消费者行为学教学资料cha1课件

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1、消费者行为学教学资料cha1Chapter 5 Personality and Consumer Behavior2000 Prentice Hall消费者行为学教学资料cha1The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.2000 Prentice Hall消费者行为学教学资料cha1The Nature of Personality Personality reflects individual d

2、ifferences Personality is consistent and enduring Personality can change2000 Prentice Hall消费者行为学教学资料cha1Theories of Personality Freudian theory Unconscious needs or drives are at the heart of human motivation Neo-Freudian personality theory Social relationships are fundamental to the formation and d

3、evelopment of personality Trait theory Quantitative approach to personality as a set of psychological traits2000 Prentice Hall消费者行为学教学资料cha1A theory of motivation and personality that postulates that unconscious needs and drives,particularly sexual and other biological drives,are the basis of human

4、motivation and personality.2000 Prentice Hall消费者行为学教学资料cha1A school of psychology that stresses the fundamental role of social relationships in the formation and development of personality.2000 Prentice Hall消费者行为学教学资料cha1A theory of personality that focuses on the measurement of specific psychologic

5、al characteristics.2000 Prentice Hall消费者行为学教学资料cha1Freudian Theory Id Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction Superego Individuals internal expression of societys moral and ethical codes of conduct Ego Individuals conscious control that balances

6、the demands of the id and superego2000 Prentice Hall消费者行为学教学资料cha1Figure 5.2 A Representation of the Interrelationships among the Id,Ego,and SuperegoIDSystem 1SUPEREGOSystem 2EGO System 3Gratification2000 Prentice Hall消费者行为学教学资料cha1Freudian Theory and“Product Personality”Consumer researchers using F

7、reuds personality theory see consumer purchases as a reflection and extension of the consumers own personality2000 Prentice Hall消费者行为学教学资料cha1Horneys CAD Theory Using the context of child-parent relationships,individuals can be classified into:Compliant individuals Aggressive individuals Detached in

8、dividuals2000 Prentice Hall消费者行为学教学资料cha1One of three personality types identified by Karen Horney.The compliant person is one who moves toward others e.g.,one who desires to be loved,wanted,and appreciated by others.2000 Prentice Hall消费者行为学教学资料cha1One of three personality types identified by Karen

9、Horney.The aggressive person is one who moves against others(e.g.,competes with others).2000 Prentice Hall消费者行为学教学资料cha1One of three personality types identified by Karen Horney.The detached person is one who moves away from others(e.g.,who desires independence,self-sufficiency,and freedom from obli

10、gations).2000 Prentice Hall消费者行为学教学资料cha1Trait Theory Orientation is primarily quantitative or empirical Trait theorists concerned with the construction of personality tests that enable them to pinpoint individual differences2000 Prentice Hall消费者行为学教学资料cha1The degree to which consumers are receptive

11、 to new products,new services or new practices.2000 Prentice Hall消费者行为学教学资料cha1A personality-like trait of individuals who regard possessions as particularly essential to their identities and lives.2000 Prentice Hall消费者行为学教学资料cha1A consumers predisposition to accept or reject foreign-made products.2

12、000 Prentice Hall消费者行为学教学资料cha1Personality and Consumer Diversity Some specific consumer traits are of particular interest to marketers:Consumer Innovativeness Cognitive Personality Factors Consumer Materialism,Fixated Consumption Behavior,and Compulsive Consumption Consumer Ethnocentrism2000 Prenti

13、ce Hall消费者行为学教学资料cha1Those consumers who are likely to be first to try new products,services,or practices2000 Prentice Hall消费者行为学教学资料cha1Distinguishing Innovators from Non-Innovators Some traits that have been useful are:Consumer Innovativeness Dogmatism Social character Optimum stimulation level Va

14、riety-novelty seeking2000 Prentice Hall消费者行为学教学资料cha1Table 5.1 A Consumer Innovativeness ScaleIn general,I am among the last in my circle of friends to buy a new(rock albuma)when it appearsb.If I head that a(new rock album)was available in the store,I would be interested enough to buy it.Compared to

15、 my friends,I own few(rock albums).bIn general,I am the last in my circle of friends to know the(titles of the latest rock albums).bI will buy a new(rock album),even if I havent heard it yet.I know the names of(new rock acts)before other people do.Note:Measured on a 5-point“agreement”scale.aThe prod

16、uct category and related wording is altered to fit the purpose of the researcher.bItems with a(b)are negatively worded and are scored inversely.Source:Ronald E.Goldsmith and Charles F.Hofacker,“Measuring Consumer Innovativeness,”Journal o the Academy of Marketing Science 19(1991),212.Copyright 1991

17、Academy of Marketing Science.2000 Prentice Hall消费者行为学教学资料cha1A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs.2000 Prentice Hall消费者行为学教学资料cha1Dogmatism Consumers low in dogma

18、tism(open-minded)are more likely to prefer innovative products to established or traditional alternatives Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure2000 Prentice Hall消费者行为学教学资料cha1Consumers who tend to r

19、ely on their own“inner”values or standards in evaluating new products and are likely to be consumer innovators.2000 Prentice Hall消费者行为学教学资料cha1Consumers who tend to look to others for direction on what is“right”and“wrong.”They are less likely to be consumer innovators.2000 Prentice Hall消费者行为学教学资料cha

20、1Social Character Inner-directed people seem to prefer ads that stress product features and personal benefits Other-directed people prefer ads that feature an approving social environment or social acceptance2000 Prentice Hall消费者行为学教学资料cha1A personality trait that measures the level or amount of nov

21、elty or complexity that individuals seek in their personal experiences.High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.2000 Prentice Hall消费者行为学教学资料cha1A personality trait similar to OSL,which measures a consumers degree to variety seeking2000 Prentice H

22、all消费者行为学教学资料cha1Forms of Variety-Novelty SeekingExploratory Purchase BehaviorVicarious ExplorationUse Innovativeness2000 Prentice Hall消费者行为学教学资料cha1Cognitive Personality Factors Need for cognition A persons craving for enjoyment of thinking Visualizers versus verbalizers A persons preference for in

23、formation presented visually or verbally2000 Prentice Hall消费者行为学教学资料cha1Consumers who prefer visual information and products that stress the visual,such as membership in a videotape cassette club.2000 Prentice Hall消费者行为学教学资料cha1Consumers who prefer verbal or written information and products,such as

24、membership in book clubs or audiotape clubs2000 Prentice Hall消费者行为学教学资料cha1Need for Cognition(NC)Consumers high in NC are more likely to respond to as rich in product-related information or description Consumers low in NC are more likely to be attracted to background or peripheral aspects of an ad20

25、00 Prentice Hall消费者行为学教学资料cha1From Consumer Materialism to Compulsive Consumption Consumer materialism The extent to which a person is considered“materialistic”Fixed consumption behavior Consumers fixated on certain products or categories of products Compulsive consumption behavior“Addicted”or“out-o

26、f-control”consumers2000 Prentice Hall消费者行为学教学资料cha1Materialistic People Value acquiring and showing-off possessions Are particularly self-centered and selfish Seek lifestyles full of possessions Have many possessions that do not lead to greater happiness2000 Prentice Hall消费者行为学教学资料cha1Table 5.2 Samp

27、le Items from a Materialism ScaleSUCCESSThe things I own say a lot about how well Im doing in life.I dont place much emphasis on the amount of material objects people own as a sign of success.aI like to own things that impress people.CENTRALITYI enjoy spending money on things that arent practical.I

28、try to keep my life simple,as far as possessions are concerned.aBuying things gives me a lot of pleasure.HAPPINESSId be happier if I could afford to buy more things.I have all the things I really need to enjoy life.aIt sometimes bothers me quite a bit that I cant afford to buy all the things Id like

29、.2000 Prentice Hall消费者行为学教学资料cha1Fixated Consumers Have a deep interest in a particular object or product category Have a willingness to go to considerable lengths to secure items in the category of interest Have the dedication of a considerable amount of discretionary time and money to searching ou

30、t the product2000 Prentice Hall消费者行为学教学资料cha1Consumers who are compulsive buyers 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.2000 Prentice Hall消费者行为学教学资料cha1Table 5.3 Sample Items from Scales to Measure

31、Compulsive BuyingVALENCE,DASTOUS,AD FORTIER COMPUSIVE BUYING SCALE1.When I have money,I cannot help but spend part or the whole of it.2.I am often impulsive in my buying behavior.3.As soon as I enter a shopping center,I have an irresistible urge to go into a shop to buy something.4.I am one of those

32、 people who often responds to direct mail offers.5.I have often bought a product that I did not need,while knowing I had very little money left.FABER AND OGUINN COMPULSIVE BUYING SCALE1.If I have any money left at the end of the pay period,I just have to spend it.2.I felt others would be horrified i

33、f they know my spending habits.3.I have bought things though I couldnt afford them.4.I wrote a check when I knew I didnt have enough money in the bank to cover it.5.I bought something in order to make myself feel better.2000 Prentice Hall消费者行为学教学资料cha1Consumer Ethnocentrism Ethnocentric consumers fe

34、el it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes2000 Prentice Hall消费者行为学教学资料cha1Table 5.4 The Consumer Ethnocentrism Scale-CETSCALE 1.American people should always buy American-made products instead of imports.2.Only those products that are unav

35、ailable in the U.S.should be imported.3.Buy American-made products.Keep America working.4.American products,first,last,and foremost.5.Purchasing foreign-made products is un-American.6.It is not right to purchase foreign products,because it puts Americans out of jobs.7.A real American should always b

36、uy American-made products.8.We should purchase products manufactured in America instead of letting other countries get rich off us.9.It is always best to purchase American products.2000 Prentice Hall消费者行为学教学资料cha1Table 5.4 continued10.There should be very little trading or purchasing of goods from o

37、ther countries unless out of necessity.11.Americans should not buy foreign products,because this hurts American business and causes unemployment.12.Curbs should be put on all imports.13.It may cost me in the long run but I prefer to support American products.14.Foreigners should not be allowed to pu

38、t their products on our markets.15.Foreign products should be taxed heavily to reduce their entry into the U.S.16.We should buy from foreign countries only those products that we cannot obtain within our own country.17.American consumers who purchase products made in other countries are responsible

39、or putting their fellow Americans out of work.2000 Prentice Hall消费者行为学教学资料cha1Issues in Brand Personality Brand personification Product personality and gender Personality and color2000 Prentice Hall消费者行为学教学资料cha1Specific“personality-type”traits or characteristics ascribed by consumers to different b

40、rands.2000 Prentice Hall消费者行为学教学资料cha1Figure 5.8 A Brand Personality FrameworkBrand PersonalityRuggednessSophisticationCompetenceExcitementSincerityDown-to-earthHonestWholesomeCheerfulDaringSpiritedImaginativeUp-to-dateReliableIntelligentSuccessfulUpper classCharmingOutdoorsyTough2000 Prentice Hall消

41、费者行为学教学资料cha1Table 5.5 The Personalitylike Associations of Selected ColorsAmericas favored colorIBM holds the title to blueAssociated with club sodaMen seek products packaged in blueHouses painted blue are avoidedLow-calorie,skim milkCoffee in a blue can perceived a“mild”Eyes register it fasterCoffe

42、e in yellow can tasted“weak”Stops trafficSells a houseGood work environmentAssociated with vegetables and chewing gumCanada Dry ginger ale sales increased when it changed sugar-free package from red to green and whiteTABLE NOT COMPLETE ON PAGE PROOFS2000 Prentice Hall消费者行为学教学资料cha1Table 5.5 continue

43、dHuman,exciting,hot,passionate,strongMakes food“smell”betterCoffee in a red can perceived at“rich”Women have a preference for bluish redMen have a preference for yellowish redCoca-Cola“owns”redPowerful,affordable,informalDraws attention quicklyInformal and relaxed,masculine,natureCoffee in a dark-br

44、own can was“too strong”Men seek products packaged in brownGoodness,purity,chastity,cleanliness,delicacy,refinement,formalitySuggests reduced caloriesPure and wholesome foodClean,bath products,feminineSophistication,power,authority,mysteryPowerful clothingHigh-tech electronicsRegal,wealthy,statelySug

45、gests premium price2000 Prentice Hall消费者行为学教学资料cha1Different Self-ImagesActual Self-ImageIdeal Self-ImageIdeal SocialSelf-ImageSocial Self-ImageExpectedSelf-Image2000 Prentice Hall消费者行为学教学资料cha1Modification or changing of the self by which consumers use self-altering products or services to conform

46、to or take on the appearance of a particular types of person(e.g.,a biker,a physician,a lawyer,a college professor).2000 Prentice Hall消费者行为学教学资料cha1A pattern of behavior expected of an individual in a specific social position,such as mother,daughter,teacher,lawyer.One person may have a number of dif

47、ferent roles,each of which is relevant in the context of a specific social situation.2000 Prentice Hall消费者行为学教学资料cha1The image that an individual has of himself or herself as a certain kind of person,with certain characteristic traits,habits,possessions,relationships,and behavior.2000 Prentice Hall消

48、费者行为学教学资料cha1How individuals would like to perceive themselves(as opposed to Actual Self-Image-the way they do perceive themselves).2000 Prentice Hall消费者行为学教学资料cha1How consumers feel others see them.2000 Prentice Hall消费者行为学教学资料cha1How consumers would like others to see them.2000 Prentice Hall消费者行为学教

49、学资料cha1How consumers expect to see themselves at some specified future time.2000 Prentice Hall消费者行为学教学资料cha1Ways Possessions Can Extend the Self Actually Symbolically By Conferring Status By Bestowing Feelings of Immortality By Endowing With Magical Powers 一个购物狂的自白confessions of shopholic2000 Prenti

50、ce Hall消费者行为学教学资料cha1Table 5.6 Sample Items from an Extended Self-Survey*My _ holds a special place in my life.My _ is central to my identity.I feel emotionally attached to my _.My _ helps me narrow the gap between what I am and try to be.If my _ was stolen from me I will feel as if part of me is mi

51、ssing.I would be a different person without my_.I take god care of my _.I trust my _.*A six-point agree-disagree scale as used.2000 Prentice Hall消费者行为学教学资料cha1Vanity and Consumer Behavior Vanity has been investigated in terms of Physical Vanity Achievement Vanity2000 Prentice Hall消费者行为学教学资料cha1Table

52、 5.7 Sample Items from a Vanity ScalePHYSICAL-CONCERN ITEMS1.The way I look is extremely important to me.2.I am very concerned with my appearance.3.It is important that I always look good.PHYSICAL-VIEW ITEMS1.People notice how attractive I am.2.People are envious of my good looks.3.My body is sexual

53、ly appealing.ACHIEVEMENT-CONERN ITEMS1.Professional achievements are an obsession with me.2.Achieving greater success than my peers is important to men.3.I want my achievements to be recognized by others.ACHIEVEMENT-VIEW ITEMS1.My achievements are highly regarded by others.2.I am a good example of p

54、rofessional success.3.Others wish they were as successful as me.2000 Prentice Hall消费者行为学教学资料cha1讨论 1。分享你见到过的外表虚荣和成就虚荣者消费行为的真实故事 2.为什么人们要通过消费来表达自己？对were what we have你有何观点？你觉得你的物品与你的自我形象self-image之间的关系怎么看？研究选题：自我形象与奢侈品消费（或电子产品消费，服装，等等类别均可）2000 Prentice Hall消费者行为学教学资料cha1for every group 1。请阅读任一本心理学书籍中关

55、于“知觉”的那一章，并提出该章中最启发你的思考的知识点（请注意：必须借阅书本！并将书名，作者名，出版社，出版年份，列表之后发送给展示组）2000 Prentice Hall消费者行为学教学资料cha1for presentation group 1.概念辨析：知觉，感觉阈限，阈下知觉，最小可觉差just noticeable difference，知觉的选择性，知觉组织原则与知觉扭曲distortion 2。消费者感知风险perceived risk有哪些类型？如何规避？3。分析下列文献中的研究目的，研究设计和数据分析过程Retail Choice Architecture:The Effects of Benefit-and Attribute-Based Assortment Organization on Consumer Perceptions and Choice.POYNOR LAMBERTON,CAIT;DIEHL,KRISTIN.Journal of Consumer Research.Oct2013,Vol.40 Issue 3,p393-411.4。将各组“知觉”那一章阅读思考的内容列表，并组织课堂讨论