市场营销英语topic 2课件

Chapter2

ConsumerbehaviorChapter2

Consumerbehavior1Chapter2ConsumerbehaviorChaLearningGoalsKnowtheStagesintheBuyerDecisionProcess；KnowtheTypesofConsumerBuyingDecisionsandConsumerInvolvementKnowtheFactorDeterminingtheLevelofConsumerInvolvement2LearningGoalsKnowtheStagescaseWhyP&Gsimplifiedsolutionstotheconsumerchoice?Whathadhappenedinconsumershoppingbehaviorduring1990’s?3caseWhyP&Gsimplifiedsolutiproliferation[prəu-,lifə'reiʃən]

liferate的变形.增殖，扩散；分芽繁殖proliferate[prəu'lifəreit]

v.增殖；增生；大量产生：

proliferatedideas层出不穷的想法扩散；增加；激增：

toproliferatenuclearweapons扩散核武器habitualdecisionmaking:决策过程可能因品牌忠誠度或习惯，不重新评估其內容与收集相关资讯，成为习惯性决策。tinker['tiŋkə]n.补锅匠；修补匠；焊锅；（美）小鲭鱼vi.做焊锅匠；焊补；笨手笨脚地做事vt.修补；粗修Tinkerwith拨弄，摆弄；瞎摆弄；笨拙(或胡乱地)修理(或修补等)

COO:chiefoperatingofficer(企业的)业务经理,业务负责人,首席运营官4proliferation[prəu-,lifə'reiʃ552.1TheBuyerDecisionProcess2.1.1StagesintheBuyerDecisionProcessBehindthevisibleactofmakingapurchaseliesanimportantdecisionprocessthatmustbeinvestigated.Thestagesabuyerpassesthroughinmakingchoicesaboutwhichproductsandservicestobuyarethepurchasedecisionprocess.ThisprocesshasthefivestagesshowninFigure2.1:(1)problemrecognition,(2)informationsearch,(3)alternativeevaluation,(4)purchasedecision,and(5)postpurchasebehavior.62.1TheBuyerDecisionProcess

Figure2.1PurchaseDecisionProcessProblemRecognition:PerceivinganeedInformationSearch:SeekingvalueEvaluationOfalternatives:AssessingvaluePurchaseDecision:BuyingvaluePostpurchaseBehavior:Valueinconsumptionofuse7

Figure2.1PurchaseDecisionNeedRecognitionThebuyingprocessstartswithneedrecognition—thebuyerrecognizesaproblemorneed.Theneedcanbetriggeredbyinternalstimuliwhenoneoftheperson’snormalneeds—hunger,thirst—risestoalevelhighenoughtobecomeadrive.Aneedcanalsobetriggeredbyexternalstimuli,e.g.,anadvertisementoradiscussionwithafriend.8NeedRecognitionThebuyingproInformationSearchAninterestedconsumermayormaynotsearchformoreinformation.Ifso,aconsumerwillundertakeaninformationsearchrelatedtotheneed.Consumerscanobtaininformationfromseveralsources.Personalsources.Commercialsources.Publicsources.Experientialsources.Therelativeinfluenceoftheseinformationsourcesvarieswiththeproductandthebuyer.9InformationSearch9EvaluationofAlternatives

Themarketerneedstoknowaboutalternativeevaluation—thatis,howtheconsumerprocessesinformationtoarriveatbrandchoices.Consumersdonotuseasimpleandsingleevaluationprocessinallbuyingsituations.Instead,severalevaluationprocessesareatwork.Howconsumersgoaboutevaluatingpurchasealternativesdependsontheindividualconsumerandthespecificbuyingsituation.

10EvaluationofAlternativesTheevokedset

受欢迎并能招徕买主的品牌;引发的组合Evoked

setreferstothebrandsthatcomeintotheconsiderationofconsumerswhentheyaregoingtopurchase.激活域是由消费者在制定购买决策时认真考虑的品牌所构成的集合。11evokedset11PurchaseDecision

Intheevaluationstage,theconsumerranksbrandsandformspurchaseintentions.Generally,theconsumer’spurchasedecisionwillbetobuythemostpreferredbrand,buttwofactorscancomebetweenthepurchaseintentionandthepurchasedecision.Thefirstfactoristheattitudesofothers.Thesecondfactorisunexpectedsituationalfactors.12PurchaseDecisionIntheevaluPostpurchaseBehavior

Afterpurchasingtheproduct,theconsumerwillbesatisfiedordissatisfiedandwillengageinpostpurchasebehaviorofinteresttothemarketer.Determiningiftheconsumerissatisfiedornotistherelationshipbetweentheconsumer’sexpectationsandtheproduct’sperceivedperformance.Thelargerthegapbetweenexpectationsandperformance,thegreatertheconsumer’sdissatisfaction.Almostallmajorpurchasesresultincognitivedissonance,ordiscomfortcausedbypostpurchaseconflict.13PostpurchaseBehaviorAfterpu

2.1.2TypesofconsumerbuyingdecisionsandconsumerinvolvementAllconsumer-buyingdecisionsgenerallyfallalongacontinuumofthreebroadcategories:routineresponsebehavior,limiteddecisionmaking,andextensivedecisionmaking(seeTable2.1).continuum[kən‘tinjuəm]n.连续142.1.2Typesofconsumerbuy

Table2.1TypesofConsumerBuyingDecisionRoutineLimitedExtensiveInvolvementLowLowtomoderatehighTimeShortShorttomoderatelongCostLowLowtomoderatehighInformationSearchInternalonlyMostlyinternalInternalandexternalNumberofAlternativesonefewmany15

Table2.1TypesofConsumerBroutineresponsebehaviorFrequentlypurchased，low-costgoodsandservicesaregenerallyassociatedwithroutineresponsebehavior.惯常反应行为（例行性反应行为）是指常被购买且低的商品或务,这类商品让消费者花在搜寻评估的时间短,消费者对某一商品很熟悉，决策过程花很短的时间，且常常购买同一品牌，对此类产品做出习惯性决策反应。

16routineresponsebehaviorFrequThesegoodsandservicescanalsobecalledlow-involvementproducts，becauseconsumersspendLittletimeonsearchanddecisionbeforemakingthepurchase.low-involvementproducts消费者经常购买，不需要费时费力就能做出购买决定的产品，被认为是低度介入产品。它们对购买者没有什么重大影响，也不会带来生活方式的实质性改变。通常所说的便利商品就是低度介入产品。17Thesegoodsandservicescanalimiteddecisionmakinglimiteddecisionmakingtypicallyoccurswhenaconsumerhaspreviousproductexperiencebutisunfamiliarwiththecurrentbrandsavailable.有限决策：一定时期购买的商品或服务，价格并不昂贵，但消费者会花比较多的时间在决策过程上，并会有不同品牌选择，消费者花在搜寻与决策上仅止于适度。18limiteddecisionmakinglimitedextensivedecisionmaking

Consumerspracticeextensivedecisionmakingwhenbuyinganunfamiliar，expensiveproductoraninfrequentlyboughtitem.Thisprocessisthemostcomplextypeofconsumerbuyingdecisionandisassociatedwithhighinvolvementonthepartoftheconsumer.19extensivedecisionmakingCons广泛参与决策：消费者购买不太熟悉与昂贵的商品与服务，且不常买，是消费者表现出来的最复杂的购买决策类型，高介入度。消费者要使用不同的标准来进行评估选择，而且花比较多的时间搜寻信息。高度介入产品（HighInvolvementProduct）顾客购买一项产品都需要时间和精力的投入，消费者需要费时费力才能做出购买决定的产品，被认为是高度介入产品。例如，那些令顾客迟疑徘徊于其价格或购物支出安排的商品。轿车、住房、全套厨房设备、发烧音响（Hi—Fi）器材和豪华假日游都是高度介入产品的一些典型例子。当购买的产品将给消费者生活方式上带来某种改变的时候，该产品就可以认为是高度介入产品。20广泛参与决策：消费者购买不太熟悉与昂贵的商品与服务，且不常买2.1.3FactorsDeterminingtheLevelofConsumerInvolvementThelevelofinvolvementinthepurchasedependsonfivefactors:previousexperienceinterestperceivedriskfinancialrisksocialriskpsychologicalrisksituationsocialvisibility212.1.3FactorsDeterminingthe2.2FactorsInfluencingConsumerBehavior

Culturalfactors,whichincludecultureandvalues,subculture,andsocialclass,exertthebroadestinfluenceoverconsumerdecisionmaking.文化和价值，亚文化和社会阶层等在内的文化因素对于消费者决策行为有着广泛的影响。

Socialfactorssumupthesocialinteractionsbetweenaconsumerandinfluentialgroupsofpeoplesuchasreferencegroups,opinionleaders,andfamilymembers.社会因素概括了与其有影响到的群体之间的社会互动，包括相关群体，意见领袖和家庭成员。222.2FactorsInfluencingConsum2.2FactorsInfluencingConsumerBehaviorIndividualfactors,whichincludegender,age,familylife-cyclestage,personality,self-concept,areuniquetoeachindividualandplayamajorroleinthetypeofproductsandservicesconsumerswant.

个人因素对于每个人消费者者是独特的，并且在对产品和服务的需求类型取得重要的作用，个人因素包括性别，年龄，家庭生活周期阶段，个性，自我概念和生活方式。232.2FactorsInfluencingConsum2.2FactorsInfluencingConsumerBehaviorPsychologicalfactorsdeterminehowconsumersperceiveandinteractwhittheirenvironmentsandinfluencetheultimatedecisionsconsumersmake.Theyincludeperception,motivation,learning,beliefs,andattitudes.心理因素决定消费者如何感知和影响周围的环境，并且影响着消费者最终的决策行为，心理因素包括：认知，动机，学习，信念和态度242.2FactorsInfluencingConsum2.2.1CulturalFactors

Culture

“文化”一词是从拉丁文Culture演化而来的，含有耕种、居住、练习、留心或注意、敬神等多种涵义。文化实际上主要包含器物、制度和观念三个方面，具体包括语言、文字、习俗、思想等，客观的说文化就是社会价值系统的总和。Culturalfactorsexertabroadanddeepinfluenceonconsumerbehavior.Cultureisthemostbasiccauseofaperson’swantsandbehavior.Humanbehaviorislargelylearned.Growingupinasociety,achildlearnsbasicvalues,perceptions,wants,andbehaviorsfromthefamilyandotherimportantinstitutions.252.2.1CulturalFactorsCultureSubculture：Subculturesincludenationalities,religions,racialgroups,andgeographicregions.

也称次文化，又称集体文化或副文化，指与主文化相对应的那些非主流的、局部的文化现象，指在主文化或综合文化的背景下，属于某一区域或某个集体所特有的观念和生活方式，一种亚文化不仅包含着与主文化相通的价值与观念，也有属于自己的独特的价值与观念。

26Subculture：26SocialClass社会阶层（socialclass）是与工薪收入、职业、文化教育程度、生活状况有关的一个术语。与社会因素有关，而社会阶层最能体现各种社会因素的综合。同一社会集团成员之间态度以及行为和模式和价值观等方面具有相似性。不同集团成员存在差异性。reflectnotonlyincome,butalsootherindicatorssuchasoccupation,education,andareaofresidence.Socialclassesdifferindressspeechpatterns,recreationalpreferences,andmanyothercharacteristics.

27SocialClass27Table2.2theContinuingSignificanceofSocialClassinCanadaandUnitedStatesCANADAPERCENTAGEUNITEDSTATESPERCENTAGEUpper2.5Upper1.5Uppermiddle18.5Uppermiddle12.5Middle50.0Middle32.0Working20.0Working38.0Lower9.0Lower16.0Total100.0Total100.0Source:AdaptedfromR.P.Coleman,“TheContinuingSignificanceofSocialClasstoMarketing,”JournalofConsumerResearch10,no.3(December1983),PP.265-80;28Table2.2theContinuingSignifThisluxurycruiselinetargetsupscalecustomers.29ThisluxurycruiselinetargetWhatIstheMiddleClass?The“middle”50percentofhouseholdincomes-householdsearningbetween$22,500and$80,000Householdsmadeupofcollege-educatedadultswhousecomputers,andareinvolvedinchildren’seducationLower-middletomiddle-middlebasedonincome,education,andoccupation(thisviewdoesNOTincludeupper-middle,whichisconsideredaffluent)30WhatIstheMiddleClass?The“TheWorkingClassHouseholdsearning$40,000orlesscontrolmorethan30percentofthetotalincomeintheU.S.Theseconsumerstendtobemorebrandloyalthanwealthierconsumers.31TheWorkingClassHouseholdseaThisadfocusesontheaffordablepriceofthistreatment.32Thisadfocusesontheafforda2.2.2SocialFactors

Mostconsumersarelikelytoseekouttheopinionsofotherstoreducetheirsearchandevaluationeffortoruncertainty,especiallyastheperceivedriskofthedecisionincreases.Consumersmayalsoseekoutothers’opinionsforguidanceonnewproductsorservices,productswithimage-relatedattributes,orbecauseattributeinformationislackingoruninformative.Specifically,consumersinteractsociallywithreferencegroups,opinionleaders,andfamilymemberstoobtainproductinformationanddecisionapproval.332.2.2SocialFactorsMostcReferenceGroups34ReferenceGroups34REFERENCEGROUPS

Apersonsreferencegroupsconsistofallthegroupsthathaveadirect(face-to-face)orindirectinfluenceontheperson'sattitudesorbehavior.Groupshavingadirectinfluenceonapersonarecalledmembershipgroups.AnaspirationgroupAdissociativegroup35REFERENCEGROUPS

ApersonsreOpinionLeaders卡罗琳·沃尔多(CarolynWaldo)冰球大帝韦恩.格雷茨基

36OpinionLeaders卡罗琳·沃尔多36OpinionLeaders37OpinionLeaders37WordofMouthinAction

38WordofMouthinAction

38FamilyinfluencesConsumersocialization消费社会化WardScott(1974)第一个提出了消费者社会化(consumer

socialization)的概念,把社会化方法引入消费者研究领域:消费者社会化是年轻人发展与消费相关的技巧、知识和态度的过程。所谓社会化(socialization)指“个人获得知识、技能、倾向，使他们或多或少地影响群体成员和社会的过程。”39FamilyinfluencesConsumersociFamilyLifeCycle40FamilyLifeCycle40Familydecisionmaking41Familydecisionmaking412.2.3PersonalFactorsGenderBabyBoomers:Bornbetween1946and1964;GenerationX:Bornbetween1965and1976.美国战后及20世纪50年代出生的人自称“X”一代，“X”有“寻找未知”、“否定现实”、“反抗社会”等含义。

GenerationY:Bornbetween1977and1994.为“Y”一代.Theechoboomhascreatedalargeteenandyoungadultmarket.Thenation’steensspend$175billionayearandinfluenceanother$30billioninfamilyspending.422.2.3PersonalFactorsGender4AGEANDSTAGEINTHELIFECYCLEPeoplebuydifferentgoodsandservicesoveralifetime.

Tasteinfood,clothes,furniture,andrecreationisagerelated.

Traditionalfamilylife-cyclestagesincludeyoungsinglesandmarriedcoupleswithchildren.43AGEANDSTAGEINTHELIFECYCLnontraditionalstagesMarketersareincreasinglycateringtoagrowingnumberofalternative,nontraditionalstagessuchasunmarriedcouples,singlesmarryinglaterinlife,childlesscouples,same-sexcouples,singleparents,extendedparents(thosewithyoungchildrenreturninghome),andothers.44nontraditionalstagesMarketersPersonalityPersonalityreferstotheuniquepsychologicalcharacteristicsthatleadtorelativelyconsistentandlastingresponsestoone’sownenvironment.Personalitymadeupof

traits:Atraitisaparticularcharacteristic,quality,ortendencythatsomeoneorsomethinghas.特征；（心理）品质例:Thestudyfoundthatsomealcoholicshadclearpersonalitytraitsshowingupearlyinchildhood.这项研究发现一些酗酒者早在孩童时就表现出明显的个性特征。Theideaisthatbrandsalsohavepersonalities,andthatconsumersarelikelytochoosebrandswhosepersonalitiesmatchtheirown

45PersonalityPersonalityrefersTable2.3TheSummaryofConsumer’sPersonality·Adaptability·Needforaffiliation·Aggressiveness·Needforachievement·Ascendancy·Autonomy·Dominance·Deference·Defensiveness·Emotionalism·Orderliness·Sociability·Stability·Self-confidenceSource:J.PaulPeter,JerryC.Olson,ConsumerBehaviorandMarketingStrategy,Irwin/McGraw-Hill,1999.46Table2.3TheSummaryofConsuSelf-Concept自我概念(self-concept)是指个体对作为一个整体的自己的意识和体验而形成的相对稳定的观念系统,是个体对自我生理、心理以及社会性的认知及态度体系。Eg.Youcannotchangeanythinginyourouterworldpermanentlyunlessyoufirstchangeyourself-

concept.除非能首先改变自我概念，否则你无法永久地改变外部世界。占有心理学主张心理所有权使得人们把占有物视为自我的一部分。47Self-Concept自我概念(self-concept)MonterosportEclipseSpyder48MonterosportEclipseSpyder48LifestyleLifestyle:Apatternofconsumptionreflectingaperson’schoicesofhowheorshespendstimeandmoney.Itinvolvesmeasuringconsumers’majorAIOdimensions.Activities—work,hobbies,shoppingsports,socialeventsInterests—food,fashion,family,recreationOpinions—aboutthemselves,socialissues,business,products

LifestylesegmentationcanalsobeusedtounderstandhowconsumersusetheInternet,computers,andothertechnology.49LifestyleLifestyle:Apattern505051512.2.4PsychologicalFactors

Psychologyhelpsmarketersunderstandwhyandhowconsumersbehaveastheydo.Particularlyusefulforinterpretingbuyingprocessesanddirectingmarketingeffortsareconceptssuchas

Motivation;Perception;Learning;Beliefs,andAttitudes.522.2.4PsychologicalFactors52.2.4PsychologicalFactorsMotivation

Motivationistheenergizingforce(驱动力)thatcausesbehaviorthatsatisfiesaneed.Becauseconsumerneedsarethefocusofthemarketingconcept,marketerstrytoarousetheseneeds.

energizing:激发；激励motivating,urging（energize的现在分词）；energize['enədʒaiz]v.532.2.4PsychologicalFactorsMotHierarchyofNeedsTheoryhierarchy[‘haiə,rɑ:ki]

n.等级制度；等级森严的组织；层级。HierarchyofNeedsTheory：需要层次理论;需要阶梯理论;需求层次理论需要层次（Hierarchyofneeds）：指与生俱来的包括基本需要与超越性需要的各种生理、心理需要的层次排列。每当较低级的需要得到满足，较高级的新需要就会出现。Figure2.2showsoneneedhierarchyandclassificationschemethatcontainsfiveneedclasses.54HierarchyofNeedsTheoryhieraFigure2.2HierarchiesofNeedsSelf-actualizationneedsSelf-fulfillmentPersonalneedsStatus,respect,prestigeSocialneedsFriendship,belonging,loveSafetyneedsFreedomfromharm,financialsecurityPhysiologicalneedsFood,water,sex,oxygenSource:CharlesW.Lamb,Jr.,JosephF.Hair,Jr.,Marketing,北京大学出版社，200255Figure2.2HierarchiesofNeedPerception

istheprocessbywhichpeopleselect,organize,andinterpretinformation.PerceptionIncludes:Selectiveexposure：选择性接触，受众对媒介的接触具有很强的选择性，他们往往从自己原有的意见、观点和兴趣出发，将自己“暴露”在经过选择的传媒及其内容的面前。

PsychologicalFactorsPerception56PerceptionistheprocessbywSelectiveattention

Selectiveattentionisthetendencyforpeopletoscreenoutmostoftheinformationtowhichtheyareexposed.

选择性注意:人们在日常生活中面对许多刺激物，不可能对什么刺激物都加以注意，绝大多数都被筛选掉了，那些能引起人们注意的刺激物，便是选择性注意。大量研究表明，有三种情况较能引起人们的注意：一是与目前需要有关的；二是预期将出现的；三是变化幅度大于一般的、较为特殊的刺激物，如降价50％比降价5％的广告，会引起人们更大的注意。选择性注意意味着，在激烈的市场竞争中，营销者要开动脑筋，千方百计引起消费者对其产品的注意。57SelectiveattentionSelectivSelectivecomprehensiondescribesthetendencyofpeopletointerpretinformationinawaythatwillsupportwhattheyalreadybelieve.选择性理解：即使刺激引起了人们的注意也不一定能达到预期的目标。这是因为人们面对客观事物，有一种把外界输入的信息与头脑中早已存在的模式相结合的倾向。这种按人们已有的想法来解释信息的倾向，就是选择性理解。例如，某一商品在消费者心目中已树起信誉，形成品牌偏好，即使一段时间该品牌的质量下降了，消费者也不愿意相信；而另一新的品牌即使实际质量已优于前者，消费者也不会轻易认可，总以为原先的那个名牌货更好些。总之，人们倾向于用自己已有的观念解释信息，而非向自己的偏见做斗争。

58SelectivecomprehensiondescribSelectiveretentionconsumersarelikelytoremembergoodpointsaboutabrandtheyfavorandtoforgetgoodpointsmadeaboutcompetingbrands.Peopleretainpointstosupportattitudes选择性保留：是指受众对信息的记忆也是有所选择的，这是受众心理过程的最末环节。事实上，留在人们记忆中的信息量一般会少于它们所接收和理解的信息量，他们有时甚至还竭力使自己去忘记某些信息。正如选择性注意、选择性理解一样，人们倾向于记住传播内容中与自己观点一致的那些部分，而忘掉与自己观点不一致的部分。这一行为往往是出于潜意识的，它可能用以加强而非改变受传者的已有意见。59SelectiveretentionconsumersaLearningdescribeschangesinanindividual’sbehaviorarisingfromexperience.BehavioralLearning

BehavioralTheoriesBasedonobservablebehaviors(responses)thatoccurastheresultofexposuretostimuliFocuson“changeinbehavior”Learningoccursthroughtheinterplayofdrives,stimuli,cues,responses,andreinforcement.

PsychologicalFactors

Learning60LearningdescribeschangesinCognitivelearning

LearningbasedonmentalinformationprocessingFocuson“changeinknowledge”Leaningoccursasaresultofmentalprocesses,includingthinking,reasoning,andmentalproblemsolving.安诺星（Anacin）广告描绘了一个头疼病患者脑袋里的三个盒子，第一个是弯曲的弹簧，第二个是大锤，第三个是锯齿状的霹雳。这三种头疼都被胃里的Anacin泡沫给治愈了，口号是：“Anacin，医生推荐的缓解头疼的良药。”61Cognitivelearning

LearningBrandloyalty品牌忠诚度是指消费者在购买决策中，多次表现出来对某个品牌有偏向性的（而非随意的）行为反应。它是一种行为过程，也是一种心理（决策和评估）过程。品牌忠诚度的形成不完全是依赖于产品的品质、知名度、品牌联想及传播，它与消费者本身的特性密切相关，靠消费者的产品使用经历。提高品牌的忠诚度，对一个企业的生存与发展，扩大市场份额极其重要。

62Brandloyalty品牌忠诚度是指消费者在购买决策中，Attitude：是消费者对某一产品/服务所持有的一种比较稳定的赞同或不赞同的内在心理状态。describesaperson’sevaluations,feelingsandtendenciestowardanobjectorideaTheyaredifficulttochange.Marketersusethreeapproachestotrytochangeconsumerattitudes

PsychologicalFactors

Attitude63Attitude：是消费者对某一产品/服务所持有的一种比较稳Beliefadescriptivethoughtaboutabrandorservicemaybebasedonrealknowledge,opinion,orfaith信念是认知、情感和意志的有机统一体，是人们在一定的认识基础上确立的对某种思想或事物坚信不疑并身体力行的心理态度和精神状态。

64Belief642.3ModelsofConsumerBehavior

2.3.1ModelsofConsumerBehavior

MarketingandotherstimuliMarketingOtherProductEconomicPlaceTechnologicalPricePoliticalPromotionCulturalBuyer’sblackboxBuyerBuyerCharact-decisioneristicsprocessBuyerresponsesProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamountSource:RussellS.Winer,MarketingManagement,清华大学出版社，2002652.3ModelsofConsumerBehavio2.3.2TheBuyerDecisionProcessforNewProductsStagesintheAdoptionProcessConsumersgothroughfivestagesintheprocessofadoptinganewproduct:

Awareness:Theconsumerbecomesawareofthenewproduct,butlacksinformationaboutit.

Interest:Theconsumerseeksinformationaboutthenewproduct.

Evaluation:Theconsumerconsiderswhethertryingthenewproductmakessense.

Trial:theconsumertriesthenewproductonasmallscaletoimprovehisorherestimateofitsvalue.

Adoption:Theconsumerdecidestomakefullandregularuseofthenewproduct.662.3.2TheBuyerDecisionProceIndividualDifferencesinInnovativeness创新者（Innovators），最前的2.5%；早期采纳者（earlyadopters），其后的13.5%；早期大多数（earlymajority），其后的34%；晚期大多数（latermajority），其后的34%；落后者（laggards），最后16%。2.3.2TheBuyerDecisionProcessforNewProducts67IndividualDifferencesinInno

2.5%

13.5%34%34%16%创新者早期接受者早期大众晚期大众落后使用者

6868

Innovators：创新者。是率先采用新产品的一群人。

earlyadopter：早期采用者；早期接受者；早期使用者。指的是一些具有冒险性、喜欢尝试的顾客，其在产品早期上市时，便率先使用。earlymajority：早期多数；早期大众。具有小心谨慎的特质，喜欢与同类间保持互动关系，但却不喜欢扮演意见领袖的角色。latemajority：晚期多数，晚期大众。多疑的,要等到大多数人都使用过了才会采用新产品.Laggards：落后者。传统保守者,怀疑改变,一直要到新产品已经成为一种传统之后才会使用。69

Innovators：创新者。是率先采用新产品的一群人。InfluenceofProductCharacteristicsonRateofAdoption

Relativeadvantage：比较优势compatibility[kəm,pætə‘biləti]

n.【计算机】互换性；兼容性；相容性(并存、亲和、协调、配伍)；适应性

Complexity:复杂性divisibility[di,vizi‘biləti]

n.可分(性)，可分割性

communicability[kə'mju:ni,kəbliti]

n.沟通度；沟通性communicable的变形communicable

[kə'mju:nikəbl]

adj.可以转达的，可传播的70InfluenceofProductCharacterKeyterms1.cognitivedissonance:认知不协调cognitive['kɔɡnitiv]adj.认识的；认识过程的；认识能力的dissonance['disənəns]n.刺耳(或不和谐)的声音，嘈杂声；(信仰与行为间的)不一致，不协调，不和谐，不调和2.problemrecognition:需求确认recognition[,rekəg'niʃən]n.认出；认识；识别；认可；承认；公认3.informationsearch:信息搜寻4.alternativeevaluation:选择方案评估

71Keyterms1.cognitivedissonanc5.purchasedecision:购买决策6.postpurchasebehaviour:购买后行7.socialclass:n.社会阶层8.middleclass:n.中产阶级9.referencegroup:n.参照群体10.opinionleaders:n.观念带头人11.familymember:n.家庭成员12.familylifecycle:n.家庭生命周期13.consumersocialization:n.消费者社会化725.purchasedecision:购买决策7214.wordofmouth：口碑；口头相传15.aspirationgroup:仰慕群体,渴望群体aspiration[,æspə'reiʃən]n.渴望，强烈的愿望，志气，志向，抱负(for，after，to)渴望达到的目的，热望得到的东西16.membershipgroup:成员群体17.dissociativegroup:厌恶群体dissociative[di'səuʃieitiv]adj.分离的，分开的；分裂的离解的反社会(行为)的18.self-concept:n.自我概念7314.wordofmouth：口碑；口头相传73ShortAnswer1.Listfivestagesofthebuyerdecisionprocess.2.Listthreetypesofconsumerbuyingdecisions.3.Explainhowmarketersmaybeabletoreducepostpurchasedissonance.4.Listtwofactorsthatmayallowanindividualtomovetoahighersocialclass.5.ExplainMaslow’sneedshierarchy.6.Explainthestagesintheadoptionprocess.74ShortAnswer1.Listfivestages3.Marketersmustmakeeveryefforttoenhanceafter-salecommunications,providingevidenceandsupporttohelpconsumersfeelgoodabouttheirpurchases.753.Marketersmustmakeeverye4.Listtwofactorsthatmayallowanindividualtomovetoahighersocialclass.Suchfactorsmayincludeachangeinincomeorsourceofincomeandincreasededucation.764.Listtwofactorsthatmayal5.ExplainMaslow’sneedshierarchy. Maslowsuggestedthatourunfulfilledneedsareenoughtomotivateusandthatourneedsarearrangedinahierarchy.Thehierarchyofneedsincludes:physiological,safety,social,self-esteem,andself-actualization.Maslowsuggestedthatwefillthebottom-level,basicneedsfirstbeforemovingupthehierarchy.775.ExplainMaslow’sneedshiera5.Explainthestagesintheadoptionprocess. Intheawarenessstage,consumersbecomeawareofthenewproductbutlackinformationaboutit.Then,consumersseekinformationaboutthenewproductintheintereststage.Intheevaluationstage,consumersconsiderwhethertryingthenewproductmakessense.Consumerstrytheproductonalimitedbasisinthetrialstage.Consumersdecidetomakefulluseoftheproductintheadoptionstage.785.ExplainthestagesintheadChapter2

ConsumerbehaviorChapter2

Consumerbehavior79Chapter2ConsumerbehaviorChaLearningGoalsKnowtheStagesintheBuyerDecisionProcess；KnowtheTypesofConsumerBuyingDecisionsandConsumerInvolvementKnowtheFactorDeterminingtheLevelofConsumerInvolvement80LearningGoalsKnowtheStagescaseWhyP&Gsimplifiedsolutionstotheconsumerchoice?Whathadhappenedinconsumershoppingbehaviorduring1990’s?81caseWhyP&Gsimplifiedsolutiproliferation[prəu-,lifə'reiʃən]

liferate的变形.增殖，扩散；分芽繁殖proliferate[prəu'lifəreit]

v.增殖；增生；大量产生：

proliferatedideas层出不穷的想法扩散；增加；激增：

toproliferatenuclearweapons扩散核武器habitualdecisionmaking:决策过程可能因品牌忠誠度或习惯，不重新评估其內容与收集相关资讯，成为习惯性决策。tinker['tiŋkə]n.补锅匠；修补匠；焊锅；（美）小鲭鱼vi.做焊锅匠；焊补；笨手笨脚地做事vt.修补；粗修Tinkerwith拨弄，摆弄；瞎摆弄；笨拙(或胡乱地)修理(或修补等)

COO:chiefoperatingofficer(企业的)业务经理,业务负责人,首席运营官82proliferation[prəu-,lifə'reiʃ8352.1TheBuyerDecisionProcess2.1.1StagesintheBuyerDecisionProcessBehindthevisibleactofmakingapurchaseliesanimportantdecisionprocessthatmustbeinvestigated.Thestagesabuyerpassesthroughinmakingchoicesaboutwhichproductsandservicestobuyarethepurchasedecisionprocess.ThisprocesshasthefivestagesshowninFigure2.1:(1)problemrecognition,(2)informationsearch,(3)alternativeevaluation,(4)purchasedecision,and(5)postpurchasebehavior.842.1TheBuyerDecisionProcess

Figure2.1PurchaseDecisionProcessProblemRecognition:PerceivinganeedInformationSearch:SeekingvalueEvaluationOfalternatives:AssessingvaluePurchaseDecision:BuyingvaluePostpurchaseBehavior:Valueinconsumptionofuse85

Figure2.1PurchaseDecisionNeedRecognitionThebuyingprocessstartswithneedrecognition—thebuyerrecognizesaproblemorneed.Theneedcanbetriggeredbyinternalstimuliwhenoneoftheperson’snormalneeds—hunger,thirst—risestoalevelhighenoughtobecomeadrive.Aneedcanalsobetriggeredbyexternalstimuli,e.g.,anadvertisementoradiscussionwithafriend.86NeedRecognitionThebuyingproInformationSearchAninterestedconsumermayormaynotsearchformoreinformation.Ifso,aconsumerwillundertakeaninformationsearchrelatedtotheneed.Consumerscanobtaininformationfromseveralsources.Personalsources.Commercialsources.Publicsources.Experientialsources.Therelativeinfluenceoftheseinformationsourcesvarieswiththeproductandthebuyer.87InformationSearch9EvaluationofAlternatives

Themarketerneedstoknowaboutalternativeevaluation—thatis,howtheconsumerprocessesinformationtoarriveatbrandchoices.Consumersdonotuseasimpleandsingleevaluationprocessinallbuyingsituations.Instead,severalevaluationprocessesareatwork.Howconsumersgoaboutevaluatingpurchasealternativesdependsontheindividualconsumerandthespecificbuyingsituation.

88EvaluationofAlternativesTheevokedset

受欢迎并能招徕买主的品牌;引发的组合Evoked

setreferstothebrandsthatcomeintotheconsiderationofconsumerswhentheyaregoingtopurchase.激活域是由消费者在制定购买决策时认真考虑的品牌所构成的集合。89evokedset11PurchaseDecision

Intheevaluationstage,theconsumerranksbrandsandforms