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消费者行为研究留学论文

时间:2015-03-02 14:51来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
消费者行为研究留学论文

消费行为是对消费者的一项研究,研究消费者使用或选择商品的过程,也是研究消费者在不同情况买或不买某一个商品的原因。消费行为可以帮助我们很好的理解购买者的决策过程,购买者不仅是个人,也可以是不同的群体。所有营销决策都是基于知识和消费者行为的假设而制定的。(马勒斯堡和霍金斯,2007年)这篇文章论证了什么是态度,态度的成分以及如何使态度改变。本文将着重讨论如何改变消费者的态度,以及这些变化如何影响消费者行为;它将以广告作为例子进行论述。
 
据吉纳维芙霍金斯和西蒙(2006年)研究表明,态度是一定环境下的动机、情感、感性和认知过程的一个组合。换句话说,态度是人们思考和感觉的一种方式,也是人们根据他们的所思所想做出的适当反应的过程,态度可以促使人们作出不同的决策。例如,当有人提到苹果时,首先在你脑海中出现的是iPhone 4以及它的多功能现代设计。这就是当有人提到苹果时,人们持有的态度,而这种态度是积极的。(吉纳维芙霍金斯&西蒙,2006年)
 
Consumer behavior is a study of consumers and what the processes they would like to use or choose, it is also a study of why people do or do not buy a product based on different situation. It can help us to have a good understanding about the buyer decision making process, not only for individual, but also for different groups. All the marketing decisions are based on knowledge and assumptions of consumer behavior. (Mothersbaugh and Hawkins, 2007) The article demonstrates what is attitude, attitude components and how to make attitude change. On the other hand, the article will focus on how to change attitudes and how these changes can affect consumer behavior; it will use advertisement as a example.
 
According to Genevieve, Hawkins & Simone (2006), an attitude is a combination of motivational, emotional, perceptual and cognitive processes with respect to some extent of environment. To put it differently, an attitude is the way people thinking or feeling and act properly based on their thinking or feeling, making different decision. For example, when someone talking about Apple, the first thing appears in your head is iPhone 4 and its multifunctional modern design. This is the attitude people hold when someone talking about Apple and it is positive. (Genevieve, Hawkins & Simone, 2006)
 
Moreover, attitude also acts as an important influence on, or picture of an individual’s lifestyle. That is to say, attitudes are, to some aspect, both the result and source of behavior. For example, as mentioned before, when you saw iPhone 4 in retail store and your attitudes tell you that it is a good product and it is worth for you to buy it. Oppositely, the behavior you act before tell you that although iPhone 4 is a good cell phone, there are too many people already have it and you do not want to have a cell phone that almost every person have the same like you, so finally, you may not buy it. Notwithstanding, it is important to note that attitudes and behavior are not equally. (Genevieve, Hawkins & Simone, 2006)(责任编辑:BUG)


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