消費者動機(jī)復(fù)習(xí)要點(共9頁).doc

1、第四章 消費者動機(jī)Innate Needs（先天需要）Physiological needs for food, water, air, clothing, shelter, and sex. Also known as biogenic or primary needsAcquired Needs（習(xí)得需要）Needs that are learned in response to ones culture or environment (such as the need for self-esteem, prestige, affection, or power). Also known

2、as psychogenic or secondary needs.Generic Goals ( category )（類目標(biāo)）the general categories of goals that consumers see as a way to fulfill their needsProduct-Specific Goals ( brand )（特定產(chǎn)品目標(biāo)） the specifically branded products or services that consumers select as their goals Substitute Goal（替代目標(biāo)）A goal t

3、hat replaces an individuals primary goal when the goal cannot be achieved or acquired.Maslows Hierarchy of Needs（馬斯洛需求理論）1、Physiological Needs(Food, water, air, shelter, sex)2、Safety and Security Needs(Protection, order, stability)3、Social Needs(affection, friendship, belonging)4、Ego Needs(Prestige,

4、 status, self esteem)5、Self-Actualization(Self-fulfillment)第五章 個性和消費者行為Freudian Psychoanalytic Theory（佛洛伊德理論）A theory of motivation and personality that postulates that unconscious needs and drives, particularly sexual and other biological drives, are the basis of human motivation and personality.Th

5、e human personality consists of 3 interacting systems: the id（basic physiological needs）, the superego(individuals internal expression of societys moral and ethical codes of conduct.), and the ego(individuals conscious control that balances the demands of the id and superego).Neo-Freudian Personalit

6、y Theory（新佛洛伊德理論）A school of psychology that stresses the fundamental role of social relationships in the formation and development of personalityThat individuals be classified into 3 personality groups: 1.Compliant(溫順型)individuals are those who move toward others(they desire to be loved,wanted,and

7、appreciated). The Ad should stress the feeling of belonging.2.Aggressive(好勝型) individuals are those who move against others(they desire to excel and win admiration). The Ad should focus on the superiority of the product3.Detached(特立獨行) individuals are those who move away from others(they desire inde

8、pendence, self-reliance, self-sufficiency,and individualism or freedom from obligations). The Ad should emphasis the unique feelingTrait Theory（特質(zhì)理論）A theory of personality that focuses on the measurement of specific psychological characteristics.Quantitative approach to personality as a set of psyc

9、hological traitsTrait theorists concerned with the construction of personality tests that enable them to pinpoint individual differences. A trait is defined as “any distinguishing, relatively enduring way in which one individual differs from another Consumer innovativeness（消費者的創(chuàng)新性）how receptive a pe

10、rson is to new experience.Consumer materialism(物質(zhì)性)the degree of the consumers attachment to worldly possessionsConsumer ethnocentrism(民族主義)the consumers likelihood to accept or reject foreign-made products。Ethnocentric consumers feel it is wrong to purchase foreign-made products。They can be targete

11、d by stressing nationalistic themes Consumer Innovators（創(chuàng)新型消費者）Those consumers who are likely to be first to try new products, services, or practices.Inner-Directed Consumers（內(nèi)在導(dǎo)向消費者）Consumers who tend to rely on their own “inner” values or standards in evaluating new products and are likely to be c

12、onsumer innovators.Inner-directed people seem to prefer ads that stress product features and personal benefits Other-Directed Consumers（其他導(dǎo)向消費者）Consumers who tend to look to others for direction on what is “right” and “wrong.” They are less likely to be consumer innovators.Other-directed people pref

13、er ads that feature an approving social environment or social acceptanceOptimum Stimulation Levels (OSL)（最佳刺激水平）A 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 produc

14、ts more readily than low OSL consumersVariety-or Novelty Seeking（求新求異者）A personality trait similar to OSL, which measures a consumers degree to variety seekingNeed for cognition（認(rèn)知的需求NC ）A persons craving for enjoyment of thinking.Consumers high in NC are more likely to respond to as rich in product

15、-related information or description.Consumers low in NC are more likely to be attracted to background or peripheral aspects of an adVisualizers versus verbalizers（視覺接受者和言語接受者）A persons preference for information presented visually or verbally. Visualizers(視覺接受者)Consumers who prefer visual informatio

16、n and products that stress the visual, such as membership in a videotape cassette club. Verbalizers(言語接受者)Consumers who prefer verbal or written information and products, such as membership in book clubs or audiotape clubs Compulsive Consumption（消費狂）Consumers who are compulsive buyers have an addict

17、ion; in some respects, they are out of control and their actions may have damaging consequences to them and to those around them. Brand Personification（品牌個性）Specific “personality-type” traits or characteristics ascribed by consumers to different brands. Role（角色）A pattern of behavior expected of an i

18、ndividual 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. Actual Self-Image（實際自我印象）The image that an individual has of himself or herself as a certain k

19、ind of person, with certain characteristic traits, habits, possessions, relationships, and behavior. Ideal Self-Image（理想自我印象）How individuals would like to perceive themselves (as opposed to Actual Self-Image-the way they do perceive themselves). Social Self-Image（社會自我印象）How consumers feel others see

20、 them. Ideal Social Self-Image（理想社會自我印象）How consumers would like others to see them. Expected Self-Image（期望中的自我印象）How consumers expect to see themselves at some specified future time. Personality(個性）The inner psychological characteristics (Those specific qualities ,attributes, traits, factors, and m

21、annerisms that distinguish one individual from others.) that both determine and reflect how a person responds to his or her environment. Virtual Personality or Self(虛擬自我)provides an individual with the opportunity to try on different personality or different identities.第六章 消費者觀察Perception（認(rèn)知）The pro

22、cess by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. “How we see the world around us.” Absolute Threshold（絕對域限）The lowest level at which an individual can experience a sensation. Differential Threshold（差別域限）The minimal difference

23、 that can be detected between two stimuli. Also known as the j.n.d. (just noticeable difference). Webers Law（韋伯定理）A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different). Subliminal Perception（潛意識認(rèn)知）Perception of very weak or rapid stimuli received below the level of conscious awareness. Consumersselection(選擇性)of stimuli from the environment is based on the interaction of their