消費(fèi)者的認(rèn)知及其影響因素.pdf

1、廣西師范大掌碩士研究生掌位論文消費(fèi)者的認(rèn)知及其影響因素Y翻闡隱3Aspectofconsumercognitionandrelatedfactors系別：外語學(xué)院年級：2002級專業(yè)：英語語言文掌研究方向：專門用途英語D師：何瑞鏞教授研究生：馬展文完成時(shí)間：2005年4月Aspectsofconsumercognitionstudent：MaZhanwenMajor：EnglishlanguageandliteratureAdvicer

2、：HeRuiyongOrientation：EnglishForspecialpurposeAbstractOursocietyisbecomingaffluentwithproductConsumptioneraistakinginformRelatingtoproductandservice，peopleistakingasconsumersinsomewaysPeopleareengaginglnoreandmoreinactiv

3、itiesofproductbuyingandconsuming，encounteringceaselessnewproductreformationandnewexperiencethatrelatedtoMarketeroradvertiserstriveIounderstandingconsumer’smentalprocessamongtheseactivities，especiallyhowapurchasedecisioni

4、smadeasconsumersamongdifferentproducts，brands，andhowtheircognitioninteractwiththeenvironmentMarketeroradvertiseractsasaproductinformationproviderandorganizerTheyhavetoconununicateeffectivelytoconsumersandhavetheiradverti

5、singcopywelldesignedalso，asanaverageconsumerweshouldunderstandingwhypeoplebuyAlotoffactorsatects，specificallyhavetheireffectsoncognitiveprocessThispaperistryingtoassisttheprocessbyanalyzingconsmnercognitionanditsinteract

6、ionwiththeenvironmentAffecthaslongbeendistinguishedfromcognitionamongresearchersConsumptionistakingasgoalrelatedactivityLifegoalsofconsumerinawholeaimtothewell—beingofhumanConsumerwantincludethebareneedoffood，drinketc，al

7、so，initssocialsense，signifiestheselfvalueandselfimageofconsumerUsuallypeopledon’tbuywhattheydonltreallyneedEmotionistemporarystateoffeeling，actionorientedMoodandattitudearelastingstateoffeelingMusiccancreatemood，whichals

8、obemadeusebymarketersCognitiveprocessformevaluationofconsumers，whichseeminglythebasisof(oritself)attitudeSimultaneouslyattitudeisproaffectwhichexpressedby‘likingordislikin91Consumersdonotperceiveeverythingadvertisersandm

9、arketersprovidetothemInstead，theyselectwhatisinterestthemorpersonallyrelatedtothemLevelofinvolvementisthedegreethatstimuliisslgnlfytocoustlmersForexample，topersuadeaconsumerinlowinvolvement，peripheralrouteisinfavorPeople

10、organizetheperceptionmainlybyprincipleoffigureandground，groupingandclosureCategorizationissignificanttohumancognition，which，fromtheviewpointofconsumerstudyalsoplaysakeyroleininformationandnewexperienceorganizationAdverti