消费行为跟广告心理ppt档案1.ppt

CONSUMER BEHAVIOR Mei-chiung Chi Ch1. 透視消費者 什麼是消費行為 消費行為知識的應用 正確思考消費者 消費行為研究發展過程 What’s Consumer behavior About? 研究消費者由評估、獲得、使用、到用盡某產品／服務的個人決策與實際行動過程。 消費者的類型 分類A Customer Consumer Ultimate Consumer 分類B Institutional/ Organizational Consumer Personal Consumer 消費者的角色 Initiator Influencer Decider Buyer User Multidisplinary 心理學 社會學 社會心理學 人類學 行銷學 消費行為知識的應用 Consumer Influence Holistic/Postmodern Intercultural A Consumer Influence Perspective 消費行為與行銷策略 消費行為與社會行銷 消費行為與逆行銷 消費行為與政府決策 消費行為與消費者教育 消費行為與行銷策略 （一）行銷觀念 （二）增進行銷效力 －MOA －Target Market －Marketing Mix 消費行為與社會行銷 滿足社會需求－－服務的市場 尋求社會支持－－募捐的市場 消費行為與逆行銷 Conservation-------Consumption 消費行為與政府決策 政府服務 立法保謢消費者 消費行為與消費者教育 如何偵察不實陷阱？ 如何尋求補救賠償？ 如何進一步省錢？ 從後現代的角度 Modern? Postmodern? In the early 1980s Holbrook: use consumer research to understand consumption behavior without any intent of influencing it. Postmodern Perspective A focus on ownership and consumption The purchase decision and buying processes are of far less importance than consumption Consumption experience -- sensation seeking, emotional arousal, fantasizing Global Intercultural Perspective Basic needs are universal Youth in Taipei, Tokyo,New York... When cultural boundaries are crossed Right Thinking About the Consumer The Consumer is Sovereign Understanding Consumer Motivation and Behavior Through Research. Skillful Marketing can Affect Consumer if The Product\service offered is designed to meet consumer needs. Social Legitimacy of consumer Influence When Shaped by a Proper Ethical Sensitivity Consumer Bill of Rights The Right to Safety The Right to be Informed The Right to Choose The Right to be Heard(Redress) The Right to Enjoy a Clean and Healthful Environment The Right of the Poor and Other Minorities to Have Their Interests Protected 消費行為研究發展之路 Since late 1950s and early 1960s Economic theory-- Marketing General considerations: 1)Content-- Production-driven to marketing driven 2)Methodology--Behavioral science