Behavior
Behavior * Economic man * Primarily rational 合理的 * Complete knowledge * Needs defined清晰的 * Estimate satisfy action判断令人满意的行为 * Maslow马斯洛 * Physiological 85%生理学上的 * Safety 70% * Social 50% * Esteem 40%尊敬 * Self actualization 10%自我实现 * High evolvement decisions * Low evolvement decisions * Engle-Kollat-Blackwell (EKB) * Mentalist心灵主义者
-exposure揭露, attention, comprehension理解, acceptance, retention保留
-stored information personality, attitudes, evaluative criteria可估价的标准, filter
-Problem recognition – difference between the ideal and actual states
- Internal search – memory scan * External search – marketing and non-marketing sources * Purchase act – when, where, who from. How, etc. * Further outcomes结局 * Cognitive dissonance认知的不和谐 * Behavioristic行为主义者 * Family, social class, money, opinion leaders. Etc. * Can stop the process at any point * Intergenerational两代人之间的 value transmission model * Family * Religious institutions 体系 * Schools * Early life experience * Peers平辈 * Combine to form individual values * Role playing * Dominant role占优势的 * Roles tend to overlap重叠 * Role dissonance不一致 * Role consonance一致性 * Outlying roles偏离中心的 * Social settings * Social forces * Social class * Upper class 2% * Upper-middle 11% * Lower-middle 36% * Upper-lower 38% * Lower-lower 13% * Characteristics of social class * Occupation * Association协会 * Possessions财产 * Change social class * Occupation * Education * Mobility流动性 * Marriage * Massification大众化 * Upper america * Middle America * Lower America * Opinion leaders * Monomorphic单型的- only one area * Polymorphic多形性的 – two or more areas * Reference groups * Primary * Secondary * Aspirational有抱负的 * Public necessities—wristwatch手表 * Strong brand influence * Weak product influence
-exposure揭露, attention, comprehension理解, acceptance, retention保留
-stored information personality, attitudes, evaluative criteria可估价的标准, filter
-Problem recognition – difference between the ideal and actual states
- Internal search – memory scan * External search – marketing and non-marketing sources * Purchase act – when, where, who from. How, etc. * Further outcomes结局 * Cognitive dissonance认知的不和谐 * Behavioristic行为主义者 * Family, social class, money, opinion leaders. Etc. * Can stop the process at any point * Intergenerational两代人之间的 value transmission model * Family * Religious institutions 体系 * Schools * Early life experience * Peers平辈 * Combine to form individual values * Role playing * Dominant role占优势的 * Roles tend to overlap重叠 * Role dissonance不一致 * Role consonance一致性 * Outlying roles偏离中心的 * Social settings * Social forces * Social class * Upper class 2% * Upper-middle 11% * Lower-middle 36% * Upper-lower 38% * Lower-lower 13% * Characteristics of social class * Occupation * Association协会 * Possessions财产 * Change social class * Occupation * Education * Mobility流动性 * Marriage * Massification大众化 * Upper america * Middle America * Lower America * Opinion leaders * Monomorphic单型的- only one area * Polymorphic多形性的 – two or more areas * Reference groups * Primary * Secondary * Aspirational有抱负的 * Public necessities—wristwatch手表 * Strong brand influence * Weak product influence