外文翻譯--心理因素影響購買行為

1、<p><b>　　畢業(yè)論文譯文</b></p><p>　　題目名稱：心理因素影響購買行為</p><p>　　院系名稱：經(jīng)濟管理學(xué)院市場營銷系</p><p><b>　　班 級：</b></p><p><b>　　學(xué) 號： </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>　　心理因素影響購買行為</p><p>　　Geoff Lancaster</p><p>　　心理因素是第四

3、重要影響消費者的購買行為(除了文化、社會和個人因素)。一般來說,一個人的購買選擇受心理因素例如動機、認知、學(xué)習(xí)、信仰和態(tài)度的影響。</p><p>　　知曉顧客動機的重要性,理解客戶的動機</p><p>　　營銷的任務(wù)是要準確的識別出消費者的需求和欲望,然后開發(fā)滿足他們的產(chǎn)品和服務(wù),。市場要想成功, 只是發(fā)現(xiàn)客戶需要是遠遠不夠的, ,而是為了找出為什么這是必需的。只有通過獲得一個深入的和

4、全面的了解買方行為才可以使?fàn)I銷的目標(biāo)成真。只有理解顧客的購買行為,才會使買消費者和商家雙贏,使市場成為更好的裝備,以滿足消費者的需求,建立一個忠誠的組織，以積極的態(tài)度為客戶有效的提供本公司的產(chǎn)品。</p><p>　　消費者行為可以被正式定義為:個人的行為直接參與的獲取和使用的商品和服務(wù),包括決策過程,確定這些以前的行為。在本章的概念形成一個系統(tǒng),在個人消費是核心,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、通過一定數(shù)量的解決問題的步鄹來導(dǎo)致購買決策階段。研究與實踐,吸引了許多營銷渠道，理論貢獻、信息、靈感和建議。在過去,主要輸入的消費者行為理論來自于心理學(xué)。最近,跨學(xué)科的研究消費者行為的重要性,增加了社會學(xué)、人類學(xué)、經(jīng)濟學(xué)和數(shù)學(xué)也有助于個主題。</p><p>　　動機。在任何特定時間一個人有很多需求。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)如需要識別、尊重、

6、歸屬感。當(dāng)一個人的動機強烈到足夠的等級就會產(chǎn)生需求。一個動機是一個需求，也就是說他能夠驅(qū)使人去積極的采取行動。</p><p>　　購買動機是使消費者做出購買某種商品決策的內(nèi)在驅(qū)動力,是引起購買行為的前提,也就是引起行為的原由。具體包括以下幾個方面：</p><p><b>　　(一)理智動機</b></p><p>　　理智動機就是消費者對某

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

8、t;　　2. 經(jīng)濟</b></p><p>　　經(jīng)濟表現(xiàn)為一種求廉心理。幾種商品經(jīng)對比后,在其他條件基本相似的情況下,這類顧客對價格顯得相當(dāng)敏感,他們一般會以價格的實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的基礎(chǔ)。可靠實質(zhì)上是消費者追求上乘質(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)感情動機</b></p><p>　　感情動機不能簡單地理解為不理智動機。它主要是由社會的和心理的因素產(chǎn)生的購買意愿和沖動。感情動機很難有一個客觀的標(biāo)準,但大體上是來自于下述心理。</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。豐厚的收入使他們擁有炫耀的資本,所以在購物上他們要展現(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。在同一個社會群體里面,各個成員之間相互比拼,誰

11、都不想落后別人。這種心理在消費上表現(xiàn)為一種動機,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。因此其他人認為不錯的產(chǎn)品,自己也跟著認可;其他人買什么商品,自己也會跟著買。</p><p>　　心理學(xué)家們已經(jīng)研究出人類動機理

12、論。三個最好的原理創(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消費者的行為進行分析,并制定出相應(yīng)的的營銷策略。</p><p>　　弗洛伊德的理論。西格蒙德·弗洛伊德認為,塑造人的心理力量的行為在很大程度上是無意識的,一個人不能完全理解他或她自己的動機。一種叫階梯的方法可以從用來描述一個人的動機向更高的層次發(fā)展。然后賣方可以決定在哪個層級上發(fā)布具有吸引力

13、的信息。根據(jù)弗洛伊德的理論,消費者的所反應(yīng)能力不僅針對具體的品牌,而且也針對其他,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解釋為什么人們被特別需要驅(qū)動在特定的時期。他的理論是把人類需求排列在一個層次,從最最緊迫到最基本。按重要性的順序來排列,這五個層次分別是是生理、安全、社會、尊重、和自我實現(xiàn)的需要。

14、首先消費者將盡力滿足最重要的需求,當(dāng)這種需要的得到滿足后,人會盡力滿足處于第二個階段的需要。馬斯洛的理論幫助商家了解各個產(chǎn)品并制定具有針對性的計劃、目標(biāo)來滿足消費者的生活。</p><p>　　赫茨伯格的理論。弗雷德里克赫茨伯格開發(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)在必須積極鼓勵購買。 例如,一臺計算機,它沒有保證將來是一個不滿足。然而存在的產(chǎn)品質(zhì)量

15、保證不會作為一個滿意引子或動力來促使人購買,因為對電腦而言它不是一個來源的內(nèi)在滿意的引子。然而使用方便, ,對一個電腦買家會成為一個滿意引子。根據(jù)這一理論,行銷人員應(yīng)避免不滿意引子這可能開啟他們的產(chǎn)品。他們也應(yīng)該識別和供應(yīng)的主要滿意引子或能夠促使消費者購買的動因,因為這些滿意因素決定消費者會購買哪個品牌的電腦。</p><p>　　感知。一個有進取心的人準備好了行動,但這個人如何采取實際行動是受他或她對外界環(huán)境的

16、的知覺狀況影響的。認知是指個體對輸入大腦的信息進行的選擇,組織,把多種屬性整合為同一個整體。感知不僅取決于生理上的刺激有關(guān),而且還關(guān)系到個體周圍領(lǐng)域其它的刺激因素。關(guān)鍵詞是個人。每個人對相同的物體都可以有不同的看法,因為有三個過程: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)過篩選的，這個過程叫做選擇性注意。這個最終結(jié)果

17、導(dǎo)致市場營銷者必須努力工作來吸引顧客的注意。通過研究表明，商家已經(jīng)明白，消費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買者注意汽車廣告而不是注意器具廣告。此外，消費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于正常大小的刺激,如廣告提供100美元(不是產(chǎn)品價格表上的5美元)。</p><p>　　選擇性扭曲。即使注意刺激也不

18、是市場營銷者所要傳遞的意思，在消費品的購買中，受選擇性扭曲的作用，人們會忽視所喜愛品牌的的缺點和其它品牌的優(yōu)點。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，市場營銷者對選擇性扭曲卻無能為力。</p><p>　　選擇性保留。人們忘記了很多他們學(xué)習(xí)過的東西,但是傾向于保留信息,以此支持他們的態(tài)度和信仰。因為選擇性保留,我們都有可能記住關(guān)于這個產(chǎn)品好的而且是我們所喜歡的信息，我們會忘記提到產(chǎn)品中所提

19、到的競爭產(chǎn)品的優(yōu)點。選擇保留解釋了為什么商家用戲劇和重復(fù)方式對目標(biāo)觀眾傳遞信息。</p><p><b>　　消費者的學(xué)習(xí)。</b></p><p>　　當(dāng)人們做事情的時候，他們會先學(xué)習(xí)。學(xué)習(xí)涉及個人的行為變化,這是來自個人的經(jīng)驗。絕大多數(shù)人類的行為是學(xué)習(xí)的東西。科學(xué)家相信,學(xué)習(xí)是通過的相互作用產(chǎn)生的驅(qū)動、刺激、線索、反應(yīng)以及加固。一個驅(qū)動器是一種強烈的內(nèi)部刺激,推動

20、作用。輕微刺激球桿是決定什么時候,什么地方,和一個人如何回應(yīng)。假設(shè)你買IBM電腦。如果你的經(jīng)驗是值得的,你的反應(yīng)到電腦和IBM就會帶加固。后來,當(dāng)你想買一臺打印機,你可以假設(shè),因為IBM電腦做得很好,所以他們的打印機也應(yīng)該會做的很好。你現(xiàn)在所擁有的經(jīng)驗已經(jīng)推廣到你對外界類似的刺激中。一個反普遍化的辨別能力,人們學(xué)會識別一套類似的刺激差異和調(diào)整相應(yīng)的反應(yīng)。運用所學(xué)理論,商家可以建立某種產(chǎn)品需求量,采取強大的驅(qū)動、運用激勵信號,并提供積極的

21、強化的刺激。</p><p><b>　　信念和態(tài)度</b></p><p>　　通過做和學(xué)習(xí)，人們獲得了信仰和態(tài)度，進而影響他們的購買行為。信念是描述一個人掌握了某些東西。信念可能是基于知識、意見、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、。如果一些信仰是錯誤的,消費者會抑制購買,制造商會希望通過舉辦一個活動來糾正這些信仰。對全球性的制造商尤其重要的事實是,買家對他們是品牌或產(chǎn)品通常持有不同的信仰，這主要是基于一個國家的文化起源。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。消費者想要知道這些汽車在哪里生產(chǎn)而不是潤滑油是來自哪里的。另外,原產(chǎn)地的態(tài)度可以隨時間變化;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>　　一個公司有

23、多項選擇，當(dāng)它的產(chǎn)品的原產(chǎn)地對消費者改變后。公司可以考慮同外國公司合作,甚至可以采有一個更好的名字。另一個替代方案是聘請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)但是要采取一個新策略時所生產(chǎn)的產(chǎn)品擁有高質(zhì)量，來達到世界級的品質(zhì)。這種選擇是確有其事的，例如比利時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，因為在人們個認知中，和其它國家相比他們的葡萄

24、園種植是原始的,種植葡萄的農(nóng)民持續(xù)性的進行著粗糙的勞動。事實上,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€產(chǎn)品的起源,我們不能成功，如果南非看起來并不好,”威廉巴說,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，它影響人們的購買行為。</p><p>　　這種態(tài)度就是一個人的持久的有利的和不利的評價、情感的感情，這是對某事物或想法和行動傾向。人對所有的東西幾乎都有自己的態(tài)度:宗教、政治、衣服、音樂、食物

25、。態(tài)度把他們放進一個框架，心靈喜歡或不喜歡一個對象,走向或遠離它。</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。因為節(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)度偶爾也會成功。看看牛奶行業(yè)。到1990年代初

26、,牛奶消費已經(jīng)下降了25年,因為一般的認識是牛奶是不健康的,過時了,僅僅是為了孩子,然后全國流體牛奶處理器教育計劃引發(fā)了數(shù)百萬美元的印刷廣告展示牛奶，非常受歡迎的活動已經(jīng)改變了態(tài)度,并且在這個過程中,牛奶消費迅速提高。牛奶生產(chǎn)商也建立了一個在線牛奶俱樂部，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