消费者行为学
主讲教师：龚梦颖
| 学校： | 华南理工大学广州学院 |
| 开课院系： | 国际商学院 |
| 课程编号： | 634076 |
| 学分： | 3.0 |
| 课时： | 48 |
课程介绍
课程章节
1
Chapter 1 Buying, Having, Being
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1.1Consumers use products t...s in different settings.
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1.2Consumer behavior is a process.
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1.3Marketers need to unders...rent consumer segments.
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1.4The Web is changing consumer behavior.
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1.5Consumer behavior relate...er issues in our lives.
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1.6Many different types of ...study consumer behavior.
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1.7There are two major pers...study consumer behavior.
4
Chapter 5 The Self
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4.1The self-concept strongly influences consumer behavior.
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4.2Products often play a key role in defining the self-concept.
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4.3Society’s expectations of masculinity and femininity help to determine the products we buy to meet these expectations.
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4.4The way we think about our bodies (and culture tells us we should think) is a key component of self-esteem.
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4.5Our desire to live up to cultural expectations of appearance can be harmful.
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4.6Every culture dictates certain types of body decoration or mutilation.
2
Chapter 2 Perception
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2.1Perception is a three-st...aw stimuli into meaning.
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2.2The design of a product ... its success or failure.
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2.3Products and commercial ...luenced by most of them.
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2.4The concept of a sensory threshold is important.
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2.5Subliminal advertising i...ay to talk to consumers.
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2.6We interpret the stimuli...tterns and expectations.
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2.7Marketers use symbols to create meaning.
5
Chapter 7 Attitudes and persuasion
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5.1It’s important for consu...and power of attitudes.
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5.2Attitudes are more complex than they first appear.
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5.3We form attitudes in several ways
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5.4A need to maintain consi...ter one or more of them.
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5.5We use attitude models t...ward a product or brand.
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5.6The communications model...d products and services.
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5.7The consumer who process... once believed him to be
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5.8Several factors influenc... source’s effectiveness.
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5.9The way a marketer struc...w persuasive it will be.
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5.10Audience characteristics...latively more effective.
3
Chapter 3 Learning and memory
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3.1It’s important for marke...t products and services.
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3.2Conditioning results in learning.
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3.3Learned associations can... important to marketers.
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3.4There is a difference be...strumental conditioning.
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3.5We learn by observing others’ behavior.
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3.6Our brains process infor...o retain them in memory.
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3.7The other products we as...how we will remember it.
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3.8Products help us to retr... memories from our past.
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3.9Marketers measure our memories about products.
教学资源
| 课程章节 | | 文件类型 | | 修改时间 | | 大小 | | 备注 | |
| 1.1 Consumers use products t...s in different settings. |
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2024-08-25 | 75.05MB | ||
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2024-08-25 | 89.09MB | |||
| 1.2 Consumer behavior is a process. |
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2024-08-25 | 52.60MB | ||
| 1.3 Marketers need to unders...rent consumer segments. |
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2024-08-25 | 102.99MB | ||
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.mp4
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2024-08-25 | 29.87MB | |||
| 1.4 The Web is changing consumer behavior. |
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2024-08-25 | 38.75MB | ||
| 1.5 Consumer behavior relate...er issues in our lives. |
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.mp4
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2024-08-25 | 124.78MB | ||
| 1.6 Many different types of ...study consumer behavior. |
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2024-08-25 | 7.20MB | ||
| 1.7 There are two major pers...study consumer behavior. |
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2024-08-25 | 7.04MB | ||
| 2.1 Perception is a three-st...aw stimuli into meaning. |
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2024-08-25 | 28.97MB | ||
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2024-08-25 | 33.79MB | |||
| 2.2 The design of a product ... its success or failure. |
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2024-08-25 | 101.67MB | ||
| 2.3 Products and commercial ...luenced by most of them. |
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2024-08-25 | 305.08MB | ||
| 2.4 The concept of a sensory threshold is important. |
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2024-08-25 | 19.86MB | ||
| 2.5 Subliminal advertising i...ay to talk to consumers. |
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2024-08-25 | 37.25MB | ||
| 2.6 We interpret the stimuli...tterns and expectations. |
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2024-08-25 | 48.70MB | ||
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2024-08-25 | 132.97MB | |||
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2024-08-25 | 56.38MB | |||
| 2.7 Marketers use symbols to create meaning. |
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2024-08-25 | 82.78MB | ||
| 3.1 It’s important for marke...t products and services. |
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2024-08-25 | 26.49MB | ||
| 3.2 Conditioning results in learning. |
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2024-08-25 | 24.63MB | ||
| 3.3 Learned associations can... important to marketers. |
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2024-08-25 | 42.80MB | ||
| 3.4 There is a difference be...strumental conditioning. |
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2024-08-25 | 366.53MB | ||
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2024-08-25 | 29.65MB | |||
| 3.5 We learn by observing others’ behavior. |
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2024-08-25 | 39.76MB | ||
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2024-08-25 | 9.26MB | |||
| 3.6 Our brains process infor...o retain them in memory. |
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2024-08-25 | 152.06MB | ||
| 3.7 The other products we as...how we will remember it. |
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2024-08-25 | 13.51MB | ||
| 3.8 Products help us to retr... memories from our past. |
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2024-08-25 | 30.21MB | ||
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2024-08-25 | 127.26MB | |||
| 3.9 Marketers measure our memories about products. |
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2024-08-25 | 136.48MB | ||
| 4.1 The self-concept strongly influences consumer behavior. |
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2024-08-25 | 20.43MB | ||
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2024-08-25 | 34.10MB | |||
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2024-08-25 | 13.44MB | |||
| 4.2 Products often play a key role in defining the self-concept. |
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2024-08-25 | 28.74MB | ||
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2024-08-25 | 21.20MB | |||
| 4.3 Society’s expectations of masculinity and femininity help to determine the products we buy to meet these expectations. |
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2024-08-25 | 89.81MB | ||
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.mp4
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2024-08-25 | 52.19MB | |||
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2024-08-25 | 99.55MB | |||
| 4.4 The way we think about our bodies (and culture tells us we should think) is a key component of self-esteem. |
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.mp4
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2024-08-25 | 124.38MB | ||
| 4.5 Our desire to live up to cultural expectations of appearance can be harmful. |
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.mp4
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2024-08-25 | 27.18MB | ||
| 4.6 Every culture dictates certain types of body decoration or mutilation. |
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.mp4
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2024-08-25 | 19.92MB | ||
| 5.1 It’s important for consu...and power of attitudes. |
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2024-08-25 | 21.24MB | ||
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2024-08-25 | 10.06MB | |||
| 5.2 Attitudes are more complex than they first appear. |
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2024-08-25 | 18.58MB | ||
| 5.3 We form attitudes in several ways |
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2024-08-25 | 27.26MB | ||
| 5.4 A need to maintain consi...ter one or more of them. |
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.mp4
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2024-08-25 | 132.32MB | ||
| 5.5 We use attitude models t...ward a product or brand. |
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2024-08-25 | 260.26MB | ||
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2024-08-25 | 25.75MB | |||
| 5.6 The communications model...d products and services. |
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2024-08-25 | 4.24MB | ||
| 5.7 The consumer who process... once believed him to be |
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.mp4
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2024-08-25 | 157.46MB | ||
| 5.8 Several factors influenc... source’s effectiveness. |
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.mp4
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2024-08-25 | 16.03MB | ||
| 5.9 The way a marketer struc...w persuasive it will be. |
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.mp4
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2024-08-25 | 147.28MB | ||
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.mp4
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2024-08-25 | 155.69MB | |||
| 5.10 Audience characteristics...latively more effective. |
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2024-08-25 | 8.19MB |
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