台大消费者行为cb 09 attitude
台大消费者行为
How Reference Groups Influence Individuals: Self-Concept
Self-concept: people protect and modify their self-concept in their interactions with group members People can maintain self-concept by conforming to learned rolesTestimonial advertising is effective when the self projected in the ad is consistent with the idealized self of the target consumer
The individual has a high need for social approvalStrong social ties exist between sender and receiverThe product is complexThe product is difficult to test against objective criterionThe product is highly visible to others
How Reference Groups Influence Individuals: Social Comparison
Social comparison: individuals often assess themselves by comparing themselves to othersConsumers often use reference groups as benchmarks to measure their own behaviors, opinions, abilities, and possessionsAdvertising or television can be sources of social comparison
台大消费者行为cbpostpurhcase
2
:
:
3
4
, , , , , © 2001 , .
?
?
?
?
•
•A
•1
•
•B
•2
, , , , , © 2001 , . .
• • •
5
?
? ?
?
6
?
? ? a?
7
?
, :,,
8
?
9
, , , , , © 2001 , . .
:?
a ’t
:
10
( ).
, , , , , © 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
•
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
•
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
•
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
21
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
•
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
•
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
•
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
•
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
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
台大消费者行为概述(英文)
– confirming evidence – denial or minimization of downsides – support from others – modification of beliefs
season is product consumed?
How is the Product Consumed?
How is the product prepared?
Is it consumed alone or with other products?
Is it used as intended or have consumers invented a new use?
Positive reinforcement: when consumer receives positive outcome from product usage
•Proximity to purchase •Time of day
•Situation A •Situation B
•Usage 1 •Usage 2
•Heavy Users •Moderate Users
•Light Users
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Is likely to occur when:
– there is more than one attractive alternative – the decision is important
台大消费者行为cb 10 demographics
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 id （本我）: source of psychic energy ego（自我）: mediator of id and superego superego（超我）:societal or personal norms
6
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
22
Rokeach Value Scale
The ten values and four higher-order value domains represent a continuum of related motivations
台大消费者行为概述(英文)
Overview of Consumer Behavior at National Taiwan University IntroductionConsumer behavior is a crucial aspect that affects the success of businesses in various industries. Understanding how individuals make purchasing decisions and what factors influence their buying behavior is of utmost importance for organizations to develop effective marketing strategies. This document provides an overview of consumer behavior at National Taiwan University (NTU), one of the most prestigious universities in Taiwan.Demographics of NTU StudentsBefore delving into consumer behavior, it is necessary to understand the demographics of NTU students. NTU is known for its diverse student body, comprising individuals from different regions, cultures, and socioeconomic backgrounds. The majority of students at NTU are between the ages of 18 to 24, pursuing undergraduate and graduate degrees in various fields of study.Factors Influencing Consumer BehaviorConsumer behavior at NTU is influenced by various internal and external factors. Some of the key factors impacting consumer behavior at NTU are:1. Personal FactorsPersonal factors such as individual preferences, values, lifestyle, and personalities play a significant role in shaping consumer behavior. Students at NTU have diverse tastes and preferences in terms of fashion, food, electronics, and other consumer goods.2. Social FactorsSocial factors, including family, friends, peers, and reference groups, also impact consumer behavior at NTU. Students tend to seek advice and recommendations from their social circle before making purchasing decisions. Trends and popular opinions among peers greatly influence their buying choices.3. Cultural and Subcultural FactorsCulture and subculture have a profound influence on consumer behavior at NTU. Taiwanese culture, including values, beliefs, and customs, significantly shapes the purchasing decisions of students. Additionally, subcultures within NTU, such as sports clubs, debating societies, or arts clubs, may influence individuals’ consumption patterns.4. Psychological FactorsPsychological factors, such as perception, motivation, learning, and attitudes, also affect consumer behavior at NTU. Students’ perception of products and brands, their level of motivation to make a purchase, and their attitudes towards marketing messages significantly impact their buying behavior.Consumer Behavior Research at NTUThe study of consumer behavior at NTU is actively pursued by academic researchers and marketing professionals. The university conducts various research projects and surveys to understand the preferences, motivations, and behaviors of its student population. Some of the areas explored in consumer behavior research at NTU include:1.The impact of social media on purchasing decisions of NTU students.2.The influence of sustainability and ethical considerations onconsumer behavior at NTU.3.The role of brand loyalty and brand perception in purchasingdecisions.4.The effectiveness of different marketing strategies in influencing NTUstudents’ buying behavior.Implications for MarketersUnderstanding consumer behavior at NTU has significant implications for marketers targeting the student population. Some strategies that can be adopted based on the insights from consumer behavior research at NTU are:1.Utilizing social media platforms to engage with NTU students andleverage peer influence.2.Highlighting sustainability and ethical aspects of products to resonatewith the preferences of NTU students.3.Building strong brand loyalty through effective brand managementand marketing campaigns.4.Customizing marketing messages and approach based on the diversecultural backgrounds of NTU students.ConclusionConsumer behavior at National Taiwan University is influenced by various factors, including personal, social, cultural, and psychological aspects. Understanding the intricacies of consumer behavior at NTU is essential for businesses and marketers to develop successful marketing strategies and effectively target the student population. Research conducted at NTU helps to gain insights intothe preferences, motivations, and behaviors of NTU students, leading to better decision-making in marketing efforts.。
台大消费者行为cb 10 demographics
Measuring Values: Schwartz Value Scale
Designed to measure a comprehensive set of values thought to be held by nearly everyone
Values are trans-situational goals that serve the interest of individuals or groups and express one of ten universal motivations or value types
18
Personality? Can We Predict Consumer Behavior from
Yes--at least to some extent Theory needs to be relevant and product specific Some variables that predict behavior:
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
Values Acquisition methods Consumption
I going to make a quick trip to Venus, but I want to be back for the game!
- 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)。
AP = Σ Wi (Ii - Xi)
i= 1
AP = attitude toward product Wi = importance of attribute i Ii = ideal performance on attribute i Xi = belief about product’s actual performance on attribute i n = number of salient attributes
How Can Attitudes and Preferences Be Measured?
Attitude toward the object:
How much do you like/dislike IBM computers? Like very much 1 2 3 4 5 Dislike very much
• Attributes can be any product or brand association
• Companies want consumers to perceive their products as:
– Possessing desirable attributes (when ei positive; bi should be positive)
The Fishbein Model: Sample Results
Beliefs
Attribute
Brand Brand Brand
Evaluation A
BC
Shock absorbent +2
+2 +1 -1
Price less than $50 -1
-3 -1
+3
Durability
+3
+3 +1 -1
Price: high (1) - low (7)
Total Score
Importance
6 3 4 4 5
Ideal Brand Brand
Foundations/Components of Attitude
• Beliefs (cognition; 認知)
• Feelings (affection；情感)
Cognitive Foundations of Attitude : Beliefs
• Beliefs: subjective judgments about the relationship between two or more things
– The Fishbein Model
– The Ideal-Point Model
Multiattribute Attitude Model: The Fishbein Model
The Fishbein Model n
Ao = Σ bi ei i =1
Ao = attitude toward object bi = strength of the belief that object has attribute i ei = evaluation of attribute i n = number of salient or important attributes
Preference:
Compared to Apple personal computers, how much do you like IBM personal computers?
Like IBM much 1 2 3 4 5 Like Apple much
more than Apple
more than IBM
Definitions
• Attitudes: represent what we like and dislike
• Preferences: represent attitudes toward one object in relation to another (way to measure attitudes)
台大消费者行为cb 09 attitude
2020年4月26日星期日
Overview
• What are attitudes • Foundations/Components of Attitudes • Attitude Formation Processes • Attitude Change
• Beliefs are based on knowledge
• Multiattribute attitude models show that beliefs about a product’s attributes determine favorability of one’s attitude toward the product
– Not possessing undesirable attributes (when ei is negative; bi should be negative)
Multiattribute Attitude Model: The Ideal-Point Model
The Ideal-Point Model
Comfort
+3
+2 +3 +1
Desired color
+1
+1 +3 +3
Arch support
+2
+3 +1 -2
Total score
+29 + -6
The Fishbein Model
• Attitude toward an object is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of these attributes
The Ideal-Point Model: Sample
Results
Beliefs
Attribute
Taste: (7)
sweet (1) - bitter
Carbonation: high (1) low (7)
Calories: high (1) - low (7)
Fruit juices: high (1) - low (7)