消费者个性和情境品牌选择变化的其他因素[外文翻译]

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1、标题：Consumerpersonalityandotherfactorsinsituationalbrandchoicevariation原文：INTRODUCTIONPastresearchandempiricalevidenceindicatethatindividualbehaviourvariesacrosssituations.Morespecifically,researchintoconsumerbehaviourhasshownhowindividualspreferdiffer

2、entbrandsfordifferentconsumptionoccasions.Thisvariationinconsumerchoicehasbeenreportedforbrandedproductssuchasclothing,snackfoods,4mineralwater,soupsandsodas,candy,fragrancesandwine.Althoughasignificantamountofresearchhasexamineddriversofsituationalva

3、riation,paststudiesalmostexclusivelyfocusedonproductattributesandfailedtoestablishlinkstobrandequitydimensionsintermsofthebenefitsdesiredbyindividualsinbrands.Closingthisknowledgegapisimportantbecauseformanyproductcategoriesconsumersbuybrandsrathertha

4、nproducts.Accordingly,brandmanagersneedtoknowhowtodesignanddeliverbrandmessagesthatareeitherrobustacrossanumberofconsumptionoccasionsorarespecificallytailoredtoadistinctivesituation,wheretheyoutperformmoregeneralbranddesigns.Long-termobjectivesofthisr

5、esearchthusaimatabetterunderstandingoftheconsumer–situation–brandinteractionsinconsumerchoice.Moreimmediateobjectivesfocusontheexaminationofhowconsumerpersonalityandotherfactorsinfluencedesiredbrandbenefitsandchoicewhendifferentconsumptionsituationsar

6、esalient.Thecentralhypothesisisthatconsumercharacteristicsinteractwithsituationalcharacteristicsinaffectingthebenefitsthatconsumersdesireinbrands,andconsequentlytheirchoice.BRANDBENEFITSANDCHOICEInthepast,marketingresearchershavefocusedontherelationsh

7、ipbetweenconsumersandtheproductclasstopredictbrandchoice.Inparticular,theproductattributesdesiredbyconsumersattractedresearchers’interest,butresearchersgenerallydidnotdistinguishbetweentheeffectcausedbythebrandnameandtheeffectoriginatingintheproductin

8、termsofattributelevelcombinations.Morerecently,scholarshaveadvancedtheideathattheproductaswellasthebrandnameiscapableofcontributingseveraltypesofbenefitstotheconsumer.Thetheoreticalandempiricalliteratureonconsumer-perceivedordesiredbrandbenefi