1、标题CONSUMERPERSONALITYANDOTHERFACTORSINSITUATIONALBRANDCHOICEVARIATION原文INTRODUCTIONPASTRESEARCHANDEMPIRICALEVIDENCEINDICATETHATINDIVIDUALBEHAVIOURVARIESACROSSSITUATIONSMORESPECIFICALLY,RESEARCHINTOCONSUMERBEHAVIOURHASSHOWNHOWINDIVIDUALSPREFERDIFFERENTBRANDSFORDIFFERENTCONSUMPTIONOCCASIONSTHISVARIATI
2、ONINCONSUMERCHOICEHASBEENREPORTEDFORBRANDEDPRODUCTSSUCHASCLOTHING,SNACKFOODS,4MINERALWATER,SOUPSANDSODAS,CANDY,FRAGRANCESANDWINEALTHOUGHASIGNIFICANTAMOUNTOFRESEARCHHASEXAMINEDDRIVERSOFSITUATIONALVARIATION,PASTSTUDIESALMOSTEXCLUSIVELYFOCUSEDONPRODUCTATTRIBUTESANDFAILEDTOESTABLISHLINKSTOBRANDEQUITYDIM
3、ENSIONSINTERMSOFTHEBENEFITSDESIREDBYINDIVIDUALSINBRANDSCLOSINGTHISKNOWLEDGEGAPISIMPORTANTBECAUSEFORMANYPRODUCTCATEGORIESCONSUMERSBUYBRANDSRATHERTHANPRODUCTSACCORDINGLY,BRANDMANAGERSNEEDTOKNOWHOWTODESIGNANDDELIVERBRANDMESSAGESTHATAREEITHERROBUSTACROSSANUMBEROFCONSUMPTIONOCCASIONSORARESPECIFICALLYTAIL
4、OREDTOADISTINCTIVESITUATION,WHERETHEYOUTPERFORMMOREGENERALBRANDDESIGNSLONGTERMOBJECTIVESOFTHISRESEARCHTHUSAIMATABETTERUNDERSTANDINGOFTHECONSUMERSITUATIONBRANDINTERACTIONSINCONSUMERCHOICEMOREIMMEDIATEOBJECTIVESFOCUSONTHEEXAMINATIONOFHOWCONSUMERPERSONALITYANDOTHERFACTORSINFLUENCEDESIREDBRANDBENEFITSAN
5、DCHOICEWHENDIFFERENTCONSUMPTIONSITUATIONSARESALIENTTHECENTRALHYPOTHESISISTHATCONSUMERCHARACTERISTICSINTERACTWITHSITUATIONALCHARACTERISTICSINAFFECTINGTHEBENEFITSTHATCONSUMERSDESIREINBRANDS,ANDCONSEQUENTLYTHEIRCHOICEBRANDBENEFITSANDCHOICEINTHEPAST,MARKETINGRESEARCHERSHAVEFOCUSEDONTHERELATIONSHIPBETWEE
6、NCONSUMERSANDTHEPRODUCTCLASSTOPREDICTBRANDCHOICEINPARTICULAR,THEPRODUCTATTRIBUTESDESIREDBYCONSUMERSATTRACTEDRESEARCHERSINTEREST,BUTRESEARCHERSGENERALLYDIDNOTDISTINGUISHBETWEENTHEEFFECTCAUSEDBYTHEBRANDNAMEANDTHEEFFECTORIGINATINGINTHEPRODUCTINTERMSOFATTRIBUTELEVELCOMBINATIONSMORERECENTLY,SCHOLARSHAVEA
7、DVANCEDTHEIDEATHATTHEPRODUCTASWELLASTHEBRANDNAMEISCAPABLEOFCONTRIBUTINGSEVERALTYPESOFBENEFITSTOTHECONSUMERTHETHEORETICALANDEMPIRICALLITERATUREONCONSUMERPERCEIVEDORDESIREDBRANDBENEFITSSUGGESTSCLASSIFYINGTHOSEBENEFITSACCORDINGTOANUMBEROFBASICDIMENSIONSMULTIPLEITEMSCALESFORASSESSINGINDIVIDUALPERCEPTION
8、SANDDESIREDBRANDBENEFITSHAVEBEENDEVELOPEDWITHSIXDISTINCTDIMENSIONSEMERGING,TERMEDQUALITY/PERFORMANCE,PRICE/VALUEFORMONEY,SOCIAL,EMOTIONAL,ENVIRONMENTALANDHEALTHBENEFITSRECENTAPPLICATIONSOFTHESESCALESTOBRANDEDCONSUMERGOODSHAVEDEMONSTRATEDTHATTHEBASICDIMENSIONSARESUITABLEFORASSESSINGBRANDIMAGES,16BRAN
9、DPOSITIONING,ANDFORPREDICTINGCONSUMERPREFERENCES18ANDNOSTUDYCOULDBEFOUND,HOWEVER,APPLYINGTHEMODELTOPREDICTCONSUMERCHOICE,AVARIABLEOFSTRONGERINTERESTFORMARKETINGMANAGERSTHANANTECEDENTBUTUNOBSERVABLEPERCEPTIONS,INTENTIONSORATTITUDESFIGURE1SHOWSTHEMODELUTILISEDINTHISSTUDYSITUATIONALDRIVERSACCORDINGTOHO
10、RNIK,NEITHERINDIVIDUALDIFFERENCESCONSUMERPERSONALITYNORSITUATIONALFACTORSAREASSUMEDTOBEOFEXCLUSIVEIMPORTANCEINPREDICTINGSITUATIONALVARIATIONINCONSUMERBEHAVIOURINSTEAD,ITISTHEPERSONWITHINASITUATIONALINTERACTIONTHATISEXPECTEDTOCONTRIBUTEMOSTOFTHEVARIANCETHENOTIONTHATCONSUMERSTATES,PARTICULARLYTHEIRSIT
11、UATIONALDISPOSITION,INFLUENCECONSUMERBEHAVIOURISWIDELYACCEPTEDCONSUMERSITUATIONALDISPOSITIONSAREPOSITEDASSIGNIFICANTMEDIATORSBETWEENSITUATIONALSTIMULIANDBEHAVIOURALOUTCOMESWITHPERSONALITYTRAITSANDAFFECTIVESTATESBEINGTHEIRANTECEDENTSFORVARIOUSPRODUCTCATEGORIES,MARKETINGRESEARCHERSHAVEDEMONSTRATEDTHEE
12、FFECTSOFCONSUMERDISPOSITIONSSUCHASINDIVIDUALINCLINATIONTOTAKEARISK,TOSEEKVARIETYANDCURIOSITYONACQUISITIONBEHAVIOURSINCLUDINGBRANDSWITCHINGFOREXAMPLE,MITCHELLANDGREATOREXHAVESTRESSEDTHEIMPORTANCEOFRISKTAKINGANDVARIETYSEEKINGTOCONSUMERCHOICEOFWINEBRANDSDOMINATINGTHECURRENTLITERATUREONCONSUMEREXPLORATO
13、RYTENDENCIESISRAJUSCONCEPTUALISATIONOFTHREESITUATIONALDISPOSITIONSRISKTAKINGDESCRIBESEXPLORATORYBEHAVIOUREXPRESSEDTHROUGHCHOICESOFINNOVATIVEANDUNFAMILIARALTERNATIVESTHATAREPERCEIVEDASRISKYVARIETYSEEKINGISEXPRESSEDTHROUGHANINDIVIDUALSSWITCHINGWITHINFAMILIARALTERNATIVES,INCLUDINGBRANDSWITCHING,ANDANAV
14、ERSIONTOHABITUALBEHAVIOURCURIOSITYMOTIVATEDBEHAVIOURINVOLVESEXPLORATORYINFORMATIONSEEKING,INTERPERSONALCOMMUNICATIONANDSHOPPINGCONSUMERPERCEIVEDRISKINWINEBUYINGSITUATIONSHASBEENRELATEDTOFUNCTIONALQUALITYANDSOCIALBRANDBENEFITSSCHOLARSHAVEALSOSHOWNCONSUMERINFORMATIONSEEKINGCURIOSITYMOTIVATEDBEHAVIOURT
15、OBERELATEDTOWHATBENEFITSCONSUMERSDESIREINWINEEXAMININGSEVERALOTHERBRANDEDCONSUMERGOODSINCLUDINGSOUPS,SODAS,BEERANDMINERALWATER,VANTRIJPREPORTEDTHATINADDITIONTOINDIVIDUALDIFFERENCESININTRINSICDESIREFORVARIETY,EXPRESSIONOFVARIETYSEEKINGBEHAVIOURWASALSOINFLUENCEDBYBRANDRELATEDFACTORSHIGHINVOLVEMENTDECI
16、SIONSUSUALLYENTAILACONSIDERABLEDEGREEOFPERCEIVEDRISKINMAKINGASUBOPTIMALDECISION,ASITUATIONTHATHAMPERSVARIETYSEEKINGBEHAVIOURONTHEOTHERHAND,FORBRANDCHOICESTHATARETOTALLYUNIMPORTANTTOTHECONSUMER,HABITBASEDREPETITIVECHOICEBEHAVIOURISBYFARTHEMOSTEFFICIENTHEURISTIC,ANDCONSEQUENTLYVARIETYSEEKINGISNOTLIKEL
17、YTOOCCURVANTRIJPETALSUGGESTTHATTRUEVARIETYSEEKINGISROOTEDINTHENEEDFORCHANGEINANATTEMPTTORESOLVETHEBOREDOMASSOCIATEDWITHABRANDDIFFERENTFROMTHATISVARIETYSEEKINGTRIGGEREDBYEXTERNALFACTORSSUCHASIMPRESSIONMANAGEMENTCONCERNSINDEED,RESEARCHERSHAVEFOUNDTHATCONSUMERSINCORPORATEMOREVARIETYINTHEIRBRANDCHOICESW
18、HENTHEIRBEHAVIOURISSUBJECTTOPUBLICSCRUTINYBECAUSETHEYEXPECTOTHERSTOEVALUATETHEIRDECISIONMOREFAVOURABLYIFTHEYCHOOSEVARIETYVARIATIONINDESIREDBRANDBENEFITSANDCHOICEANAMPLEBODYOFSTUDIESINDICATESTHATTHEAWARENESSTHATOTHERSWILLOBSERVEONESDECISIONINDUCESIMPRESSIONMANAGEMENTCONCERNSTHATLEADINDIVIDUALSTOALTER
19、THEIRCONSUMPTIONCHOICESEXPERIMENTALEVIDENCEHASCONFIRMEDTHATREFERENCEGROUPSINFLUENCEBOTHINDIVIDUALBRANDANDPRODUCTCHOICESTHEBENEFITSDESIREDBYCONSUMERSINABRANDHAVEBEENFOUNDTOPLAYAROLEINTHISCHOICEBECAUSETHEYADDTOTHESELFEXPRESSIVEANDSYMBOLICVALUEOFTHEBRANDFORTHEBUYER,ANDTHUSTOTHATBUYERSIMPRESSIONMANAGEME
20、NTEFFORTSBATRAANDHOMERFURTHERDEMONSTRATEDTHATSUCHBELIEFSHAVEAGREATERIMPACTONINTENTIONSANDACTUALBEHAVIOURBEHAVIOURTHATOTHERSCANOBSERVE,SUCHASCHOICETHANONBRANDATTITUDESWHICHAREPRIVATEANDUNOBSERVABLEINSITUATIONSWHEREREFERENCEGROUPSARESALIENT,PURCHASEANDCONSUMPTIONARETHUSATLEASTPARTLYMOTIVATEDBYANEEDFOR
21、PUBLICSELFPRESENTATIONANDIMPRESSIONMANAGEMENTSOMEBRANDBENEFITSSPECIFICALLYPERTAINTOSOCIALLYVISIBLEASPECTSOFABRAND,EGHOWCLASSY,TRENDYORFASHIONABLEITISWIDELYPERCEIVEDTOBEORHOWCHEAP,VALUEFORMONEYITISACCORDINGLY,THEDESIRETOOBTAINORAVOIDTHESEBENEFITSOUGHTTOBEGREATERINCONSUMPTIONOCCASIONSINWHICHAREFERENCE
22、GROUPISSALIENT,IEWHEREIMPRESSIONMANAGEMENTNEEDSAREHIGHERPASTRESEARCHHASINDEEDSHOWNTHATSOCIALBRANDBENEFITSOFCLOTHINGAREMOREIMPORTANTINSITUATIONSINWHICHTHEOUTCOMEISVISIBLETOOTHERSSIMILARLY,THESOCIALANDVALUEFORMONEYBENEFITSCONSUMERSSEEKINSNACKBRANDSHAVEBEENFOUNDTOAFFECTCHOICEJUSTASDIFFERENTREFERENCEGRO
23、UPSCANMAKEDIFFERENTSELFCONCEPTIONSMORESALIENTFORANINDIVIDUAL,38THEABSENCEOFTHESEGROUPSCOULDALSOINFLUENCETHESALIENCEOFBRANDBENEFITSINASITUATIONWHERETHEBRANDISBEINGCHOSENPRIVATELYFORSELFCONSUMPTION,GREATERSALIENCEOFMORESELFCENTREDBENEFITSSUCHASEMOTIONALORHEALTHBENEFITSMIGHTLEADTODIFFERENTIALEFFECTSONB
24、RANDCHOICECONSUMERPERSONALITYANDBRANDCHOICEVARIATIONBEYONDTHESUBSTANTIALBODYOFRESEARCHINDICATINGTHATTHEINFLUENCEOFOTHERSINTERPERSONALINFLUENCEAFFECTSINDIVIDUALBEHAVIOUR,RESEARCHERSHAVEARGUEDTHATTHESEREFERENCEGROUPEFFECTSWILLBESTRONGERFORCERTAINMOREINFLUENCEABLEINDIVIDUALS,CHARACTERISEDBYANINDIVIDUAL
25、DIFFERENCECONSTRUCTSOMETIMESCALLEDTHESUSCEPTIBILITYTOINTERPERSONALINFLUENCECONSUMERSUSCEPTIBILITYTOINTERPERSONALINFLUENCEHASBEENCONCEPTUALISEDASAGENERALPERSONALITYTRAITTHATVARIESACROSSINDIVIDUALSANDISRELATEDTOOTHERINDIVIDUALTRAITSANDCHARACTERISTICSINHIS1968REVIEW,MCGUIRECONCLUDEDTHATAPERSONSRELATIVE
26、INFLUENCEABILITYINONESITUATIONTENDSTOHAVEASIGNIFICANTPOSITIVERELATIONSHIPTOHISORHERINFLUENCEABILITYINARANGEOFOTHERSOCIALSITUATIONSSOCIALPSYCHOLOGISTSDISTINGUISHBETWEENINFORMATIONALINFLUENCE,INWHICHTHEGROUPPROVIDESINFORMATIONABOUTTHEISSUEINQUESTION,ANDNORMATIVEINFLUENCE,THEMOTIVATIONTOMESHWITHTHEGROU
27、PSSTANDARDSANDNORMSBEARDENETALREPORTEDTHEDEVELOPMENTOFATWODIMENSIONALSCALETOMEASURESUCHINTERPERSONALINFLUENCEABILITY,INCLUDINGANORMATIVEANDANINFORMATIONALDIMENSIONTHEAUTHORSDEFINEDTHECONSTRUCTASTHENEEDTOIDENTIFYWITHORENHANCEONESIMAGEINTHEOPINIONOFSIGNIFICANTOTHERSTHROUGHTHEACQUISITIONANDUSEOFPRODUCT
28、SANDBRANDS,THEWILLINGNESSTOCONFORMTOTHEEXPECTATIONSOFOTHERSREGARDINGPURCHASEDECISIONS,AND/ORTHETENDENCYTOLEARNABOUTPRODUCTSANDSERVICESBYOBSERVINGOTHERSORSEEKINGINFORMATIONFROMOTHERSACONSIDERABLENUMBEROFARTICLESFROMPSYCHOLOGICALANDCONSUMERRESEARCHHAVEINVESTIGATEDTHETENDENCYOFINDIVIDUALSTOCONFORMTOGRO
29、UPNORMSORTOMODIFYTHEIRJUDGMENTBASEDUPONOTHERSEVALUATIONSBUTHAVENOTADDRESSEDTHISINFLUENCEACROSSSITUATIONSANDWITHRESPECTTODESIREDBENEFITSANDBRANDCHOICETHEPRESENTRESEARCHTRIESTOCLOSETHISGAPANDFOCUSESONTHENORMATIVECOMPONENT,WHICHHASBEENFOUNDTORELATETOSITUATIONALEFFECTSANDHASBEENDEFINEDASTHETENDENCYTOCON
30、FORMTOTHEEXPECTATIONSOFOTHERSPRODUCTCATEGORYINVOLVEMENTINVOLVEMENTDESCRIBESTHEMENTALRESOURCESANINDIVIDUALISWILLINGTOCOMMITTOADECISIONPROBLEMRESEARCHERSHAVESHOWNTHATCONSUMERPRODUCTCATEGORYINVOLVEMENTSIGNIFICANTLYAFFECTSCONSUMERDECISIONMAKINGANDHAVETYPICALLYANALYSEDTHEINFLUENCEOFINVOLVEMENTONCONSUMERA
31、TTITUDES,BRANDPREFERENCESANDPERCEPTIONSTHEPRACTICALRELEVANCEFORBRANDMANAGERSSTEMSFROMMARKETSEGMENTATIONSTUDIESWHEREINDIVIDUALSWHOWEREPREDISPOSEDTODEDICATEMOREATTENTIONANDEFFORTTOASPECIFICDECISIONPROBLEMIECHOICEOFABRANDHAVEBEENFOUNDTOBEMORELIKELYTOSEEKMOREVALUEFOREXAMPLE,QUESTERANDSMARTREPORTTHATMORE
32、INVOLVEDCONSUMERSRATEDWINEATTRIBUTESTOBEGENERALLYMOREIMPORTANTTHANCONSUMERSWHOWERELESSINVOLVEDWITHWINE,ANDRICHINSANDBLOCHDEMONSTRATEDEFFECTSOFCONSUMERINVOLVEMENTONSITUATIONALINFORMATIONACQUISITIONBEHAVIOURINABRANDMANAGEMENTCONTEXT,THISWOULDMEANTHATIFAPERSONISVERYMUCHINVOLVEDWITHAPRODUCTCATEGORY,THEN
33、THISPERSONISLIKELYTOSEEKGREATERBRANDBENEFITSACROSSTHEBOARDTHANAPERSONWHOISLESSINVOLVEDWITHITITIS,THEREFORE,EXPECTEDTHATCONSUMERINVOLVEMENTWILLBEPOSITIVELYCORRELATEDWITHMANY,IFNOTALL,SALIENTBRANDBENEFITSDEMOGRAPHICANDBEHAVIOURALFACTORSHISTORICALLY,BRANDMANAGERSHAVEHADASTRONGINTERESTINLINKINGOBSERVABL
34、ECONSUMERCHARACTERISTICSTOCHOICEBEHAVIOURINORDERTODEVELOPACTIONABLEMARKETINGSTRATEGIESWHILEPASTSTUDIESTIEDUNOBSERVABLEVARIABLESINCLUDINGSUSCEPTIBILITYTOINTERPERSONALINFLUENCEANDCONSUMERDISPOSITIONTOCONSUMERDEMOGRAPHICS,THECURRENTRESEARCHEXPLICITLYEXAMINESSELECTEDDEMOGRAPHICANDBEHAVIOURALVARIABLESASP
35、OTENTIALDRIVERSOFSITUATIONALVARIATIONINDESIREDBRANDBENEFITSANDCHOICETHOSEVARIABLESINCLUDECONSUMERAGE,GENDERANDWINEBUYINGBEHAVIOURPURCHASEFREQUENCY,SPENDINGPERBOTTLEANDWINEEXPENDITURESDISCUSSIONWHILEPASTRESEARCHDEMONSTRATEDVARIATIONININDIVIDUALBEHAVIOUR69ANDSPECIFICALLYINCONSUMERBRANDPREFERENCESACROS
36、SSITUATIONS,LITTLEISKNOWNINTERMSOFDEFININGTHEDRIVERSOFCORRESPONDINGEFFECTSTHEPRESENTRESEARCHATTEMPTSTOCLOSETHISGAPINORDERTOASSISTBRANDMANAGERSINDESIGNINGANDMANAGINGBRANDSTHATAREEITHERROBUSTACROSSCONSUMPTIONOCCASIONSORTAILOREDTOWARDSAPARTICULARSITUATIONBUILDINGUPONANDEXTENDINGPASTSTUDIESSUGGESTINGCON
37、SUMERPERSONALITY,SITUATIONALDISPOSITION,DEMOGRAPHICANDBEHAVIOURALDRIVERSOFSITUATIONALVARIATION,ANDINTEGRATINGRESEARCHIDENTIFYINGRELEVANTCONSUMPTIONOCCASIONS,REFERENCEGROUPS,ANDBRANDBENEFITSFORWINE,DATAWERECOLLECTEDFROMACONSUMERSAMPLEINONEGENERALSESSIONANDTHREECONSUMPTIONSCENARIOSTYPICALFORWINETHEFIN
38、DINGSOFTHISSTUDYCONFIRMTHATINDIVIDUALCHOICEOFBRANDSVARIESACROSSTHREESITUATIONSTHISVARIATIONCANBEATTRIBUTEDTOTHEVARIATIONSINBRANDBENEFITSTHATCONSUMERSDESIREWHICHINTURNARERELATEDTOPERSONALITY,SITUATIONALDISPOSITION,DEMOGRAPHICSANDBEHAVIOURALFACTORSTHESEFINDINGSAREIMPORTANTFORSEVERALREASONSFIRST,THEYPR
39、OVIDEANEWEXPLANATIONTOSUPPLEMENTEARLIERACCOUNTSOFVARIATIONSININDIVIDUALBEHAVIOURACROSSSITUATIONS,SPECIFICALLYBRANDCHOICETHERESULTSDEMONSTRATETHATWHENCONSUMERSKNOWWHATGROUPOFOTHERSWILLOBSERVETHEIRBEHAVIOUREGFRIENDS,THEIRCHOICEWILLADJUSTACCORDINGLYBECAUSETHEPERCEIVEDNORMSOFBEHAVIOURALLYRELEVANTREFEREN
40、CEGROUPSINFLUENCEBRANDCHOICE,MOREATTENTIONNEEDSTOBEGIVENTOTHESOCIALCONTEXTINWHICHPASTSTUDIESWERECONDUCTEDBYCONFIRMINGTHATTHESALIENCEOFDIFFERENTREFERENCEGROUPSINDUCESVARIATIONINIMPRESSIONMANAGEMENTCONCERNS,LEADINGINDIVIDUALSTOALTERTHEIRCHOICES,THISSTUDYISINLINEWITHPASTSUGGESTIONSSECONDLY,BEYONDSIMPLY
41、CONFIRMINGTHATVARIATIONEXISTSINCONSUMERBRANDCHOICE,THISRESEARCHIDENTIFIESDRIVERSOFDIFFERENTIALBRANDCHOICEINITIALLY,THEBENEFITSCONSUMERSDESIREINABRANDWEREFOUNDTOBEAUSEFULCONCEPTFOREXPLAININGTHEIRCHOICEUSINGPOOLEDDATAACROSSSITUATIONSASWELLASFOREACHSITUATIONSEPARATELY,THESIXBENEFITSDIMENSIONSINCLUDEDIN
42、THEMODELWEREFOUNDTOBEUSEFULPREDICTORSOFBRANDCHOICEMOREROBUSTBRANDDESIGNSEMERGEDSHOWINGBENEFITSPATTERNSCONSISTENTACROSSSITUATIONSWHILEOTHERBRANDSWEREMORESUSCEPTIBLETOSITUATIONALVARIATIONASINDICATEDBYDIFFERENTIALBENEFITSPATTERNSMOREIMPORTANTLY,CONSUMERSWEREFOUNDTOSEEKDIFFERENTBENEFITSACROSSSITUATIONSP
43、ARTICULARLY,GREATERQUALITYANDMORESOCIALBENEFITSWEREDESIREDINSITUATIONSWHEREREFERENCEGROUPSWEREPRESENTINTHESELFCONSUMPTIONSITUATION,INDIVIDUALSSOUGHTMOREVALUEFORMONEYANDEMOTIONALBENEFITSAND,INCONTRASTWITHTHEGIFTSITUATION,MOREENVIRONMENTALANDHEALTHBENEFITSACCORDINGLY,VARIATIONINDESIREDBENEFITSWASIDENT
44、IFIEDASAPRIMARYDRIVEROFDIFFERENTIALBRANDCHOICE出处ULRICHRORTHCONSUMERPERSONALITYANDOTHERFACTORSINSITUATIONALBRANDCHOICEVARIATIONJBRANDMANAGEMENT2005132,PP115133标题消费者个性和情境品牌选择变化的其他因素译文介绍过去的研究与实例表明,个人行为在不同环境下是各式各样的。更确切地说，对消费者个人消费行为的研究展示了其个体在不同消费环境下选择不同品牌的倾向。这种消费者选择差异已经向服装、快餐食品,矿泉水、汤类和苏打水、糖果、香料和酒等品牌产品进行了
45、报道。尽管大量的研究已经调查了司机的变化,过去的研究几乎完全集中于产品属性并未能根据独特品牌的利益需求建立品牌价值规模。因为许多产品类别消费者买品牌而不是产品，所以掌握这类知识是很必要的。因此,品牌经理需要知道在几个稳定的消费场合或特别定制的特色场景中如何设计并提供品牌信息以更胜过一般的品牌设计。本研究的长期目标旨在更好的理解消费者场景品牌三者在消费者做出选择时的相互作用。更直接的目标集中于调查在明显不同的消费场合对消费者的个性和其他因素怎样影响品牌效益和选择欲望。主要的假设是,消费者特性与环境特点的相互作用影响了消费者对品牌的欲望,所以他们做出了选择。品牌效益和品牌选择在过去，市场调研人员集
46、中于消费者与产品品质之间的关系，以用来预测消费者对品牌的选择尤其是消费者对产品属性的渴望吸引了研究人员的兴趣，但研究人员一般都没有区别品牌名称引起的效益和起源于按照品质产品制作的不同影响。最近，学者的先进理念是产品和品牌名称一样，是对消费者起好作用的几个形态。消费者认知或品牌效益在理论和实证文献上指出这些利益的分类是基于一系列基本规格的。根据评估个人期望和品牌效益的多产品的销售规模，已经呈现了如下六个明显的规模质量/性能比，价格/金钱，社交，情绪，环境和健康价值。在近期对于品牌客户物品的销售中证实购物的基本标准对于评估品牌形象确定品牌地位和预计消费者的消费倾向非常合适。然而，将此应用于预计消费
47、者的倾向，观察对于市场营销中强大的可变的利益因素和那些难以察觉的倾向和态度，至今没有学者发现这一现象。情景动因据HORNIK理论，无论个体差异（消费者的个性），还是假设情境因素，都将无法在预测消费者行为的情境变化拥有各自的重要性。相反，它是指在一个情境的互动，预计将有助于大多数人的变化。美国消费者的观念,特别是他们的情景的性格,影响消费者行为被广泛地接受了。消费者情景布置被假定在情境刺激和人格特征和情感表达先例的行为结局中作为重要介质。由于多种产品种类，市场营销研究人员已经证明形象消费者布置的因素有如下几点个人倾向采取风险，寻求收购品种和品牌转换行为。例如,米歇尔和GREATOREX强调承担风
48、险的重要性和寻求消费者选择的葡萄酒品牌的变化。RAJU的建立理论化的三个情景部署主导关于消费者探索性倾向的相关文献RISKTAKING描述了通过创新和不熟悉的替代选择探索性行为表达,被看作是危险的。VARIETYSEEKING表示对个体熟悉的备选方案的交换包括品牌转换,习惯性行为厌恶。CURIOSITYMOTIVATEDBEHAVIOR包括探索性的资讯寻求、人际传播与购物。消费者认为购买酒的情景风险已经与功能质量的和社会的品牌效益有关。学者还展示了消费者寻求资讯与消费者倾向什么酒有关。调查其他几个品牌的消费品，包括汤，汽水，啤酒，矿泉水，TRIJP报告说，除个别品种差异的内在愿望，寻求各种行为
49、表现也受品牌相关因素的影响高参与决策通常需要相当程度的风险束缚,这种情况决定多种寻求行为。另一方面，不重要的消费者对于品牌的选择，重复的爱好选择行为是目前最有效的启发，因此寻求新品种不太可能发生。VANTRIJPETAL建议,真正的多种需求是根植于尝试解决与品牌有关系的难题。事实上，研究人员发现，消费者在他们的品牌整合更多元化的选择时，他们的行为受到公众监察，因为他们期望如果他们选择新品种别人会更赞同。品牌效益和选择的多种倾向充足的研究表明，知名度是其他人观察一个人的决定引起的管理印象关注导致个人改变他们的消费选择。实验证据证实参考团体同时影响个人品牌和产品的选择。那些被消费者在品牌中所期望的利益已经被发现在这种选择中发挥的作用，因为它们增加了对买家的自我表现和象征价值，从而致力于印象管理作用。巴特拉和荷马进一步证明这种信仰对目的和实际行为比品牌潜意识态度有更大的影响。在参考群体显著的情况下,购买和消费部分的动机至少需要社会行为和印象管理。某品牌效益特别属于社会可见的方面,例如广泛被认为是便宜,或者是金钱的价值如何使品牌优雅,新潮或时尚。相应地,渴望获得或避免这些效益应当有更大的参考群体在引人注目的需要印象管理的更高的消费场合。以往的研究表明,衣服的社会品牌效益在能看到别人穿着结果的情况下很重要。同样的,高效益的社会和价值的消费者已发现影响零食
