2.4.3 Beliefs and Attitude信念 和态度
• 信念是指一个人对某些事物所持的具体看法 A belief is a descriptive thought a person holds about something;
• 态度是一个人对某些事物或观念所持的相对 稳定的评价、感受和倾向An attitude is a person’s enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea
3.3决策步骤stages of Buyer Decision Process
Purchase Decision
Evaluation of Alternatives
Postpurchase Behavior
Information Search
Need/problem Recognition
Social class
2.2Social 社会因素
参照群体 Reference
groups 家庭Family 角色与地位
Roles and status
2.3Personal 个人因素
年龄Age and life-cycle 职业
Occupation 经济状况 Economic situation 生活方式 Lifestyle
3 消费者决策过程Consumer Buying Decision Process
Marketers Must Identify and Understand:
Who Makes the Buying Decision Types of Buying Decisions
Stages in the Buying Process
Consumer Buying Decision Process
Un Buying behavior行为
类型 Buying decision
process决策过程
复杂的购买行为Complex buying behavior
减少失调的购买行为 Dissonance-reducing buying behavior
(security, protection)
Physiological Needs
(hunger, thirst)
Coach在日本和中国的成功
让人消费得起的奢侈品“轻奢品牌
2.4.2 Perception感知
感 知 Perception – 选 择 性 注 意 Selective attention, 选择性扭曲selective distortion, 选择性记忆selective retention.
习惯性购买行为Habitual buying behavior
寻求多样性的购买行为 Variety-seeking buying behavior
3.2行为类型
智能手机属于哪种类型的购买行为？
Consumer Buying Decision Process
Understand
Buying roles职责 Buying behavior行为
Consumer Buying Decision Process
Understand
Buying roles职责 Buying behavior行为
类型 Buying decision
process决策过程
Initiator发起者 Influencer影响 Decider决策者 Buyer购买者 User使用者
类型 Buying decision
process决策过程
五个步骤Five stages in the consumer buying process
不同步骤所耗费的时 间因人而定The amount of time spent in each stage varies according to several factors
review:
1 终端消费者行为模式图 2 影响消费者行为的因素
影响因素 Buyer Characteristics (Factors or stimuli Influencing Consumer Behavior)
2.1Cultur al文化因素
文化Culture 亚文化Sub-
culture 社会阶层
• 人们态度一旦形成，具有稳定性和一致性的特 点。企业和商家工作重点不在于改变人们的态 度，适应和部分引导。
2.4.4 学习
由于经验所引起的个人行为的改变。通过重复 与强化刺激，加强消费者的学习过程
行为学习理论
条件反射 无条件反射 孝敬爸妈脑白金
认知学习理论
学习是思考的结果 观察和模仿
个性与自我观念 Personality and self-concept
2.4PsychoLogical 心理因素
动机 Motivation 感知Perception 学习Learning 信念与态度 Beliefs and attitudes
购买者 Buyer
2.4心理因素 psychological factors
2.4.1 动机 motivation • 动机Motivation – 需要相关Correlated to
the strength of a need (Freud, Maslow, Herzberg) • 马斯洛需求层次Maslow hierarchy theory • 弗洛伊德动机理论Freud’s theory • 赫茨伯格双因素Herzberg two-factors
Maslow’s Hierarchy of Needs (Fig. 5.4)
Self Actualization
(Self-development)
Esteem Needs (self-esteem)
Social Needs
(sense of belonging, love)
Safety Needs