed to TV and associated role models
Values Acquisition methods Consumption
I going to make a quick trip to Venus, but I want to be back for the game!
12
Psychographics
Definition: the description of consumers on the basis of their psychological characteristics Basic components of psychographics
Demographics and Psychographics
1
Overview
Demographics Psychographics
personality values lifestyles
2
Demographics
Definition: the size, structure, and distribution of a population Demographic analysis is used in
14
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
15
Psychoanalytic Theory
Human personality system consists of the id, ego, and superego
market segment descriptions trend analysis
Consumers analysts use demograห้องสมุดไป่ตู้hics to predict:
changes in demand consumption of specific products/services
3
Common Demographics
7
Generation X/ Twentysomethings
Born 1965-1976 Frequently still in college Many still in experimental stage Often more cynical and less brand loyal
8
Baby Boomers 嬰兒潮世代
Age Gender
Income Occupation Education Race Region Religion
4
Age Group Markets
•Children/Preteens •Teenagers •Twentysomethings/Generation X •Baby Boomers •50+
id （本我）: source of psychic energy ego（自我）: mediator of id and superego superego（超我）:societal or personal norms
The dynamic interaction of these results in unconscious motivations that are manifested in observed human behavior
Wide disparity in income
Often lived through Depression value thrift, savings
Should I have an Ensure or a Sustacal?
11
Gender and Consumption
Sex roles
Today and yesterday Across cultures
6
Teenagers
Significant discretionary spending power (frequently have income with modest expenses) Influence on family purchases Strong peer influence Opportunities for experimentation with products
Born 1946 to 1964 Frequently entering prime earning power Blend of X generation and traditional values 46% have college degree Two thirds of wives work