消费者行为学—个性.ppt

Consumer Behavior The Burning Issue Blogging is quietly changing our life, and profoundly affects the way we Lifestyles. You are indoors man, indoors woman? Or like outdoor activities? Who is more like micro-blog and QQ zone and social platform? What is enlightenment? The Burning Issue Blogging evolution The Overview The Overview The Overview So, Why they have so big attraction? Why we will accept such a way of Lifestyles? The Idea in Tangible Lifestyle The Idea in Tangible person setting product Lifestyle personality emotional values era culture Social class family inclusive inclusive The Idea in Tangible person setting 1.The pace of life more and more quickly 2.The pressure of competition is more and more big need vent, avoid common 1. desire attention 2.communication 3.Share happy 4.Pursuit of freedom product introverted outgoing Internet Virtual extensity, concealment, inclusiveness ,timeliness ,freedom The Payoff Neo-Freudian Theories The Payoff (Adler) 1.The pursuit of excellence 2.Motivation to overcome inferiority We pay attentionto successful people. The Payoff (Sullivan) 1.Personality evolves to reduce anxiety 2.Establish a mutual value relations. feelings Friendship love affection The Payoff (Horney) Compliant detached aggressive indulging Substituting feeling ， sense of identity Network novels The Payoff (Extended to reality) Back to players It ignore the players appearance, let us feel very true! The Payoff (Extended to reality) buffet dinner supermarket e-commerce ATM freedom random be yourself No pressure The Close Micro-blog social platform with the network virtual world is occupying our daily life. As a marketing person should not only see the personality and lifestyle for the product positioning, market segmentation and advertising choice. But also should consider how to create an atmosphere to help consumers to hide or liberation personality. thank you for your time