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1、第四章消费者动机InnateNeeds（先天需要）Physiologicalneedsforfood,water,air,clothing,shelter,andsex.AlsoknownasbiogenicorprimaryneedsAcquiredNeeds（习得需要）Needsthatarelearnedinresponsetoone’scultureorenvironment(suchastheneedforself-esteem,prestige,affection,orpower).Alsoknownaspsychogenic
2、orsecondaryneeds.GenericGoals(category)（类目标）thegeneralcategoriesofgoalsthatconsumersseeasawaytofulfilltheirneedsProduct-SpecificGoals(brand)（特定产品目标）thespecificallybrandedproductsorservicesthatconsumersselectastheirgoalsSubstituteGoal（替代目标）Agoalthatreplacesanindividual’spr
3、imarygoalwhenthegoalcannotbeachievedoracquired.Maslow’sHierarchyofNeeds（马斯洛需求理论）1、PhysiologicalNeeds(Food,water,air,shelter,sex)2、SafetyandSecurityNeeds(Protection,order,stability)3、SocialNeeds(affection,friendship,belonging)4、EgoNeeds(Prestige,status,selfesteem)5、Self-Ac
4、tualization(Self-fulfillment)第五章个性和消费者行为FreudianPsychoanalyticTheory（佛洛伊德理论）Atheoryofmotivationandpersonalitythatpostulatesthatunconsciousneedsanddrives,particularlysexualandotherbiologicaldrives,arethebasisofhumanmotivationandpersonality.Neo-FreudianPersonalityTheory（新佛洛
5、伊德理论）AschoolofpsychologythatstressesthefundamentalroleofsocialrelationshipsintheformationanddevelopmentofpersonalityTraitTheory（特质理论）Atheoryofpersonalitythatfocusesonthemeasurementofspecificpsychologicalcharacteristics.ConsumerInnovators（创新型消费者）Thoseconsumerswhoarelikelyt
6、obefirsttotrynewproducts,services,orpractices.Inner-DirectedConsumers（内在导向消费者）Consumerswhotendtorelyontheirown“inner”valuesorstandardsinevaluatingnewproductsandarelikelytobeconsumerinnovators.Inner-directedpeopleseemtopreferadsthatstressproductfeaturesandpersonalbenefitsO
7、ther-DirectedConsumers（其他导向消费者）Consumerswhotendtolooktoothersfordirectiononwhatis“right”and“wrong.”Theyarelesslikelytobeconsumerinnovators.Other-directedpeoplepreferadsthatfeatureanapprovingsocialenvironmentorsocialacceptanceOptimumStimulationLevels(OSL)（最佳刺激水平）Apersonali
8、tytraitthatmeasurestheleveloramountofnoveltyorcomplexitythatindividualsseekintheirpersonalexperi
