消費(fèi)者行為學(xué)-中英文名詞解釋

1、中英文名詞解釋 第一章導(dǎo)言Consumer behavior: The term consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.消費(fèi)者行為學(xué)：消費(fèi)者在尋求、購(gòu)買(mǎi)、使用、評(píng)價(jià)和處理他們期望能夠滿(mǎn)足其需求的產(chǎn)品和 服務(wù)過(guò)程中所表現(xiàn)出的行為。Consumer

2、 decision making: In put, process, out put.消費(fèi)者決策：輸入、處理、輸出Consumer research: Methodology used to study consumer behavior.消費(fèi)者研究：描述用以研究消費(fèi)者行為的過(guò)程與工具。Marketing concept: A consumer-oriented marketing philosophy that focuses on the needs of the buyers and the profits through customer satisfaction.市場(chǎng)營(yíng)銷(xiāo)觀念：關(guān)注買(mǎi)

3、方的需求通過(guò)顧客滿(mǎn)意來(lái)創(chuàng)造利潤(rùn)的顧客導(dǎo)向的市場(chǎng)營(yíng)銷(xiāo)哲學(xué)。Organizational consumer: A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.組織消費(fèi)者：包括盈利和非盈利的商業(yè)單位、政府機(jī)構(gòu)和各種組織機(jī)構(gòu)，它們必須購(gòu)買(mǎi)產(chǎn)品、 設(shè)備和服務(wù)來(lái)維持組織的運(yùn)轉(zhuǎn)。Personal consumer: The ind

4、ividual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend, (Also referred to as the Ultimate Consumer or End User.)個(gè)體消費(fèi)者：個(gè)體消費(fèi)者購(gòu)買(mǎi)產(chǎn)品和服務(wù)是為了他或她自己的消費(fèi)，為了家庭的消費(fèi)，或者 作為禮物送給朋友。(也被稱(chēng)作最終消費(fèi)者和最終用戶(hù))。Societal marketing concept: A revision of the tra

5、ditional marketing concept that suggests that marketers adhere to principles of social responsibility in the marketing of their goods and services; that is, they must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and soc

6、iety as a whole.社會(huì)市場(chǎng)營(yíng)銷(xiāo)觀念:要求所有的市場(chǎng)營(yíng)銷(xiāo)者都要遵循在產(chǎn)品和服務(wù)的營(yíng)銷(xiāo)中體現(xiàn)社會(huì)責(zé)任這 一原則；這就是說(shuō)，它們要努力以一種能夠保持與提高消費(fèi)者和社會(huì)總體福利的方式來(lái)滿(mǎn)足 目標(biāo)市場(chǎng)的需要與需求。Market segmentation: is the process of dividing a market into subsets of consumers with common needs or characteristics.市場(chǎng)細(xì)分：就是利用共同的需求或特征將一個(gè)市場(chǎng)劃分為若干顧客自己的過(guò)程。Targeting: Market targeting is selec

7、ting one or more segments identified for the company to pursue.目標(biāo)市場(chǎng)：選擇一個(gè)或多個(gè)細(xì)分市場(chǎng)作為公司所追求發(fā)展的市場(chǎng)。Positioning: is developing a distinct image for the product or service in the mind of the consumer, an image that will differentiate the offering from competing ones and squarely communicate to consumers that

8、 the particular product or service will fulfill their needs better than competing brands.定位：就是要在消費(fèi)者的腦海中為產(chǎn)品或服務(wù)樹(shù)立起一個(gè)與眾不同的形象，這種形象要能區(qū) 分競(jìng)爭(zhēng)性的產(chǎn)品或服務(wù)，并能清晰地向消費(fèi)者表達(dá)出這一特殊的產(chǎn)品或服務(wù)能比競(jìng)爭(zhēng)性品牌 更好地滿(mǎn)足他們的需求。第二章消費(fèi)者研究Attitude scales: Researchers often present respondents with a list of products or product attributes for which

9、 the are asked to indicate their relative feelings or evaluations. The instruments most frequently used to capture this evaluative data are called attitude scales.態(tài)度量表:研究者經(jīng)常給受訪者展示一系列產(chǎn)品屬性，要求他們說(shuō)出自己的相對(duì)感覺(jué)與評(píng)價(jià)。 這種經(jīng)常用來(lái)收集評(píng)估數(shù)據(jù)的工具就叫做態(tài)度量表。Depth interview: A lengthy and relatively unstructured interview designe

10、d to uncover a consumer s underlying attitudes and/or motivations.深度訪談：是受訪者與專(zhuān)業(yè)的采訪者之間的一次較長(zhǎng)的（30min1h）、非結(jié)構(gòu)化的訪談。Focus group: A qualitative research method in which about eight to ten persons participate in an unstructured group interview about a product or service concept.焦點(diǎn)小組：一種定性研究的方法，是由810人參與的對(duì)于產(chǎn)品或服務(wù)

11、觀念的非組織性的訪 談。Interpretivism: A postmodernist approach to the study of consumer behavior that focuses on the act of consuming rather than on the act of buying. Interpretivists stress the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person.闡釋主義：一個(gè)學(xué)習(xí)消費(fèi)者行為

12、學(xué)的后現(xiàn)代的方法，相比較購(gòu)買(mǎi)行為更致力于消費(fèi)行為。闡 釋主義著強(qiáng)調(diào)符號(hào)的重要性、主觀經(jīng)驗(yàn)和人們的想法。Positivism: A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. Its main focus is on consumer decision making.實(shí)證主義：消費(fèi)者行為的研究方法，以消費(fèi)者行為作為一種應(yīng)用營(yíng)銷(xiāo)科學(xué)學(xué)科。它的重點(diǎn)在 于消費(fèi)者決策。Primary research: Original

13、 research undertaken by individual researchers or organizations to meet specific objectives. Collected information is called Primary Data.直接研究：由個(gè)體研究者或組織為了實(shí)現(xiàn)某種具體目標(biāo)而展開(kāi)的原始研究。Qualitative research: Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques.

14、 Findings tend to be subjective because the small sample sizes, qualitative research findings can not be projected to larger populations but are used primarily to provide new ideas and insight for the development of positioning strategies. Also called Interpretivism.定性研究：包括深入訪談、焦點(diǎn)小組、隱喻分析、拼圖研究和投影法。結(jié)果

15、是帶有主觀性的， 因?yàn)橐竞苄?，所以研究結(jié)果不能推廣到更大的人群。其主要目的是為了獲得關(guān)于促銷(xiāo)活動(dòng) 與產(chǎn)品的新觀點(diǎn)，也被稱(chēng)為“闡釋主義”（目的是為了了解消費(fèi)習(xí)慣）。Quantitative research: Enables marketers to “ predict ” consumer behavior. Also called positivism. Research methods include experiments, survey techniques, and observation. Findings are descriptive, empirical and gener

16、alizable. If the date collection is from random sample, the quantitative research findings can be projected to larger populations.定量研究：本質(zhì)上是一種描述性方法，被研究者用來(lái)了解各種宣傳信息對(duì)消費(fèi)者的影響，因 此可使市場(chǎng)營(yíng)銷(xiāo)者預(yù)測(cè)消費(fèi)者行為。也被稱(chēng)作“實(shí)證主義”。研究方法包括觀察法、實(shí)驗(yàn)法 和調(diào)查法。研究結(jié)果是描述性的、帶有經(jīng)驗(yàn)性的，如果數(shù)據(jù)收集是隨機(jī)的，結(jié)果可推廣到更 大的人群。實(shí)證主義闡釋主義目的預(yù)測(cè)消費(fèi)者行為。了解消費(fèi)者習(xí)慣。其他描述實(shí)證主義被看做現(xiàn)代主義的

17、、有邏輯的、經(jīng)驗(yàn)主義的、操作主 義的和客觀的。闡釋主義者也被看做是經(jīng)驗(yàn)主義者與后現(xiàn)代主義者;闡釋主義被視 為自然主義的、人道主義的與后實(shí)證主義的。方法論與研究工具定量研究：調(diào)查法、實(shí)驗(yàn)法和觀察法。定性研究：深度訪談與投影法人種學(xué)：一種從文化人類(lèi)學(xué)中借用過(guò) 來(lái)的方法，研究室，研究者將他們自身（參與者）置于社會(huì)之中， 力求了解多種文化事件符號(hào)學(xué)：對(duì)符號(hào)及其含義的研究。假設(shè)理性：消費(fèi)者權(quán)衡選擇后才作決策。行為的原因與影響是可以識(shí)別與分隔的。個(gè)體是能參與信息處理的問(wèn)題解決者。僅僅是現(xiàn)實(shí)的存在。事物是可被客觀地測(cè)量的。行為的理由是可被識(shí)別的；通過(guò)對(duì)理由的處理、市場(chǎng)營(yíng)銷(xiāo)者可 影響行為。結(jié)論可以被推廣到更大

18、的人群。沒(méi)有單個(gè)的客觀忠誠(chéng)?，F(xiàn)實(shí)是主觀的。原因與影響是不可分割的。每一個(gè)消費(fèi)體驗(yàn)是獨(dú)特的。研究者一受訪者之間的作用影響研究結(jié)果。通常研究結(jié)果不可被推廣到更大的人群。Secondary data: Data that has been collected for reasons other than the specific research project at hand.二手資料：是為了某種目的而根據(jù)原始數(shù)據(jù)生成的，它并不是為了實(shí)現(xiàn)研究的目的。 第四章消費(fèi)者動(dòng)機(jī)Acquired needs: Needs that are learned in response to one s cultur

19、e or environment （such as the need for esteem, prestige, affection, or power）. Also known as psychogenic or secondary needs. 獲得需要：是我們對(duì)我們的文化和化境進(jìn)行反應(yīng)所學(xué)習(xí)到的需要，可能包括自尊、威信、慈 愛(ài)、權(quán)利和學(xué)習(xí)。因?yàn)楂@得需要基本上市心理性的（即源于心理的），所以被認(rèn)為是次級(jí)需 要或動(dòng)機(jī)。Emotional motives: Emotional motives imply the selection of goals according to personal

20、or subjective criteria （e.g., pride, fear, affection, or status）情緒動(dòng)機(jī)：是指根據(jù)個(gè)人或主觀標(biāo)準(zhǔn)來(lái)選擇目標(biāo)（如榮譽(yù)、恐懼、喜愛(ài)或者地位）。Generic goals: The general classes or categories of goals that consumers see as a way to fulfill their needs.一般目標(biāo)：即消費(fèi)者認(rèn)為能滿(mǎn)足他們需要的大致的目標(biāo)分類(lèi)。Innate needs: Physiological needs for food, water, air, clothin

21、g, shelter, and sex. Also known as biogenic or primary needs.先天需要：指生理上的（源于生物的），包括對(duì)食物、水、空氣、衣服、遮蔽、性的需要。 因?yàn)檫@些來(lái)維持生物性的生活，所以源于生物的需要被認(rèn)為是基本需要或動(dòng)機(jī)。馬斯洛的需要層次自我實(shí)現(xiàn)的需要自我需要社會(huì)需要安全需要生理需要Maslows hierarchy of needs: Need for self-actualization Egoistic needs Social needs Safety needs Physiological needsMotivation: The

22、driving force within individuals that impels them to action. 動(dòng)機(jī)：促使個(gè)體進(jìn)行行動(dòng)的驅(qū)使力。Motivational research: Qualitative research designed to uncover consumers, subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal

23、, the basic reasons underlying their actions.動(dòng)機(jī)研究：涉及解釋消費(fèi)者潛意識(shí)或隱蔽的動(dòng)機(jī)的定性研究，而且動(dòng)機(jī)研究應(yīng)該有邏輯地包 括所有類(lèi)型和探查人類(lèi)動(dòng)機(jī)的研究。Product-specific goals: the specifically branded products and services that consumer select for goal fulfillment.特定產(chǎn)品目標(biāo)：消費(fèi)者選擇的用來(lái)滿(mǎn)足目標(biāo)的具體的有品牌的產(chǎn)品和服務(wù)。Rational motives: Consumers select goals based on to

24、tally objective criteria.理性動(dòng)機(jī)：指消費(fèi)者根據(jù)客觀標(biāo)準(zhǔn)來(lái)選擇目標(biāo)。Substitute goals: A goal that replaces an individuals primary goal when the goal cannot be achieved or acquired.替代目標(biāo)：當(dāng)個(gè)體無(wú)法達(dá)到一個(gè)具體目標(biāo)或他/她認(rèn)為能滿(mǎn)足特定需要的目標(biāo)的時(shí)候，行為 會(huì)被引導(dǎo)向一個(gè)替代目標(biāo)。第五章個(gè)性與消費(fèi)者行為Actual self-image: How consumer in fact see themselves.實(shí)際的自我形象：消費(fèi)者實(shí)際上是如何看待自己的。

25、Brand personification: Brand personification tries to recast consumers perception of the attributes of product or service into a human-like character.品牌人格化：通過(guò)人格化將消費(fèi)者對(duì)產(chǎn)品或服務(wù)各種特性的理解看法轉(zhuǎn)化成有人性的特征。Cognitive personality: Need for cognition. A persoif s craving for enjoyment of thinking 認(rèn)知個(gè)性因素：Compulsive con

26、sumption: Compulsive consumption is in the realm of abnormal behavior, consumers who are compulsive 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.強(qiáng)迫性消費(fèi)：強(qiáng)迫性消費(fèi)是不正常的行為，強(qiáng)迫性消費(fèi)者對(duì)消費(fèi)上癮，他們不能控制自己， 并且消費(fèi)結(jié)果往往對(duì)自己和周?chē)娜?/p>

27、有害。Consumer ethnocentrism: the consumers likelihood to accept or reject foreign-made products. 消費(fèi)者民族主義：消費(fèi)者反對(duì)或者接受進(jìn)口商品的傾向。Consumer innovativeness: how receptive a person is to new experience. 消費(fèi)者創(chuàng)新：接受新事物的開(kāi)放度。Consumer innovators: those people who are likely to be the first to try new products, services

28、, or practices- for the market response of such innovators is often a critical indication of the eventual success or failure of a new product or service.創(chuàng)新消費(fèi)者：是指喜歡嘗試新的產(chǎn)品、服務(wù)或活動(dòng)的人。這些消費(fèi)者對(duì)新產(chǎn)品或服務(wù)的反應(yīng) 通常決定了該項(xiàng)產(chǎn)品或服務(wù)的市場(chǎng)成敗。Consumer materialism: the degree of the consumers attachment to worldly possessions. 消費(fèi)者

29、物質(zhì)主義：消費(fèi)者想獲得東西的多寡和愿望強(qiáng)烈程度、Expected self: How consumers expect to see themselves at some specified future time. 期望的自我形象：即消費(fèi)者期望自己在將來(lái)某個(gè)時(shí)刻能夠達(dá)到的形象。Extended self: Consumers possessions can be seen to confirm or extend their self-images. 延伸的自我形象：消費(fèi)者的所有物能夠加強(qiáng)或延伸消費(fèi)者的自我形象。Freudian theory佛洛依德理論：人的個(gè)性是由三個(gè)互相轉(zhuǎn)換的系統(tǒng)組成的

30、：本我、超我和自 我。本我是基本生理需要，超我是人類(lèi)內(nèi)在社會(huì)道德和行為準(zhǔn)則的集合，自我是有意識(shí)的控滿(mǎn)意的行動(dòng)一；本我；I,自我系統(tǒng)1系統(tǒng)2 /Ideal self-image: How consumers would like to see themselves. 理想的自我形象：消費(fèi)者想象中的自我形象。Ideal social self-image: How consumers would like others to see them.理想的社會(huì)自我形象：消費(fèi)者希望別人對(duì)自己的形象的看法。Inner-directedness: Inner-directed consumers tend t

31、o rely on their own inner values or standards in evaluating new products and are likely to be consumer innovators.自我主見(jiàn)：自我主見(jiàn)型消費(fèi)者傾向于靠自己的價(jià)值觀念或標(biāo)準(zhǔn)來(lái)評(píng)價(jià)新產(chǎn)品，因而更有可能 成為創(chuàng)新者。Need for cognition: A promising cognitive personality characteristic is need for cognition. It measures a persons craving for or enjoyment

32、of thinking. Consumers who are high in NC are more likely to be responsive to the part of an and that is rich in product-related information or description; consumers who are relatively low in NC are more likely to be attracted to the background or peripheral aspects of an ad.認(rèn)知需要：認(rèn)知個(gè)性特點(diǎn)即認(rèn)知需要，它衡量一個(gè)人

33、對(duì)思考的渴望或喜歡程度。高認(rèn)知需要 消費(fèi)者對(duì)產(chǎn)品相關(guān)信息或描述廣告反映強(qiáng)烈;低認(rèn)知需要消費(fèi)者更容易受廣告的背景或次要 因素吸引。Neo-Freudian theory: individuals be classified into three personality groups: compliant, aggressive, and detached.Compliant individuals are those who move toward others they desire to be loved, wanted ,and appreciated.)Aggressive indivi

34、duals are those who move against others (they desire to excel and win admiration).Detached individuals are those who move away from others (they desire independence, self-reliance, self-sufficiency, and individualism or freedom from obligations)新佛洛依德理論：人可以分為三類(lèi)：順從型、好戰(zhàn)型和獨(dú)立型。順從型指順從他人以期得到他人喜歡，或自己想要的東西，或

35、他人的贊賞等。好戰(zhàn)型指喜歡與別人對(duì)著干的人，這些人喜歡表現(xiàn)，贏得他人尊敬。獨(dú)立型指遠(yuǎn)離人群的人，他們希望得到獨(dú)立，相信自己，自給自足，個(gè)人主義者或責(zé)任規(guī)避 者。Optimum stimulation levels:最佳刺激水平：Other-diretedness: Other-directed consumers tend to look to others for direction on what is right or wrong; thus, they are less likely to be consumer innovators.他人支配：他人支配性消費(fèi)者則傾向于遵從他人指導(dǎo)來(lái)判

36、斷正確或是錯(cuò)誤，因而成為創(chuàng)新者 的可能性降低很多。Personality: personality be defined as those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.個(gè)性：決定和反映個(gè)人如何適應(yīng)環(huán)境的內(nèi)在的心理特征。Roles:角色：Social self-image: How consumer feel others see them.社會(huì)自我形象：消費(fèi)者認(rèn)為別人對(duì)自己的形象的看法。Tra

37、it theory: The orientation of trait theory is primarily quantitative or empirical; it focus on the measurement of personality in terms of specific psychological characteristics, called traits. A traitis defined as any distinguishing, relatively enduring way in which one individual differs from anoth

38、er. Trait theorists are concerned with the construction of personality tests that enable them to pinpoint individual differences in terms of specific traits.特質(zhì)理論:特質(zhì)理論以定量分析或經(jīng)驗(yàn)證明為導(dǎo)向，它關(guān)注與分析測(cè)量個(gè)人的具體精神特點(diǎn)， 即特征。特質(zhì)被定義為任何區(qū)別于他人的、相對(duì)持久的特點(diǎn)。特質(zhì)理論者致力于構(gòu)建個(gè)性測(cè) 試或問(wèn)卷調(diào)查來(lái)找出個(gè)人差異的特征。Variety- or novelty-seeking:追求多樣化/新奇性：Virtu

39、al personality or self: The notion of a virtual personality or virtual self provides and individual with the opportunity to try on different personalities of different identities, if the identity fits, or the personality can be enhanced, the individual may decide to keep the new personality in favor

40、 of his or her old personality.虛擬個(gè)性/自我：虛擬個(gè)性或虛擬自我給予人么嘗試不同個(gè)性和身份的機(jī)會(huì)，如果個(gè)性適合 或者身份中意，人們可以選擇保留新個(gè)性或者新身份，改變舊個(gè)性或舊身份。Visualizers versus verbalizers: Visualizers(consumers who prefer visual information and products that stress the visual), Verbalizers(consumers who prefer written or verbal information and produ

41、cts).可視信息消費(fèi)者/語(yǔ)言信息消費(fèi)者：可視信息者指喜歡可視化信息和強(qiáng)調(diào)看得見(jiàn)的廣告的消 費(fèi)者，言語(yǔ)信息者指喜歡紙寫(xiě)或語(yǔ)音信息和產(chǎn)品的消費(fèi)者。第六章消費(fèi)者知覺(jué)Absolute threshold: The lowest level at which an individual can experience a sensation is called the absolute threshold.絕對(duì)感覺(jué)閾限：剛剛能夠引起感覺(jué)的最小刺激量被稱(chēng)為絕對(duì)感覺(jué)閾限。Closure: Individuals have a need for closure, they express this need

42、by organizing their perceptions so that they form a complete picture, if the pattern of stimuli to which they are exposed is incomplete, they tend to perceive it, nevertheless, as complete, that is, they consciously or subconsciously fill in the missing pieces.完整：個(gè)體有完整的需要，他們通過(guò)將知覺(jué)組成一幅完整的畫(huà)面來(lái)實(shí)現(xiàn)完整的需要，即使

43、人 們所處的環(huán)境刺激時(shí)不完整的，他們也傾向于將他們組織成完整的，也就是說(shuō)，他們有意識(shí) 地或者潛意識(shí)地填補(bǔ)了空缺部分。Consumer imagery: Consumers have a number of enduring perceptions, or images, products and brands have symbolic value for individuals, who evaluate them on the basis of their consistency with their personal pictures of themselves.消費(fèi)者意象：消費(fèi)者會(huì)有許

44、多持久的知覺(jué)或意象，產(chǎn)品和品牌對(duì)消費(fèi)者而言都是有象征意義 的，消費(fèi)者會(huì)根據(jù)這些意義與自己的自我形象感知相比較。Differential threshold (j.n.d): The minimal difference that can be detected between two similar stimuli it called the differential threshold, or the just noticeable difference(the j.n.d).差別感受閾限：剛剛能夠察覺(jué)的刺激物的最小差別量被稱(chēng)為差別感覺(jué)閾限，或最小差別感受 閾限。Figure and gro

45、und: People have a tendency to organize their perceptions into figure-and-ground relationships. How a figure-ground pattern is perceived can be influenced by prior pleasant or painful associations with one or the other element in isolation.主角和背景：人們總是傾向于將感知到的東西組成主角和背景關(guān)系。一個(gè)主角一個(gè)背景關(guān)系 是如何被感知的受先前與其他一個(gè)或多個(gè)獨(dú)

46、立因素相關(guān)的快樂(lè)或痛苦經(jīng)歷影響。Gestalt psychology: The specific principles underlying perceptual organization are often referred to by the name given the school of psychology that first developed it: Gestalt psychology. Three of the most basic principles of perceptual organization are figure and ground, grouping a

47、nd closure. People tent to add to or subtract from stimuli to which they are exposed on the basis to their expectations and motives, using generalized principles of organization based on Gestalt theory.Gestalt心理：知覺(jué)的整體性理論在心理學(xué)上通常合稱(chēng)為Gestalt心理。知覺(jué)的整體性包括三 個(gè)基本的概念：主角與背景、分組、完整。根絕Gestalt理論的原則，人們總是傾向于根據(jù) 自己的期望和

48、動(dòng)機(jī)來(lái)增加或減少刺激。Grouping: Individuals tend to group stimuli so that they form a unified picture of impression, the perception of stimuli as groups or chunks of information, rather than as discrete bits of information, facilitates their memory and recall.分組：個(gè)體傾向于將刺激分組以形成統(tǒng)一的印象或是感知，感知到的刺激是成組或成塊的， 而不是獨(dú)立的小單元信

49、息，便利了大腦記憶和回憶。Perceived price: Perceptions of price unfairness affect consumers perceptions of product value and, ultimately, their willingness to patronize a store or a service.價(jià)格感知：價(jià)格的合理與不合理會(huì)影響消費(fèi)者對(duì)產(chǎn)品價(jià)值的感知，最終影響他們光顧某個(gè)商 場(chǎng)或服務(wù)場(chǎng)所的意愿。Perceived quality: Consumers often judge the quality of a product or ser

50、vice on the basis of a variety of informational cues that they associate with the product. Some of these cues are intrinsic to the product of service, whereas other are extrinsic. Either singly or in composite, such cues provide the basis for perceptions of product and service quality.質(zhì)量感知：消費(fèi)者通常根據(jù)他們

51、認(rèn)為與商品有關(guān)的信息來(lái)判斷產(chǎn)品或服務(wù)的質(zhì)量，有些信息 是產(chǎn)品或服務(wù)本身的，另外一些信息是產(chǎn)品或服務(wù)之外的，這些信息單獨(dú)或共同構(gòu)成消費(fèi)者 對(duì)產(chǎn)品或服務(wù)質(zhì)量的感知。Perceived risk: The uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions.風(fēng)險(xiǎn)感知：消費(fèi)者在不能預(yù)見(jiàn)購(gòu)買(mǎi)決策后果情況下感知到的不確定性。Price/quality relationship: Consumers rely on price as an indicator

52、 of product quality, that consumers attribute different qualities to identical products that carry different price tags, and that such consumer characteristics as age and income affect the perception.價(jià)格/質(zhì)量的關(guān)系：價(jià)格能夠反映商品的質(zhì)量，消費(fèi)者會(huì)根據(jù)價(jià)格的不同而對(duì)相似產(chǎn)品進(jìn)行 歸類(lèi)，并賦予不同的質(zhì)量評(píng)價(jià)，諸如年齡和收入等因素能影響消費(fèi)者的價(jià)值感知。Reference prices: Any p

53、rice that a consumer uses as a basis for comparison in judging another price. Reference prices can be external or internal.參考價(jià)格：是指消費(fèi)者在比較價(jià)格時(shí)使用的任何基礎(chǔ)價(jià)格。參考價(jià)格可以是外生的，也可以 是內(nèi)生的。Selection, organization, and interpretation of stimuli:Selection: Consumers subconsciously exercise a great deal of selectivity as

54、to which aspects of the environment they perceive. An individual may look at some tings, ignore others, and turn away from still others.Organization: People do not experience the numerous stimuli they select from the environment as separate and discrete sensations, rather, they tend to organize them

55、 into groups and perceive them as unified wholes. Thus, the perceived characteristics of even the simplest stimulus are viewed as a function of the whole to which the stimulus appears to belong. This method of perceptualorganization simplifies life considerably for he individual.Interpretation of st

56、imuli: It is based on what individuals expect to see in light of their previous experience, on the number of plausible explanation the can envision, and on their motives and interests at the time of perception.選擇性、整體性和理解性：知覺(jué)的選擇性：消費(fèi)者在理解刺激他們的環(huán)境時(shí)會(huì)潛意識(shí)地呈現(xiàn)選擇性，個(gè)體會(huì)注意一些事 情、忽略一些事情或者回避一些事情。知覺(jué)的整體性：人們并不是孤立地、單獨(dú)地看

57、待他們從外界選擇接受后的感覺(jué)刺激，相反， 他們會(huì)把這些信息分組組織成一個(gè)整體。因而，及時(shí)對(duì)于最簡(jiǎn)單的刺激所感知到的特征也是 作為那個(gè)刺激所屬整體的部分功能來(lái)看待。知覺(jué)的組織性將復(fù)雜的世界簡(jiǎn)化成個(gè)人呢狗狗理 解的簡(jiǎn)單世界。知覺(jué)的理解性：知覺(jué)的理解性表現(xiàn)為人在感知事物時(shí)，總是根據(jù)過(guò)去的知識(shí)經(jīng)驗(yàn)來(lái)解釋它、 判斷它，把它歸入一定的事物系統(tǒng)之中，從而能夠更深刻地感知它。Subliminal perception: People can perceive stimuli without being consciously aware that they are doing so. Stimuli that

58、 are too weak or too brief to be consciously seen or heard may nevertheless be strong enough to be perceived by one or more receptor cells.閾下知覺(jué)：人們會(huì)在沒(méi)有察覺(jué)到的情況下接受和理解刺激，那些太弱或者太短的刺激很難看 見(jiàn)或聽(tīng)見(jiàn)，但是卻足夠一個(gè)或更多的人體感受器感知到。Tensile price claims: e.g, save 10 to 40%,save up to 60%.”柔性報(bào)價(jià)：有浮動(dòng)的報(bào)價(jià)。如69折，6折起。Webers law: The

59、j.n.d. between two stimuli was not an absolute amount, the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.韋伯定律：兩個(gè)刺激的差別感覺(jué)閾限并不是絕對(duì)量，第一次刺激越強(qiáng)，第二次刺激需要更 強(qiáng)才能被感知。第七章消費(fèi)者學(xué)習(xí)Advertising wearout: although some overlearning aids reten

60、tion, at some point an individual can become satiated with numerous exposures ,and both attention and retention will decline. This effect known as advertising wearout.廣告疲勞：雖然某些過(guò)度學(xué)習(xí)可以有利于記憶，但是在某種程度上個(gè)體會(huì)通過(guò)大量的接觸獲 得滿(mǎn)足，而且注意力和記憶力會(huì)減弱。這種被稱(chēng)作廣告疲勞效果。Behavioral learning theory:行為學(xué)習(xí)理論：Brand equity: Term brand equi