消费者行为学第12章

第十二章自我感念与生活方式CHAPTER12SELF-CONCEPTANDLIFESTYLEConsumerBehaviorInTheNews…What’syourfruit-specificLIFESTYLE?That’swhatseveralinternationalresearcherswantedtoknowaboutJapaneseconsumers!Amongtheirfindings…Alargefruit-specificlifestylesegmentcalledthecreative/highlyinvolvedexistsinJapan.Whatcharacteristicsdoyouthinkdescribethissegment?ConsumerBehaviorInTheNews…What’syourfruit-specificLIFESTYLE?Characteristicsofthecreative/highlyinvolvedfruit-specificlifestylesegment.Firsttobuynewly-introducedfruitEnjoyshoppingforfruitsEnjoytalkingaboutnewfruitswithfriendsEnjoytryingnewfruitsDoesthissoundlikeanyoneyouknow?12.1自我概念Self-ConceptSelf-Conceptisdefinedasthetotalityoftheindividual‘sthoughtsandfeelingshavingreferencetohim-orherselfasanobject.自我概念是指个人将其自我作为客观对象所具有的所有思想和情感的总和，是个人的自我感知或情感指向。自我概念是由对自己的态度所构成的。ActualSelf-Concept实际的自我概念我现在是什么样？IdealSelf-Concept理想的自我概念我想成为什么样？PrivateSelf-Concept个人的自我概念我如何做自己，或，我想如何做自己？SocialSelf-Concept社会的自我概念别人怎样看待我，或，我希望别人怎样看我？Self-conceptcanbedividedintofourpartsaslistedbelow:DimensionsofaConsumer’sSelf-Concept我实际上如何看自己别人实际上如何看我我希望如何看自己我希望别人如何看我12.1.1依存的/独立的自我概念Interdependent/IndependentSelf-ConceptsInterdependentSelf-ConceptisbasedonthecommonAsianculturalbeliefinthefundamentalconnectednessofhumanbeings,emphasizingfamily,cultural,professional,andsocialrelationships.依存型自我概念更多地基于亚洲文化，基于这种文化的人，信奉人们相互联系、相互依存的信念。依存型自我概念强调家庭、文化、职业和社会联系。Individualswithaninterdependentself-concepttendtobe•Obedient•Sociocentric•Holistic•Connected,and•RelationorientedIndividualswithaninterdependentself-concepttendtobe•服从•以社会为中心•注重整体•注重协同•关系导向IndependentSelf-ConceptisbasedonthepredominantWesternculturalbeliefthatindividualsareinherentlyseparate,emphasizingpersonalgoals,characteristics,achievements,anddesires.独立型自我概念是基于占统治地位的西方文化观念：个人生来都是独立的。独立的自我概念强调的是个人目标、个性、成就和愿望。Individualswithanindependentself-concepttendtobe•Individualistic•egocentric•Autonomous•Self-Reliant,and•Self-ContainedIndividualswithanindependentself-concepttendtobe•个人主义的•利己主义•自治•独立的•独断专行的Theextendedselfconsistsoftheselfpluspossessions.延伸的自我由自我和拥有物两部分构成12.1.2拥有物与延伸的自我PossessionsandtheExtendedSelfPeopletendtodefinethemselvesinpartbytheirpossessions.从某种意义上说，我们就是我们所拥有的。如果丧失了那些关键的拥有物，我们将成为不同的或另外的个体。Tattooscanbecomeapartofone’sextendedself产品会因为各种各样的原因而成为延伸自我的一部分。某些产品会因为长时期使用而慢慢沉淀某种意义、回忆和价值，比如一只旧的棒球手套。有时，一次与某种产品如山地车相联系的“令人兴奋地体验”或“高峰体验”，就可能使该产品成为延伸自我的一部分。Apeakexperienceisanexperiencethatsurpassestheusuallevelofintensity,meaningfulnessandrichnessandproducesfeelingsofjoyandself-fulfillment.高峰体验是指超越了通常的强度、意义和内涵，使人产生兴奋和自我满足感的体验。那些帮助消费者经历重大生活变动（离开家、第一份工作、结婚、小孩等）的产品，很可能成为延伸自我的一部分。Themereownershipeffect,ortheendowmenteffectisthetendencyofanownertoevaluateanobjectmorefavorablythananonowner.纯粹拥有效应是指拥有者对某件产品的评价高于非拥有者的倾向。Theconceptoftheextendedselfandthemereownershipeffecthavenumerousimplicationsformarketingstrategy.相对于别人拥有的同样或类似物品，我们更倾向于高估自己拥有物的价值。12.1.3MeasuringSelf-Concept自我概念的测量（略）12.1.4UsingSelf-ConcepttoPositionProducts运用自我概念为产品定位People’sattemptstoobtaintheiridealself-concept,ormaintaintheiractualself-concept,ofteninvolvethepurchaseandconsumptionofproducts,services,andmedia.Thissuggeststhatmarketersshouldstrivetodevelopproductimagesthatareconsistentwiththeself-conceptsoftheirtargetmarkets.Manyconsumersfeelimageandself-worthcanbeenhancedviaproducts,suchastherightclothes,etc.TheRelationshipBetweenSelf-ConceptandBrandImageInfluence自我概念与品牌形象的影响关系所有这些都提示营销者应该努力塑造产品形象，并使之与目标消费者的自我概念相一致。Theself-concepthasmanydimensions.Criticsblamemarketersforfocusingtoomuchattentionontheimportanceofbeauty,anddefiningitasbeingyoungandslimwithafairlynarrowrangeoffacialfeatures.Amajorconcernisthatindividualsaredevelopingself-conceptsthatareheavilydependentontheirphysicalappearancesratherthanotherequallyormoreimportantattributes.12.1.5营销伦理与自我概念MarketingEthicsandSelf-Concept12.2TheNatureofLifestyle生活方式的性质Lifestyleisbasicallyhowapersonlives.Itishowoneenactshisorherself-concept.生活方式就是我们如何生活、及如何扮演自我概念。Influencesallaspectsofone’sconsumptionbehavior.Isdeterminedbytheperson’spastexperiences,innatecharacteristics,andcurrentsituation.LifestyleandtheConsumerProcess12.2.1生活方式的测量MeasurementofLifestyleAttemptstodevelopquantitativemeasuresoflifestylewereinitiallyreferredtoaspsychographics.Measuresinclude:AttitudesEvaluativestatementsaboutotherpeople,places,ideas,products,etc.ValuesWidelyheldbeliefsaboutwhatisacceptableordesirableActivitiesandInterestsNonoccupationalbehaviorstowhichconsumersdevotetimeandeffort,suchashobbies,sports,publicservice,andchurchDemographicsAge,education,income,occupation,familystructure,ethnicbackgroundMediapatternsThespecificmediatheconsumerutilizeUsageratesMeasurementsofconsumptionwithinaspecifiedproductcategory;oftenconsumersarecategorizedasheavy,medium,light,ornonusers12.2.2生活方式的一般模式与特定模式GeneralversusSpecificLifestyleSchemesLifestylemeasurementscanbeconstructedwithvaryingdegreesofspecificity.生活方式可以根据其特征的具体化程度构造不同的测量方法。1.Marketerscanstudythegenerallifestylepatternsofapopulation.2.Firmscanconductveryspecificlifestylestudiesfocusedonaspectsofindividualorhouseholdlifestylesm