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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).Alsoknownaspsychogenicorsecondaryneeds.GenericGoals(category)（类目标）thegeneralcategoriesofgoalsthatconsumersseeasawaytofulfilltheirneedsProduct-SpecificGoals(brand)（特定产品目标）thespecificallybrandedproductsorservicesthatconsumersselectastheirgoalsSubstituteGoal（替代目标）Agoalthatreplacesanindividual’sprimarygoalwhenthegoalcannotbeachievedoracquired.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-fulfillment)第五章个性和消费者行为FreudianPsychoanalyticTheory（佛洛伊德理论）Atheoryofmotivationandpersonalitythatpostulatesthatunconsciousneedsanddrives,particularlysexualandotherbiologicaldrives,arethebasisofhumanmotivationandpersonality.Thehumanpersonalityconsistsof3interactingsystems:theid（basicphysiologicalneeds）,thesuperego(individual’sinternalexpressionofsociety’smoralandethicalcodesofconduct.),andtheego(individual’sconsciouscontrolthatbalancesthedemandsoftheidandsuperego).Neo-FreudianPersonalityTheory（新佛洛伊德理论）AschoolofpsychologythatstressesthefundamentalroleofsocialrelationshipsintheformationanddevelopmentofpersonalityThatindividualsbeclassifiedinto3personalitygroups:1.Compliant(温顺型)individualsarethosewhomovetowardothers(theydesiretobeloved,wanted,andappreciated).TheAdshouldstressthefeelingofbelonging.2.Aggressive(好胜型)individualsarethosewhomoveagainstothers(theydesiretoexcelandwinadmiration).TheAdshouldfocusonthesuperiorityoftheproduct3.Detached(特立独行)individualsarethosewhomoveawayfromothers(theydesireindependence,self-reliance,self-sufficiency,andindividualismorfreedomfromobligations).TheAdshouldemphasistheuniquefeelingTraitTheory（特质理论）Atheoryofpersonalitythatfocusesonthemeasurementofspecificpsychologicalcharacteristics.QuantitativeapproachtopersonalityasasetofpsychologicaltraitsTraittheoristsconcernedwiththeconstructionofpersonalityteststhatenablethemtopinpointindividualdifferences.Atraitisdefinedas“anydistinguishing,relativelyenduringwayinwhichoneindividualdiffersfromanotherConsumerinnovativeness（消费者的创新性）howreceptiveapersonistonewexperience.Consumermaterialism(物质性)thedegreeoftheconsumer’sattachmenttoworldlypossessionsConsumerethnocentrism(民族主义)theconsumer’slikelihoodtoacceptorrejectforeign-madeproducts。Ethnocentricconsumersfeelitiswrongtopurchaseforeign-madeproducts。TheycanbetargetedbystressingnationalisticthemesConsumerInnovators（创新型消费者）Thoseconsumerswhoarelikelytobefirsttotrynewproducts,services,orpractices.Inner-DirectedConsumers（内在导向消费者）Consumerswhotendtorelyontheirown“inner”valuesorstandardsinevaluatingnewproductsandarelikelytobeconsumerinnovators.Inner-directedpeopleseemtopreferadsthatstressproductfeaturesandpersonalbenefitsOther-DirectedConsumers（其他导向消费者）Consumerswhotendtolooktoothersfordirectiononwhatis“right”and“wrong.”Theyarelesslikelytobeconsumerinnovators.Other-directedpeoplepreferadsthatfeatureanapprovingsocialenvironmentorsocialacceptanceOptimumStimulationLevels(OSL)（最佳刺激水平）Apersonalitytraitthatmeasurestheleveloramountofnoveltyorcomplexitythatindividualsseekintheirpersonalexperiences.HighOSLconsumerstendtoacceptriskyandnovelproductsmorereadilythanlowOSLconsumersVariety-orNoveltySeeking（求新求异者）ApersonalitytraitsimilartoOSL,whichmeasuresaconsumer’sdegreetovarietyseekingNeedforcognition（认知的需求NC）Aperson’scravingforenjoymentofthinking.ConsumershighinNCaremorelikelytorespondtoasrichinproduct-relatedinformationordescription.ConsumerslowinNCaremorelikelytobeattractedtobackgroundorperipheralaspectsofanadVisualizersversusverbalizers（视觉接受者和言语接受者）Aperson’spreferenceforinformationpresentedvisuallyorverbally.Visualizers(视觉接受者)Consumerswhoprefervisualinformationandproductsthatstressthevisual,suchasmembershipinavideotapecassetteclub.Verbalizers(言语接受者)Consumerswhopreferverbalorwritteninformationandproducts,suchasmembershipinbookclubsoraudiotapeclubsCompulsiveConsumption（消费狂）Consumerswhoarecompulsivebuyershaveanaddiction;insomerespects,theyareoutofcontrolandtheiractionsmayhavedamagingconsequencestothemandtothosearoundthem.BrandPersonification（品牌个性）Specific“personality-type”traitsorcharacteristicsascribedbyconsumerstodifferentbrands.Role（角色）Apatternofbehaviorexpectedofanindividualinaspecificsocialposition,suchasmother,daughter,teacher,lawyer.Onepersonmayhaveanumberofdifferentroles,eachofwhichisrelevantinthecontextofaspecificsocialsituation.ActualSelf-Image（实际自我印象）Theimagethatanindividualhasofhimselforherselfasacertainkindofperson,withcertaincharacteristictraits,habits,possessions,relationships,andbehavior.IdealSelf-Image（理想自我印象）Howindividualswouldliketoperceivethemselves(asopposedtoActualSelf-Image--thewaytheydoperceivethemselves).SocialSelf-Image（社会自我印象）Howconsumersfeelothersseethem.IdealSocialSelf-Imag