消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)

1、消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)(文檔含英文原文和中文翻譯)消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)心理因素影響購買行為Geoff Lancaster心理因素是第四重要影響消費(fèi)者的購買行為(除了文化、社會(huì)和個(gè)人因素)。一般來說,一個(gè)人的購買選擇受心理因素例如動(dòng)機(jī)、認(rèn)知、學(xué)習(xí)、信仰和態(tài)度的影響。知曉顧客動(dòng)機(jī)的重要性,理解客戶的動(dòng)機(jī)營銷的任務(wù)是要準(zhǔn)確的識(shí)別出消費(fèi)者的需求和欲望,然后開發(fā)滿足他們的產(chǎn)品和服務(wù),。市場要想成功, 只是發(fā)現(xiàn)客戶需要是遠(yuǎn)遠(yuǎn)不夠的, ,而是為了找出為什么這是必需的。只有通過獲得一個(gè)深入的和全面的了解買方行為才可以使?fàn)I銷的目標(biāo)成真。只有理解顧客的購

2、買行為,才會(huì)使買消費(fèi)者和商家雙贏,使市場成為更好的裝備,以滿足消費(fèi)者的需求,建立一個(gè)忠誠的組織，以積極的態(tài)度為客戶有效的提供本公司的產(chǎn)品。消費(fèi)者行為可以被正式定義為:個(gè)人的行為直接參與的獲取和使用的商品和服務(wù),包括決策過程,確定這些以前的行為。在本章的概念形成一個(gè)系統(tǒng),在個(gè)人消費(fèi)是核心,周圍有更多的環(huán)境影響他或她的目標(biāo)。這些目標(biāo)是最終通過一定數(shù)量的解決問題的步鄹來導(dǎo)致購買決策階段。研究與實(shí)踐,吸引了許多營銷渠道，理論貢獻(xiàn)、信息、靈感和建議。在過去,主要輸入的消費(fèi)者行為理論來自于心理學(xué)。最近,跨學(xué)科的研究消費(fèi)者行為的重要性,增加了社會(huì)學(xué)、人類學(xué)、經(jīng)濟(jì)學(xué)和數(shù)學(xué)也有助于個(gè)主題。動(dòng)機(jī)。在任何特定時(shí)間一

3、個(gè)人有很多需求。有些需要是生理上的,從生理狀態(tài)產(chǎn)生的張力如饑餓、干渴、不適。其他需求心理;他們引起的緊張心理狀態(tài)如需要識(shí)別、尊重、歸屬感。當(dāng)一個(gè)人的動(dòng)機(jī)強(qiáng)烈到足夠的等級(jí)就會(huì)產(chǎn)生需求。一個(gè)動(dòng)機(jī)是一個(gè)需求，也就是說他能夠驅(qū)使人去積極的采取行動(dòng)。購買動(dòng)機(jī)是使消費(fèi)者做出購買某種商品決策的內(nèi)在驅(qū)動(dòng)力,是引起購買行為的前提,也就是引起行為的原由。具體包括以下幾個(gè)方面：(一)理智動(dòng)機(jī)理智動(dòng)機(jī)就是消費(fèi)者對(duì)某種商品有了清醒的了解和認(rèn)知,在對(duì)這個(gè)商品比較熟悉的基礎(chǔ)上所進(jìn)行的理性抉擇和做出的購買行為。它包括:1. 適用1消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)適用表現(xiàn)為一種求實(shí)心理,消費(fèi)者所看重的是產(chǎn)品最基本、最核心的功

4、能。在選購商品時(shí),對(duì)其技術(shù)性能格外關(guān)注,而外觀、價(jià)格、品牌等產(chǎn)品的附加價(jià)值放在其次。2. 經(jīng)濟(jì)經(jīng)濟(jì)表現(xiàn)為一種求廉心理。幾種商品經(jīng)對(duì)比后,在其他條件基本相似的情況下,這類顧客對(duì)價(jià)格顯得相當(dāng)敏感,他們一般會(huì)以價(jià)格的實(shí)惠作為選擇的首要因素。3. 可靠優(yōu)質(zhì)的產(chǎn)品是顧客可以放心消費(fèi)的基礎(chǔ)?？煽繉?shí)質(zhì)上是消費(fèi)者追求上乘質(zhì)量的體現(xiàn)。因此名牌商品之所以倍受人們的信任,就在于它的質(zhì)量可靠。(二)感情動(dòng)機(jī)感情動(dòng)機(jī)不能簡單地理解為不理智動(dòng)機(jī)。它主要是由社會(huì)的和心理的因素產(chǎn)生的購買意愿和沖動(dòng)。感情動(dòng)機(jī)很難有一個(gè)客觀的標(biāo)準(zhǔn),但大體上是來自于下述心理。1. 炫耀心理這種心理在高收入階層比較常見。豐厚的收入使他們擁有炫耀的資

5、本,所以在購物上他們要展現(xiàn)自己的身份地位和欣賞水平。許多高檔品牌的制造商正是看準(zhǔn)了這一群體的心理傾向,紛紛推出各種昂貴的奢侈品。2. 攀比心理攀比是一種比照的心理。在同一個(gè)社會(huì)群體里面,各個(gè)成員之間相互比拼,誰都不想落后別人。這種心理在消費(fèi)上表現(xiàn)為一種動(dòng)機(jī),別人有什么高檔的商品,自己也一定要有。3. 從眾心理這種心理反映在生活圈子中,人們希望跟著圈中大多數(shù)人的步伐。因此其他人認(rèn)為不錯(cuò)的產(chǎn)品,自己也跟著認(rèn)可;其他人買什么商品,自己也會(huì)跟著買。心理學(xué)家們已經(jīng)研究出人類動(dòng)機(jī)理論。三個(gè)最好的原理創(chuàng)造者西格蒙德·弗洛伊德的理論,亞伯拉罕馬斯洛,弗雷德里克赫茨伯格從完全不同的角度對(duì)消費(fèi)者的行為進(jìn)

6、行分析,并制定出相應(yīng)的的營銷策略。弗洛伊德的理論。西格蒙德·弗洛伊德認(rèn)為,塑造人的心理力量的行為在很 2消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)大程度上是無意識(shí)的,一個(gè)人不能完全理解他或她自己的動(dòng)機(jī)。一種叫階梯的方法可以從用來描述一個(gè)人的動(dòng)機(jī)向更高的層次發(fā)展。然后賣方可以決定在哪個(gè)層級(jí)上發(fā)布具有吸引力的信息。根據(jù)弗洛伊德的理論,消費(fèi)者的所反應(yīng)能力不僅針對(duì)具體的品牌,而且也針對(duì)其他,不甚清楚的提示。成功的商人也因此留意到形狀、大小、重量、材料、色彩、品牌都可以觸發(fā)某些聯(lián)想和情感。馬斯洛的理論。亞伯拉罕馬斯洛試圖來解釋為什么人們被特別需要驅(qū)動(dòng)在特定的時(shí)期。他的理論是把人類需求排列在一個(gè)層次,從

7、最最緊迫到最基本。按重要性的順序來排列,這五個(gè)層次分別是是生理、安全、社會(huì)、尊重、和自我實(shí)現(xiàn)的需要。首先消費(fèi)者將盡力滿足最重要的需求,當(dāng)這種需要的得到滿足后,人會(huì)盡力滿足處于第二個(gè)階段的需要。馬斯洛的理論幫助商家了解各個(gè)產(chǎn)品并制定具有針對(duì)性的計(jì)劃、目標(biāo)來滿足消費(fèi)者的生活。赫茨伯格的理論。弗雷德里克赫茨伯格開發(fā)了一種雙因素理論即不滿意的因素(原因的不滿)到滿意(滿意的原因)。不滿足的因素是不充分的;滿意者現(xiàn)在必須積極鼓勵(lì)購買。 例如,一臺(tái)計(jì)算機(jī),它沒有保證將來是一個(gè)不滿足。然而存在的產(chǎn)品質(zhì)量保證不會(huì)作為一個(gè)滿意引子或動(dòng)力來促使人購買,因?yàn)閷?duì)電腦而言它不是一個(gè)來源的內(nèi)在滿意的引子。然而使用方便,

8、,對(duì)一個(gè)電腦買家會(huì)成為一個(gè)滿意引子。根據(jù)這一理論,行銷人員應(yīng)避免不滿意引子這可能開啟他們的產(chǎn)品。他們也應(yīng)該識(shí)別和供應(yīng)的主要滿意引子或能夠促使消費(fèi)者購買的動(dòng)因,因?yàn)檫@些滿意因素決定消費(fèi)者會(huì)購買哪個(gè)品牌的電腦。感知。一個(gè)有進(jìn)取心的人準(zhǔn)備好了行動(dòng),但這個(gè)人如何采取實(shí)際行動(dòng)是受他或她對(duì)外界環(huán)境的的知覺狀況影響的。認(rèn)知是指個(gè)體對(duì)輸入大腦的信息進(jìn)行的選擇,組織,把多種屬性整合為同一個(gè)整體。感知不僅取決于生理上的刺激有關(guān),而且還關(guān)系到個(gè)體周圍領(lǐng)域其它的刺激因素。關(guān)鍵詞是個(gè)人。每個(gè)人對(duì)相同的物體都可以有不同的看法,因?yàn)橛腥齻€(gè)過程:選擇性注意力、選擇性的扭曲,和選擇性保留。選擇性注意。人的感官每時(shí)每刻都可能接受

9、大量的刺激例如廣告。而大部分刺激是經(jīng)過篩選的，這個(gè)過程叫做選擇性注意。這個(gè)最終結(jié)果導(dǎo)致市場營銷者必須努力工作來吸引顧客的注意。通過研究表明，商家已經(jīng)明白，消費(fèi)者更可能注意和他們現(xiàn)在的需求有關(guān)的刺激，這就是為什么汽車購買者注意汽車廣告而不 3消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)是注意器具廣告。此外，消費(fèi)者更可能注意到和他們所期望的東西有關(guān)的刺激，例如對(duì)食物的需求促使他們關(guān)注食物網(wǎng)站。人們更可能去接受感知偏差大的刺激相對(duì)于正常大小的刺激,如廣告提供100美元(不是產(chǎn)品價(jià)格表上的5美元)。選擇性扭曲。即使注意刺激也不是市場營銷者所要傳遞的意思，在消費(fèi)品的購買中，受選擇性扭曲的作用，人們會(huì)忽視所喜愛品牌

10、的的缺點(diǎn)和其它品牌的優(yōu)點(diǎn)。人們又選擇地將某些信息加以扭曲，是指符合自己的意向，不幸的是，市場營銷者對(duì)選擇性扭曲卻無能為力。選擇性保留。人們忘記了很多他們學(xué)習(xí)過的東西,但是傾向于保留信息,以此支持他們的態(tài)度和信仰。因?yàn)檫x擇性保留,我們都有可能記住關(guān)于這個(gè)產(chǎn)品好的而且是我們所喜歡的信息，我們會(huì)忘記提到產(chǎn)品中所提到的競爭產(chǎn)品的優(yōu)點(diǎn)。選擇保留解釋了為什么商家用戲劇和重復(fù)方式對(duì)目標(biāo)觀眾傳遞信息。消費(fèi)者的學(xué)習(xí)。當(dāng)人們做事情的時(shí)候，他們會(huì)先學(xué)習(xí)。學(xué)習(xí)涉及個(gè)人的行為變化,這是來自個(gè)人的經(jīng)驗(yàn)。絕大多數(shù)人類的行為是學(xué)習(xí)的東西。科學(xué)家相信,學(xué)習(xí)是通過的相互作用產(chǎn)生的驅(qū)動(dòng)、刺激、線索、反應(yīng)以及加固。一個(gè)驅(qū)動(dòng)器是一種強(qiáng)

11、烈的內(nèi)部刺激,推動(dòng)作用。輕微刺激球桿是決定什么時(shí)候,什么地方,和一個(gè)人如何回應(yīng)。假設(shè)你買IBM電腦。如果你的經(jīng)驗(yàn)是值得的,你的反應(yīng)到電腦和IBM就會(huì)帶加固。后來,當(dāng)你想買一臺(tái)打印機(jī),你可以假設(shè),因?yàn)镮BM電腦做得很好,所以他們的打印機(jī)也應(yīng)該會(huì)做的很好。你現(xiàn)在所擁有的經(jīng)驗(yàn)已經(jīng)推廣到你對(duì)外界類似的刺激中。一個(gè)反普遍化的辨別能力,人們學(xué)會(huì)識(shí)別一套類似的刺激差異和調(diào)整相應(yīng)的反應(yīng)。運(yùn)用所學(xué)理論,商家可以建立某種產(chǎn)品需求量,采取強(qiáng)大的驅(qū)動(dòng)、運(yùn)用激勵(lì)信號(hào),并提供積極的強(qiáng)化的刺激。信念和態(tài)度通過做和學(xué)習(xí)，人們獲得了信仰和態(tài)度，進(jìn)而影響他們的購買行為。信念是描述一個(gè)人掌握了某些東西。信念可能是基于知識(shí)、意見、或

12、信任,他們可能或不可能帶有情感變化。當(dāng)然,制造商們對(duì)人們的信念是非常感興趣的，這關(guān)系到他們所提供的產(chǎn)品和服務(wù)。這些信念構(gòu)成對(duì)產(chǎn)品和品牌形象的構(gòu)想,和人們行為的自己的偶像。如果一些信仰是錯(cuò)誤的,消費(fèi)者會(huì)抑制購買,制造商會(huì)希望通過舉辦一個(gè)活動(dòng)來糾正這些信仰。對(duì)全球性的制造商尤其重要的事實(shí)是,買家對(duì)他們 4消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)是品牌或產(chǎn)品通常持有不同的信仰，這主要是基于一個(gè)國家的文化起源。研究發(fā)現(xiàn),例如產(chǎn)品的類型隨著產(chǎn)地的不同而發(fā)生變化。消費(fèi)者想要知道這些汽車在哪里生產(chǎn)而不是潤滑油是來自哪里的。另外,原產(chǎn)地的態(tài)度可以隨時(shí)間變化;比如日本,在第二次世界大戰(zhàn)前其汽車質(zhì)量是很差的。一個(gè)公司有

13、多項(xiàng)選擇，當(dāng)它的產(chǎn)品的原產(chǎn)地對(duì)消費(fèi)者改變后。公司可以考慮同外國公司合作,甚至可以采有一個(gè)更好的名字。另一個(gè)替代方案是聘請(qǐng)一位著名的名人代言產(chǎn)品?；蛘吖究梢岳^續(xù)在當(dāng)?shù)毓S生產(chǎn)但是要采取一個(gè)新策略時(shí)所生產(chǎn)的產(chǎn)品擁有高質(zhì)量，來達(dá)到世界級(jí)的品質(zhì)。這種選擇是確有其事的，例如比利時(shí)的巧克力和哥倫比亞的咖啡。這是南非酒商正試圖都照樣行,效法他們，以此使他們的葡萄酒出口量增加。南非葡萄酒曾經(jīng)的形象是不好的，因?yàn)樵谌藗儌€(gè)認(rèn)知中，和其它國家相比他們的葡萄園種植是原始的,種植葡萄的農(nóng)民持續(xù)性的進(jìn)行著粗糙的勞動(dòng)。事實(shí)上,南非葡萄酒農(nóng)民的生活已經(jīng)改善了他們的工人?！熬剖且粋€(gè)產(chǎn)品的起源,我們不能成功，如果南非看起來并不

14、好,”威廉巴說,農(nóng)民合作社占主導(dǎo)產(chǎn)業(yè)。態(tài)度和信仰是一樣重要的，它影響人們的購買行為。這種態(tài)度就是一個(gè)人的持久的有利的和不利的評(píng)價(jià)、情感的感情，這是對(duì)某事物或想法和行動(dòng)傾向。人對(duì)所有的東西幾乎都有自己的態(tài)度:宗教、政治、衣服、音樂、食物。態(tài)度把他們放進(jìn)一個(gè)框架，心靈喜歡或不喜歡一個(gè)對(duì)象,走向或遠(yuǎn)離它。態(tài)度導(dǎo)致人們表現(xiàn)得相當(dāng)穩(wěn)定地朝類似的目標(biāo)前進(jìn)。因?yàn)楣?jié)約能源的思想態(tài)度,他們是非常困難去改變,改變單一的態(tài)度可能需要重大的調(diào)整在其他的態(tài)度上。因此,一個(gè)公司應(yīng)該被建議生產(chǎn)適合公司本身現(xiàn)有態(tài)度的產(chǎn)品而不是設(shè)法改變?nèi)藗兊膽B(tài)度。當(dāng)然,試圖改變態(tài)度偶爾也會(huì)成功?？纯磁Ｄ绦袠I(yè)。到1990年代初,牛奶消費(fèi)已經(jīng)下降

15、了25年,因?yàn)橐话愕恼J(rèn)識(shí)是牛奶是不健康的,過時(shí)了,僅僅是為了孩子,然后全國流體牛奶處理器教育計(jì)劃引發(fā)了數(shù)百萬美元的印刷廣告展示牛奶，非常受歡迎的活動(dòng)已經(jīng)改變了態(tài)度,并且在這個(gè)過程中,牛奶消費(fèi)迅速提高。牛奶生產(chǎn)商也建立了一個(gè)在線牛奶俱樂部，成員承諾每天和三杯牛奶。5消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)Source:Geoff Lancaster“consumer behavior：the psychology of marketing” University of Southern California Los Angeles, CA 90089-0443, USA (213) 740-749Ps

16、ychological Factors Influencing Buyer BehaviorGeoff LancasterPsychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a persons buying choices are influenced by the psychological factors of motivation, perce

17、ption, learning, beliefs, and attitudes.Importance of understanding customer motivesThe task of marketing is to identify consumers needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what cu

18、stomers require, but to find out why it is required. Only by gaining a deep and comprehensive understanding of buyer behaviour can marketings goals be realised. Such an understanding of buyer behaviour works to the mutual advantage of the consumer and marketer, allowing the marketer to become better

19、 equipped to satisfy the consumers needs efficiently and establish a loyal group of customers with positive attitudes towards the companys products.Consumer behaviour can be formally defined as: the acts of individuals directly involved in obtaining and using economic goods and services, including t

20、he decision processes that precede and determine these acts. The underlying concepts of this chapter form a system in which the individual consumer is the core, surrounded by an immediate and a wider environment that influences his or her goals. These goals are ultimately satisfied by passing throug

21、h a number of problem-solving stages leading to purchase decisions. The study and practice of marketing draws on a great many sources that contribute theory, information, inspiration and advice. In the past, the main input to the theory of consumer behaviour has come from psychology. More recently,

22、the interdisciplinary importance of consumer behaviour has increased such that sociology, anthropology, economics and mathematics also contribute to the science relating to this subject.6消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)MotivationA person has many needs at any given time. Some needs are biogenic; they arise from ph

23、ysiological states of tension such as hunger, thirst, discomfort. Other needs are psychogenic; they arise from psychological states of tension such as the need for recognition, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need tha

24、t is sufficiently pressing to drive the person to act.Purchasing motivation is to make consumers to buy a commodity decision-making internal driving force, is a cause of purchase behavior of the premise, also is the cause of her behavior. Specific include the following aspects:(1) rational motivatio

25、nRational motivation some goods to consumers is a clear understanding and cognitive, of the goods in more familiar conducted based on the rational choice and make the purchase behavior. It includes:1. ApplyApply for a realistic performance psychological, consumer products is important to the most ba

26、sic, most core functions. In the choose and buy goods, pay close attention to its technical performance, and appearance, the price, the brand of the added value of products on the second.2. The economyEconomic performance as a cream for psychological. By the comparison of several kinds of goods, in

27、other conditions basic similar circumstances, this kind of customer to price appear quite sensitive, they are generally by price material benefit as the first element of choice.3. ReliableHigh quality product is the customer can rest assured the basis of consumption. Reliable is in essence a pursuit

28、 of high quality consumer reflect. So the brand name products has the trust of the people, just because it is reliable in quality.(2) feeling motivationFeeling motivation can't simply understand for not rational motivation. It is mainly composed of social and psychological factors arise willingn

29、ess to buy and impulse. It is difficult to have a feeling motivation objective standard, but is substantially from the psychology.7消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)1. To show off psychologyThis kind of psychological in high income levels, more common. Income that they have the capital to show off, so in shopping on

30、 they will show their status and appreciate level. Many luxury brand manufacturers is seize the group psychological tendency, have introduced all kinds of expensive luxury goods.2. Compare psychologyComparison is a kind of psychological mutatis mutandis. In the same social groups inside, each member

31、 lists each other, who don't want to lag behind others. This kind of psychological on consumption appears to be a motive, others have what high-grade goods, own also must have.3. Conformity psychologyThis kind of psychological reflected in life circle, people want to follow in the circle the pac

32、e of most people. So that others think good products, own also followed approval; Others what to buy goods, oneself also can follow to buy.Psychologists have developed theories of human motivation. Three of the best knownthe theories of Sigmund Freud, Abraham Maslow, and Frederick Herzberg carry qui

33、te different implications for consumer analysis and marketing strategy. Freuds theory. Sigmund Freud assumed that the psychological forces shaping peoples behavior are largely unconscious, and that a person cannot fully understand his or her own motivations. A technique called laddering can be used

34、to trace a persons motivations from the stated instrumental ones to the more terminal ones. Then the marketer can decide at what level to develop the message and appeal. In line with Freuds theory, consumers react not only to the stated capabilities of specific brands, but also to other, less consci

35、ous cues. Successful marketers are therefore mindful that shape, size, weight, material, color, and brand name can all trigger certain associations and emotions.Maslows theory. Abraham Maslow sought to explain why people are driven by particular needs at particular times. His theory is that human ne

36、eds are arranged in a hierarchy, from the most to the least pressing. In order of importance, these five categories are physiological, safety, social, esteem, and self-actualization needs. A consumer will try to satisfy the most important need first; when that need is satisfied, the person will try

37、to satisfy the next-most-pressing need. Maslows theory helps marketers understand how various products fit into the plans, goals, and lives of 8消費(fèi)者行為學(xué)中英文對(duì)照外文翻譯文獻(xiàn)consumers.Herzbergs theory. Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers (factors that cause dissatisf

38、action) from satisfiers (factors that cause satisfaction).the absence of dissatisfiers is not enough; satisfiers must be actively present to motivate a purchase. For example, a computer that comes without a warranty would be a dissatisfy. Yet the presence of a product warranty would not act as a sat

39、isfier or motivator of a purchase, because it is not a source of intrinsic satisfaction with the computer. Ease of use would, however, be a satisfier for a computer buyer. In line with this theory, marketers should avoid dissatisfiers that might unseal their products. They should also identify and s

40、upply the major satisfiers or motivators of purchase, because these satisfiers determine which brand consumers will buy.PerceptionA motivated person is ready to act, yet how that person actually acts is influenced by his or her perception of the situation. Perception is the process by which an individual selec