1、毕业论文外文翻译原文：Psychological Factors Influencing Buyer BehaviorPsychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a persons buying choices are influenced by the psychological factors of motivation, percept
2、ion, learning, beliefs, and attitudes. Importance of understanding customer motives The task of marketing is to identify consumers 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 cu
3、stomers require, but to find out why it is required. Only by gaining a deep and comprehensive understanding of buyer behaviour can marketings goals be realised. Such an understanding of buyer behaviour works to the mutual advantage of the consumer and marketer, allowing the marketer to become better
4、 equipped to satisfy the consumers needs efficiently and establish a loyal group of customers with positive attitudes towards the companys products. Consumer behaviour can be formally defined as: the acts of individuals directly involved in obtaining and using economic goods and services, including
5、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 throu
6、gh 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,
7、 the interdisciplinary importance of consumer behaviour has increased such that sociology, anthropology, economics and mathematics also contribute tothe science relating to this subject. Motivation A person has many needs at any given time. Some needs are biogenic; they arise from physiological stat
8、es 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
9、 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 moti
10、vation 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 co
11、re functions. In the choose and buy goods, pay close attention to its technical performance, and appearance, the price, the brand of the added valueof products on the second. 2. The economy Economic performance as a cream for psychological. By the comparison of several kinds of goods, in other condi
12、tions 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
13、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 cant simply understand for not rational motivation. It is mainly composed of social and psychological factors arise willingness to buy a
14、nd 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
15、 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
16、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 oth
17、ers 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 knownthe theories of Sigmund Freud, Abraham Maslow, and Frederick Herzbergcarry quite different implications for
18、 consumer analysis and marketing strategy. Freuds theory. Sigmund Freud assumed that the psychological forces shaping peoples behavior are largely unconscious, and that a person cannot fully understand his or her own motivations. A technique called laddering can be used to trace a persons motivation
19、s 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 Freuds theory, consumers react not only to the stated capabilities of specific brands, but also to other,less conscious cues. Successful marketers
20、 are therefore mindful that shape, size, weight, material, color, and brand name can all trigger certain associations and emotions. Maslows 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 hierarc
21、hy, 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; whenthat need is satisfied, the person will try to satisfy the next-most-press
22、ing need. Maslows theory helps marketers understand how various products fit into the plans, goals, and lives of consumers. Herzbergs theory. Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause sat
23、isfaction).the absence of dissatisfiers is not enough; satisfiers must be actively present to motivate a purchase. For example, a computer that comes without a warranty would be a dissatisfy. Yet the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it i
24、s not a source of intrinsic satisfaction with the computer. Ease of use would, however, be a satisfier for a computer buyer. In line with this theory, marketers should avoid dissatisfiers that might unseal theirproducts. They should also identify and supply the major satisfiers or motivators of purc
25、hase, because these satisfiers determine which brand consumers will buy. Perception A motivated person is ready to act, yet how that person actually acts is influenced by his or her perception of the situation. Perception is the process by which an individual selects, organizes, and interprets infor
26、mation inputs to create a meaningful picture of the world. Perception depends not only on physical stimuli, but also on the stimulis relation to the surrounding field and on conditions within the individual. The key word is individual. Individuals can have different perceptions of the same object be
27、cause of three perceptual processes: selective attention, selective distortion,and selective retention. Selective attention. People are exposed to many daily stimuli such as ads; most of these stimuli are screened outa process called selective attention. The end result is that marketers have to work
28、 hardto attract consumers attention. Through research, marketers have learned that people are more likely to notice stimuli that relate to a current need, which is why car shoppers notice car ads but not appliance ads. Furthermore, people are more likely to notice stimuli that they anticipatesuch as
29、 foods being promoted on a food Web site. And people are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli, such as a banner ad offering $100 (not just $5) off a products list price. Selective distortion. Even noticed stimuli do not always come ac
30、ross the way that marketers intend. Selective distortion is the tendency to twist information into personal meanings and interpret information in a way that fits our preconceptions. Unfortunately, marketers can do little about selective distortion. Selective retention. People forget much that they l
31、earn but tend to retain information that supports their attitudes and beliefs. Because of selective retention, we are likely to remember good points mentioned about a product we like and forget good points mentioned about competing products. Selective retention explains why marketers use drama and r
32、epetition in messages to target audiences. Learning When people act, they learn. Learning involves changes in an individuals behavior that arise from experience. Most human behavior is learned. Theorists believe that learning is produced through the interplay of drives, stimuli, cues, responses, and
33、 reinforcement. A drive is a strong internal stimulus that impels action. Cues are minor stimuli that determine when, where, and how a person responds. Suppose you buy an IBMcomputer. If your experience is rewarding, your response to computers and IBM will be positively reinforced. Later, when you w
34、ant to buy a printer, you may assume that because IBM makes good computers, it also makes good printers. You have now generalized your response to similar stimuli. A countertendency to generalization is discrimination, in which the person learns to recognize differences in sets of similar stimuli an
35、d adjust responses accordingly. Applying learning theory, marketers can build up demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. Beliefs and Attitudes Through doing and learning, people acquire beliefs and attitudes that, in tur
36、n, influence buying behavior. A belief is a descriptive thought that a person holds about Something Beliefs may be based on knowledge, opinion, or faith, and they may or may not carry an emotional charge. Of course, manufacturers are very interested in the beliefs that people have about their produc
37、ts and services. These beliefs make up product and brand images, and people act on their images. If some beliefs are wrong and inhibit purchase, the manufacturer will want to launch a campaign to correct these beliefs. Particularly important to global marketers is the fact that buyers often hold dis
38、tinct beliefs about brands or products based on their country of origin. Studies have found, for example, that the impact of country of origin varies with the type of product. Consumers want to know where a car was made but not where lubricating oil came from. In addition, attitudes toward country o
39、f origin can change over time; Japan, for instance, had a poor quality image before World War II. A company has several options when its products place of origin turns off consumers. The company can consider co-production with a foreign company that has a better name. Another alternative is to hire
40、a well-known celebrity to endorse the product. Or the company can adopt a strategy to achieve world-class quality in the local industry, as is the case with Belgian chocolates and Colombian coffee. This is what South African wineries are attempting to do as their wine exports increase. South African
41、 wines have been hurt by the perception that the countrys vineyards are primitive in comparison to those in other countries and that wine farmers are continuing crude labor practices. In reality, South Africas wine farmers have improved the lives of their workers. “Wine is such a product of origin t
42、hat we cannot succeed if South Africa doesnt look good,” says Willem Barnard, chief executive of the Ko-operatieve Wijnbouwers Vereniging, the farmers co-op that dominates the industry. Attitudes are just as important as beliefs for influencing buying behavior. An attitude is a persons enduring favo
43、rable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea. People have attitudes toward almost everything: religion, politics, clothes, music, and food. Attitudes put them into a frame of mind of liking or disliking an object, moving toward or away from i
44、t. Attitudes lead people to behave in a fairly consistent way toward similar objects. Because attitudes economize on energy and thought, they are very difficult to change; to change a single attitude may require major adjustments in other attitudes. Thus, a company would be well advised to fit its p
45、roduct into existing attitudes Rather than to try to change peoples attitudes. Of course, trying to change attitudes canpay off occasionally. Look at the milk industry. By the early 1990s, milk consumption had been in decline for 25 years, because the general perception was that milk was unhealthy,
46、outdated, and just for kids, or only good with cookies and cakes. Then the National Fluid Milk Processor Education Program kicked off a multi-million dollar print ad campaign featuring milk be-mustached celebrities like Hanson and Tyra Banks with the tag line“Wheres your mustache?” The wildly popula
47、r campaign has changed attitudes and, in the process, boosted milk consumption. The milk producers have also established an on-line Club Milk (), limiting membership to people who pledge to drink three glasses of milk a day. 外文翻译：心理因素影响购买行为原文来源：Psychological Factors Influencing Buyer Behavior心理因素是第四
48、重要影响消费者的购买行为(除了文化、社会和个人因素)。一般来说,一个人的购买选择受心理因素例如动机、认知、学习、信仰和态度的影响。 知晓顾客动机的重要性,理解客户的动机 营销的任务是要准确的识别出消费者的需求和欲望,然后开发满足他们的产品和服务,。市场要想成功, 只是发现客户需要是远远不够的, ,而是为了找出为什么这是必需的。只有通过获得一个深入的和全面的了解买方行为才可以使营销的目标成真。只有理解顾客的购买行为,才会使买消费者和商家双赢,使市场成为更好的装备,以满足消费者的需求,建立一个忠诚的组织，以积极的态度为客户有效的提供本公司的产品。 消费者行为可以被正式定义为:个人的行为直接参与的获
49、取和使用的商品和服务,包括决策过程,确定这些以前的行为。在本章的概念形成一个系统,在个人消费是核心,周围有更多的环境影响他或她的目标。这些目标是最终通过一定数量的解决问题的步鄹来导致购买决策阶段。研究与实践,吸引了许多营销渠道，理论贡献、信息、灵感和建议。在过去,主要输入的消费者行为理论来自于心理学。最近,跨学科的研究消费者行为的重要性,增加了社会学、人类学、经济学和数学也有助于个主题。 动机。在任何特定时间一个人有很多需求。有些需要是生理上的,从生理状态产生的张力如饥饿、干渴、不适。其他需求心理;他们引起的紧张心理状态如需要识别、尊重、归属感。当一个人的动机强烈到足够的等级就会产生需求。一个动机是一个需求，也就是说他能够驱使人去积极的采取行动。 购买动机是使消费者做出购买某种商品决策的内在驱动力,是引起购买行为的前提,也就是引起行为的原由。具体包括以下几个方面： (一)理智动机 理智动机就是消费者对某种商品有了清醒的了解和认知,在对这个商品比较熟悉的基础上所进行的理性抉择和做出的购买行为。它包括: 1.适用适用表现为一种求实心理,消费者所看重的是产品最基本、最核心的功能。在选购商品时,对其技术性能格外关注,而外观、价格、品牌等产品的附加价值放在其次。 2.经济 经济表现为一种求廉心理
