消费者行为学重点之英汉对照.doc

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1、课程消费者行为学（双语）对照1.ThetheoryofMaslow'shierarchyofneedsphysiologicalneedsesteemneedsSocietyneedsself-realizationneeds2.Thedrivingforcewithinindividualsthatimpelsthemtoaction.SatisfyNeedsMotivationaction3.aspecificgoal;substitutegoal4.Personalityandselftheinner

2、Psychologicalcharacteristicsthatbothdetermineandreflecthowapersonrespondstohisorherenvironment.self-imageorperceptionofself,areverycloselyassociatedwithpersonality5.id,superego,andEgoTheidwasconceptualizedasawarehouseofprimitiveandimpulsivedrives---basicph

3、ysiologicalneedssuchasthirst,hunger,andsex----forwhichindividualseeksimmediatesatisfactionwithoutconcernforthespecificmeansofsatisfaction.Thesuperegoisconceptualizedastheindividual’sinternalexpressionofsociety’smoralandethicalcodesofconduct.Theegoistheindi

4、vidual’sconsciouscontrol.Itfunctionsasaninternalmonitorthatattemptstobalancetheimpulsivedemandsoftheidandthesocioculturalconstraintsofthesuperego.6.ThebipolarityofEmotionstrongandweakpositiveandnegativetensionandeasiness7.biasofsocialperceptionfirsteffect（

5、近因效应）Recencyeffect（近因效应）haloeffect（晕轮效应）Mentalset（心理定势）、刻板印象、投射效应、期望效应等8.ThecharacteristicofconsumerattitudesStability稳定性leared习得性object对象性Implicit内隐性Variability可变性9.typeofCustomerloyaltyincludescognitiveloyalty认知性忠诚affective(emotion)loyalty情感性忠诚intentiona

6、lloyalty意向性忠诚behavioralloyalty行为忠诚10.componentsofConsumerloyaltyincludesconsciousnesscomposition(attitude)behavioralcomponents(behavior)11.Thebasicreasonfortheformationofconsumerloyaltycompletelysatisfactorytheproductqualityservicepricebrandimage12.Thecore

7、ofthebrandshouldbeinsteadof,becausetheusevalueoftheproductandinterestwouldchangeconstantly,withstrongeffectiveness.BrandloyaltyProductloyalty13.Themajorpremiseofthistheoryisthatconsumersaremorelikelytocarefullyevaluatethemeritsandweaknessesofaproductwhenth

8、epurchaseisof()relevancetothem.14.Majorconsumerreferencegroupinclude:FamilyfriendsSocialclassone’sowncultureOtherculture15.thenatureofpersonality.Personalityreflectsindividualdifferences.Personalityisconsiste