消费行为与广告心理(1)

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广告对消费行为的影响推荐度：
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CONSUMER BEHAVIOR

Mei-chiung Chi

Ch1. 透視消費者什麼是消費行為

消費行為知識的應用正確思考消費者消費行為研究發展過程

What’s Consumer behavior About?研究消費者由評估、獲得、使用、到用盡某產品/服務的個人決策

與實際行動過程。

消費者的類型分類A Customer Consumer Ultimate Consumer 分類B Institutional/ Organizational Consumer Personal Consumer

消費者的角色 Initiator Influencer Decider

Buyer User

Multidisplinary行銷學

人類學

社會心理學

社會學

心理學

消費行為知識的應用 Consumer

Influence

Holistic/Postmodern Intercultural

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

消費行為與社會行銷滿足社會需求--服務的市場

尋求社會支持--募捐的市場

消費行為與逆行銷Conservation<------->Consumption

消費行為與政府決策政府服務立法保謢

消費者

消費行為與消費者教育如何偵察不實陷阱？如何尋求補救賠償？如何進一步省錢？

從後現代的角度 Modern?

Postmodern? In the early 1980s Holbrook: use consumer research to understand consumption behavior without any intent of influencing it.

Postmodern Perspective

A focus on ownership and consumption The purchase decision and buying processes are of far less importance than consumption

Consumption experience -- sensationseeking, emotional arousal, & fantasizing

Global Intercultural Perspective Basic

needs are universal Youth in Taipei, Tokyo,New York... When cultural boundaries are crossed

Right Thinking About the Consumer

The Consumer is Sovereign Understanding 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

Consumer Bill of Rights

The Right to Safety The Right to be Informed The Right to Choose The Right to be Heard(Redress) The Right to Enjoy a Clean and Healthful Environment The Right of the Poor and Other Minorities to Have Their Interests Protected

消費行為研究發展之路

Since late 1950s and early 1960s Economic theory--> Marketing General considerations: 1)Content-- Production-driven to marketing driven 2)Methodology--Behavioral sciences sophistication

Environmental Factors shaping the Marketing Challenge 產品/服務供過於求與遠端消費者迅速正確

傳播迅速經濟鋪貨，以增盈收獲通路配合支持整體行銷策略國內及全球經濟成長

消費行為各階段研究重心 Pre-World

War II Era

Post-World The

War II Era

Contemporary Scene

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