资源描述：
《消费者行为学复习要点》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。
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).Alsoknownaspsychogenicorsecond
2、aryneeds.GenericGoals(category)（类目标）thegeneralcategoriesofgoalsthatconsumersseeasawaytofulfilltheirneedsProduct-SpecificGoals(brand)（特定产品目标）thespecificallybrandedproductsorservicesthatconsumersselectastheirgoalsSubstituteGoal（替代目标）Agoalthatreplacesanindividual’sprimarygoalwhenthe
3、goalcannotbeachievedoracquired.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-Actualization(Self-fulfill
4、ment)第五章个性和消费者行为FreudianPsychoanalyticTheory（佛洛伊德理论）Atheoryofmotivationandpersonalitythatpostulatesthatunconsciousneedsanddrives,particularlysexualandotherbiologicaldrives,arethebasisofhumanmotivationandpersonality.Neo-FreudianPersonalityTheory（新佛洛伊德理论）Aschoolofpsychologythatstre
5、ssesthefundamentalroleofsocialrelationshipsintheformationanddevelopmentofpersonalityTraitTheory（特质理论）Atheoryofpersonalitythatfocusesonthemeasurementofspecificpsychologicalcharacteristics.ConsumerInnovators（创新型消费者）Thoseconsumerswhoarelikelytobefirsttotrynewproducts,services,orprac
6、tices.Inner-DirectedConsumers（内在导向消费者）Consumerswhotendtorelyontheirown“inner”valuesorstandardsinevaluatingnewproductsandarelikelytobeconsumerinnovators.Inner-directedpeopleseemtopreferadsthatstressproductfeaturesandpersonalbenefitsOther-DirectedConsumers（其他导向消费者）Consumerswhotendt
7、olooktoothersfordirectiononwhatis“right”and“wrong.”Theyarelesslikelytobeconsumerinnovators.Other-directedpeoplepreferadsthatfeatureanapprovingsocialenvironmentorsocialacceptanceOptimumStimulationLevels(OSL)（最佳刺激水平）Apersonalitytraitthatmeasurestheleveloramountofnoveltyorcomplexity
8、thatindividualsseekintheirpersonalexperi
