1、III-1知 覺本章內容知覺的性質展露注意理解知覺與營銷策略決策過程情景問題識別信息搜尋被選評估商店選擇和購買購買后過程情景外部影響文化亞文化人口特點社會地位參考群體家庭營銷活動內部影響知覺學習記憶動機個性情感態度自我概念與生活方式消費者行為一般模型知覺的性質什么是知覺知覺是個人對從環境中得到的信息進行篩選、組織、和理解的過程。知覺過程：感覺：通過五官感受外界物體或事件（刺激）；組織：將感覺到的刺激物與記憶中的相似物搭配、分組；理解：為刺激物定義、形成規則來決定其價值。知覺的決定因素刺激物特征背景特征個人特征消費者的信息處理過程展露偶然 有意注意底介入 高介入理解 底介入 高介入短期 記憶 長

2、期積極解決問題 儲存經驗 價值觀 決定、規則、情感 購買和消費決定知覺信息處理是有選擇的暴露注意理解記憶刺 激展露展露的定義展露是信息處理過程的一個階段，它指刺激物暴露在感觀范圍內，到達五官之一。展露的發生并不要求個體接受刺激物的信息。注意注意的定義將信息處理能力分配到刺激物。實際情況是個體僅僅是有選擇地將感覺資源分配用于刺激物。理解分配感覺資源的因素十分重要。刺激因素（大、小、顏色、聲音等）個體因素（興趣、需要等）情景因素（忙碌、嘈雜、介入等）廣告閱讀內容大小的影響*8-3Mean noted scores整頁廣告的影響差不多是版面不足一頁廣告的兩倍Based on an analysis

3、of 85,000 ads.廣告顏色和大小對注意的影響*Readership of a 1black-and-white ad was set at 100.*8-4對雜志的介入度和廣告的效率8-5理解理解的定義理解是對個體的感受賦予意義，由刺激物、個體、和環境因素共同決定。個體特征（學習、期望）情景特征（自然環境、身理心理狀態、支配時間等）刺激物特征（符號、感覺辨別-威伯法則 K=I/I）對意向的理解消費者推斷營銷信息的誤解知覺與營銷策略零售策略品牌名與標識發展媒體策略廣告與包裝發展警示標識與招貼廣告評價營銷倫理衡量“展露、注意、理解、記憶”圖標對顧客對公司印象的影響8-6UPS68%Fed

4、Ex67Federal 62ExpressUnited States53Postal Service58%506854-15%-25+10 +2Note: The percentage shown on the Name and Logo columns are average top-box ratings (“agree strongly”) within a 5-point rating scale on the image contribution attributes, based only on respondents who are aware of the company or

5、 brand.Name RatedName and RatedPercentOnly “Very High”Logo“Very High”ChangeUnited StatesPostal ServiceFedExIII-2學習、記憶、與產品定位學習是消費者行為的核心之一文化亞文化社會等級家庭朋友公共機構個人體驗廣告大眾媒體學習價值態度品味偏好能力感覺產品/品牌性能象征意義行為購買與使用行為高介入和低介入情形下的學習理論High-involvement learning situationClassicalIconic roteVicarious/modelingReasoningOperan

6、tConditioningConditioningCognitiveCognitiveLow-involvement learning situationLearningSpecificLearningSituationapproachlearning theoryapproach SituationCommonly usedOccasionally used通過經典條件反射的消費者學習9-3UCS(popular music)UCR(positive emotion)CS(pen)CR(positive emotion)UCS= Unconditioned stimulusUCR= Unco

7、nditioned responseCS= Conditioned stimulusCR= Conditioned response通過操作性條件反射的消費者學習9-4Increases probabilityof response to stimulusStimulus(Rice Popcorn)Desired response(consumption)強化Reinforcement(pleasant taste)購買行為的塑造過程9-5Consume a free sample of Rice Popcorn that was sent to your homePurchase a sec

8、ond package using the discount coupon that accompanied the free sampleRepurchase the product at full price對于高展露品牌，重復對品牌展露的影響9-6High-awareness brands(approximately 65% aware of brand) Percent relative Frequency pergain* four weeks104 8624 1 20 10 20 30 40 50Week of the campaignOne ad insertion every

9、4 weeks*Percentage change in awareness divided by original %Two ad insertions every 4 weeksaware; i.e., change from 10% to 15% awareness = 50%Four ad insertions every 4 weeksrelative gain對于高展露品牌，重復對品牌展露的影響9-6 (II)Low-awareness brands(approximately 25% aware of brand)Percent relative Frequency pergai

10、n* four weeks100 4 80 2 60 1 40 20 0 10 20 30 40 50Week of the campaign One ad insertion every 4 weeks*Percentage change in awareness divided by original %Two ad insertions every 4 weeksaware; i.e., change from 10% to 15% awareness = 50%Four ad insertions every 4 weeksrelative gain重復、時機、與廣告回憶9-77060

11、5040302010005101520253035404550Week of yearSource: Reprinted from H. J. Zielske, “The Remembering and Forgetting of Advertising.: Journal of Marketing, January 1959, p. 240, with permission from the American Marketing Association. The actual data and a refined analysis are in J. L. Simon, “What Do Z

12、ielskis Data Really Show about Pulsing,” Journal of Marketing Research, August 1979, pp. 415-20.Rapid forgetting whenadvertising stoppedRecall (percent)歲時間推移而出現的遺忘：雜志廣告9-81008060402000 123Aided recallUnaided recall Weeks Recall (percent)Source: LAP Report #5260.1 (New York: Weeks McGraw-Hill, undate

13、d.) Used with permission.語意會議9-9Mug Root BeerCrispFunFoamyHipCarbonatedPartiesDifferentYoungRefreshingMusicLast party attendedLemonadeHalloweenShowersColasJewelDatesKimPumpkins汽車的感知圖9-10Volvo 850RChrysler LHSBuick Park AvenueOldsmobile L35Honda AccordNissan SentraPlymouth VoyagerDodge CaravanGeo Met

14、roKia SephiaDodge NeonSaturn SC2Porsche 914Mercedes 400SELexus LS400Jeep Grand CherokeeAcura IntegraFord TaurusHonda CivicStylish, prestigious, distinctivePractical, common, economicalStaid, conservative, olderFun, sporty, fast TM3TM2TM1品牌知識的維度Source: K. l. Keller, “Customer-Based Brand Equity,” Jou

15、rnal of Marketing, January 1993, p. 7.9-11III-3動機、個性、和情緒 Involvement and AffectMotivation: An activated state within a person that leads to goal-directed behavior. It is the reason for behavior.Motive: An unobservable inner force that stimulates and compels a behavioral response and provides specifi

16、c direction to that response.Actual StateStimulusDesired State NeedRecognition Drive State Goal- directed Behavior Incentive Objects消費者動機動機：行為的原因，是刺激和促發行為反應并為此反應指 明具體方向的內在力量。5.Self-actualization: This involves the desire for self-fulfillment, to become all that one is capable of becoming.4.Esteem: D

17、esires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individuals feelings of usefulness and accomplishment.3.Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance.2.Safety:

18、Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motivesare minimally satisfied, and before other motives.1.Physiological: Food, water, sleep, and to a limited extent, sex, are physiological

19、motives. Unless they are minimally satisfied, other motives are not activated.馬斯洛的動機層次AdvancedBasic購買情景中的隱形動機和顯性動機10-3A large car is more comfortableIts a high-quality car that performs wellA number of my friends drive a CadillacIt will demonstrate that Im successfulIts a powerful, sexy car and it w

20、ill help make me powerful and sexyPurchase a CadillacThe linkage between behavior and motives that are known and freely admittedThe linkage between behavior and motives that are either unknown or are such that the consumer is reluctant to admit or reveal them動機與MKT發現購買動機詞語聯想完型填空階梯法動機沖突雙趨勢動機策略趨避型動機沖突

21、雙避型動機沖突營銷者是否需要創造需要卡特爾(Cattell)的個性特質孤僻(吹毛求疵、不合群，生硬)多愁善感(情緒不穩定)謙恭(穩定、溫和、順從、溫順、遷就)沉悶(沉默寡言、嚴肅)隨便(不守規矩)怯懦(害羞、膽小)意志堅強(自大、現實)實際(現實)直率(不矯飾、真誠、不善交際)自信(平靜、安然、自得、安詳)保守(遵循傳統觀念、守舊)依附群體(加入許多俱樂部及社團、可靠的跟隨者)自由散漫(自由行事、不理會社會規則)松弛(寧靜、麻木的、不泄氣、泰然白若)好交際(熱心、開朗、隨和、愛參與) 情緒穩定(成熟、現實、冷靜)武斷(富有侵略性、好斗、頑固)樂天派(狂熱、熱心)認真(堅韌、有道德觀念、沉著)大

22、膽(無拘無束、莽撞)意志脆弱(敏感、依附、被過度保護)富于想像(狂放不羈、心不在焉)狡猾(圓滑、精通世故)憂慮(自責、不安，操心著急)開放(思想自由、激進)自立(足智多謀，自主自決)自制(意志力強、自我克制、恪守自我形象)緊張(易受挫折、過度興奮)個性是個體在面臨相識情況時做出有特性反應的傾向單特質個性理論強調一種與營銷最有關的特質，如:獨斷主義、外向性、神經質、犬儒主義、趨同消費、虛榮心、認知需要等。品牌個性的維度品牌個性真實粗獷腳踏實地誠實全心全意歡悅激動能力精致大膽英勇有想象力的新穎可信賴的有智慧的成功的上流社會有魅力的戶外的堅強的情緒的性質依環境而詮釋的情緒生理變化思考行為情感特定感覺精神意象環境事件情緒：一種相對來說難以控制且影響我們行為的強烈情感。情感維度, 情感, 和情感指標 I情緒維度情緒情緒指標愉悅責任信仰驕傲愛天真感激寧靜渴望喜悅能力道德、善良的、有責任感的虔誠的、崇拜的、神圣的自豪的、優異的、可尊敬的愛的、慈愛的、友好的天真的、純潔的、無可指責的感恩的、感謝的、