消费者行为学第10章.pptVIP

down-to-earth脚踏实地 wholesome健全的；有益健康的；合乎卫生的；审慎的;合乎卫生的,有益于健康的;健康的 outdoorsy 户外的，爱好野外活动的；适用于户外的;适用于户外 10.3个性 Personality Personality is an individual’s characteristic response tendencies across similar situations. 个性是个体在面临相似情况时做出特殊反应的倾向。 While motivations are the energizing and directing force that makes consumer behavior purposeful and goal directed, the personality of the consumer guides and directs the behavior chosen to accomplish goals in different situations.当动机是激励和指导的力量,使得消费者行为有目的和目标导向性.动机引发消费者行为，而个性会使不同的消费者选择不同的行为去实现目标。 Trait theories（特质论） examine personality as an individual difference, allowing marketers to segment consumers on these differences.特质论把个性看做一种个体差异，从而允许营销者赋予个体差异函数来进行市场细分。 Trait theories assume All individuals have internal characteristics or traits related to action tendencies, and所有个体在行为倾向方面都有内在的特点或特性 There are consistent and measurable differences between individuals on those characteristics.个体之间存在可以衡量的，一贯的特性差异。 10.3.1多特质方法 Multitrait Approach Multitrait personality theory identifies several traits that in combination capture a substantial portion of the personality of the individual. 多特质个性理论识别出某几个特质，用其组合较全面地刻画个体个性。 The Five-Factor Model （五要素模型）is commonly used by marketers, which identifies five basic traits that are formed by genetics and early learning.五要素模型，该理论得出人在早年通过学习或遗传而获得的五种基本特质。 The Five-Factor Model of Personality 不稳定性 外向性 随和性 开放性 责任心 10.3.2单一特质方法 Multitrait Approach Single trait theories emphasize one trait as being particularly relevant.单一特质理论强调某一种个性特质在解释某组特定行为特别有效。 They do not suggest that other traits are nonexistent or unimportant. Rather, they study a single trait for its relevance to a set of behaviors. Three additional traits: 1、Consumer Ethnocentrism消费者的民族主义 Reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products.反映了不同个体消费者在购买外国产品时带有偏见倾向的差异。 Three additional traits: 2、Need for Cognition (NFC)认知需要 Reflects an individual difference in consumers’ propensity to engag