消费者行为学Ch(II)

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1、CHAPTER2DeterminantsofCustomerBehavior:PersonalFactorsandMarketEnvironmentCUSTOMERBEHAVIOR:AMANAGERIALPERSPECTIVEPART1:1FrameworkPayerUserBuyerPersonalContextCultureGroupsandInstitutionsPersonalWorthSocialClassPersonalTraitsGeneticsBiogenicsPersonalityMarketContextEconomyGovernmentPol

2、icyTechnologyMarketTraitsClimateTopographyEcology2Copyright©1999byThomasSouthwestern.Allrightsreserved.TwoBroadClassesPersonaltraitsThosebiologicalandphysiologicalfeaturesapersonisbornwithandthosethatdevelopasapersongrowsbutwhoseoriginderivesfrombiologicalheredity.IndividualtraitsGrou

3、ptraitsPersonalcontextThecharacteristicsofthesocio-econoculturalenvironmentinwhichwehavelivedandareliving,whichhasintimatelyinfluencedourresources,tastes,andpreferences3Copyright©1999byThomasSouthwestern.Allrightsreserved.PersonalFactors4PersonalTraitsGeneticsBiogenicsRaceGenderAgePer

4、sonality5Copyright©1999byThomasSouthwestern.Allrightsreserved.Genetics:TheCardsWeAreDealtatBirthDNA(deoxyribonucleicacid)ChemicalsincellnucleithatformthemolecularbasisofheredityinorganismsGenes(segmentsofDNA)providethecodethatdeterminesourcharacteristics6Copyright©1999byThomasSouthwes

5、tern.Allrightsreserved.ResearchResearchisinprogressongeneticsandDNA,seekingtodiscoversecretsofthehumanconditionandbehaviorAdvancesinneurologyareuncoveringvariouschemicalsthatregulatehumanemotionsandbehaviorThesediscoveriessupporttheideaofbiologicaldeterminism–thebeliefthathumanbehavio

6、risdeterminedbybiologicalfactorssuchasgeneticsandDNAOthernon-biologicalfactorssuchasculture,perception,learning,andindividualmotivation,determinemuchofadultbehavioraswell7Copyright©1999byThomasSouthwestern.Allrightsreserved.GeneticsAffectCustomerNeedsandBehaviorFourFactorsPhysiologica

7、ldifferencesDiseasesandmentaldisorderCircadianrhythmEmotionsandbehavior8Copyright©1999byThomasSouthwestern.Allrightsreserved.DirectEffectsofGeneticsPhysicalfeaturesandphysiologicalcharacteristicsHeight,weight,skincolorandtone,colorofeyes,colorandtextureofhair,andbodilyreactionstovaria

8、tions