客户关系管理第三章

第2部分：消费者个体因素与消费者行为Part2:Individualfactorsandconsumerbehavior第3章：消费者心理活动过程（I)Chapter3ConsumerpsychologicalprocessesI第4章：消费者心理活动过程（II）Chapter4:ConsumerpsychologicalprocessII第5章：消费者个性、自我概念与生活方式Chapter5:Consumerpersonalities,self-conceptsandlife-styles2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior1第3章消费者心理活动过程ICHAPTER3:CONSUMERPSYCHOLOGICALPROCESSESI2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior2学习要点Keystudyingpoints◦消费者感觉与知觉Consumersensationandperception◦消费者学习与记忆Consumerlearningandmemory◦消费者动机与需要Consumermotivationandneeds◦消费者情绪与情感过程Consumerfeelingsandaffectiveprocesses2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior3引例：视觉营销(❷）)2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior4M&M的视觉营销2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior52019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior62019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior73.1消费者的感知觉Consumersensationandperception3.1.1消费者的感觉Consumersensation◦感觉的定义Definitionofsensation感觉是由感觉器官的刺激作用引起的主观经验，或者说是人脑对直接作用于感觉器官的客观外界对象和现象的个别属性的反应。Sensationisasubjectiveexperiencethatisarousedbythestimulationofsensoryorgan(s).Itisthereflectiononindividualattributeofaperson’sbraintotheobjective(s)andphenomenoninanenvironment.2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior8◦换言之，感觉（sensation)是指我们的感受器（眼、耳、鼻、口、指）对光线、色彩、气味等基本刺激的直接反应。◦Useotherwords,sensationisdirectreactionofoursensors(eyes,ears,noseandfingers)towardsthebasicstimulioflight,colorsandsmell.2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior9Perceptionisaprocessthatexplainstheselection,organizationandexplanationoftheperceptions.而知觉（perception)是指对这些感受进行选择、组织和解释的过程。Thestudyofperceptionfocusesonprovidingmeaningstooriginalsensationthatisweaddsomethingintotheoriginalsensation.对知觉的研究就集中在为了给初始感觉赋予意义，我们在原始感觉上添加了什么。2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior10感、知觉过程的示意图2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior暴露11暴露注意解释感觉刺激感受器视觉声音气味味道质感眼耳鼻口皮肤2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior12外周（感觉器官）中枢图3-1分析器传入神经传出神经刺激◦感知是人类对客观世界认知的起点和基础Sensationisthestartingandthebaseofhumanbeingstoperceivetheobjectiveworld.◦。2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior13感觉的类型：外部和内部感觉(详细解释见下页）Typesofsensations外部感觉Externalsensations:视觉SenseofVision:85%左右的信息是由视觉感知的。听觉SenseofHearing：10%左右的信息有听觉获得。嗅觉Senseofsmell味觉SenseofTaste触觉SenseofTouching内部感觉Internalsensations肌肉运运动感觉Sensationofmusclemovement平衡感觉SensationofBalance内脏感觉Sensationofinnerorgans2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior14视觉SenseofVision◦在广告、店面设计和包装上，营销者都非常依赖视觉因素，他们将要表达的意义通过产品的色彩、规格和样式等视觉渠道加以传递。◦Marketersrelyonvisionaryfactorsalotforadvertising,storefrontdesignandpackaging.Theyusecolors,specificationsandpatternstodeliverthemeaningsthattheywanttoexpress.2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior15颜色还能更直接地影响我们的情感。Colorscanimpactouraffectiondirectly.对颜色的一些反应来自后天的学习获得的联想。Somereactiontocolorsisassociationofhumanbeingthroughlearning.对颜色的其他反应则归因于生理差异和文化的不同。Otherreactiontocolorsattributetophysicalandculturaldifferences.颜色在网络设计中其着主导作用。ColorhasimportantroleinInternetDesign2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior16听觉SenseofHearing声音的各种特性都影响着人们的感觉和行为。Variouscharacteristicsofsoundsimpacthumanbeing’ssensationandbehaviors.消费者每年能够购买价值数以千万计的录像制品，广告音乐维持着品牌的意识，背景音乐营造出一种理想的心境。Consumersbuythousandsandmillionsofvideoproductseachyear.Musicadvertisementskeepbrandawareness,backgroundmusicbuildsaidealmood.2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior17Senseofsmell嗅觉气味能够激发强烈的感情，也能够产生平静的感觉。Smellcanstimulatestrongaffection,alsocanproducepeacefulfeeling.人们对气味的一些反应是由早期联想产生的，这种联想会引起或好或坏的感觉，这是商家研究气味、记忆与心境的之间联系的原因。People’ssomereactionstosmellarecausedbyearliertimeassociations.Theycanbegoodorbadfeelingsthatisthereasonmarketersstudytherelationsbetweensmell,memoryandmood.2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior18随着科学家继续发现气味对行为影响的巨大效果，营销者们也正在跟进采用灵活的方式来发掘这种联系。Alongwiththemagnitudeeffectsbeingfoundbythescientistsontheimpactofthesmelltobehaviorscontinually,marketersarefollowingupandapplyingmoreflexiblewaystoexploretheassociations.2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior19下面是香味营销最新发展的一些情况：◦香味衣服◦香味商店◦香味汽车和飞机◦香味家庭用品◦香味广告2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior20味觉SenseofTaste味觉感受器在我们体验各种物品的过程中是功不可没的◦Tastesensorisimportantintopeopleduringtheprocessofexperiencevariousthings.◦文化的不同也决定了对口味的喜好。◦Culturedifferencesdeterminethepreferenceoftastes.2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior21触觉SenseofTouching◦触觉在销售的互动过程中是一个不可忽略的因素。◦Touchisafactorcannotbeignoredduringtheinteractivesalesprocess.◦TheconceptofKanseiengineering感性工学或人机工程的理念。◦人们常将纺织物和其他物品表面的质地与产品的质量相联系Peopleoftenassociatequalityoftextilesandothergoodstotheirsurfacetexture.。2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior22感觉的基本规律Thebasicrulesofsensations感受性——对刺激强度及其变化的感觉能力。Sensibility感觉阈限——用以衡量感受性的强弱的。Sensorythreshold2019/7/31MaGuo,CEBA,TeachingNotesofConsumerBehavior23绝对感受性(能力）——是指刚刚能够购觉察出最小刺激的能力Absolutesensibility。绝对阈限（刺激量）——刚刚能引起感觉的最小刺激量。Absolutesensorythreshold◦公式：E=1/RE-----绝对感受性R------绝对感受阈限2019/7/31MaGuo,CEB