{消费者行为分析}消费者行为学复习要点修改.docxVIP

{消费者行为分析}消费者行为学复习要点修改 第四章消费者动机 InnateNeeds（先天需要）Physiologicalneedsforfood,water,air,clothing,shelter,andsex.Alsoknownasbiogenicorprimaryneeds AcquiredNeeds（习得需要）Needsthatarelearnedinresponsetoone’scultureorenvironment(suchastheneedforself-esteem,prestige,affection,orpower).Alsoknownaspsychogenicorsecondaryneeds. GenericGoals(category )（类目标）thegeneralcategoriesofgoalsthatconsumersseeasawaytofulfilltheirneeds Product-SpecificGoals(brand)（特定产品目标）thespecificallybrandedproductsorservicesthatconsumersselectastheirgoals SubstituteGoal（替代目标）Agoalthatreplacesanindividual’sprimarygoalwhenthegoalcan