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消费者行为(英文版)05

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消费者分析  
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CONSUMER BEH****IOR 55-1-1 Fourth Edition Michael R. Solomon CChhaapptteerr 55 The Self Copyright 1999 Prentice Hall PPeerrssppeeccttiivveess oonn tthhee 55-2-2 SSeellff • Does the self exist? – Yes, though the concept of self is a relatively new way of regarding people and their relationship to society. • The self is seen by both Western and Eastern cultures as being divided into the: – Inner, more private, self – Outer, more public, self • Expressions of independent self are more popular in Western cultures. • Expressions of interdependent self are more common in Eastern cultures. Copyright 1999 Prentice Hall SSeellff-- 55-3-3 CCooTnnheccSeeeplpf-tCtoncept Refers to the Beliefs a Person Holds About His or Her Attributes, and How He or She Evaluates These Qualities. Components of the Self-Concept Include: CCoonntteenntt PPoossiittiivviittyy oorrNNeeggaattiivviittyy IInntteennssiittyy,, SSttaabbiilliittyyOOvveerrTTiimmee aannddAAccccuurraaccyy Copyright 1999 Prentice Hall SSeellff-- 55-4-4 CCoonncceeppCCtotommppoonneennttssoofftthheeSSeellff--CCoonncceepptt CCoonntteenntt,,PPoossiittiivviittyyoorrNNeeggaattiivviittyy,,IInntteennssiittyy,, SSttaabbiilliittyyOOvveerrTTiimmee,,aannddAAccccuurraaccyy SSeellff--EEsstteeeemm RReeffeerrssttootthheePPoossiittiivviittyyooffaaPPeerrssoonn’’ssSSeellff--CCoonncceepptt RReeaallaannddIIddeeaallSSeellvveess IIddeeaall--HHoowwaaPPeerrssoonnWWoouullddLLiikkeettooBBee RReeaall--RReeaalliissttiiccAApppprraaiissaallooffWWhhooWWeeRReeaallllyyAArree FFaannttaassyy::BBrriiddggiinnggtthheeGGaappBBeettwweeeenntthheeSSeellvveess WWhheenntthheeGGaappBBeettwweeeenntthheeRReeaallaannddIIddeeaallSSeellffiissLLaarrggee,, TThhoosseeCCoonnssuummeerrssaarreeGGooooddTTaarrggeettssffoorrFFaannttaassyyAAppppeeaallss Copyright 1999 Prentice Hall MMuullttiippllee 55-5-5 SS•eeTlhlvveeesseslf has different components, or Role Identities, that are active at specific times. – They cause us to prefer different products and services. – Some of the identities are more central than others (i.e. husband, boss, student). – Other identities ****y be more dominant in certain situations (i.e. stamp collector, dancer, volunteer). • Symbolic Interactionism stresses that relationships with other people play a large part in forming the self. – Looking-Glass Self: Process of i****gining the reactions of others toward us. Copyright 1999 Prentice Hall PPrroodduuccttss TThhaatt SShhaappee tthhee 55-6-6 SSeellff:: YCYC•ooooPbunuenehossAaApuuvlrerimmoeeursseWeWetoahhn****aianttkdeYYivjoiuodduuugaml’senctosnasbuomupt ttihoant person’s social identity: – Clothing, grooming habits – Leisure activities, – Food preferences, – Cars. • Symbolic Self-Completion Theory predicts that people who have an incomplete self-definition tend to complete this identify by acquiring and displaying symbols associated with it. Copyright 1999 Prentice Hall CCoonnssuummppttiioonn aanndd SSeellff-- 55-7-7 CCoonncceepptt • Loss of Self – Contribution of possessions to self-identity is most apparent when these treasured objects are lost or stolen. • Self-I****ge Congruence Models predict that products will be chosen when their attributes ****tch some aspect of the self. – Ideal-self : more relevant for highly expressive social products. – Actual-self: more relevant for everyday, functional products. Copyright 1999 Prentice Hall TThhee EExxtteennddeedd 55-8-8 SSeellffThose External Objects That We Consider a Part of Us Comprise the Extended Self. There Are Four Levels of the Extended Self: IInnddiivviidduuaallLLeevveell PPeerrssoonnaallPPoosssseessssiioonnss FFaammiillyyLLeevveell RReessiiddeenncceeaannddFFuurrnniisshhiinnggss CCoommmmuunniittyyLLeevveell NNeeiigghhbboorrhhooooddoorrTToowwnn GGrroouuppLLeevveell SSoocciiaallGGrroouuppss Copyright 1999 Prentice Hall SSeexx 55-9-9 RRoolleess GGeennddeerrDDiiffffeerreenncceessiinnSSoocciiaalliizzaattiioonn SASAegegleflef-n-AnAtstisciscsMeGMeGrarotaotilaoielaoelnsslnss:,:,********uuacacshshtteaearsrysy CCAAoofmffmfilimil****iaututinoiFnoFaneanel,ml,mGRGRaoeaoleeallaealslastsl:sti:oiSoSnunuscshchhhipiApAssss GGeennddeerrVVeerrssuussSSeexxuuaallIIddeennttiittyy SSeexx--TTyyppeeddTTrraaititss SSeexx--TTyyppeeddPPrroodduuccttss AAnnddrrooggyynnyy RRooleless Copyright 1999 Prentice Hall SSeexx RRoolleess 55-1-100 FFeem****alleeGGeennddeerrRRoolleess Home****ker ProfessionalCa JJuusst-t-aa--JJoobb CChheeeesseeccaakkee reer MMaalleeSSeexxRRoolleess Male Bonding Freedom of FFaaththeerrhhoooodd BBeeeefcfcaakkee Choices GGaayyaannddLLeessbbiiaannCCoonnssuummeerrss Copyright 1999 Prentice Hall BBooddyy 55-1-111 IIm****aggBeBeooddyyCCaatthheexxiiss IIddeeaallssooffBBeeaauuttyy BBooddyyIIssssuueessiinn CCoonnssuummeerrBBeehhaavviioorr FFaattttiissmm CCoossmmeettiiccSSuurrggeerryy Copyright 1999 Prentice Hall BBooddyy 55-1-122 IImm• aAaggpeeerson’s feelings about his or her body can be described in terms of Body Cathexis. • Ideals of Beauty – A person’s satisfaction with the physical i****ge he or she presents to others is affected by how closely that i****ge corresponds to the i****ge valued by his or her culture. – Examples of ideals are physical features, clothing styles, cosmetics, hairstyles, skin tones and body type. – Sexual Dimorphic Markers - those aspects of the body that distinguish between the ****es. Copyright 1999 Prentice Hall WWoorrkkiinngg oonn tthhee 55-1-133 BB•ooFddaytytism – The pressure to be slim is continually reinforced by advertising and peers. • Body I****ge Distortions – Exaggeration of appearance importance can result in disorders of great ****gnitude such as anorexia or bulimia. • Cosmetic Surgery – Consumers increasingly are electing to have cosmetic surgery to change a poor body i****ge. Copyright 1999 Prentice Hall BBooddyy DDeeccoorraattiioonn aanndd 55-1-144 MMuuttiillaattiioonn SSeeppaarraatteeGGrroouuppMMeemmbbeerrssFFrroommNNoonnmmeemmbbeerrss PPlalacceetthheeInInddivivididuuaallinintthheeSSoocciaiallOOrrggaannizizaattioionn PPlalacceetthheePPeerrssoonnininaaGGeennddeerrCCaatteeggoorryy EEnnhhaanncceeSSeexx--RRooleleIdIdeennttifificicaattioionn InInddicicaatteeDDeessirireeddSSoocciaiallCCoonndduucctt InInddicicaatteeHHigighhSSttaattuussoorrRRaannkk PPrroovvidideeaaSSeennsseeooffSSeeccuurritityy Copyright 1999 Prentice Hall
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