消费者行为学第10版-11(中译版).ppt

群体影响和社会化媒体Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall11学习目标 11经过本章的学习，你应该理解：其他人，特别是那些拥有某种社会权力的人，经常影响我们的购买决策 我们寻找其他与我们对产品或服务的兴趣相投的人 我们被迫购买或使用那些与其他人保持一致的产品 某些人特别喜欢影响别人对产品的选择 其他消费者告诉我们有关产品的情况（好和坏）常常比我们看到的广告更有影响力 网络技术正在加速口碑沟通的影响 社会化媒体正在改变公司和消费者互动的方式Copyright 2013 Pearson Education,Inc.Publishing as Prentice HallCopyright 2013 Pearson Education,Inc.Publishing as Prentice Hall参照群体Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall 参照参照权社会力量信息信息权合法合法权专家家权奖赏权强制制权Copyright 2013 Pearson Education,Inc.Publishing as Prentice HallCopyright 2013 Pearson Education,Inc.Publishing as Prentice Hall参照群体影响力规范性影响力比较性影响力Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall品牌社区Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall渴望型参照群体邻近性近性凝聚力凝聚力单纯曝光曝光Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall参照群体成参照群体成员预测参照群体成员Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall回避群体Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall去个性化Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall服从影响服从可能性的因素文化文化压力力承承诺对异常的恐惧异常的恐惧Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall群体一致性群体一致性对人人际影响的感受性影响的感受性意见领袖Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall意意见领袖袖1意意见接受者接受者2两步影响力模型Copyright 2013 Pearson Education,Inc.Publishing as Prentice HallCopyright 2013 Pearson Education,Inc.Publishing as Prentice Hall两步 影响力模型Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall影响网络意见领袖的类型Copyright 2013 Pearson Education,Inc.Publishing as Prentice HallCopyright 2013 Pearson Education,Inc.Publishing as Prentice Hall市场 行家Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall代理消费者Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall如何识别意见领袖Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall网络意见领袖OBJECTIVE:Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall口碑传播OBJECTIVE:高度介入某高度介入某类产品或活品或活动并并津津津津乐道道获得关注或得关注或展示知展示知识水水平平对他人的真他人的真正关正关怀消费者为何谈论产品？Copyright 2013 Pearson Education,Inc.Publishing as Prentice HallCopyright 2013 Pearson Education,Inc.Publishing as Prentice Hall负面口碑Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall社会化媒体Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall社交网络Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall网络社区集体集体兴趣趣在在场民主民主Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall参与Copyright 2013 Pearson Education,Inc.Publishing as Prentice Hall视觉营销All rights reserved.No part of this publication may be reproduced,stored in a retrieval system,or transmitted,in any form or by any means,electronic,mechanical,photocopying,recording,or otherwise,without the prior written permission of the publisher.Printed in the United States of America.Copyright2013PearsonEducation,Inc.Copyright2013PearsonEducation,Inc.PublishingasPrenticeHallPublishingasPrenticeHall