消费者行为学第12章.pptxVIP

第十二章 自我感念与生活方式;Consumer Behavior In The News…;Consumer Behavior In The News…;12.1自我概念Self-Concept;Actual Self-Concept实际的自我概念 我现在是什么样？ Ideal Self-Concept理想的自我概念 我想成为什么样？ Private Self-Concept个人的自我概念 我如何做自己，或，我想如何做自己？ Social Self-Concept社会的自我概念 别人怎样看待我，或，我希望别人怎样看我？;Dimensions of a Consumer’s Self-Concept;12.1.1依存的/独立的自我概念Interdependent/Independent Self-Concepts;;;;The extended self consists of the self plus possessions. 延伸的自我由自我和拥有物两部分构成;产品会因为各种各样的原因而成为延伸自我的一部分。;A peak experience is an experience that surpasses the usual level of intensity, meaningfulness and richness and produces feelings of joy and self-fulfillment. 高峰体验是指超越了通常的强度、意义和内涵，使人产生兴奋和自我满足感的体验。 那些帮助消费者经历重大生活变动（离开家、第一份工作、结婚、小孩等）的产品，很可能成为延伸自我的一部分。;The mere ownership effect, or the endowment effect is the tendency of an owner to evaluate an object more favorably than a nonowner.纯粹拥有效应是指拥有者对某件产品的评价高于非拥有者的倾向。;12.1.3Measuring Self-Concept自我概念的测量（略） 12.1.4Using Self-Concept to Position Products 运用自我概念为产品定位 ;The Relationship Between Self-Concept and Brand Image Influence 自我概念与品牌形象的影响关系;The self-concept has many dimensions. Critics blame marketers for focusing too much attention on the importance of beauty, and defining it as being young and slim with a fairly narrow range of facial features. A major concern is that individuals are developing self-concepts that are heavily dependent on their physical appearances rather than other equally or more important attributes.;12.2The Nature of Lifestyle生活方式的性质;Lifestyle and the Consumer Process;12.2.1生活方式的测量Measurement of Lifestyle;12.2.2生活方式的一般模式与特定模式 General versus Specific Lifestyle Schemes; Three specific lifestyle schemes: Luxury Sports Cars Shopping ;Lifestyle Schemes: Luxury Sports Cars;Porsche Consumer Segments;Lifestyle Schemes;Five Shopping Lifestyle Segments;The Nature of Lifestyle;The VALSTM System（SRI商业咨询公司）;The VALSTM System;The VALSTM System;The VALSTM System