消費(fèi)者行為學(xué)教學(xué)資料cha[1]課件

1、消費(fèi)者行為學(xué)教學(xué)資料cha1Chapter 5 Personality and Consumer Behavior2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1The Nature of Personality Personality reflects individual d

2、ifferences Personality is consistent and enduring Personality can change2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Theories of Personality Freudian theory Unconscious needs or drives are at the heart of human motivation Neo-Freudian personality theory Social relationships are fundamental to the formation and d

3、evelopment of personality Trait theory Quantitative approach to personality as a set of psychological traits2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1A theory of motivation and personality that postulates that unconscious needs and drives, particularly sexual and other biological drives, are the basis of huma

4、n motivation and personality.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1A school of psychology that stresses the fundamental role of social relationships in the formation and development of personality.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1A theory of personality that focuses on the measurement of specific psycholog

5、ical characteristics.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Freudian Theory Id Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction Superego Individuals internal expression of societys moral and ethical codes of conduct Ego Individuals conscious control that balance

6、s the demands of the id and superego2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Figure 5.2 A Representation of the Interrelationships among the Id, Ego, and SuperegoIDSystem 1SUPEREGOSystem 2EGO System 3Gratification2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Freudian Theory and “Product Personality” Consumer researchers u

7、sing Freuds personality theory see consumer purchases as a reflection and extension of the consumers own personality2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Horneys CAD Theory Using the context of child-parent relationships, individuals can be classified into: Compliant individuals Aggressive individuals Det

8、ached individuals2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1One of three personality types identified by Karen Horney.The compliant person is one who moves toward others e.g., one who desires to be loved, wanted, and appreciated by others.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1One of three personality types identifie

9、d by Karen Horney. The aggressive person is one who moves against others (e.g., competes with others).2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1One of three personality types identified by Karen Horney. The detached person is one who moves away from others (e.g., who desires independence, self-sufficiency, an

10、d freedom from obligations).2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Trait Theory Orientation is primarily quantitative or empirical Trait theorists concerned with the construction of personality tests that enable them to pinpoint individual differences2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1The degree to which cons

11、umers are receptive to new products, new services or new practices.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1A personality-like trait of individuals who regard possessions as particularly essential to their identities and lives.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1A consumers predisposition to accept or reject for

12、eign-made products.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Personality and Consumer Diversity Some specific consumer traits are of particular interest to marketers: Consumer Innovativeness Cognitive Personality Factors Consumer Materialism, Fixated Consumption Behavior, and Compulsive Consumption Consumer E

13、thnocentrism2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Those consumers who are likely to be first to try new products, services, or practices2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Distinguishing Innovators from Non-Innovators Some traits that have been useful are: Consumer Innovativeness Dogmatism Social character Op

14、timum stimulation level Variety-novelty seeking2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Table 5.1 A Consumer Innovativeness ScaleIn general, I am among the last in my circle of friends to buy a new (rock albuma) when it appearsb.If I head that a (new rock album) was available in the store, I would be interes

15、ted enough to buy it.Compared to my friends, I own few (rock albums).bIn general, I am the last in my circle of friends to know the (titles of the latest rock albums).bI will buy a new(rock album), even if I havent heard it yet.I know the names of (new rock acts) before other people do.Note: Measure

16、d on a 5-point “agreement” scale.aThe product category and related wording is altered to fit the purpose of the researcher.bItems with a (b) are negatively worded and are scored inversely.Source: Ronald E. Goldsmith and Charles F. Hofacker, “Measuring Consumer Innovativeness,” Journal o the Academy

17、of Marketing Science 19 (1991), 212. Copyright 1991 Academy of Marketing Science. 2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs.2000 Prenti

18、ce Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Dogmatism Consumers low in dogmatism (open-minded) are more likely to prefer innovative products to established or traditional alternatives Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure

19、2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Consumers who tend to rely on their own “inner” values or standards in evaluating new products and are likely to be consumer innovators.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Consumers who tend to look to others for direction on what is “right” and “wrong.” They are less lik

20、ely to be consumer innovators.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Social Character Inner-directed people seem to prefer ads that stress product features and personal benefits Other-directed people prefer ads that feature an approving social environment or social acceptance2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha

21、1A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1A personality trait similar to OSL, whic

22、h measures a consumers degree to variety seeking2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Forms of Variety-Novelty SeekingExploratory Purchase BehaviorVicarious ExplorationUse Innovativeness2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Cognitive Personality Factors Need for cognition A persons craving for enjoyment of thin

23、king Visualizers versus verbalizers A persons preference for information presented visually or verbally2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Consumers who prefer visual information and products that stress the visual, such as membership in a videotape cassette club.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Consumer

24、s who prefer verbal or written information and products, such as membership in book clubs or audiotape clubs2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Need for Cognition (NC) Consumers high in NC are more likely to respond to as rich in product-related information or description Consumers low in NC are more li

25、kely to be attracted to background or peripheral aspects of an ad2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1From Consumer Materialism to Compulsive Consumption Consumer materialism The extent to which a person is considered “materialistic” Fixed consumption behavior Consumers fixated on certain products or cat

26、egories of products Compulsive consumption behavior “Addicted” or “out-of-control” consumers2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Materialistic People Value acquiring and showing-off possessions Are particularly self-centered and selfish Seek lifestyles full of possessions Have many possessions that do no

27、t lead to greater happiness2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Table 5.2 Sample Items from a Materialism ScaleSUCCESSThe things I own say a lot about how well Im doing in life.I dont place much emphasis on the amount of material objects people own as a sign of success.aI like to own things that impress

28、people.CENTRALITYI enjoy spending money on things that arent practical.I try to keep my life simple, as far as possessions are concerned.aBuying things gives me a lot of pleasure.HAPPINESSId be happier if I could afford to buy more things.I have all the things I really need to enjoy life.aIt sometim

29、es bothers me quite a bit that I cant afford to buy all the things Id like.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Fixated Consumers Have a deep interest in a particular object or product category Have a willingness to go to considerable lengths to secure items in the category of interest Have the dedicatio

30、n of a considerable amount of discretionary time and money to searching out the product2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Consumers who are compulsive buyers have an addiction; in some respects, they are out of control and their actions may have damaging consequences to them and to those around them.20

31、00 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Table 5.3 Sample Items from Scales to Measure Compulsive BuyingVALENCE, DASTOUS, AD FORTIER COMPUSIVE BUYING SCALE1. When I have money, I cannot help but spend part or the whole of it.2. I am often impulsive in my buying behavior.3. As soon as I enter a shopping center,

32、 I have an irresistible urge to go into a shop to buy something.4. I am one of those people who often responds to direct mail offers.5. I have often bought a product that I did not need, while knowing I had very little money left.FABER AND OGUINN COMPULSIVE BUYING SCALE1. If I have any money left at

33、 the end of the pay period, I just have to spend it.2. I felt others would be horrified if they know my spending habits.3. I have bought things though I couldnt afford them.4. I wrote a check when I knew I didnt have enough money in the bank to cover it.5. I bought something in order to make myself

34、feel better.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Consumer Ethnocentrism Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Table 5.4 The Consumer Ethnocentrism Scale-CETSCALE 1. American people sh

35、ould always buy American-made products instead of imports. 2. Only those products that are unavailable in the U.S. should be imported. 3. Buy American-made products. Keep America working. 4. American products, first, last, and foremost. 5. Purchasing foreign-made products is un-American. 6. It is no

36、t right to purchase foreign products, because it puts Americans out of jobs. 7. A real American should always buy American-made products. 8. We should purchase products manufactured in America instead of letting other countries get rich off us. 9. It is always best to purchase American products.2000

37、 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Table 5.4 continued10. There should be very little trading or purchasing of goods from other countries unless out of necessity.11. Americans should not buy foreign products, because this hurts American business and causes unemployment.12. Curbs should be put on all import

38、s.13. It may cost me in the long run but I prefer to support American products.14. Foreigners should not be allowed to put their products on our markets.15. Foreign products should be taxed heavily to reduce their entry into the U.S.16. We should buy from foreign countries only those products that w

39、e cannot obtain within our own country.17.American consumers who purchase products made in other countries are responsible or putting their fellow Americans out of work.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Issues in Brand Personality Brand personification Product personality and gender Personality and co

40、lor2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Specific “personality-type” traits or characteristics ascribed by consumers to different brands.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Figure 5.8 A Brand Personality FrameworkBrand PersonalityRuggednessSophisticationCompetenceExcitementSincerityDown-to-earthHonestWholesom

41、eCheerfulDaringSpiritedImaginativeUp-to-dateReliableIntelligentSuccessfulUpper classCharmingOutdoorsyTough2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Table 5.5 The Personalitylike Associations of Selected ColorsAmericas favored colorIBM holds the title to blueAssociated with club sodaMen seek products packaged

42、in blueHouses painted blue are avoidedLow-calorie, skim milkCoffee in a blue can perceived a “mild”Eyes register it fasterCoffee in yellow can tasted “weak”Stops trafficSells a houseGood work environmentAssociated with vegetables and chewing gumCanada Dry ginger ale sales increased when it changed s

43、ugar-free package from red to green and whiteTABLE NOT COMPLETE ON PAGE PROOFS2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Table 5.5 continuedHuman, exciting, hot, passionate, strongMakes food “smell” betterCoffee in a red can perceived at “rich”Women have a preference for bluish redMen have a preference for yel

44、lowish redCoca-Cola “owns” redPowerful, affordable, informalDraws attention quicklyInformal and relaxed, masculine, natureCoffee in a dark-brown can was “too strong”Men seek products packaged in brownGoodness, purity, chastity, cleanliness, delicacy, refinement, formalitySuggests reduced caloriesPur

45、e and wholesome foodClean, bath products, feminineSophistication, power, authority, mysteryPowerful clothingHigh-tech electronicsRegal, wealthy, statelySuggests premium price2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Different Self-ImagesActual Self-ImageIdeal Self-ImageIdeal SocialSelf-ImageSocial Self-ImageE

46、xpectedSelf-Image2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Modification or changing of the self by which consumers use self-altering products or services to conform to or take on the appearance of a particular types of person (e.g., a biker, a physician, a lawyer, a college professor).2000 Prentice Hall消費(fèi)者行為學(xué)

47、教學(xué)資料cha1A pattern of behavior expected of an individual in a specific social position, such as mother, daughter, teacher, lawyer. One person may have a number of different roles, each of which is relevant in the context of a specific social situation.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1The image that an

48、 individual has of himself or herself as a certain kind of person, with certain characteristic traits, habits, possessions, relationships, and behavior.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1How individuals would like to perceive themselves (as opposed to Actual Self-Image-the way they do perceive themselv

49、es).2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1How consumers feel others see them.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1How consumers would like others to see them.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1How consumers expect to see themselves at some specified future time.2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Ways Possessions Can

50、 Extend the Self Actually Symbolically By Conferring Status By Bestowing Feelings of Immortality By Endowing With Magical Powers 一個(gè)購(gòu)物狂的自白confessions of shopholic2000 Prentice Hall消費(fèi)者行為學(xué)教學(xué)資料cha1Table 5.6 Sample Items from an Extended Self-Survey*My _ holds a special place in my life.My _ is central to my identity.I feel emotionally attached to my _.My _ helps me narrow the gap between what I am and try to be.If my _ was stolen from me I will feel as if part of me is missing.I would be a different person without my_.I take