消费者行为学 CONSUMER BEHAVIOR.pptVIP

* * * * * * * * 15 11 * * * * Economic/Marketing Implications of Household Cycles Income tends to increase with time But children/ obligations add cost Divorce increases costs may change income distribution marriage Product demand due to singles with low expenses new couples divorced families children empty nesters -- more income Household Decision Making Roles/influence Information gatherers/holders Influencers Decision makers Purchasers Users The Means-End Chain Large engine Fast acceleration Performance Feeling of power Self-esteem Aim promotion/ positioning at higher levels of chain! Attributes Consequences Values Subliminal Perception: A Diabolical Marketing Tool? Subliminal messages in ads are illegal in U.S. Some research support for modest effects Probably limited to one syllable words Complex messages can probably not be processed subliminally Message Framing Many tradeoffs can be stated in two, mathematically equivalent ways—e.g., “80% lean” vs. “20% fat” $49.00 per person per night based on double occupancy Some Consumer Behavior Issues That Will Come Up Elsewhere in the Course Demographics (segmentation) Lifestyle (segmentation) Culture/subculture (segmentation, international marketing) Diffusion of innovation (product) Attention (promotion) Organizational Buyers Types Industrial Reseller Government and non-profit organizations Purchase types Straight rebuy Limited decision making Extended decision making Characteristics Greater involvement Bureaucracy Long term relationships Price is important but may not be the most important factor * * * * * * * * * We now turn to the consumer’s search for potential solutions to the problems that he or she is facing. Search strategies can be divided into those involving internal and external search, although consumers may use both in some combination. Internal search is based on the consumer’s memory and his or her thinking processes. In the case of a motorist stranded with a blown tire, for example, he o