消费者行为学-中英文名词解释

1、中英文名词解释 第一章导言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.消费者行为学：消费者在寻求、购买、使用、评价和处理他们期望能够满足其需求的产品和 服务过程中所表现出的行为。Consumer

2、 decision making: In put, process, out put.消费者决策：输入、处理、输出Consumer research: Methodology used to study consumer behavior.消费者研究：描述用以研究消费者行为的过程与工具。Marketing concept: A consumer-oriented marketing philosophy that focuses on the needs of the buyers and the profits through customer satisfaction.市场营销观念：关注买

3、方的需求通过顾客满意来创造利润的顾客导向的市场营销哲学。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.组织消费者：包括盈利和非盈利的商业单位、政府机构和各种组织机构，它们必须购买产品、 设备和服务来维持组织的运转。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.)个体消费者：个体消费者购买产品和服务是为了他或她自己的消费，为了家庭的消费，或者 作为礼物送给朋友。(也被称作最终消费者和最终用户)。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.社会市场营销观念:要求所有的市场营销者都要遵循在产品和服务的营销中体现社会责任这 一原则；这就是说，它们要努力以一种能够保持与提高消费者和社会总体福利的方式来满足 目标市场的需要与需求。Market segmentation: is the process of dividing a market into subsets of consumers with common needs or characteristics.市场细分：就是利用共同的需求或特征将一个市场划分为若干顾客自己的过程。Targeting: Market targeting is selec

7、ting one or more segments identified for the company to pursue.目标市场：选择一个或多个细分市场作为公司所追求发展的市场。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：就是要在消费者的脑海中为产品或服务树立起一个与众不同的形象，这种形象要能区 分竞争性的产品或服务，并能清晰地向消费者表达出这一特殊的产品或服务能比竞争性品牌 更好地满足他们的需求。第二章消费者研究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.态度量表:研究者经常给受访者展示一系列产品属性，要求他们说出自己的相对感觉与评价。 这种经常用来收集评估数据的工具就叫做态度量表。Depth interview: A lengthy and relatively unstructured interview designe

10、d to uncover a consumer s underlying attitudes and/or motivations.深度访谈：是受访者与专业的采访者之间的一次较长的（30min1h）、非结构化的访谈。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.焦点小组：一种定性研究的方法，是由810人参与的对于产品或服务

11、观念的非组织性的访 谈。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.阐释主义：一个学习消费者行为

12、学的后现代的方法，相比较购买行为更致力于消费行为。阐 释主义着强调符号的重要性、主观经验和人们的想法。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.实证主义：消费者行为的研究方法，以消费者行为作为一种应用营销科学学科。它的重点在 于消费者决策。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：由个体研究者或组织为了实现某种具体目标而展开的原始研究。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：包括深入访谈、焦点小组、隐喻分析、拼图研究和投影法。结果

15、是带有主观性的， 因为要本很小，所以研究结果不能推广到更大的人群。其主要目的是为了获得关于促销活动 与产品的新观点，也被称为“阐释主义”（目的是为了了解消费习惯）。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：本质上是一种描述性方法，被研究者用来了解各种宣传信息对消费者的影响，因 此可使市场营销者预测消费者行为。也被称作“实证主义”。研究方法包括观察法、实验法 和调查法。研究结果是描述性的、带有经验性的，如果数据收集是随机的，结果可推广到更 大的人群。实证主义阐释主义目的预测消费者行为。了解消费者习惯。其他描述实证主义被看做现代主义的

17、、有逻辑的、经验主义的、操作主 义的和客观的。阐释主义者也被看做是经验主义者与后现代主义者;阐释主义被视 为自然主义的、人道主义的与后实证主义的。方法论与研究工具定量研究：调查法、实验法和观察法。定性研究：深度访谈与投影法人种学：一种从文化人类学中借用过 来的方法，研究室，研究者将他们自身（参与者）置于社会之中， 力求了解多种文化事件符号学：对符号及其含义的研究。假设理性：消费者权衡选择后才作决策。行为的原因与影响是可以识别与分隔的。个体是能参与信息处理的问题解决者。仅仅是现实的存在。事物是可被客观地测量的。行为的理由是可被识别的；通过对理由的处理、市场营销者可 影响行为。结论可以被推广到更大

18、的人群。没有单个的客观忠诚。现实是主观的。原因与影响是不可分割的。每一个消费体验是独特的。研究者一受访者之间的作用影响研究结果。通常研究结果不可被推广到更大的人群。Secondary data: Data that has been collected for reasons other than the specific research project at hand.二手资料：是为了某种目的而根据原始数据生成的，它并不是为了实现研究的目的。 第四章消费者动机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. 获得需要：是我们对我们的文化和化境进行反应所学习到的需要，可能包括自尊、威信、慈 爱、权利和学习。因为获得需要基本上市心理性的（即源于心理的），所以被认为是次级需 要或动机。Emotional motives: Emotional motives imply the selection of goals according to personal

20、or subjective criteria （e.g., pride, fear, affection, or status）情绪动机：是指根据个人或主观标准来选择目标（如荣誉、恐惧、喜爱或者地位）。Generic goals: The general classes or categories of goals that consumers see as a way to fulfill their needs.一般目标：即消费者认为能满足他们需要的大致的目标分类。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），包括对食物、水、空气、衣服、遮蔽、性的需要。 因为这些来维持生物性的生活，所以源于生物的需要被认为是基本需要或动机。马斯洛的需要层次自我实现的需要自我需要社会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. 动机：促使个体进行行动的驱使力。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.动机研究：涉及解释消费者潜意识或隐蔽的动机的定性研究，而且动机研究应该有逻辑地包 括所有类型和探查人类动机的研究。Product-specific goals: the specifically branded products and services that consumer select for goal fulfillment.特定产品目标：消费者选择的用来满足目标的具体的有品牌的产品和服务。Rational motives: Consumers select goals based on to

24、tally objective criteria.理性动机：指消费者根据客观标准来选择目标。Substitute goals: A goal that replaces an individuals primary goal when the goal cannot be achieved or acquired.替代目标：当个体无法达到一个具体目标或他/她认为能满足特定需要的目标的时候，行为 会被引导向一个替代目标。第五章个性与消费者行为Actual self-image: How consumer in fact see themselves.实际的自我形象：消费者实际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：通过人格化将消费者对产品或服务各种特性的理解看法转化成有人性的特征。Cognitive personality: Need for cognition. A persoif s craving for enjoyment of thinking 认知个性因素：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.强迫性消费：强迫性消费是不正常的行为，强迫性消费者对消费上瘾，他们不能控制自己， 并且消费结果往往对自己和周围的人

27、有害。Consumer ethnocentrism: the consumers likelihood to accept or reject foreign-made products. 消费者民族主义：消费者反对或者接受进口商品的倾向。Consumer innovativeness: how receptive a person is to new experience. 消费者创新：接受新事物的开放度。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.创新消费者：是指喜欢尝试新的产品、服务或活动的人。这些消费者对新产品或服务的反应 通常决定了该项产品或服务的市场成败。Consumer materialism: the degree of the consumers attachment to worldly possessions. 消费者

29、物质主义：消费者想获得东西的多寡和愿望强烈程度、Expected self: How consumers expect to see themselves at some specified future time. 期望的自我形象：即消费者期望自己在将来某个时刻能够达到的形象。Extended self: Consumers possessions can be seen to confirm or extend their self-images. 延伸的自我形象：消费者的所有物能够加强或延伸消费者的自我形象。Freudian theory佛洛依德理论：人的个性是由三个互相转换的系统组成的

30、：本我、超我和自 我。本我是基本生理需要，超我是人类内在社会道德和行为准则的集合，自我是有意识的控满意的行动一；本我；I,自我系统1系统2 /Ideal self-image: How consumers would like to see themselves. 理想的自我形象：消费者想象中的自我形象。Ideal social self-image: How consumers would like others to see them.理想的社会自我形象：消费者希望别人对自己的形象的看法。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.自我主见：自我主见型消费者倾向于靠自己的价值观念或标准来评价新产品，因而更有可能 成为创新者。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.认知需要：认知个性特点即认知需要，它衡量一个人

33、对思考的渴望或喜欢程度。高认知需要 消费者对产品相关信息或描述广告反映强烈;低认知需要消费者更容易受广告的背景或次要 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)新佛洛依德理论：人可以分为三类：顺从型、好战型和独立型。顺从型指顺从他人以期得到他人喜欢，或自己想要的东西，或

35、他人的赞赏等。好战型指喜欢与别人对着干的人，这些人喜欢表现，赢得他人尊敬。独立型指远离人群的人，他们希望得到独立，相信自己，自给自足，个人主义者或责任规避 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：他人支配性消费者则倾向于遵从他人指导来判

36、断正确或是错误，因而成为创新者 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.个性：决定和反映个人如何适应环境的内在的心理特征。Roles:角色：Social self-image: How consumer feel others see them.社会自我形象：消费者认为别人对自己的形象的看法。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.特质理论:特质理论以定量分析或经验证明为导向，它关注与分析测量个人的具体精神特点， 即特征。特质被定义为任何区别于他人的、相对持久的特点。特质理论者致力于构建个性测 试或问卷调查来找出个人差异的特征。Variety- or novelty-seeking:追求多样化/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.虚拟个性/自我：虚拟个性或虚拟自我给予人么尝试不同个性和身份的机会，如果个性适合 或者身份中意，人们可以选择保留新个性或者新身份，改变旧个性或旧身份。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).可视信息消费者/语言信息消费者：可视信息者指喜欢可视化信息和强调看得见的广告的消 费者，言语信息者指喜欢纸写或语音信息和产品的消费者。第六章消费者知觉Absolute threshold: The lowest level at which an individual can experience a sensation is called the absolute threshold.绝对感觉阈限：刚刚能够引起感觉的最小刺激量被称为绝对感觉阈限。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：个体有完整的需要，他们通过将知觉组成一幅完整的画面来实现完整的需要，即使

43、人 们所处的环境刺激时不完整的，他们也倾向于将他们组织成完整的，也就是说，他们有意识 地或者潜意识地填补了空缺部分。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.消费者意象：消费者会有许

44、多持久的知觉或意象，产品和品牌对消费者而言都是有象征意义 的，消费者会根据这些意义与自己的自我形象感知相比较。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).差别感受阈限：刚刚能够察觉的刺激物的最小差别量被称为差别感觉阈限，或最小差别感受 阈限。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：人们总是倾向于将感知到的东西组成主角和背景关系。一个主角一个背景关系 是如何被感知的受先前与其他一个或多个独

46、立因素相关的快乐或痛苦经历影响。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：知觉的整体性理论在心理学上通常合称为Gestalt心理。知觉的整体性包括三 个基本的概念：主角与背景、分组、完整。根绝Gestalt理论的原则，人们总是倾向于根据 自己的期望和

48、动机来增加或减少刺激。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.分组：个体倾向于将刺激分组以形成统一的印象或是感知，感知到的刺激是成组或成块的， 而不是独立的小单元信

49、息，便利了大脑记忆和回忆。Perceived price: Perceptions of price unfairness affect consumers perceptions of product value and, ultimately, their willingness to patronize a store or a service.价格感知：价格的合理与不合理会影响消费者对产品价值的感知，最终影响他们光顾某个商 场或服务场所的意愿。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.质量感知：消费者通常根据他们

51、认为与商品有关的信息来判断产品或服务的质量，有些信息 是产品或服务本身的，另外一些信息是产品或服务之外的，这些信息单独或共同构成消费者 对产品或服务质量的感知。Perceived risk: The uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions.风险感知：消费者在不能预见购买决策后果情况下感知到的不确定性。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.价格/质量的关系：价格能够反映商品的质量，消费者会根据价格的不同而对相似产品进行 归类，并赋予不同的质量评价，诸如年龄和收入等因素能影响消费者的价值感知。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.参考价格：是指消费者在比较价格时使用的任何基础价格。参考价格可以是外生的，也可以 是内生的。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.选择性、整体性和理解性：知觉的选择性：消费者在理解刺激他们的环境时会潜意识地呈现选择性，个体会注意一些事 情、忽略一些事情或者回避一些事情。知觉的整体性：人们并不是孤立地、单独地看

57、待他们从外界选择接受后的感觉刺激，相反， 他们会把这些信息分组组织成一个整体。因而，及时对于最简单的刺激所感知到的特征也是 作为那个刺激所属整体的部分功能来看待。知觉的组织性将复杂的世界简化成个人呢狗狗理 解的简单世界。知觉的理解性：知觉的理解性表现为人在感知事物时，总是根据过去的知识经验来解释它、 判断它，把它归入一定的事物系统之中，从而能够更深刻地感知它。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.阈下知觉：人们会在没有察觉到的情况下接受和理解刺激，那些太弱或者太短的刺激很难看 见或听见，但是却足够一个或更多的人体感受器感知到。Tensile price claims: e.g, save 10 to 40%,save up to 60%.”柔性报价：有浮动的报价。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.韦伯定律：两个刺激的差别感觉阈限并不是绝对量，第一次刺激越强，第二次刺激需要更 强才能被感知。第七章消费者学习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.广告疲劳：虽然某些过度学习可以有利于记忆，但是在某种程度上个体会通过大量的接触获 得满足，而且注意力和记忆力会减弱。这种被称作广告疲劳效果。Behavioral learning theory:行为学习理论：Brand equity: Term brand equi