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1、NTRODUCTIONTOCONSUMERBEHAVIOR·OverviewofConsumerBehavior·Consumerism,PublicPolicy,andEthics 2: INTRINSICINFLUENCES·ConsumerInformationProcessing ·CognitiveLearningandMemory ·BehavioralLearning ·SocialInfluenceandComplianceTechniques ·MotivationandAffect ·PersonalityandPsychographics
2、·TripartiteModelandAttitudeMeasurement ·Beliefs,Attitudes,andBehaviorChange:theFishbeinModel ·Persuasion ·ELM:Involvement,Knowledge,andPersuasion ·ConsumerDecisionProcesses 3: EXTRINSICINFLUENCES·EnvironmentalandSituationalInfluences ·GroupInfluences ·HouseholdsandFamilies ·Culturala
3、ndInternationalIssues ·SubcultureOVERVIEWCONSUMERBEHAVIORthestudyofexchangeprocessesinvolvedinacquiring,consuming,anddisposingofgoods,services,experiences,andideasThestudyofconsumerbehavior(CB)incorporatestheoriesandconceptsfromallofthebehavioralsciences:·cognitive,experimental,social
4、psychology·sociology·anthropology·economics·-etc.Acquisition:Thefactorsthatinfluencetheproduct/servicechoicesofconsumers.MuchofCBresearchhasfocusedonthisstage.E.g.,howdidyoudecidetopurchaseonebrandofcaroveranother?Consumption:Howconsumersactuallyuseaproduct/service.E.g.,whatsortsofatt
5、itudesareyouformingduringthetimethatyouownacar,andhowdoesthisaffectfuturepurchases?Disposition:Whatconsumersdowithaproductoncetheyhavecompletedtheiruseofit.E.g.,ifyoupurchaseanewcarseveralyearslater,doyoukeeptheoldone,tradeitin,sellityourselfthroughthenewspaper,giveittoafriend,orhavei
6、ttowedtoajunkyard?PERSPECTIVESTOWARDTHESTUDYOFCBMarketer:Howtobestsatisfythewantsandneedsofatargetmarket.Consumer:Howtobecomeabetterconsumerbylearninghowpeoplegoaboutconsumptionactivitiesandhowmarketerssellproducts.Publicpolicymaker:Howtomakerules,regulations,orlawswhichinfluencemarke
7、tersandconsumersinthemarketplace.INFLUENCESONCONSUMERBEHAVIORIntrinsic:Individual,internalinfluencefactors:personality,motivation,beliefs,attitudes,etc.Extrinsic:Externalfactorsofinfluence:·groupinfluences,suchasculture,family,referencegroups·environmentalandsituationalfactors,suchast
8、imeof
