台大消费者行为cb 12 family
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台大消费者行为cb 12 family
Married, No Kids
Older Singles
Empty Nest I, II
Solitaryቤተ መጻሕፍቲ ባይዱSurvivor
Retired Solitary Survivor
Some Common Transitions
SINGLE ;
ALONE OR WITH
ROOMMATES
MARRIED COUPLE;
Household Decision Roles
BUYER
USER
INFLUENCER
SWISS!
INITIATOR/ GATEKEEPER
The Family Marketing Model
A Purchase Decision Maker
Consumer
One
Some
All
Member Members Members
•Joint: most decisions made by both
One Member
1
2
3
Some
4
5
6
Members
All Members
7
8
9
Source: Robert Boutilier, “Putting the Family’s Strings,” American Demographics (April 1993), 46.
Role Behavior
Living Quarters) ® Friends living together ® Same sex couples
Family Life Cycle
® Family life cycle (FLC) : the process of families passing through a series of stages over time
台大消费者行为pre-purchaseevaluation
•Inept set
•(unacceptable)
•JUDGMENT
•Inert set
•(indifference)
AND
•Consideration •set
•Choice
DECISION MAKING
High Effort Evaluation Process
Compensatory Brand Processing Models
Multiattribute Models (or weighted additive rule)
• Evaluations of brands as good or bad based on information retrieved from memory or generated through external search. • Importance weights based on needs, values, goals, problem recognition
Noncompensatory Attribute
Processing Models
Lexicographic Model
Attributes ordered by importance If one alternative dominates on that attribute, it is chosen; otherwise, proceed to next most important attribute I want to get the brand that does best on the attribute(s) most important to me.
Epson Canon Diff
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
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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
•
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！
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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
•
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
台大消费者行为概述(英文)
Doubts about product choice discomfort attempts to justify choice through:
– 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
– 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
消费者行为学 12版 英文资源包 solomon_cb12_inppt_06
ives (Cont.)
4. The way we think about our bodies (and
the way our culture tells us we should think) is a key component of self-esteem.
Copyright © 2017 Pearson Education, Inc.
6-7
Multiple Selves Marketers pitch products needed to facilitate active role identities.
Sister
Copyright © 2017 Pearson Education, Inc.
6 The Self: Mind, Gender, and Body
CONSUMER BEHAVIOR, 12e
Michael R. Solomon
Copyright © 2017 Pearson Education, Inc.
6-1
Learning Objectives
1. The self-concept strongly influences
6-11
You Are What You Consume
• Social identity as individual consumption
behaviors o Question: Who am I now? o Answer: To some extent, your
possessions!
6-8
Multiple Selves
• Dramaturgical perspective • Torn self • Symbolic interactionism
4. The way we think about our bodies (and
the way our culture tells us we should think) is a key component of self-esteem.
Copyright © 2017 Pearson Education, Inc.
6-7
Multiple Selves Marketers pitch products needed to facilitate active role identities.
Sister
Copyright © 2017 Pearson Education, Inc.
6 The Self: Mind, Gender, and Body
CONSUMER BEHAVIOR, 12e
Michael R. Solomon
Copyright © 2017 Pearson Education, Inc.
6-1
Learning Objectives
1. The self-concept strongly influences
6-11
You Are What You Consume
• Social identity as individual consumption
behaviors o Question: Who am I now? o Answer: To some extent, your
possessions!
6-8
Multiple Selves
• Dramaturgical perspective • Torn self • Symbolic interactionism
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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POSSLQs (Persons of Opposite Sex Sharing Living Quarters)
Friends living together
Same sex couples
2002/05/22
Ch 12
5
Family Life Cycle
Family life cycle (FLC) : the process of families passing through a series of stages over time
Married, No Kids
Older Singles
Empty Nest I, II
Solitary Survivor
Retired Solitary Survivor
2002/05/22
Ch 12
7
Some Common Transitions
SINGLE ;
ALONE OR WITH
ROOMMATES
2002/05/22
Ch 12
3
What is Family
Family: a group of two or more persons related by blood, marriage, or adoption who reside together
Nuclear family: mother, father, and child(ren) living together
Children have direct influence on specific products and brands
Children have indirect influence on their parent’s purchases
Children are making family purchases
•Husband dominant: the husband or male household-head makes a majority of the decisions
•Wife dominant: the wife or female householdhead makes most decisions
FLC is an important predictor of family or household spending
2002/05/22
Ch 12
6
Activities and
Life Stage
Behaviors
Young Singles
Newly Married Couples
Full Nest I, II, III
2002/05/22
Ch 12
10
Role Behavior
Spousal roles in family purchases
•Autonomic: an equal number of decisions is made by each spouse, but each decision is individually made by one spouse or the other
科学，你是国力的灵魂；同时又是社 会发展 的标志 。上午4时42分 44秒上 午4时42分04:42:4420.12.2
每天都是美好的一天，新的一天开启 。20.12.220.12.204:4204:42:4404:42:44Dec- 20
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42分44秒 Wednes day, December 02, 2020
•Joint: most decisions made by both
2002/05/22
Ch 12
11
Children and Household Consumer Behavior
Children are spending more money
Children have more influence on purchase decision for products for their own use
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42分44秒04:42:4420.12.2
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42分20.12.204:42December 2, 2020
时间是人类发展的空间。2020年12月2日星期 三4时42分44秒04:42:442 December 2020
Some
All
Member Members Members
One Member
1
2
3
Some
4
5
6
Members
All Members
7
8
9
Source: Robert Boutilier, “Putting the Family’s Strings,” American Demographics
(April 1993), 46.
2002/05/22
Ch 12
12
Household Type Determine the Nature of Children’s Influence
Authoritarian household 集權家庭 Neglectful household 冷漠家庭 Democratic household 民主家庭 Permissive household 2/05/22
Ch 12
2
The Importance of Families and Households on Consumer Behavior
Many products are purchased by a family unit
Individual’s buying decisions may be heavily influenced by other family members
Extended family: nuclear family + relatives
Family of orientation: one’s birth family
Family of Procreation: family established by marriage
2002/05/22
Ch 12
4
What is Household
Household: all persons, both related and unrelated, who occupy a housing unit
Nonfamily households include:
people living alone
得道多助失道寡助，掌控人心方位上 。04:42:4404:42:4404:42Wednesday, December 02, 2020
安全在于心细，事故出在麻痹。20.12.220.12.204:42:4404:42:44December 2, 2020
加强自身建设，增强个人的休养。2020年12月2日上 午4时42分20.12.220.12.2
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42分44秒20.12.2
谢谢大家！
MARRIED COUPLE;
NO CHILDREN
MARRIED COUPLE;
CHILDREN
MARRIED COUPLE;
CHILDREN LEFT
2002/05/22
SINGLE PARENT;
MINOR CHILDREN
Ch 12
ECONSTITUTED FAMILIES;
POSSIBLE NEW CHILDREN OR ONES FROM PRIOR MARRIAGE
Family and Household Influences
2002/05/22
Ch 12
1
Overview
Family and Household Family Life Cycles Household Decision Roles Children and Household Consumer
8
Household Decision Roles
BUYER
USER
INFLUENCER
SWISS!
INITIATOR/ GATEKEEPER
2002/05/22
Ch 12
9
The Family Marketing Model
A Purchase Decision Maker
Consumer
One
2002/05/22
Ch 12
13
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
天生我材必有用，千金散尽还复来。04:42:4404:42:4404:4212/2/2020 4:42:44 AM
安全象只弓，不拉它就松，要想保安 全，常 把弓弦 绷。20.12.204:42:4404:42Dec -202-D ec-20
Friends living together
Same sex couples
2002/05/22
Ch 12
5
Family Life Cycle
Family life cycle (FLC) : the process of families passing through a series of stages over time
Married, No Kids
Older Singles
Empty Nest I, II
Solitary Survivor
Retired Solitary Survivor
2002/05/22
Ch 12
7
Some Common Transitions
SINGLE ;
ALONE OR WITH
ROOMMATES
2002/05/22
Ch 12
3
What is Family
Family: a group of two or more persons related by blood, marriage, or adoption who reside together
Nuclear family: mother, father, and child(ren) living together
Children have direct influence on specific products and brands
Children have indirect influence on their parent’s purchases
Children are making family purchases
•Husband dominant: the husband or male household-head makes a majority of the decisions
•Wife dominant: the wife or female householdhead makes most decisions
FLC is an important predictor of family or household spending
2002/05/22
Ch 12
6
Activities and
Life Stage
Behaviors
Young Singles
Newly Married Couples
Full Nest I, II, III
2002/05/22
Ch 12
10
Role Behavior
Spousal roles in family purchases
•Autonomic: an equal number of decisions is made by each spouse, but each decision is individually made by one spouse or the other
科学，你是国力的灵魂；同时又是社 会发展 的标志 。上午4时42分 44秒上 午4时42分04:42:4420.12.2
每天都是美好的一天，新的一天开启 。20.12.220.12.204:4204:42:4404:42:44Dec- 20
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42分44秒 Wednes day, December 02, 2020
•Joint: most decisions made by both
2002/05/22
Ch 12
11
Children and Household Consumer Behavior
Children are spending more money
Children have more influence on purchase decision for products for their own use
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42分44秒04:42:4420.12.2
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42分20.12.204:42December 2, 2020
时间是人类发展的空间。2020年12月2日星期 三4时42分44秒04:42:442 December 2020
Some
All
Member Members Members
One Member
1
2
3
Some
4
5
6
Members
All Members
7
8
9
Source: Robert Boutilier, “Putting the Family’s Strings,” American Demographics
(April 1993), 46.
2002/05/22
Ch 12
12
Household Type Determine the Nature of Children’s Influence
Authoritarian household 集權家庭 Neglectful household 冷漠家庭 Democratic household 民主家庭 Permissive household 2/05/22
Ch 12
2
The Importance of Families and Households on Consumer Behavior
Many products are purchased by a family unit
Individual’s buying decisions may be heavily influenced by other family members
Extended family: nuclear family + relatives
Family of orientation: one’s birth family
Family of Procreation: family established by marriage
2002/05/22
Ch 12
4
What is Household
Household: all persons, both related and unrelated, who occupy a housing unit
Nonfamily households include:
people living alone
得道多助失道寡助，掌控人心方位上 。04:42:4404:42:4404:42Wednesday, December 02, 2020
安全在于心细，事故出在麻痹。20.12.220.12.204:42:4404:42:44December 2, 2020
加强自身建设，增强个人的休养。2020年12月2日上 午4时42分20.12.220.12.2
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42分44秒20.12.2
谢谢大家！
MARRIED COUPLE;
NO CHILDREN
MARRIED COUPLE;
CHILDREN
MARRIED COUPLE;
CHILDREN LEFT
2002/05/22
SINGLE PARENT;
MINOR CHILDREN
Ch 12
ECONSTITUTED FAMILIES;
POSSIBLE NEW CHILDREN OR ONES FROM PRIOR MARRIAGE
Family and Household Influences
2002/05/22
Ch 12
1
Overview
Family and Household Family Life Cycles Household Decision Roles Children and Household Consumer
8
Household Decision Roles
BUYER
USER
INFLUENCER
SWISS!
INITIATOR/ GATEKEEPER
2002/05/22
Ch 12
9
The Family Marketing Model
A Purchase Decision Maker
Consumer
One
2002/05/22
Ch 12
13
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
天生我材必有用，千金散尽还复来。04:42:4404:42:4404:4212/2/2020 4:42:44 AM
安全象只弓，不拉它就松，要想保安 全，常 把弓弦 绷。20.12.204:42:4404:42Dec -202-D ec-20