消费行为与广告心理宣贯.pptxVIP

CONSUMER BEHAVIORMei-chiung Chi消费行为与广告心理宣贯第1页Ch1. 透視消費者什麼是消費行為消費行為知識應用正確思索消費者消費行為研究發展過程消费行为与广告心理宣贯第2页What’s Consumer behavior About? 研究消費者由評估、獲得、使用、到用盡某產品／服務個人決策與實際行動過程。消费行为与广告心理宣贯第3页消費者類型分類ACustomerConsumerUltimate Consumer分類BInstitutional/Organizational ConsumerPersonal Consumer消费行为与广告心理宣贯第4页消費者角色InitiatorInfluencerDeciderBuyerUser消费行为与广告心理宣贯第5页Multidisplinary心理學社會學社會心理學人類學行銷學消费行为与广告心理宣贯第6页消費行為知識應用Consumer InfluenceHolistic/PostmodernIntercultural消费行为与广告心理宣贯第7页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费行为与广告心理宣贯第8页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消费行为与广告心理宣贯第9页消費行為與社會行銷滿足社會需求－－服務市場尋求社會支持－－募捐市場消费行为与广告心理宣贯第10页消費行為與逆行銷Conservation-------Consumption消费行为与广告心理宣贯第11页消費行為與政府決策政府服務立法保謢消費者消费行为与广告心理宣贯第12页消費行為與消費者教育怎样偵察不實陷阱？怎样尋求補救賠償？怎样進一步省錢？消费行为与广告心理宣贯第13页從後現代角度Modern? Postmodern?In the early 1980sHolbrook: use consumer research to understand consumption behavior without any intent of influencing it.消费行为与广告心理宣贯第14页Postmodern PerspectiveA focus on ownership and consumptionThe purchase decision and buying processes are of far less importance than consumptionConsumption experience -- sensation seeking, emotional arousal, fantasizing消费行为与广告心理宣贯第15页Global Intercultural PerspectiveBasic needs are universalYouth in Taipei, Tokyo,New York...When cultural boundaries are crossed消费行为与广告心理宣贯第16页Right Thinking About the ConsumerThe Consumer is SovereignUnderstanding 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消费行为与广告心理宣贯第17页Consumer Bill of RightsThe Right to SafetyThe Right to be InformedThe Right to ChooseThe Right to be Heard(Redress)The Right to Enjoy a Clean and Healthful EnvironmentThe Right of the Poor and Other Minorities to Have Their Interests Protected消费行为与广告心理宣贯第18页消費行為研究發展之路Since late 1950s and early 1960sEconomic theory--