《消费者行为学Ch02.ppt

CHAPTER 2 Determinants of Customer Behavior: Personal Factors and Market Environment Framework Two Broad Classes Personal traits Those biological and physiological features a person is born with and those that develop as a person grows but whose origin derives from biological heredity. Individual traits Group traits Personal context The characteristics of the socio-econocultural environment in which we have lived and are living, which has intimately influenced our resources, tastes, and preferences Personal Factors Personal Traits Genetics Biogenics Race Gender Age Personality Genetics: The Cards We Are Dealt at Birth DNA (deoxyribonucleic acid) Chemicals in cell nuclei that form the molecular basis of heredity in organisms Genes (segments of DNA) provide the code that determines our characteristics Research Research is in progress on genetics and DNA, seeking to discover secrets of the human condition and behavior Advances in neurology are uncovering various chemicals that regulate human emotions and behavior These discoveries support the idea of biological determinism – the belief that human behavior is determined by biological factors such as genetics and DNA Other non-biological factors such as culture, perception, learning, and individual motivation, determine much of adult behavior as well Genetics Affect Customer Needs and Behavior Four Factors Physiological differences Diseases and mental disorder Circadian rhythm Emotions and behavior Direct Effects of Genetics Physical features and physiological characteristics Height, weight, skin color and tone, color of eyes, color and texture of hair, and bodily reactions to variations in temperature and other environmental changes (i.e., allergies) Daily Cycle of Activity Circadian Rhythm – biological “clock” governs rhythms like sleep-wake cycles People’s rhythms affect,, when shoppers like to shop, among other things Research is also examining whether consumers might process advertisements differently at diffe