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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).Alsoknownaspsychogenicorseco
2、ndaryneeds.GenericGoals(category)（类目标）thegeneralcategoriesofgoalsthatconsumersseeasawaytofulfilltheirneedsProduct-SpecificGoals(brand)（特定产品目标）thespecificallybrandedproductsorservicesthatconsumersselectastheirgoalsSubstituteGoal（替代目标）Agoalthatreplacesanindividual’sprimarygoalwhe
3、nthegoalcannotbeachievedoracquired.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-f
4、ulfillment)第五章个性和消费者行为FreudianPsychoanalyticTheory（佛洛伊德理论）Atheoryofmotivationandpersonalitythatpostulatesthatunconsciousneedsanddrives,particularlysexualandotherbiologicaldrives,arethebasisofhumanmotivationandpersonality.Thehumanpersonalityconsistsof3interactingsystems:theid（ba
5、sicphysiologicalneeds）,thesuperego(individual’sinternalexpressionofsociety’smoralandethicalcodesofconduct.),andtheego(individual’sconsciouscontrolthatbalancesthedemandsoftheidandsuperego).Neo-FreudianPersonalityTheory（新佛洛伊德理论）Aschoolofpsychologythatstressesthefundamentalroleofs
6、ocialrelationshipsintheformationanddevelopmentofpersonalityThatindividualsbeclassifiedinto3personalitygroups:1.Compliant(温顺型)individualsarethosewhomovetowardothers(theydesiretobeloved,wanted,andappreciated).TheAdshouldstressthefeelingofbelonging.2.Aggressive(好胜型)individualsaret
7、hosewhomoveagainstothers(theydesiretoexcelandwinadmiration).TheAdshouldfocusonthesuperiorityoftheproduct3.Detached(特立独行)individualsarethosewhomoveawayfromothers(theydesireindependence,self-reliance,self-sufficiency,andindividualismorfreedomfromobligations).TheAdshouldemphasisth
8、euniquefeelingTraitTheory（特质理论）Atheoryofpersonalitytha
