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1、Factors influencing consumer behavior: 1 Cultural factor: cultural ; subcultural; buyer 2 social-reference groups: family; role and status 3 personal: age and life-cycle; economic situation lifestyle; personality and self- concept:4 psychological: motivation; belifes and attitudes; perception; learn
2、ing.What is consumer behavior? The study of the processes when or groups select ,purchase, use ,or dispose of products services ideas or experiences to satisfy needs and desire.消费者行为：个体或群体在为满足需要和欲望而挑选，购买，使用或解决产品，服务，创意或经验时所涉及的过程。Role theory: identifies consumers as actors on the markerplace stage。角色理
3、论：认为许多消费者行为都类似于戏剧中的情节的观点。Exchange: a transaction in which two or more organizations or people give and receive something of value.交易：两个或更多的组织或个人互相付出并获取某种价值的过程。Consumer: a person who identifies a need or desire ,makes a purchase, and then dispose of the product.消费者：确认一种需要和欲望，进行购买，或解决该产品的人。Many people
4、 may be involved in this sequence of events purchaser/user/influencerConsumers may take the form of organization or group.Market segmentation: identifies groups of consumers who are similar to one another in one or more ways, and then devises marketing strategies that appeal to one or more groups.市场
5、细分：拟定在某一方面或多方面互相类似的消费者群体，然后制定出吸引一个或多个群体的营销策略的过程。Relationship marketing 关系营销：marketers who believe in this philosophy, interact with customers on a regular basis and give them reason to maintain a bond with the company over time.Demographics: statistics that measure observable aspects of population.
6、Such as age gender family structure social class and income race and ethnicity lifestyle.人口记录变量：可观测的人口特性量度，如年龄，性别。Marketing impact on consumers Popular culture :consisting of the music moves sports books celebrities ,and other forms of entertainment consumed by the mass market.大众文化：为大众市场合消费的音乐，电影，体育
7、，书籍，名人及其他娱乐形式。Marketers play a significant role in our view of the world and how we live in it.The meaning of consumption: people ofter buy products not for what they do, but for what they mean.Type of relationship a person might have with a product 1 self-concept attachment :the product helps to es
8、tablish the users identity.自我概念依附性：产品可以帮助确立使用者的身份。 2 nostalgic attachment :the product is a part of the users daily routine怀旧依附性：产品与过去的经历有所结合。 3 interdependence :the product is a part of the user”s daily routin.互相依赖性：产品与平常事务不可分割。 4 love: the product elicits emotional bonds of warmth ,passion ,or oth
9、er strong emotion.与爱相关的消费：产品可以引发温暖，与爱相关的激情。Consumption includes intangible experience ,ideas, and services in addition to tangible objectsFour distinct types of consumption ： 1 consuming as experience 2 consuming as integration 3 consuming as classification 4consuming as play 体验式消费The global consume
10、r ;全球性消费文化 By 2023,the majority of people on Earth will live in urban ceneers . Sophisticated marketing strategies contribute to a global consume culture. Virtual consumption 虚拟消费: the digital revolution is one of the most significant influence on consumer behavior ,and the import of the web will co
11、ntinue to expand as more and more people around the world log in .Business ethics :are rules of conduct that guide action in the marketplace.商业道德：引导市场行为的行为规范Addictive consumption : is a physiological or psychological dependency on products or services.Compulsive consumption: .失控型消费refers to repetiti
12、ve shopping, often excessive as an antidote to tension , antidote to tension ,anxiety, depression, or boredom：反复的，并且经常是过度的购物行为，用来减轻压力，焦急，沮丧或无聊。 Consumed consumers :are people who are used or exploited ,willing or not ,for commercial gain in the marketplace. 被消费者：不管是否乐意，在市场上为了商业利益而被使用或被运用的人。Consumer
13、theft: shrinkage is the industry term for inventory and cash losses from shoplifting and employee theft Anticonsumption: events in which products and services are deliberately defaced or mutilated.反消费行为：消费者所做的涉及蓄意破坏和损伤产品的行为。Sensation: the immediate response of our sensory receptors(eyes,ears,nose,mo
14、uth,fingers)to basic stimuli such as light, color , sound ,odor and texture.感觉：感受器，对光，色，声，气味和质地为基本刺激的直接反映。Perception: the process by which these sensations are selected organized and interpreted.知觉：对刺激进行选择，组织和解释的过程An overview of the perceptual process: exposure 暴露attention 注意interpretation 解释The stu
15、dy of perception：focuses on what we add to these raw sensations in order to give them meaning.Sensory systems: external stimuli, or sensory input ,can be received on a number of channels.The inputs picked up by our five senses are the raw data that begin the perceptual process.Hedonic onsumption :th
16、e multisensory ,fantasy, and emotional aspects of consumers interactions with products.享乐消费：消费者与产品互相作用的多种感觉的，幻想的和情感的东西。Jision: marketers rely heavily on visual element in advertising, sore design, and pavkage. Meaning are communicated on the visual channel through a product s color, size, and styling.Colors may even influence our emotion more directly.Arousal and stimulate appetite eg. Red relaxatio
