消费者行为学外文文献翻译
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英文原文
Psychological Factors Influencing Buyer Behavior
Geoff Lancaster
Psychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a pers on’s buying choices are influenced by the psychological factors of motivation, perception, learning, beliefs, and attitudes.
Importance of understanding customer motives
The task of marketing is to identify co nsumers’ needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but to find out why it is required. Only by gaining a deep and comprehensive understanding of buyer behavior can marketing’s goals be realized. Such an understanding of buyer beh
avior works to the mutual advantage of the consumer and marketer, allowing the marketer to become better equipped to satisfy the consumer ’s needs efficiently and establish a loyal group of customers with positive attitudes towards the company’s products.
Consumer behavior can be formally defined as: the acts of individuals directly involved in obtaining and using economic goods and
services, including the decision processes that precede and determine these acts. The underlying concepts of this chapter form a system in which the individual consumer is the core, surrounded by an immediate and a wider environment that influences his or her goals. These goals are ultimately satisfied by passing through a number of problem-solving stages leading to purchase decisions. The study and practice of marketing draws on a great many sources that contribute theory, information, inspiration and advice. In the past, the main input to the theory of consumer behaviour has come from psychology. More recently, the interdisciplinary importance of consumer behaviour has increased such that sociology, anthropology, economics and mathematics also contribute to the science relating to this subject.
Motivation
A person has many needs at any given time. Some needs are biogenic; they arise from physiological states of tension such as hunger, thirst, discomfort. Other needs are psychogenic; they arise from psychological states of tension such as the need for recognition, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act.
Purchasing motivation is to make consumers to buy a commodity decision-making internal driving force, is a cause of purchase behavior of
the premise, also is the cause of her behavior. Specific include the following aspects:
(1) Rational motivation
Rational motivation some goods to consumers is    a clear understanding and cognitive, of the goods in more familiar conducted based on the rational choice and make the purchase behavior. It includes:
1. Apply
Apply for a realistic performance psychological, consumer products is important to the most basic, most core functions. In the choose and buy goods, pay close attention to its technical performance, an
d appearance, the price, the brand of the added value of products on the second.
2. The economy
Economic performance as a cream for psychological. By the comparison of several kinds of goods, in other conditions basic similar circumstances, this kind of customer to price appear quite sensitive, they are generally by price material benefit as the first element of choice.
3. Reliable
High quality product is the customer can rest assured the basis of consumption. Reliable is in essence a pursuit of high quality consumer reflect. So the brand name products has the trust of the people, just because it is reliable in quality.
(2) feeling motivation
Feeling motivation can't simply understand for not rational motivation. It is mainly composed of social and psychological factors arise willingness to buy and impulse. It is difficult to have a feeling motivation objective standard, but is substantially from the psychology.
1. To show off psychology
This kind of psychological in high income levels, more common. Income that they have the capital to show off, so in shopping on they will show their status and appreciate level. Many luxury brand manufacturers is seize the group psychological tendency, have introduced all kinds of expensive luxury goods.
2. Compare psychology
Comparison is a kind of psychological mutatis mutandis. In the same social groups inside, each member lists each other, who don't want to lag behind others. This kind of psychological on consumption appears to be a motive, others have what high-grade goods, own also must have.
3. Conformity psychology
This kind of psychological reflected in life circle, people want to follow in the circle the pace of most people. So that others think good products, own also followed approval; Others what to buy goods, oneself also can follow to buy.
Psychologists have developed theories of human motivation. Three of the best known — the theories of Sigmund Freud, Abraham Maslow,
and Frederick Herzberg— carry quite different implications for consumer analysis and marketing strategy. Freud’s theory. Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own mo tivations. A technique called laddering can be used to trace a person’s motivations from the stated instrumental ones to the more terminal ones. Then the marketer can decide at what level to develop the message and appeal. In line with Freud’s theory, cons umers react not only to the stated capabilities of specific brands, but also to other, less conscious cues. Successful marketers are therefore mindful that shape, size, weight, material, color, and brand name can all trigger certain associations and emotions.
Maslow’s theory. Abraham Maslow sought to explain why people are driven by particular needs at particular times. His theory is that human needs are arranged in a hierarchy, from the most to the least pressing. In order of importance, these five categories are physiological, safety, social, esteem, and self-actualization needs. A consumer will try to satisfy the most important need first; when that need is satisfied, the person will try to satisfy the next-most-pressing need. Maslow’s theory helps market ers understand how various products fit into the plans, goals, and lives of consumers.
Herzberg’s theory. Frederick Herzberg developed a two -factor
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