广告行为与广告心理

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1、CONSUMERBEHAVIORMei-chiungChiCh1.透視消費者什麼是消費行為消費行為知識的應用正確思考消費者消費行為研究發展過程What’sConsumerbehaviorAbout?研究消費者由評估、獲得、使用、到用盡某產品／服務的個人決策與實際行動過程。消費者的類型分類ACustomerConsumerUltimateConsumer分類BInstitutional/OrganizationalConsumerPersonalConsumer消費者的角色InitiatorInfluencerDeciderBuyerUserMultidispl

2、inary心理學社會學社會心理學人類學行銷學消費行為知識的應用ConsumerInfluenceHolistic/PostmodernInterculturalAConsumerInfluencePerspective消費行為與行銷策略消費行為與社會行銷消費行為與逆行銷消費行為與政府決策消費行為與消費者教育消費行為與行銷策略（一）行銷觀念（二）增進行銷效力－MOA－TargetMarket－MarketingMix消費行為與社會行銷滿足社會需求－－服務的市場尋求社會支持－－募捐的市場消費行為與逆行銷Conservation<------->Consumptio

3、n消費行為與政府決策政府服務立法保謢消費者消費行為與消費者教育如何偵察不實陷阱？如何尋求補救賠償？如何進一步省錢？從後現代的角度Modern?Postmodern?Intheearly1980sHolbrook:useconsumerresearchtounderstandconsumptionbehaviorwithoutanyintentofinfluencingit.PostmodernPerspectiveAfocusonownershipandconsumptionThepurchasedecisionandbuyingprocessesareoff

4、arlessimportancethanconsumptionConsumptionexperience--sensationseeking,emotionalarousal,&fantasizingGlobalInterculturalPerspectiveBasicneedsareuniversalYouthinTaipei,Tokyo,NewYork...WhenculturalboundariesarecrossedRightThinkingAbouttheConsumerTheConsumerisSovereignUnderstandingConsu

5、merMotivationandBehaviorThroughResearch.SkillfulMarketingcanAffectConsumerifTheProductserviceofferedisdesignedtomeetconsumerneeds.SocialLegitimacyofconsumerInfluenceWhenShapedbyaProperEthicalSensitivityConsumerBillofRightsTheRighttoSafetyTheRighttobeInformedTheRighttoChooseTheRight

6、tobeHeard(Redress)TheRighttoEnjoyaCleanandHealthfulEnvironmentTheRightofthePoorandOtherMinoritiestoHaveTheirInterestsProtected消費行為研究發展之路Sincelate1950sandearly1960sEconomictheory-->MarketingGeneralconsiderations:1)Content--Production-driventomarketingdriven2)Methodology--Behavioralsc

7、iencessophisticationEnvironmentalFactorsshapingtheMarketingChallenge產品／服務供過於求與遠端消費者迅速正確傳播迅速經濟鋪貨，以增盈收獲通路配合支持整體行銷策略國內及全球經濟成長消費行為各階段研究重心Pre-WorldWarIIEraPost-WorldWarIIEraTheContemporaryScenePre-WorldWarIIEraA.造成行銷挑戰的環境因素1.求過於供，生產成為最大挑戰2.拜廣播之賜，得以廣告作遠距傳播3.通路多半規模小且屬地方性質4.賣方竭力說服經銷商販賣商品，尤其

8、在廣告刺激需求時5.經濟成長直至二次大