项目一-消费心理因素.ppt

模块一：消费心理因素 项目一：客人的认知 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 知识目标 了解感知觉、记忆、联想、注意的基本概念 掌握知觉的特点和几种常见的心理定势 了解记忆的过程和类型 掌握联想到类型、表现形式和影响联想到因素 掌握注意的类型和特点 了解风险知觉产生的原因，掌握降低风险知觉的有效措施 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 一、认知的形成阶段 认知形成阶段也称为感性认知阶段； 包括感觉和知觉两种心理现象； 感知是感觉、知觉的总称； 感觉：人脑对直接作用于感觉器官的刺激物的个别属性的反应，是人对客观存在的反应； 知觉：是客观事物直接作用于人的感觉器官时，人脑产生的对刺激物的整体反应。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 1.感觉 感受性和感觉阀限（一般来说，感觉阀限值越低，感受性越大；感觉阀限值越高，感受性就越小，两者呈反比关系） 感觉适应（如芝兰之室，久而不闻其香；如鲍鱼之肆，久而不闻其臭） 联觉（望梅止渴） Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 2.知觉的四种具体表现 知觉的选择性 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 知觉的理解性 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 影响知觉的理解性的因素 个人的知识经验 言语指导 活动任务 个人态度 Evaluation only. Created with Aspose.Slides for .NET 3.