消费者行为 六知识分享.pptVIP

Chapter 6;Motivational Research;Neo-Freudian Theories;Trait Theory;Problems With Trait Theory inConsumer Research ;Brand Personality;Lifestyles;Linking Products to Lifestyles;Lifestyle Marketing Perspective Marketers must look at Patterns of Behavior to understand consumers. Marketers must identify the set of products and services that seems to be linked in consumers’ minds to a specific lifestyle. Product Complementarity occurs when the symbolic meanings of different products are related to each other. These sets of products, called Consumption Constellations, are used by consumers to define