1、會(huì)計(jì)學(xué)1AnIntroductiontoConsumerBehavior第一頁(yè)，共14頁(yè)。Consumer Behavior is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products, Services, Ideas or Experiences to Satisfy Needs and Desires.Key ConceptsProcess Involving ExchangeOrganizationsor GroupsRole TheoryDifferent Actors第1

2、頁(yè)/共14頁(yè)第二頁(yè)，共14頁(yè)。第2頁(yè)/共14頁(yè)第三頁(yè)，共14頁(yè)。Demographics are Statistics That Measure Observable Aspects of a Population Such As:AgeFamily StructureGenderRace and EthnicityGeographySocial Class and Income第3頁(yè)/共14頁(yè)第四頁(yè)，共14頁(yè)。第4頁(yè)/共14頁(yè)第五頁(yè)，共14頁(yè)。 Self-Concept Attachment Helps to Establish the Users Identity Nostalgic At

3、tachmentServes as a Link With a Past SelfInterdependencePart of the Users Daily Routine LoveElicits Bonds of Warmth, Passion, or Other Strong EmotionTypes of Relationships a Person May Have With a Product:第5頁(yè)/共14頁(yè)第六頁(yè)，共14頁(yè)。Explores the Different Ways That Products and Experiences Can Provide Meaning

4、to People. There Are 4 Distinct Types of Consumption Activities:Consuming as ExperienceConsuming as IntegrationConsuming as ClassificationConsuming as PlayAn Emotional or Aesthetic Reaction to Consumption ObjectsExpress Aspects of Self or SocietyCommunicate Their Association With Objects, Both to Se

5、lf/ Others Participate in a Mutual Experienceand Merge Self With Group第6頁(yè)/共14頁(yè)第七頁(yè)，共14頁(yè)。Meaning Derivedi.e. rugged, individualistic, American is the Study of How Consumers Interpret the Meaning of Symbols. Every Marketing Message Has 3 Components:Focus of the Messagei.e. Marlboro CigarettesSensory Im

6、age That Represents the Intended Meanings of the Objects i.e. Marlboro Cowboy第7頁(yè)/共14頁(yè)第八頁(yè)，共14頁(yè)。are Rules of Conduct That Guide Actions in the Marketplace - the Standards Against Which Most People in a Culture Judge What is Right and What is Wrong, Good or Bad.RespectJusticeAccountableFairTrustworthyC

7、oncern forOthersLoyalHonestIntegrityUniversal Values第8頁(yè)/共14頁(yè)第九頁(yè)，共14頁(yè)。第9頁(yè)/共14頁(yè)第十頁(yè)，共14頁(yè)。Behavior is Not Done by ChoiceGratification is Short-LivedStrong Feelings of Regret or Guilt Afterwards Consumer Theft (Shrinkage)Anticonsumption Culture Jamming Cultural Resistance People Who Are Exploited for Com

8、mercial Gain in the Marketplace. Gambling第10頁(yè)/共14頁(yè)第十一頁(yè)，共14頁(yè)。Experimental PsychologyClinical PsychologyDevelopmental PsychologyHuman EcologyMicroeconomicsSocial PsychologySociologyMacroeconomicsSemiotics/Literary CriticismDemographyHistoryCultural AnthropologyIndividual FocusSocial Focus第11頁(yè)/共14頁(yè)第十二頁(yè)，共14頁(yè)。PositivistApproachObjectivePredictionIndependentReal CauseSeparationInterpretivistApproachSociallyConstructedUnderstandingContextualSimultaneousShapingInterac