台大消费者行为cbattitude
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台大消费者行为cb 10 demographics
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:
Person may buy a product that symbolizes unattainable or unacceptable goal-”forbidden desire”
17
Trait-Factor Theory
Personality made up of traits: any distinguishable, relatively enduring way in which individuals differ from one another
6
Teenagers
Significant discretionary spending power (frequently have income with modest expenses)
Influence on family purchases
Strong peer influence Opportunities for
The ten values and four higher-order value domains represent a continuum of related motivations
24
Structural Relation of Motivational Value Types
Values and The Decision Process
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:
Person may buy a product that symbolizes unattainable or unacceptable goal-”forbidden desire”
17
Trait-Factor Theory
Personality made up of traits: any distinguishable, relatively enduring way in which individuals differ from one another
6
Teenagers
Significant discretionary spending power (frequently have income with modest expenses)
Influence on family purchases
Strong peer influence Opportunities for
The ten values and four higher-order value domains represent a continuum of related motivations
24
Structural Relation of Motivational Value Types
Values and The Decision Process
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
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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
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
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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
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 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
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cb13groupinfluence
any person or group of people that significantly influences an individual’s behavior
Impact on
product ownership brand choice
台大消费者行为cb13groupinfluence
Types of Reference Groups
Surrogate consumer
an individual who acts as an agent to guide, direct, and/or conduct activities in the marketplace
PPT文档演模板
台大消费者行为cb13groupinfluence
PPT文档演模板
•Self-concept: people protect and modify their self-concept in their interactions with group members
•People can maintain self-concept by conforming to learned roles
•You have to •own at least •ten directories •to be a member •of our group!
PPT文档演模板
台大消费者行为cb13groupinfluence
•Personal and Group Influence on Individuals
•STRENGTH •OF
•REFERENCE •GROUP
•INFLUENCE
•CONSUMER •CHARACTERISTICS • desire to belong • need for social acceptance
台大消费者行为cb 10 demographics
23
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!
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!
台大消费者行为cb 04 post purhcase(PPT 21页)
– positive feelings resulting from consumption – elimination of negative feelings resulting from
consumption
10
Sara Lee focuses on the absence of guilt that is often associated with eating this dessert (too many calories or too much fat).
Stability
Focus
Controllability
– beyond the control of everyone – competence – moral deficiencies
18
Equity Theory
Consumers form perceptions of their inputs and outputs into a particular exchange
Is likely to occur when:
– there is more than one attractive alternative – the decision is important
3
Knowing how many and which consumers fall into the user and nonuser categories
– Expectancy disconfirmation model （期望失驗模式） – Attribution theory （歸因理論） – Equity theory （公平理論）
15
Expectancy Disconfirmation Model
consumption
10
Sara Lee focuses on the absence of guilt that is often associated with eating this dessert (too many calories or too much fat).
Stability
Focus
Controllability
– beyond the control of everyone – competence – moral deficiencies
18
Equity Theory
Consumers form perceptions of their inputs and outputs into a particular exchange
Is likely to occur when:
– there is more than one attractive alternative – the decision is important
3
Knowing how many and which consumers fall into the user and nonuser categories
– Expectancy disconfirmation model （期望失驗模式） – Attribution theory （歸因理論） – Equity theory （公平理論）
15
Expectancy Disconfirmation Model
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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)
2002/5/8
ch 9
7
The Fishbein Model: Sample Results
Beliefs
Attribute
Brand Brand Brand
Evaluation A
BC
Shock absorbent +2
+2 +1 -1
Price less than $50 -1来自-3 -1+3
n
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
2002/5/8
ch 9
10
The Ideal-Point Model: Sample
Results
Beliefs
Attribute
Taste: (7)
sweet (1) - bitter
Carbonation: high (1) low (7)
Calories: high (1) - low (7)
Beliefs: subjective judgments about the relationship between two or more things
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
2002/5/8
ch 9
3
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
Attitude Formation and Change
2002/5/8
ch 9
1
Overview
What are attitudes Foundations/Components of Attitudes Attitude Formation Processes Attitude Change
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
2002/5/8
ch 9
4
Foundations/Components of Attitude
Beliefs (cognition; 認知)
Feelings (affection；情感)
2002/5/8
ch 9
5
Cognitive Foundations of Attitude : Beliefs
Not possessing undesirable attributes (when ei is negative; bi should be negative)
2002/5/8
ch 9
9
Multiattribute Attitude Model: The Ideal-Point Model
The Ideal-Point Model
The Fishbein Model
The Ideal-Point Model
2002/5/8
ch 9
6
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
2002/5/8
ch 9
2
Definitions
Attitudes: represent what we like and dislike
Preferences: represent attitudes toward one object in relation to another (way to measure attitudes)
Fruit juices: high (1) - low (7)
Durability
+3
+3 +1 -1
Comfort
+3
+2 +3 +1
Desired color
+1
+1 +3 +3
Arch support
+2
+3 +1 -2
Total score
+29 +20 -6
2002/5/8
ch 9
8
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
Companies want consumers to perceive their products as:
Possessing desirable attributes (when ei positive; bi should be positive)
2002/5/8
ch 9
7
The Fishbein Model: Sample Results
Beliefs
Attribute
Brand Brand Brand
Evaluation A
BC
Shock absorbent +2
+2 +1 -1
Price less than $50 -1来自-3 -1+3
n
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
2002/5/8
ch 9
10
The Ideal-Point Model: Sample
Results
Beliefs
Attribute
Taste: (7)
sweet (1) - bitter
Carbonation: high (1) low (7)
Calories: high (1) - low (7)
Beliefs: subjective judgments about the relationship between two or more things
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
2002/5/8
ch 9
3
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
Attitude Formation and Change
2002/5/8
ch 9
1
Overview
What are attitudes Foundations/Components of Attitudes Attitude Formation Processes Attitude Change
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
2002/5/8
ch 9
4
Foundations/Components of Attitude
Beliefs (cognition; 認知)
Feelings (affection；情感)
2002/5/8
ch 9
5
Cognitive Foundations of Attitude : Beliefs
Not possessing undesirable attributes (when ei is negative; bi should be negative)
2002/5/8
ch 9
9
Multiattribute Attitude Model: The Ideal-Point Model
The Ideal-Point Model
The Fishbein Model
The Ideal-Point Model
2002/5/8
ch 9
6
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
2002/5/8
ch 9
2
Definitions
Attitudes: represent what we like and dislike
Preferences: represent attitudes toward one object in relation to another (way to measure attitudes)
Fruit juices: high (1) - low (7)
Durability
+3
+3 +1 -1
Comfort
+3
+2 +3 +1
Desired color
+1
+1 +3 +3
Arch support
+2
+3 +1 -2
Total score
+29 +20 -6
2002/5/8
ch 9
8
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