消费心理学-PPTVIP免费

©IPCASConsumerPsychology消费心理学IntroductiontoConsumerPsychology樊春雷2025.01.12©IPCASConsumerPsychology2OutlineCoursedescriptionBriefhistoryofconsumerpsychologyConsumerbehavior:dynamicsandcomplexityMethodologyandscientificmethod©IPCASConsumerPsychology31.CourseDescriptionConsumerPsychologyresearchfocusesoneveryaspectofbeingaconsumer:buying,havingandbeing.Thegoalsofconsumerpsychologistsaretodescribe,predict,influence,and/orexplaintheseconsumerresponses.Thiscoursecoversfundamentalissuesasfollows:—在以信息技术为重要支撑的市场环境下，消费者的认知机制和心智特征；—消费者行为的内部驱动因素：消费者的态度、动机与情感；—产品、品牌与消费者的互动过程：消费者细分与用户体验。Objectives:Thecoursewillconsistofeightseminars,eachofwhichisdevotedtoonetopic,demonstratedbyexperimentalresearchandpracticalimplications.©IPCASConsumerPsychology4CoursecontentPart1.ConsumerInformationProcessingCh1.ConsumerattentionandperceptionDiscussion:VisualdesignCh2.ConsumerlearningandmemoryDiscussion:BehaviordesignCh3.Consumerdecisionsandproblem-resolveDiscussion:ReflectiveDesignPart2.ConsumerAttitude,MotivationandAffectCh4.ConsumerattitudeDiscussion:NeedrecognitionandvaluedesignCh5.ConsumerMotivationandAffectDiscussion:InteractionDesignPart3.Products,Brand,andPeopleCh6.ConsumersegmentDiscussion:UserpersonasCh7.UserexperienceDiscussion:ProductoptimizationPart4.AdvancesinResearchMethods©IPCASConsumerPsychology5ConsumerPsychologyisaninterdisciplinaryareathatincorporatesideasfrom,amongotherdisciplines：PsychologyandCognitiveScienceMarketingCommunicationsEconomicsAnthropologySociologyMostuniversityfacultywhostudyconsumerissuesareinmarketingdepartmentsandbusinessschools.©IPCASConsumerPsychology6ref.WhartonMarketingDepartmentConsumerPsychology(Minor):Thegoalistopromotethelinkbetweenexperimentalpsychologyandmarketing.Onlywithknowledgeofconsumerpsychologycanyouproperlyconnectacorporatestrategywithconsumers.RequiredCourses4Marketingcredits4Psychologycredits—Intro.Exp.Psychology—SocialPsychology—JudgmentsandDecisionsORCognitivePsychology—Any200or300levelclassinSocialPsychologyorDecisionMaking1Statisticscredit©IPCASConsumerPsychology72.Briefhistoryofconsumerpsychology消费心理学是从广告心理学发展而来。早期的消费研究主要关注消费者如何收集和利用信息，以便让广告制作变得更为有效。随后，重点转向产品设计，主要关注消费者对产品功能和设计的意见和态度。1960年，美国心理学会组建消费心理学分会（第23分会），消费心理学从此成为一门独立学科;1969年，美国消费者研究协会（AssociationforConsumerResearch）成立。华生（JohnB.Watson,1878-1958）的贡献：In1935,WatsonswitchedjobstobecomeanadvertisingexecutiveattheWilliamEstyCompanywhereheremaineduntilhisretirementin1945.designedadsforJohnson&Johnson'sbabypowder.Withdoingso,heplayedonnewmothers'anxietiesandfeelingsofincompetenceaboutproperlycaringfortheirchildren.中国的消费心理学研究还处在发展阶段。国内主要的几家研究单位是：中科院心理所、北大心理系、浙江大学心理系。©IPCASConsumerPsychology3.ConsumerBehavior:DynamicsandComplexityConsciousandUnconsciousDynamicsBehaviorComplexity:nonlinearrelationshipsbetweenmindandenvironment©IPCASConsumerPsychology9ConsciousandUnconsciousDynamicsCoreelements:Instinct,motivation,desire,emotionDriveconsumerbehaviordirectlyatunconsciouslevel,orresultinmentalandbehavioral...