消费者行为教学内容之我见市公开课一等奖百校联赛特等奖课件.pptx

“消費者行為消費者行為”教學內容教學內容之我見之我見楊中芳中山大學心理學系.5.20第1页摘要摘要n nMayer,J.D.()n n一個學科教課書是怎样組織,反应了該學科對自己領域看法n n現時”消費者行為”教課書都太過心理學化、太過零碎化、西方化n n看出該領域發展歷史軌跡n n建議就內容進行重組,採用多角度,多學科整合,管理者功效視角第2页題綱題綱一、我自己教學經歷二、”消費者行為”教學歷史三、30年不變教學大綱需要兩本不一样 教課書四、重新修訂思索重點五、修訂建議六、與教學方法之配合第3页一、我經歷一、我經歷n n心理學訓練心理學訓練,進入商學系系統進入商學系系統n n19751975年第一次接觸年第一次接觸”消費者行為消費者行為”n n19761976年開始教授年開始教授”消費者行為消費者行為”n n19841984年回到心理學系教授年回到心理學系教授”消費心理學消費心理學”n n“消費者行為消費者行為”=“”=“消費心理學消費心理學”n n問題問題:商學院學生需求是否等同於心理學系學商學院學生需求是否等同於心理學系學生需求生需求?n n困難困難:兩邊不討好兩邊不討好第4页二、消費者行為之教學歷史二、消費者行為之教學歷史n n早期”營銷學”(1960-80)三方面依賴心理學科學研究结果 1.市場研究研究設計、執行及寫作 2.消費者行為應专心理學 3.廣告實驗心理技術n n”消費者行為”教學內容依賴心理學理論及應用n n教課書安排均以心理學為主第5页Theories:Ward,S.&Robertson,T.S.Theories:Ward,S.&Robertson,T.S.“Consumer Behavior:Theoretical “Consumer Behavior:Theoretical Sources”(1973)Sources”(1973)n nLearning theoriesn nField theoryn nPersonality theoriesn nTheories of interpersonal perceptionn nRole theory and group dynamicsn nOverview of economic models of consumer behavior第6页Britt,S.H.(1978)Britt,S.H.(1978)Psychological Principles Underlying Psychological Principles Underlying Marketing and Consumer BehaviorMarketing and Consumer Behaviorn nModels revolves around individuals rather than Models revolves around individuals rather than group behaviorgroup behaviorn nPsycho models of marketing and CBPsycho models of marketing and CBn nPsycho model of communication exposingPsycho model of communication exposingn nExposingExposingn nAttendingAttendingn nPerceivingPerceivingn nLearningLearningn nMotivatingMotivatingn nPersuadingPersuading第7页其它各學科理論應用其它各學科理論應用n nInformation processingn nAttitude formation and changen nDecision makingn nTheories of diffusion:Theories of social change(Sociology)n nStochastic models of consumer choice behavior(Statistics)n nCulture and subculture theories 第8页早期消費者行為學特點早期消費者行為學特點n n先就營銷學中現象及問題,運用相關學科models 來做一個底子n n然後根據這個底子來展來對消費者某一類行為了解n n比如,廣告可用最少三個modelsn n 學習,信息處理,態度改變n n後來教課書卻不再採用這一方式第9页Schiffman,L.G.&Kanuk,L.L.Schiffman,L.G.&Kanuk,L.L.“Consumer Behavior”(1978-)“Consumer Behavior”(1978-)7th Edition,7th Edition,n nPart I:Introduction n n1.Diversity in the marketplacen n2.Marketing research n n3.Market segmentation第10页Schiffman,L.G.&Kanuk,L.L.Schiffman,L.G.&Kanuk,L.L.“Consumer Behavior”(1978-)“Consumer Behavior”(1978-)7th Edition,7th Edition,n nPart II:The consumer as an individualPart II:The consumer as an individualn n4.Consumer motivation4.Consumer motivationn n5.Personality and consumer behavior5.Personality and consumer behaviorn n6.Consumer perception6.Consumer perceptionn n7.Consumer learning7.Consumer learningn n8.Consumer attitude formation and change8.Consumer attitude formation and changen n9.Communication and consumer behavior9.Communication and consumer behavior第11页Schiffman,L.G.&Kanuk,L.L.Schiffman,L.G.&Kanuk,L.L.“Consumer Behavior”(1978-)“Consumer Behavior”(1978-)7th Edition,7th Edition,n nPart III:Consumer in their social and Part III:Consumer in their social and cultural settingscultural settingsn n10.Reference groups and family influences10.Reference groups and family influencesn n11.Social class and consumer behavior11.Social class and consumer behaviorn n12.The influences of culture on consumer 12.The influences of culture on consumer behaviorbehaviorn n13.Subcultures and consumer behavior13.Subcultures and consumer behaviorn n14.Cross-cultural consumer behavior:An 14.Cross-cultural consumer behavior:An international perspective international perspective 第12页Schiffman,L.G.&Kanuk,L.L.Schiffman,L.G.&Kanuk,L.L.“Consumer Behavior”(1978-)“Consumer Behavior”(1978-)7th Edition,7th Edition,n nPart VI:The consumers decision-making processn n15.Consumer influences and the diffusion of innovationn n16.Consumer Decision-making 第13页Wilkie,W.“Consumer Behavior”(1986-)n nPart I:IntroductionPart I:Introductionn nConsumer behavior as a body of knowledgeConsumer behavior as a body of knowledgen nMarketers and consumers views of Marketers and consumers views of consumer behaviorconsumer behaviorn nAggregate perspectives of consumer Aggregate perspectives of consumer behavavior:The consumer marketplacebehavavior:The consumer marketplacen nMarket segmentationMarket segmentation第14页Wilkie,W.“Consumer Behavior”(1986-)n nPart II:Internal process of consumer behaviorPart II:Internal process of consumer behaviorn nConsumers as individualsConsumers as individualsn nUnderstanding consumer motivationUnderstanding consumer motivationn nConsumer personality,values,and involvementConsumer personality,values,and involvementn nConsumer perception(I):Selecting consumer Consumer perception(I):Selecting consumer stimulistimulin nConsumer perception(II):Interpreting consumer Consumer perception(II):Interpreting consumer stimulistimulin nConsumer learningConsumer learningn nConsumer attitudesConsumer attitudes第15页Wilkie,W.“Consumer Behavior”(1986-)n nPart III:External influences on consumer behaviorPart III:External influences on consumer behaviorn nCultural influences on consumer behaviorCultural influences on consumer behaviorn nCross-cultural and symbolic dimensions of Cross-cultural and symbolic dimensions of consumer behaviorconsumer behaviorn nSocial and situational influences on consumer Social and situational influences on consumer behaviorbehaviorn nHousehold influences on consumer behaviorHousehold influences on consumer behaviorn nSalespersons influences on consumer behaviorSalespersons influences on consumer behaviorn nAdvertisings influences on consumer behavior Advertisings influences on consumer behavior 第16页Wilkie,W.“Consumer Behavior”(1986-)n nPart IV:Consumer decision processn nConsumer decision process(1):Prepurchase issuesn nConsumer decision process(2):Purchase decisionsn nConsumer decision process(3):Postpurchase decisions第17页Wilkie,W.“Consumer Behavior”(1986-)n nPart V:Special topics in consumer behaviorn nPublic policy perspective on consumer behaviorn nOrganizational buying behavior第18页三、需要兩本不一样教課書三、需要兩本不一样教課書n n30年”消費者行為”教學內容不變:“消費者行為”=“消費心理學”n n兩者應有重點及角度不一样n n營銷經理需求是解決營銷問題及預測消費者行為及宏觀動向n n消費行為學應可對心理學有更多貢獻第19页消費者心理學消費者心理學n n消費心理學是應专心理學消費心理學是應专心理學,是怎样把己有、由是怎样把己有、由心理學基礎研究所得到心理通則應用於對消心理學基礎研究所得到心理通則應用於對消費者行為預測費者行為預測n n應視為是一門綜合性、系統性、及應用性心應視為是一門綜合性、系統性、及應用性心理學理學,有如人格心理學有如人格心理學n nMayer():Mayer():太重视派別介紹太重视派別介紹n n做為一個消費者做為一個消費者,我們先要注意他或她生活環我們先要注意他或她生活環境境,找出主要找出主要,影響消費行為心理成份影響消費行為心理成份,及看及看它們怎样發展它們怎样發展,組織及影響消費行為組織及影響消費行為 第20页四、重新修訂思索重點四、重新修訂思索重點n n現代消費文化及消費者特徵總體認識現代消費文化及消費者特徵總體認識n n個體心理學不應再個體心理學不應再”消費者行為消費者行為”主體主體n n營銷者與消費者看後者行為確實不一样營銷者與消費者看後者行為確實不一样n n以營銷者眼光看消費者購買及消費行為以營銷者眼光看消費者購買及消費行為n n對消費者行為了解需要對消費者行為了解需要n n 1.1.宏觀環境大於微觀環境宏觀環境大於微觀環境,n n 2.2.群體差異大於個別差異群體差異大於個別差異n n 3.3.系統框架大於理論或階段框架系統框架大於理論或階段框架第21页五、修訂建議五、修訂建議(一一)n n1.以宏觀經濟學(包含經濟心理學)、n n 人類學及社會學為主要背景考n n2.視消費者為一個整體人,用系統n n 思維框架第22页五、修訂建議五、修訂建議(二二)n n3.以營銷策略為教學大題綱n n 尋找最正确購買者市場細分n n 創造时尚-新產品設計及推廣n n 浴火重生-己有產品定位及重新定位n n 廣告心理原理n n 面對面銷售技術n n 賣場選址與設計第23页現代消費者行為特征現代消費者行為特征n n注意力短暫n n受即現時刺激影響很大n n名牌效應n n“熱”潮效應n n購買管道增加網路購買興起n n受營銷者操縱可能性第24页Katona,G.“Psychological Economics”(1975)n nPart I Economics as a behavioral sciencen nThe human factor in economic affairsn nThe affluent consumern nThe modern householdn nThe relation of psychology and social psychology to economics第25页Katona,G.“Psychological Economics”(1975)n nPart II The influence of attitudes and expectations in the short runn nThe use of attitudes for the purpose of predictionn nPredicting economic fluctuationsn nUnderstanding economic fluctuationsn nThe recession of 1970第26页Katona,G.“Psychological Economics”(1975)n nPart III The influence of attitude and expectations in the long runn nThe psychology of inflationn nThe psychology of prosperityn nThe psychology of recession第27页Katona,G.“Psychological Economics”(1975)n nPart IV Psychological principles of consumer Part IV Psychological principles of consumer behaviorbehaviorn nOptimism about personal financesOptimism about personal financesn nSocial cognitionSocial cognitionn n 1.Generalization of affect 1.Generalization of affectn n 2.Organization and polarization of news 2.Organization and polarization of newsn n 3.Habituation 3.Habituationn n 4.Slowness and gradualness of social 4.Slowness and gradualness of social n n learning learningn n 5.persistence of stereotypes 5.persistence of stereotypes第28页n nPart IV Psychological principles of consumer behavior(continued)n nRational behaviorn n 1.Buying behavior:Could be fairly simple and less elaboratedn n 2.Is the consumer well informed or ignorant?n n 3.Maximization of utilities第29页Katona,G.“Psychological Economics”(1975)n nPart V SavingPart V Savingn nTo spend or to save?To spend or to save?n nAssets and investmentAssets and investmentn nInstallment creditInstallment creditn nPart VI Business BehaviorPart VI Business Behaviorn nBusiness motivationBusiness motivationn nBusiness IdeologyBusiness Ideologyn nDecision making by business firmsDecision making by business firms第30页可借助學科可借助學科n n經濟心理學n n人類學社會心理文化心理學n n社會學社會心理群組心理學n n心理學社會心理人際心理學n n消費者信息處理認知心理學n n溝通原理與術巧第31页六、配合六、配合”問題為本問題為本”教學方法教學方法n n以”營銷問題”為課堂討論重心及課後作業主題n n以当前偏重”消費心理學”消費者行為”教課書為主要參考書目n n配以由學生自行尋得己有研究结果n n設計自己研究n n根據自己研究結困來做營銷決策第32页教學重點教學重點n n以開放心態,應用各學科研究结果來解決一個具體營銷問題,n n以科學研究结果為營銷決策依據n n以本身研究结果累積出一本”消費者行為”教課書第33页謝謝大家謝謝大家!敬請指正第34页