消费者行为学要点整理

? Chapter 1 Consumer Behavior: Its Origins and Strategic Applications

1.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。

2.Consumer decision making: In put, process, out put. 消费者决策及其模型：输入、处理、输出

3.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。 4.Ethics in Marketing营销道德

? Unethical practices occur at every level of the marketing mix:

? in the design of the products, in packaging, in pricing, in advertising, and in

distribution

不道德的行为发生在营销组合的各个层面： 在产品的设计，包装，定价，广告，和在分配

There are two different types of theories:

teleological theories and deontological theories 有两种不同类型的理论： 目的论的理论和道义论的理论

Teleology目的论

An ethical philosophy which considers the moral worth of a behavior as determined by its consequences.道德哲学，认为一个行为的道德价值作为其后果决定。

Utilitarianism功利主义

A teleological theory summarized best by the idea of “the greatest good for the greatest number.”目的论的理论由观念所作的最好总结“最大的利好的最大数量。”

Deontology道义论

An ethical philosophy that places greater weight on personal and social values than on economic values.道德哲学地方更大的重量对个人及社会价值高于经济价值。

? 18、Golden rule黄金规则

Do not do unto others what you would not have others do unto you (or you loved ones).不要做己所不欲，你不会有什么人对你（或你的亲人）做的。

5.Market targeting is selecting 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

6.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 individual 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）。

7.Positioning refers to the development of a distinct image for the offering from competing ones and squarely communicate to the target audience that the particular product or service will fulfill their needs batter 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。

positioning (an image) benefitsUSP

consumer

Development of the Marketing Concept

8. The Production concept生产概念

cheap/efficient production/intensive distribution 便宜的/有效生产/集中的分布 The product concept产品概念

the highest quality/the best performance/the most features 最高质量/最好性能/最多产品特征 9.The selling concept销售概念 the needs of sellers

10.Societal marketing concept: A revision of the traditional 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 society 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。

第二章Consumer Research

消费者研究

1.Attitude scales: Researchers often present respondents with a list of products or product attributes for which 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。

? The four most frequently used scales are: 四种最常用的尺度是：

? Likert scales: easy for researchers to prepare and interpret, and simple for

consumers to answer.李克特量表：为方便研究人员编制和解释，以及简单的

消费者来回答。

? Semantic differential scales: relatively easy to construct and administer.语义差

异量表：相对容易的构建和管理。

? Behavior intention scale: likelihood that consumers will act in a certain way in

the future.行为意向规模：可能性，消费者会以某种方式行事的未来。

? Rank-order scales: subjects rank items in order of preference in terms of some

criteria.排名顺序尺度：受试者在一些标准方面享有优先顺序的项目。 ? importance scales：重要尺度

2.Depth interview: A lengthy and relatively unstructured interview designed 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（30min~1h）、非结构化的访谈。 采访者建立一般的题材后，最大限度地减少他或她自己的参与。

可以提供与营销有关产品设计的宝贵意见，并为定位或重新定位产品的见解。

3.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8~10人参与的对于产品或服务观念的非组织性的访谈。

Respondents encouraged to discuss their interests, attitudes, reactions, motives, lifestyles, feelings about the product or product category, usage experience, etc.鼓励受访者讨论他们的兴趣，态度，反应，动机，生活方式，对产品或产品类别的感受，使用经验等。

Respondents recruited on the basis of consumer profiles, based on specifications defined by marketing management. 受访者招募的消费者资料的基础上，基于由营销管理定义的规格。

4.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。

5.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。

6.Qualitative research:Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques. 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）。

7.Quantitative research:Enables marketers to “predict” consumer behavior. Also called positivism. Research methods include experiments, survey techniques, and observation. Findings are descriptive, empirical and generalizable. 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。 目的 其他描述 方法论与研究工具 假设 实证主义 预测消费者行为。 实证主义被看做现代主义的、有逻辑的、经验主义的、操作主义的和客观的。 定量研究：调查法、实验法和观察法。 阐释主义 了解消费者习惯。 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。 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。 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—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。 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的人群。

8.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。 9.Projective Techniques投射技术

Research procedures designed to identify consumers’ subconscious feelings and motivations. These tests often require consumers to interpret ambiguous stimuli such as incomplete sentences, cartoons, or inkblots.目的是找出消费者的潜意识的感情和动机的研究程序。这些测试往往需要消费者来解释模棱两可的刺激，如不完整的句子，卡通，或墨迹测验。

? Consist of a variety of disguised “tests” that contain ambiguous stimuli.包括各种含有

不明刺激变相“测试”

? Sometimes administered as part of a focus group, but usually used with depth interviews.

有时管理作为一个焦点小组的一部分，但通常与深度访谈使用

? The theory is that respondents’ inner feelings influence how they perceive stimuli.该理

论认为，受访者的内心情感影响他们是如何看待的刺激

10.Primary Research（直接研究/初步方案）

Original research undertaken by individual researchers or organizations to meet specific objectives. Collected information is called Primary Data. 原创性研究开展是通过个人的研究人员或机构，以满足特定的目标。收集的信息称为原始数据。

11.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, 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。

发展：弗洛伊德理论提供了动机研究发展的基础，Dr. Ernest Dichter，维也纳的心理分析学家，根据弗洛伊德的心理分析方法研究消费者行为习惯，营销研究集中在消费者做什么 ，Dicher用定性研究方法找出他们为什么做。营销人员很快就着迷于油嘴滑舌的娱乐性和通常令人惊讶的解释解释了消费者的行为,尤其是因为许多这些解释是建立在性。在早期的60年代，营销人员认识到动机研究有一些缺点，定性研究的样本量通常很小，因此，得到的都是概括的发现，营销人员意识到投射技术和深度访谈有很高的主观性。其他消费者理

论家指出额外的矛盾在弗洛伊德理论应用到消费者行为的研究。首先,精神分析理论是专为心理失常者而设,然而消费行为学家解释典型消费者的行为很感兴趣。第二，弗洛伊德理论是在一个完全不同的社会环境下发展的，（19世纪的维也纳），而动机研究被引进是在50年代战后的美国。最后，太多的动机研究人员高度归咎于外来(通常性)而平淡的消费者购买的理由。营销人员开始质疑他们的建议。

第三章Consumer Motivation

消费者动机

1.Acquired needs: Needs that are learned in response to one’s culture 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。

2.Innate needs: Physiological needs for food, water, air, clothing, shelter, and sex. Also known as biogenic or primary needs.

先天需要（生理性需求）：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。

3.Maslow's hierarchy of needs: 马斯洛的需要层次 Need for self-actualization 自我实现的需要 Egoistic needs 自我需要 Social needs 社会需要 Safety needs 安全需要 Physiological needs 生理需要 An Evaluation of the Need Hierarchy评价

? Appears to reflect the assumed motivations of people in our society 似乎反映了我们社会上的人的假定动机

? Sufficiently generic to encompass most needs 足够通用，包含了大多数需要

? No way to test and measure the hierarchy 无法检验和衡量的层次结构

? Seems culture- and time-bound 有文化和有时限的

4.Motivation: The driving force within individuals that impels them to action. 动机：促使个体进行行动的驱使力。

5.Product-specific goals: the specifically branded products and services that consumer select for goal fulfillment.

特定产品目标（品牌）： 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。 e.g., “I want to buy a BMW”例如，“我想买一辆宝马”

6.Generic Goals ( category )the general categories of goals that consumers see as a way to fulfill their needs通用目标（类别）：目标的一般类别