市场营销-外文文献译文-消费者行为研究-好

市场营销-外文文献译文-消费者行为研究-好内容摘要：

marketing knowledge in the production of consumer behavior research consumers unfortunate enough to be converted into laboratory guinea pigs they became to be observed the object of interviews and experiments Because of positivism can be assumed that the consumer is an object of knowledge and experience in consumer spending and therefore the process can be separated can be broken down into different ponents We can use a variety of objective methods of analysis and experience of the consumer process to analyze the different ponents These methods include the standard questionnaire experiment and personality tests However these methods are unable to conduct a prehensive wealth of consumer behavior analysis As a factor in a process separate and detailed analysis it ignores the plexity of the system and interaction Braithwaite believes that the standard quantitative survey methods such as questionnaires will limit the description of consumer spending resulting in a negative way respondents answer questions Although a lot of criticism but we should also see the traditional method of consumption patterns abstract out the prediction of consumer behavior and control role some of the methods of scientific investigation in the conclusions they e within the scope of observation is credible In addition the positivist paradigm creatively construct theory of consumer behavior the essence of the idea also contributed to the development of marketing practice The third nonpositivistoriented consumer behavior research Nonpositivist paradigm of consumer behavior is no longer the consumer as a passive response but for psychological proactive with the ability of actors they have to interpret the environment of the consumer and construction capabilities For example the interpretation of the view that the subjective views of consumer behavior by consumers content and structure of domination Shaughnessy said In the interpretation of the watch the purchase can not simply be based on product benefits and to make rational costbenefit calculation but the consumer sense of the process of collection of personal experience Therefore based on consumer behavior and decisionmaking is the intrinsic subjective value system Postmodern perspective of consumer behavior research and interpretation of consumer behavior under the focus of research is the consumers subjective values language and rhetoric Brown said in the marketing sense the interpretation of the concept is different from postmodernism in the fact that the former assumes that man is a selfgoverning body freedom of thought selfunderstanding of the individual For example the concept of humanism and phenomenology that consumers are internally consistent and rational and can determine their own process of consumer experience and value Thus similar to the traditional view outlook also assumes that the consumer has the interpretation that constitute the essence of nature In addition the interpretation of the concept also emphasize that consumers should have a good fantasy emotional experience and the pursuit of happiness consumption side that consumers are always on the environment and the internal consistency of the statements describe subjectivity thus making the environment more meaningful and more predictable Moreover the consumers subjective description of the munity can also assume that most people understand and share Then modernist view of consumption is that consumers do not mind the essence of both fixed or something to drive their behavior Therefore the subjective feelings of selfrecognition and contextspecific and dependent on the atmosphere The context and the atmosphere but also by the impact of social roles among consumers Therefore the consumption of the resulting image is constantly changing and subjective feelings or transformation Their consumption by the consumers with whom what kind of。