外文翻譯--心理因素影響購(gòu)買行為

1、<p><b>　　畢業(yè)論文譯文</b></p><p>　　題目名稱：心理因素影響購(gòu)買行為</p><p>　　院系名稱：經(jīng)濟(jì)管理學(xué)院市場(chǎng)營(yíng)銷系</p><p><b>　　班 級(jí)：</b></p><p><b>　　學(xué) 號(hào)： </b></p&g

2、t;<p><b>　　學(xué)生姓名：</b></p><p><b>　　指導(dǎo)教師：</b></p><p>　　2013 年 2 月</p><p>　　心理因素影響購(gòu)買行為</p><p>　　Geoff Lancaster</p><p>　　心理因素是第四

3、重要影響消費(fèi)者的購(gòu)買行為(除了文化、社會(huì)和個(gè)人因素)。一般來(lái)說(shuō),一個(gè)人的購(gòu)買選擇受心理因素例如動(dòng)機(jī)、認(rèn)知、學(xué)習(xí)、信仰和態(tài)度的影響。</p><p>　　知曉顧客動(dòng)機(jī)的重要性,理解客戶的動(dòng)機(jī)</p><p>　　營(yíng)銷的任務(wù)是要準(zhǔn)確的識(shí)別出消費(fèi)者的需求和欲望,然后開(kāi)發(fā)滿足他們的產(chǎn)品和服務(wù),。市場(chǎng)要想成功, 只是發(fā)現(xiàn)客戶需要是遠(yuǎn)遠(yuǎn)不夠的, ,而是為了找出為什么這是必需的。只有通過(guò)獲得一個(gè)深入的和

4、全面的了解買方行為才可以使?fàn)I銷的目標(biāo)成真。只有理解顧客的購(gòu)買行為,才會(huì)使買消費(fèi)者和商家雙贏,使市場(chǎng)成為更好的裝備,以滿足消費(fèi)者的需求,建立一個(gè)忠誠(chéng)的組織，以積極的態(tài)度為客戶有效的提供本公司的產(chǎn)品。</p><p>　　消費(fèi)者行為可以被正式定義為:個(gè)人的行為直接參與的獲取和使用的商品和服務(wù),包括決策過(guò)程,確定這些以前的行為。在本章的概念形成一個(gè)系統(tǒng),在個(gè)人消費(fèi)是核心,周圍有更多的環(huán)境影響他或她的目標(biāo)。這些目標(biāo)是最終

5、通過(guò)一定數(shù)量的解決問(wèn)題的步鄹來(lái)導(dǎo)致購(gòu)買決策階段。研究與實(shí)踐,吸引了許多營(yíng)銷渠道，理論貢獻(xiàn)、信息、靈感和建議。在過(guò)去,主要輸入的消費(fèi)者行為理論來(lái)自于心理學(xué)。最近,跨學(xué)科的研究消費(fèi)者行為的重要性,增加了社會(huì)學(xué)、人類學(xué)、經(jīng)濟(jì)學(xué)和數(shù)學(xué)也有助于個(gè)主題。</p><p>　　動(dòng)機(jī)。在任何特定時(shí)間一個(gè)人有很多需求。有些需要是生理上的,從生理狀態(tài)產(chǎn)生的張力如饑餓、干渴、不適。其他需求心理;他們引起的緊張心理狀態(tài)如需要識(shí)別、尊重、

6、歸屬感。當(dāng)一個(gè)人的動(dòng)機(jī)強(qiáng)烈到足夠的等級(jí)就會(huì)產(chǎn)生需求。一個(gè)動(dòng)機(jī)是一個(gè)需求，也就是說(shuō)他能夠驅(qū)使人去積極的采取行動(dòng)。</p><p>　　購(gòu)買動(dòng)機(jī)是使消費(fèi)者做出購(gòu)買某種商品決策的內(nèi)在驅(qū)動(dòng)力,是引起購(gòu)買行為的前提,也就是引起行為的原由。具體包括以下幾個(gè)方面：</p><p><b>　　(一)理智動(dòng)機(jī)</b></p><p>　　理智動(dòng)機(jī)就是消費(fèi)者對(duì)某

7、種商品有了清醒的了解和認(rèn)知,在對(duì)這個(gè)商品比較熟悉的基礎(chǔ)上所進(jìn)行的理性抉擇和做出的購(gòu)買行為。它包括:</p><p><b>　　1. 適用</b></p><p>　　適用表現(xiàn)為一種求實(shí)心理,消費(fèi)者所看重的是產(chǎn)品最基本、最核心的功能。在選購(gòu)商品時(shí),對(duì)其技術(shù)性能格外關(guān)注,而外觀、價(jià)格、品牌等產(chǎn)品的附加價(jià)值放在其次。</p><p><b&g

8、t;　　2. 經(jīng)濟(jì)</b></p><p>　　經(jīng)濟(jì)表現(xiàn)為一種求廉心理。幾種商品經(jīng)對(duì)比后,在其他條件基本相似的情況下,這類顧客對(duì)價(jià)格顯得相當(dāng)敏感,他們一般會(huì)以價(jià)格的實(shí)惠作為選擇的首要因素。</p><p><b>　　3. 可靠</b></p><p>　　優(yōu)質(zhì)的產(chǎn)品是顧客可以放心消費(fèi)的基礎(chǔ)?？煽繉?shí)質(zhì)上是消費(fèi)者追求上乘質(zhì)量的體現(xiàn)。因

9、此名牌商品之所以倍受人們的信任,就在于它的質(zhì)量可靠。</p><p><b>　　(二)感情動(dòng)機(jī)</b></p><p>　　感情動(dòng)機(jī)不能簡(jiǎn)單地理解為不理智動(dòng)機(jī)。它主要是由社會(huì)的和心理的因素產(chǎn)生的購(gòu)買意愿和沖動(dòng)。感情動(dòng)機(jī)很難有一個(gè)客觀的標(biāo)準(zhǔn),但大體上是來(lái)自于下述心理。</p><p><b>　　1. 炫耀心理</b>&l

10、t;/p><p>　　這種心理在高收入階層比較常見(jiàn)。豐厚的收入使他們擁有炫耀的資本,所以在購(gòu)物上他們要展現(xiàn)自己的身份地位和欣賞水平。許多高檔品牌的制造商正是看準(zhǔn)了這一群體的心理傾向,紛紛推出各種昂貴的奢侈品。</p><p><b>　　2. 攀比心理</b></p><p>　　攀比是一種比照的心理。在同一個(gè)社會(huì)群體里面,各個(gè)成員之間相互比拼,誰(shuí)

11、都不想落后別人。這種心理在消費(fèi)上表現(xiàn)為一種動(dòng)機(jī),別人有什么高檔的商品,自己也一定要有。</p><p><b>　　3. 從眾心理</b></p><p>　　這種心理反映在生活圈子中,人們希望跟著圈中大多數(shù)人的步伐。因此其他人認(rèn)為不錯(cuò)的產(chǎn)品,自己也跟著認(rèn)可;其他人買什么商品,自己也會(huì)跟著買。</p><p>　　心理學(xué)家們已經(jīng)研究出人類動(dòng)機(jī)理

12、論。三個(gè)最好的原理創(chuàng)造者西格蒙德·弗洛伊德的理論,亞伯拉罕馬斯洛,弗雷德里克赫茨伯格從完全不同的角度對(duì)消費(fèi)者的行為進(jìn)行分析,并制定出相應(yīng)的的營(yíng)銷策略。</p><p>　　弗洛伊德的理論。西格蒙德·弗洛伊德認(rèn)為,塑造人的心理力量的行為在很大程度上是無(wú)意識(shí)的,一個(gè)人不能完全理解他或她自己的動(dòng)機(jī)。一種叫階梯的方法可以從用來(lái)描述一個(gè)人的動(dòng)機(jī)向更高的層次發(fā)展。然后賣方可以決定在哪個(gè)層級(jí)上發(fā)布具有吸引力

13、的信息。根據(jù)弗洛伊德的理論,消費(fèi)者的所反應(yīng)能力不僅針對(duì)具體的品牌,而且也針對(duì)其他,不甚清楚的提示。成功的商人也因此留意到形狀、大小、重量、材料、色彩、品牌都可以觸發(fā)某些聯(lián)想和情感。</p><p>　　馬斯洛的理論。亞伯拉罕馬斯洛試圖來(lái)解釋為什么人們被特別需要驅(qū)動(dòng)在特定的時(shí)期。他的理論是把人類需求排列在一個(gè)層次,從最最緊迫到最基本。按重要性的順序來(lái)排列,這五個(gè)層次分別是是生理、安全、社會(huì)、尊重、和自我實(shí)現(xiàn)的需要。

14、首先消費(fèi)者將盡力滿足最重要的需求,當(dāng)這種需要的得到滿足后,人會(huì)盡力滿足處于第二個(gè)階段的需要。馬斯洛的理論幫助商家了解各個(gè)產(chǎn)品并制定具有針對(duì)性的計(jì)劃、目標(biāo)來(lái)滿足消費(fèi)者的生活。</p><p>　　赫茨伯格的理論。弗雷德里克赫茨伯格開(kāi)發(fā)了一種雙因素理論即不滿意的因素(原因的不滿)到滿意(滿意的原因)。不滿足的因素是不充分的;滿意者現(xiàn)在必須積極鼓勵(lì)購(gòu)買。 例如,一臺(tái)計(jì)算機(jī),它沒(méi)有保證將來(lái)是一個(gè)不滿足。然而存在的產(chǎn)品質(zhì)量

15、保證不會(huì)作為一個(gè)滿意引子或動(dòng)力來(lái)促使人購(gòu)買,因?yàn)閷?duì)電腦而言它不是一個(gè)來(lái)源的內(nèi)在滿意的引子。然而使用方便, ,對(duì)一個(gè)電腦買家會(huì)成為一個(gè)滿意引子。根據(jù)這一理論,行銷人員應(yīng)避免不滿意引子這可能開(kāi)啟他們的產(chǎn)品。他們也應(yīng)該識(shí)別和供應(yīng)的主要滿意引子或能夠促使消費(fèi)者購(gòu)買的動(dòng)因,因?yàn)檫@些滿意因素決定消費(fèi)者會(huì)購(gòu)買哪個(gè)品牌的電腦。</p><p>　　感知。一個(gè)有進(jìn)取心的人準(zhǔn)備好了行動(dòng),但這個(gè)人如何采取實(shí)際行動(dòng)是受他或她對(duì)外界環(huán)境的

16、的知覺(jué)狀況影響的。認(rèn)知是指?jìng)€(gè)體對(duì)輸入大腦的信息進(jìn)行的選擇,組織,把多種屬性整合為同一個(gè)整體。感知不僅取決于生理上的刺激有關(guān),而且還關(guān)系到個(gè)體周圍領(lǐng)域其它的刺激因素。關(guān)鍵詞是個(gè)人。每個(gè)人對(duì)相同的物體都可以有不同的看法,因?yàn)橛腥齻€(gè)過(guò)程:選擇性注意力、選擇性的扭曲,和選擇性保留。</p><p>　　選擇性注意。人的感官每時(shí)每刻都可能接受大量的刺激例如廣告。而大部分刺激是經(jīng)過(guò)篩選的，這個(gè)過(guò)程叫做選擇性注意。這個(gè)最終結(jié)果

17、導(dǎo)致市場(chǎng)營(yíng)銷者必須努力工作來(lái)吸引顧客的注意。通過(guò)研究表明，商家已經(jīng)明白，消費(fèi)者更可能注意和他們現(xiàn)在的需求有關(guān)的刺激，這就是為什么汽車購(gòu)買者注意汽車廣告而不是注意器具廣告。此外，消費(fèi)者更可能注意到和他們所期望的東西有關(guān)的刺激，例如對(duì)食物的需求促使他們關(guān)注食物網(wǎng)站。人們更可能去接受感知偏差大的刺激相對(duì)于正常大小的刺激,如廣告提供100美元(不是產(chǎn)品價(jià)格表上的5美元)。</p><p>　　選擇性扭曲。即使注意刺激也不

18、是市場(chǎng)營(yíng)銷者所要傳遞的意思，在消費(fèi)品的購(gòu)買中，受選擇性扭曲的作用，人們會(huì)忽視所喜愛(ài)品牌的的缺點(diǎn)和其它品牌的優(yōu)點(diǎn)。人們又選擇地將某些信息加以扭曲，是指符合自己的意向，不幸的是，市場(chǎng)營(yíng)銷者對(duì)選擇性扭曲卻無(wú)能為力。</p><p>　　選擇性保留。人們忘記了很多他們學(xué)習(xí)過(guò)的東西,但是傾向于保留信息,以此支持他們的態(tài)度和信仰。因?yàn)檫x擇性保留,我們都有可能記住關(guān)于這個(gè)產(chǎn)品好的而且是我們所喜歡的信息，我們會(huì)忘記提到產(chǎn)品中所提

19、到的競(jìng)爭(zhēng)產(chǎn)品的優(yōu)點(diǎn)。選擇保留解釋了為什么商家用戲劇和重復(fù)方式對(duì)目標(biāo)觀眾傳遞信息。</p><p><b>　　消費(fèi)者的學(xué)習(xí)。</b></p><p>　　當(dāng)人們做事情的時(shí)候，他們會(huì)先學(xué)習(xí)。學(xué)習(xí)涉及個(gè)人的行為變化,這是來(lái)自個(gè)人的經(jīng)驗(yàn)。絕大多數(shù)人類的行為是學(xué)習(xí)的東西?？茖W(xué)家相信,學(xué)習(xí)是通過(guò)的相互作用產(chǎn)生的驅(qū)動(dòng)、刺激、線索、反應(yīng)以及加固。一個(gè)驅(qū)動(dòng)器是一種強(qiáng)烈的內(nèi)部刺激,推動(dòng)

20、作用。輕微刺激球桿是決定什么時(shí)候,什么地方,和一個(gè)人如何回應(yīng)。假設(shè)你買IBM電腦。如果你的經(jīng)驗(yàn)是值得的,你的反應(yīng)到電腦和IBM就會(huì)帶加固。后來(lái),當(dāng)你想買一臺(tái)打印機(jī),你可以假設(shè),因?yàn)镮BM電腦做得很好,所以他們的打印機(jī)也應(yīng)該會(huì)做的很好。你現(xiàn)在所擁有的經(jīng)驗(yàn)已經(jīng)推廣到你對(duì)外界類似的刺激中。一個(gè)反普遍化的辨別能力,人們學(xué)會(huì)識(shí)別一套類似的刺激差異和調(diào)整相應(yīng)的反應(yīng)。運(yùn)用所學(xué)理論,商家可以建立某種產(chǎn)品需求量,采取強(qiáng)大的驅(qū)動(dòng)、運(yùn)用激勵(lì)信號(hào),并提供積極的

21、強(qiáng)化的刺激。</p><p><b>　　信念和態(tài)度</b></p><p>　　通過(guò)做和學(xué)習(xí)，人們獲得了信仰和態(tài)度，進(jìn)而影響他們的購(gòu)買行為。信念是描述一個(gè)人掌握了某些東西。信念可能是基于知識(shí)、意見(jiàn)、或信任,他們可能或不可能帶有情感變化。當(dāng)然,制造商們對(duì)人們的信念是非常感興趣的，這關(guān)系到他們所提供的產(chǎn)品和服務(wù)。這些信念構(gòu)成對(duì)產(chǎn)品和品牌形象的構(gòu)想,和人們行為的自己的偶像

22、。如果一些信仰是錯(cuò)誤的,消費(fèi)者會(huì)抑制購(gòu)買,制造商會(huì)希望通過(guò)舉辦一個(gè)活動(dòng)來(lái)糾正這些信仰。對(duì)全球性的制造商尤其重要的事實(shí)是,買家對(duì)他們是品牌或產(chǎn)品通常持有不同的信仰，這主要是基于一個(gè)國(guó)家的文化起源。研究發(fā)現(xiàn),例如產(chǎn)品的類型隨著產(chǎn)地的不同而發(fā)生變化。消費(fèi)者想要知道這些汽車在哪里生產(chǎn)而不是潤(rùn)滑油是來(lái)自哪里的。另外,原產(chǎn)地的態(tài)度可以隨時(shí)間變化;比如日本,在第二次世界大戰(zhàn)前其汽車質(zhì)量是很差的。</p><p>　　一個(gè)公司有

23、多項(xiàng)選擇，當(dāng)它的產(chǎn)品的原產(chǎn)地對(duì)消費(fèi)者改變后。公司可以考慮同外國(guó)公司合作,甚至可以采有一個(gè)更好的名字。另一個(gè)替代方案是聘請(qǐng)一位著名的名人代言產(chǎn)品。或者公司可以繼續(xù)在當(dāng)?shù)毓S生產(chǎn)但是要采取一個(gè)新策略時(shí)所生產(chǎn)的產(chǎn)品擁有高質(zhì)量，來(lái)達(dá)到世界級(jí)的品質(zhì)。這種選擇是確有其事的，例如比利時(shí)的巧克力和哥倫比亞的咖啡。這是南非酒商正試圖都照樣行,效法他們，以此使他們的葡萄酒出口量增加。南非葡萄酒曾經(jīng)的形象是不好的，因?yàn)樵谌藗儌€(gè)認(rèn)知中，和其它國(guó)家相比他們的葡萄

24、園種植是原始的,種植葡萄的農(nóng)民持續(xù)性的進(jìn)行著粗糙的勞動(dòng)。事實(shí)上,南非葡萄酒農(nóng)民的生活已經(jīng)改善了他們的工人?！熬剖且粋€(gè)產(chǎn)品的起源,我們不能成功，如果南非看起來(lái)并不好,”威廉巴說(shuō),農(nóng)民合作社占主導(dǎo)產(chǎn)業(yè)。態(tài)度和信仰是一樣重要的，它影響人們的購(gòu)買行為。</p><p>　　這種態(tài)度就是一個(gè)人的持久的有利的和不利的評(píng)價(jià)、情感的感情，這是對(duì)某事物或想法和行動(dòng)傾向。人對(duì)所有的東西幾乎都有自己的態(tài)度:宗教、政治、衣服、音樂(lè)、食物

25、。態(tài)度把他們放進(jìn)一個(gè)框架，心靈喜歡或不喜歡一個(gè)對(duì)象,走向或遠(yuǎn)離它。</p><p>　　態(tài)度導(dǎo)致人們表現(xiàn)得相當(dāng)穩(wěn)定地朝類似的目標(biāo)前進(jìn)。因?yàn)楣?jié)約能源的思想態(tài)度,他們是非常困難去改變,改變單一的態(tài)度可能需要重大的調(diào)整在其他的態(tài)度上。</p><p>　　因此,一個(gè)公司應(yīng)該被建議生產(chǎn)適合公司本身現(xiàn)有態(tài)度的產(chǎn)品而不是設(shè)法改變?nèi)藗兊膽B(tài)度。當(dāng)然,試圖改變態(tài)度偶爾也會(huì)成功。看看牛奶行業(yè)。到1990年代初

26、,牛奶消費(fèi)已經(jīng)下降了25年,因?yàn)橐话愕恼J(rèn)識(shí)是牛奶是不健康的,過(guò)時(shí)了,僅僅是為了孩子,然后全國(guó)流體牛奶處理器教育計(jì)劃引發(fā)了數(shù)百萬(wàn)美元的印刷廣告展示牛奶，非常受歡迎的活動(dòng)已經(jīng)改變了態(tài)度,并且在這個(gè)過(guò)程中,牛奶消費(fèi)迅速提高。牛奶生產(chǎn)商也建立了一個(gè)在線牛奶俱樂(lè)部，成員承諾每天和三杯牛奶。</p><p><b>　　Source:</b></p><p>　　Geoff La

27、ncaster“consumer behavior：the psychology of marketing” University of Southern California Los Angeles, CA 90089-0443, USA (213) 740-749</p><p>　　Psychological Factors Influencing Buyer Behavior</p>

28、<p>　　Geoff Lancaster</p><p>　　Psychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a person’s buying c

29、hoices are influenced by the psychological factors of motivation, perception, learning, beliefs, and attitudes.</p><p>　　Importance of understanding customer motives</p><p>　　The task of marketi

30、ng is to identify consumers’ needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but t

31、o find out why it is required. Only by gaining a deep and comprehensive understanding of buyer behaviour can marketing’s goals be realised. Such an understanding of buyer behaviour works to the mutual advantage of the co

32、nsumer and marketer, allowing the markete</p><p>　　Consumer behaviour can be formally defined as: the acts of individuals directly involved in obtaining and using economic goods and services, including the d

33、ecision processes that precede and determine these acts. The underlying concepts of this chapter form a system in which the individual consumer is the core, surrounded by an immediate and a wider environment that influen

34、ces his or her goals. These goals are ultimately satisfied by passing through a number of problem-solving stages leading to </p><p>　　Motivation</p><p>　　A person has many needs at any given tim

35、e. Some needs are biogenic; they arise from physiological states of tension such as hunger, thirst, discomfort. Other needs are psychogenic; they arise from psychological states of tension such as the need for recognitio

36、n, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act.</p><p>　　Purchasing motiva

37、tion is to make consumers to buy a commodity decision-making internal driving force, is a cause of purchase behavior of the premise, also is the cause of her behavior. Specific include the following aspects:</p>&

38、lt;p>　　(1) rational motivation</p><p>　　Rational motivation some goods to consumers is a clear understanding and cognitive, of the goods in more familiar conducted based on the rational choice and make th

39、e purchase behavior. It includes:</p><p><b>　　1. Apply</b></p><p>　　Apply for a realistic performance psychological, consumer products is important to the most basic, most core funct

40、ions. In the choose and buy goods, pay close attention to its technical performance, and appearance, the price, the brand of the added value of products on the second.</p><p>　　2. The economy</p><

41、p>　　Economic performance as a cream for psychological. By the comparison of several kinds of goods, in other conditions basic similar circumstances, this kind of customer to price appear quite sensitive, they are gene

42、rally by price material benefit as the first element of choice.</p><p>　　3. Reliable</p><p>　　High quality product is the customer can rest assured the basis of consumption. Reliable is in essen

43、ce a pursuit of high quality consumer reflect. So the brand name products has the trust of the people, just because it is reliable in quality.</p><p>　　(2) feeling motivation</p><p>　　Feeling mo

44、tivation can't simply understand for not rational motivation. It is mainly composed of social and psychological factors arise willingness to buy and impulse. It is difficult to have a feeling motivation objective sta

45、ndard, but is substantially from the psychology.</p><p>　　1. To show off psychology</p><p>　　This kind of psychological in high income levels, more common. Income that they have the capital to s

46、how off, so in shopping on they will show their status and appreciate level. Many luxury brand manufacturers is seize the group psychological tendency, have introduced all kinds of expensive luxury goods.</p><

47、p>　　2. Compare psychology</p><p>　　Comparison is a kind of psychological mutatis mutandis. In the same social groups inside, each member lists each other, who don't want to lag behind others. This kin

48、d of psychological on consumption appears to be a motive, others have what high-grade goods, own also must have.</p><p>　　3. Conformity psychology</p><p>　　This kind of psychological reflected i

49、n life circle, people want to follow in the circle the pace of most people. So that others think good products, own also followed approval; Others what to buy goods, oneself also can follow to buy.</p><p>　　

50、Psychologists have developed theories of human motivation. Three of the best known—the theories of Sigmund Freud, Abraham Maslow, and Frederick Herzberg— carry quite different implications for consumer analysis and marke

51、ting strategy. Freud’s theory. Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own motivations. A technique call

52、ed laddering can be used to trace a person’s motivations fro</p><p>　　Maslow’s theory. Abraham Maslow sought to explain why people are driven by particular needs at particular times. His theory is that human

53、 needs are arranged in a hierarchy, from the most to the least pressing. In order of importance, these five categories are physiological, safety, social, esteem, and self-actualization needs. A consumer will try to satis

54、fy the most important need first; when that need is satisfied, the person will try to satisfy the next-most-pressing need. Maslow’s theory help</p><p>　　Herzberg’s theory. Frederick Herzberg developed a two-

55、factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).the absence of dissatisfiers is not enough; satisfiers must be actively present to mot

56、ivate a purchase. For example, a computer that comes without a warranty would be a dissatisfy. Yet the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source of

57、 intri</p><p>　　Perception</p><p>　　A motivated person is ready to act, yet how that person actually acts is influenced by his or her perception of the situation. Perception is the process by wh

58、ich an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. Perception depends not only on physical stimuli, but also on the stimuli’s relation to the surrounding

59、field and on conditions within the individual.</p><p>　　The key word is individual. Individuals can have different perceptions of the same object because of three perceptual processes: selective attention, s

60、elective distortion, and selective retention.</p><p>　　Selective attention. People are exposed to many daily stimuli such as ads; most of these stimuli are screened out—a process called selective attention.

61、The end result is that marketers have to work hard to attract consumers’ attention. Through research, marketers have learned that people are more likely to notice stimuli that relate to a current need, which is why car s

62、hoppers notice car ads but not appliance ads. Furthermore, people are more likely to notice stimuli that they anticipate—such as</p><p>　　Selective distortion. Even noticed stimuli do not always come across

63、the way that marketers intend. Selective distortion is the tendency to twist information into personal meanings and interpret information in a way that fits our preconceptions. Unfortunately, marketers can do little abou

64、t selective distortion.</p><p>　　Selective retention. People forget much that they learn but tend to retain information that supports their attitudes and beliefs. Because of selective retention, we are likel

65、y to remember good points mentioned about a product we like and forget good points mentioned about competing products. Selective retention explains why marketers use drama and repetition in messages to target audiences.&

66、lt;/p><p><b>　　Learning</b></p><p>　　When people act, they learn. Learning involves changes in an individual’s behavior that arise from experience. Most human behavior is learned. Theor

67、ists believe that learning is produced through the interplay of drives, stimuli, cues, responses, and reinforcement. A drive is a strong internal stimulus that impels action. Cues are minor stimuli that determine when, w

68、here, and how a person responds. Suppose you buy an IBM computer. If your experience is rewarding, your response to computers and IB</p><p>　　Beliefs and Attitudes</p><p>　　Through doing and lea

69、rning, people acquire beliefs and attitudes that, in turn, influence buying behavior. A belief is a descriptive thought that a person holds about</p><p>　　Something Beliefs may be based on knowledge, opinion

70、, or faith, and they may or may not carry an emotional charge. Of course, manufacturers are very interested in the beliefs that people have about their products and services. These beliefs make up product and brand image

71、s, and people act on their images. If some beliefs are wrong and inhibit purchase, the manufacturer will want to launch a campaign to correct these beliefs. Particularly important to global marketers is the fact that buy

72、ers ofte</p><p>　　A company has several options when its products’ place of origin turns off consumers. The company can consider co-production with a foreign company that has a better name. Another alternati

73、ve is to hire a well-known celebrity to endorse the product. Or the company can adopt a strategy to achieve world-class quality in the local industry, as is the case with Belgian chocolates and Colombian coffee. This is

74、what South African wineries are attempting to do as their wine exports increase. South Afri</p><p>　　Attitudes lead people to behave in a fairly consistent way toward similar objects. Because attitudes econo

75、mize on energy and thought, they are very difficult to change; to change a single attitude may require major adjustments in other attitudes.</p><p>　　Thus, a company would be well advised to fit its product

76、into existing attitudes Rather than to try to change people’s attitudes. Of course, trying to change attitudes can pay off occasionally. Look at the milk industry. By the early 1990s, milk consumption had been in decline

77、 for 25 years, because the general perception was that milk was unhealthy, outdated, and just for kids, or only good with cookies and cakes. Then the National Fluid Milk Processor Education Program kicked off a multi-mil

78、lio</p><p><b>　　Source:</b></p><p>　　Geoff Lancaster“consumer behavior：the psychology of marketing” University of Southern California Los Angeles, CA 90089-0443, USA (213) 740-7