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1、,Unit 2 Consumer Psychology,The term consumer psychology refers to the study of how people relate to the goods and services they use in their daily lives. Also known as the study of consumer behavior, consumer psychology provides opportunities to examine issues such as what factors are the most impo
2、rtant when people decide to purchase a particular item, how customers determine the value of a service, and whether or not television and magazine advertisements can convince a reluctant or potential consumer to try a new product for the first time. This field seeks to describe and explain consumer
3、behavior, although some consumer psychologists will attempt to predict or influence a customers decisions.,Unit 2 Consumer Psychology,C O N T E N T S,Lead-in,Listen to the conversation and choose the best answer for each question.,1. Listening,1. What are they talking about? A. The fashion in season
4、. B. The purchasing of fashionable clothes. C. The purchasing of suitable clothes. 2. What is the selling point of the salesgirl? A. The good quality. B. The price. C. The fashion. 3. What is the purchasing point of the mother? A. The good quality. B. The price. C. The fashion.,Lead-in,Listen to the
5、 passage and fill in the blanks with the missing information.,2. Spot Dictation,(1) I knew exactly what she meant. I used to be a _, too. For years, I was _ shopping. I _ out of buying new stuff. I especially liked buying new _, but really I didnt care what I bought it was the act of buying itself t
6、hat made me feel good. Sometimes on the drive home from work, Id stop at a department store just so I could buy something: _, small pieces of furniture, whatever. (2) One negative aspect of using _ instead of cash is that you dont feel like youre spending real money. The _ you experience when you pu
7、rchase the item are _ from the unpleasant or painful feelings of making the payment when you get the credit card statement.,compulsive spender,addicted to,got a rush,books and movies,candles, magazines,credit cards,pleasant feelings,disconnected,Text A,1. What is consumer psychology about?,2. Why do
8、 people study consumers mind?,3. What can influence consumers decision?,4. What influence does brand have on consumers?,5. What is the general purchasing process of a consumer?,Read the passage about the marketing concept and answer the following questions.,1. Reading,Text A,What Influences the Cons
9、umers? For any enterprise, factory, store, or company, its top goal is profit. Thats why consumers concern, motivation, behavior has become a subject. Consumer behavior is a subject studying individuals, groups, or organizations and the processes they use to select, secure, and dispose of products,
10、services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision making processes of buyers, both individually and in groups
11、. Consumer behavior is influenced by internal conditions such as demographics, psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings. Psychological factors include an individuals motivation, perception, attitude and belief, while personal factors include in
12、come level, personality, age, occupation and lifestyle.,Text A,Behaviors can also be affected by external influences, such as culture, sub-culture, locality, royalty, ethnicity, family, social class, past experience reference groups, lifestyle, market mix factors. For example: In India, most online
13、consumers shop during their lunch hours, and when they are at work. This could be because of not adequate Internet Connectivity at homes. Black box model shows the interaction of stimuli, consumer characteristics, decision processes and consumer responses. It can be distinguished between interperson
14、al stimuli (between people) or intrapersonal stimuli (within people). The marketing stimuli are planned and processed by the companies, whereas the environmental stimulus are given by social factors, based on the economical, political and cultural circumstances of a society. The buyers black box con
15、tains the buyers characteristics and the decision process, which determines the buyers response.,Text A,Text A,The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in realit
16、y many decisions are not made in awareness of a determined problem by the consumer. Eye tracking research suggests that consumers specifically direct their attention to products with eye-catching properties such as shape, color or brand name. This is due to a pressured visual search where eye movements accelerate and saccade minimize, thus resulting in the consumer quickly choosi
