课程 消费者行为学（双语）对照
1.The theory of Maslow's hierarchy of needs
physiological needs esteem needs Society needs
self-realization needs
2.The driving force within individuals that impels them to action.
Satisfy Needs Motivation action
3.a specific goal; substitute goal
4.Personality and self
the inner Psychological characteristics that both determine and reflect how a person responds to his or her environment.
self-image or perception of self, are very closely associated with personality
5. id, superego, and Ego
The id was conceptualized as a warehouse of primitive and impulsive drives---basic physiological needs such as thirst, hunger, and sex----for which individual seeks immediate satisfaction without concern for the specific means of satisfaction.
The superego is conceptualized as the individual’s internal expression of society’s moral and ethical codes of conduct.
The ego is the individual’s conscious control. It functions as an internal monitor that attempts to balance the impulsive demands of the id and the sociocultural constraints of the superego.
6. The bipolarity of Emotion
strong and weak positive and negative tension and easiness 7. bias of social perception
first effect（近因效应） Recency effect（近因效应） halo effect（晕轮效应） Mental set（心理定势）、刻板印象、投射效应、期望效应等
8. The characteristic of consumer attitudes
Stability稳定性 leared习得性 object对象性 Implicit内隐性 Variability可变性
9. type of Customer loyalty includes
cognitive loyalty认知性忠诚
affective (emotion) loyalty情感性忠诚 intentional loyalty意向性忠诚 behavioral loyalty行为忠诚
10. components of Consumer loyalty includes
consciousness composition (attitude) behavioral components (behavior)
11. The basic reason for the formation of consumer loyalty
completely satisfactory the product quality service price
brand image
12. The core of the brand should be instead of , because the use value of the product and interest would change constantly, with strong effectiveness.
Brand loyalty Product loyalty
13.The major premise of this theory is that consumers are more likely to carefully evaluate the merits and weaknesses of a product when the purchase is of ( ) relevance to them.
14.Major consumer reference group include:
Family friends Social class
one’s own culture Other culture
15.the nature of personality.
Personality reflects individual differences. Personality is consistent and enduring. Personality can change.
16.Criteria for effective targeting of market segment
identifiable sufficient
stable or growing
accessible(reachable) in terms of both media and cost
17.the ways of improving customer satisfaction.
To take the real consumer as the center.
To motivate employees' successful services and progress.
To pay attention to the internal employees and improve employees' satisfaction. To pay attention to customer satisfaction, rather than the simple sales.
18.the way of improving customer loyalty.
To improve the quality of the product uninterrupted. To provide services in quality.
To present the lower consumer cost.
To eliminate the consumer dissatisfaction. To improve the exit barrier of consumers. To improve employee satisfaction. To create a good brand image.
19. The members of the family in the purchase decision-making role
Influencers, buyers, decision makers, communicators, information provider
20.mainly respects that Consumers emotional performance:
emotion can affect consumers' motivation and attitude; it can affect the activities of consumer ; it can influence consumers' physical; it can affect consumers' cognitive ability.
21.types of consumer purchase motivations:
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