ch05_Personality_and_Consumer_Behavior(双语)概要1.pptVIP

Figure 5.5 Ad Targeting Visualizers Figure 5.6 Ad Targeting Verbalizers From Consumer Materialism to Compulsive Consumption Consumer materialism The extent to which a person is considered “materialistic” Fixed consumption behavior Consumers fixated on certain products or categories of products Compulsive consumption behavior “Addicted” or “out-of-control” consumers Materialistic People Value acquiring and showing-off possessions Are particularly self-centered and selfish Seek lifestyles full of possessions Have many possessions that do not lead to greater happiness Table 5.4 Sample Items - Materialism SUCCESS The things I own say a lot about how well I’m doing in life. I don’t place much emphasis on the amount of material objects people own as a sign of success.a I like to own things that impress people. CENTRALITY I enjoy spending money on things that aren’t practical. I try to keep my life simple, as far as possessions are concerned.a Buying things gives me a lot of pleasure. HAPPINESS I’d be happier if I could afford to buy more things. I have all the things I really need to enjoy life.a It sometimes bothers me quite a bit that I can’t afford to buy all the things I’d like. Fixated Consumption Behavior Consumers have a deep interest in a particular object or product category a willingness to go to considerable lengths to secure items in the category of interest the dedication of a considerable amount of discretionary time and money to searching out the product Examples: collectors, hobbyists Compulsive Consumption Behavior Consumers who are compulsive buyers have an addiction; in some respects, they are out of control and their actions may have damaging consequences to them and to those around them. Table 5.6 Sample Items to Measure Compulsive Buying 1. When I have money, I cannot help but spend part or the whole of it. 2. I am often impulsive in my buying behavior. 3. As soon as I enter a shopping center, I have an irresistible urge to go into a shop to buy