AB8阳民消费者行为学第一讲 导论 消费者需求、动机、价值与消费行为学

时间：2018年9月12日10:00-11:30；

地点：新校区北1-201教室；

主讲：周阳敏 博士；

内容：

Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area.In order to succeed in today’s dynamic and rapidly evolving marketplace, marketers need to know everything about consumers - what they need, what they think, how they work, how they spend their money and time. They need to identify the influencing forces that affect consumer decisions. Consumer behaviour is an inter-disciplinary social science that blends elements from psychology, sociology, social anthropology, ethnography, marketing and economics, especially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour. Characteristics of individual consumers such as demographics, personality lifestyles and behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand people's wants and consumption are all investigated in formal studies of consumer behaviour. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in general.

The study of consumer behaviour is concerned with all aspects of purchasing behaviour - from pre-purchase activities through to post-purchase consumption, evaluation and disposal activities. It is also concerned with all persons involved, either directly or indirectly, in purchasing decisions and consumption activities including brand-influencers and opinion leaders. Research has shown that consumer behaviour is difficult to predict, even for experts in the field.However, new research methods such as ethnography and consumer neuroscience are shedding new light on how consumers make decisions.

Customer relationship management (CRM) databases have become an asset for the analysis of customer behaviour. The voluminous data produced by these databases enables detailed examination of behavioural factors that contribute to customer re-purchase intentions, consumer retention, loyalty and other behavioural intentions such as the willingness to provide positive referrals, become brand advocates or engage in customer citizenship activities. Databases also assist in market segmentation, especially behavioural segmentation such as developing loyalty segments, which can be used to develop tightly targeted, customized marketing strategies on a one-to-one basis.

Consumer behaviour entails "all activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities." The term, consumer can refer to individual consumers or organisational consumers. Consumer behaviour is concerned with:

purchase activities: the purchase of goods or services; how consumers acquire products and services, and all the activities leading up to a purchase decision, including information search, evaluating goods and services and payment methods including the purchase experience

use or consumption activities: concerns the who, where, when and how of consumption and the usage experience, including the symbolic associations and the way that goods are distributed within families or consumption units

disposal activities: concerns the way that consumers dispose of products and packaging; may also include reselling activities such as eBay and second-hand markets

Consumer responses may be:

emotional (or affective) responses: refer to emotions such as feelings or moods,

mental (or cognitive) responses: refer to the consumer's thought processes, their

behavioural (or conative) responses: refer to the consumer's observable responses in relation to the purchase and disposal of goods or services.

As a field of study, consumer behaviour is an applied social science. Consumer behaviour analysis is the "use of behaviour principles, usually gained experimentally, to interpret human economic consumption." As a discipline, consumer behaviour stands at the intersection of economic psychology and marketing science.

In the 1940s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods. At the end of the 1950s, two important reports criticised marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioural science research methods. The stage was set for marketing to become more inter-disciplinary by adopting a consumer-behaviourist perspective.

From the 1950s, marketing began to shift is reliance away from economics and towards other disciplines, notably the behavioural sciences, including sociology, anthropology and clinical psychology. This resulted in a new emphasis on the customer as a unit of analysis. As a result, new substantive knowledge was added to the marketing discipline - including such ideas as opinion leadership, reference groups and brand loyalty. 

Market segmentation, especially demographic segmentation based on socioeconomic status (SES) index and household life-cycle, also became fashionable. With the addition of consumer behaviour, the marketing discipline exhibited increasing scientific sophistication with respect to theory development and testing procedures.

In its early years, consumer behaviour was heavily influenced by motivation research, which had increased the understanding of customers, and had been used extensively by consultants in the advertising industry and also within the discipline of psychology in the 1920s, '30s and '40s. By the 1950s, marketing began to adopt techniques used by motivation researchers including depth interviews, projective techniques, thematic apperception tests and a range of qualitative and quantitative research methods. More recently, scholars have added a new set of tools including: ethnography, photo-elicitation techniques and phenomenological interviewing. Today, consumer behaviour (or CB as it is affectionately known) is regarded as an important sub-discipline within marketing and is included as a unit of study in almost all undergraduate marketing programs.

Motivation Emotional Sequence

NEGATIVE

Problem removal Annoyance → Relief

Problem avoidance Fear → Relaxation

Incomplete satisfaction Disappointment → Optimism

Mixed approach avoidance Conflict → Peace-of-mind

Normal depletion Mild annoyance → Convenience

POSITIVE

Sensory gratification Dull (or neutral) → Sensory anticipation

Intellectual simulation Bored (or neutral) → Excited

Social approval/ conformity Apprehensive (or ashamed) → Flattered/ proud

需要、动机和行为的关系

需要是个体由于缺乏某种东西而产生的生理或心理上的不平衡的状态。它是消费行为的基础，没有需要就不会产生相应的消费行为。当消费者希望满足的需要被激活时，动机就产生了。

动机是行为的原因。

默里的心理需要清单

布莱克韦尔的需要分类

马斯洛的需要层次论

后天习得性需要论

需要、需求和欲望

麦克里兰需要理论

阳民重点讨论

1，这五个月饼广告都在卖什么？？？

2，这五个月饼广告满足消费者的什么？

3，如果你是消费者，你将购买哪款月饼？为什么？

4，月饼广告中，哪些是消费者行为学的精髓？

5，消费者行为学与阳民制度资本理论的关系...