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1、Analyzing Consumer MarketsChapter 6studyLearning Objectives01How do consumer characteristics influence buying behavior?04In what ways do consumers stray from a deliberative,rational decision process?02What major psychological processes influence consumer responses to the marketing program?03How do c

2、onsumers make purchasing decisions?What Influences Consumer Behavior?Consumer behaviorThe study of how individuals,groups,and organizations select,buy,use,and dispose of goods,services,ideas,or experiences to satisfy their needs and wantsInfluenced by cultural,social,and personal factorsWhat Influen

3、ces Consumer Behavior?Cultural factorsCultureSubculturesSocial classesWhat Influences Consumer Behavior?Social factorsReference groupsCliquesFamilyRoles and statusReference GroupsMembership groupsPrimary vs.secondaryAspirational groupsDissociative groupsOpinion leaderFamilyFamily of orientation vs.f

4、amily of procreationWhat Influences Consumer Behavior?Personal factorsAge/stage in life cycleOccupation and economic circumstancesPersonality and self-conceptLifestyle and valuesKey Psychological ProcessesMotivationPerceptionLearningEmotionsMemoryFigure 6.1Model Of Consumer BehaviorKey Psychological

5、 ProcessesMotivationA need becomes a motive when it is aroused to a sufficient level of intensity to drive us to actMotivationFreud sTheoryBehavioris guided by subconsciousmotivationsMaslow sHierarchyof NeedsBehavioris driven by lowest,unmet needHerzberg sTwo-FactorTheoryBehavior isguided by dissati

6、sfiersandsatisfiersFigure 6.2Maslows Hierarchy Of NeedsKey Psychological ProcessesPerceptionThe process by which we select,organize,and interpret information inputs to create a meaningful picture of the worldPerceptionSelective attentionSelective distortionSelective retentionSubliminal perceptionKey Psychological ProcessesLearningInduces changes in our behavior arising from experienceDrive and cuesGeneralization and discriminationKey Psychological ProcessesEmotionsMany different kinds of emotions can be linked to brands