1、（专业篇II）总主编刘杰英总主编刘杰英主编刘杰英陈习东熊莺主编刘杰英陈习东熊莺审校审校Chuck ThodeUnit 2Consumer PsychologyThe term consumer psychology refers to the study of how people relate to the goods and services they use in their daily lives.Also known as the study of consumer behavior,consumer psychology provides opportunities to exam
2、ine issues such as what factors are the most important when people decide to purchase a particular item,how customers determine the value of a service,and whether or not television and magazine advertisements can convince a reluctant or potential consumer to try a new product for the first time.This
3、 field seeks to describe and explain consumer behavior,although some consumer psychologists will attempt to predict or influence a customers decisions.Unit 2Consumer PsychologyC O N T E N T SText BReal Life PracticeTranslation SkillsPractical WritingLead-inText AKnowledge LinksTime for FunUnit 2Cons
4、umer PsychologyLead-inListen to the conversation and choose the best answer for each question.1.Listening1.What are they talking about?A.The fashion in season.B.The purchasing of fashionable clothes.C.The purchasing of suitable clothes.2.What is the selling point of the salesgirl?A.The good quality.
5、B.The price.C.The fashion.3.What is the purchasing point of the mother?A.The good quality.B.The price.C.The fashion.Unit 2Consumer PsychologyLead-inListen to the passage and fill in the blanks with the missing information.2.Spot Dictation(1)I knew exactly what she meant.I used to be a _,too.For year
6、s,I was _ shopping.I _ out of buying new stuff.I especially liked buying new _,but really I didnt care what I bought it was the act of buying itself that made me feel good.Sometimes on the drive home from work,Id stop at a department store just so I could buy something:_,small pieces of furniture,wh
7、atever.(2)One negative aspect of using _ instead of cash is that you dont feel like youre spending real money.The _ you experience when you purchase the item are _ from the unpleasant or painful feelings of making the payment when you get the credit card pulsive spenderaddicted togot a rushbooks and
8、 moviescandles,magazinescredit cardspleasant feelingsdisconnectedUnit 2Consumer PsychologyText A1.What is consumer psychology about?2.Why do people study consumers mind?3.What can influence consumers decision?4.What influence does brand have on consumers?5.What is the general purchasing process of a
9、 consumer?Read the passage about the marketing concept and answer the following questions.1.ReadingUnit 2Consumer PsychologyText AWhat Influences the Consumers?For any enterprise,factory,store,or company,its top goal is profit.Thats why consumers concern,motivation,behavior has become a subject.Cons
10、umer behavior is a subject studying individuals,groups,or organizations and the processes they use to select,secure,and dispose of products,services,experiences,or ideas to satisfy needs and the impacts that these processes have on the consumer and society.It blends elements from psychology,sociolog
11、y,social anthropology and economics.It attempts to understand the decision making processes of buyers,both individually and in groups.Consumer behavior is influenced by internal conditions such as demographics,psychographics(lifestyle),personality,motivation,knowledge,attitudes,beliefs,and feelings.
12、Psychological factors include an individuals motivation,perception,attitude and belief,while personal factors include income level,personality,age,occupation and lifestyle.Unit 2Consumer PsychologyText ABehaviors can also be affected by external influences,such as culture,sub-culture,locality,royalt
13、y,ethnicity,family,social class,past experience reference groups,lifestyle,market mix factors.For example:In India,most online consumers shop during their lunch hours,and when they are at work.This could be because of not adequate Internet Connectivity at homes.Black box model shows the interaction
14、of stimuli,consumer characteristics,decision processes and consumer responses.It can be distinguished between interpersonal stimuli(between people)or intrapersonal stimuli(within people).The marketing stimuli are planned and processed by the companies,whereas the environmental stimulus are given by
15、social factors,based on the economical,political and cultural circumstances of a society.The buyers black box contains the buyers characteristics and the decision process,which determines the buyers response.Unit 2Consumer PsychologyText AUnit 2Consumer PsychologyText AThe black box model considers
16、the buyers response as a result of a conscious,rational decision process,in which it is assumed that the buyer has recognized the problem.However,in reality many decisions are not made in awareness of a determined problem by the consumer.Eye tracking research suggests that consumers specifically dir
17、ect their attention to products with eye-catching properties such as shape,color or brand name.This is due to a pressured visual search where eye movements accelerate and saccade minimize,thus resulting in the consumer quickly choosing a product with a“pop out”effect.This suggests that efficient sea
18、rch is primarily used concluding that consumers do not focus on items that share very similar features.Thus the more distinct or maximally visually different a product is from surrounding products,the more likely it is to be purchased by the consumer.In the past decade,there has been extensive resea
19、rch into how companies can maximize sales using psychological techniques,derived from visual search,to determine how products should be positioned on shelves.Unit 2Consumer PsychologyText ABrands serve to connect consumers to the products they are purchasing either by establishing an emotional conne
20、ction or by creating a particular image.It has been shown that when consumers are forced to choose an item from a group in which a familiar brand is present the choice is much easier than when consumers are forced to choose from a group of entirely unfamiliar brands.A study by McClure et al.investig
21、ated the difference in branding between Coca-Cola and Pepsi.The study found that when the two drinks were tasted blind there was no difference in consumer preference between the brands.When the subjects were informed of the brand names,the consumers preferred Coke,suggesting that drinking the Coke b
22、rand is rewarding beyond simply the taste itself.More subjects preferred Coke when they knew it was Coke than when the taste testing was anonymous,which demonstrates the power of branding to influence consumers behavior.According to the results of this study,the Coke brand has much more firmly estab
23、lished itself as a rewarding experience.Unit 2Consumer PsychologyText ASeveral MEG studies suggest that decisions involved with purchasing can be seen as occurring in two halves.The first half is concerned with memory recall and problem identification and recognition.The second half is associated wi
24、th the purchasing decision itself;familiar brands produce different brain patterns than non-familiar brands.The right parietal cortex is activated when consumers choose a familiar brand,which indicates the choice is at least partially intentional and behavior is influenced by prior experiences.Unit
25、2Consumer PsychologyText AUnit 2Consumer PsychologyText AUnit 2Consumer PsychologyText ADecide whether the following statements are True or False.2.Comprehension1.Study shows that people are easily influenced by brand in their purchasing.2.Peoples past experiences have influence on their future deci
26、sions.3.All manufacturers have studied consumers psychology in order to make profit.4.The commodity display in supermarkets is an example of consumer psychology application.5.The black box model shows that intrapersonal stimuli is the key point that influences peoples purchasing behavior.()()()()()F
27、FFFFUnit 2Consumer PsychologyText A1.blendA.a mutual or reciprocal action or influence2.psychographicsB.without any name acknowledged,as that of author,contributor,or the like3.interactionC.to mix smoothly and inseparably together4.anonymousD.being in or characterized by full possession of ones reas
28、on5.distinctE.the study and grouping of people according to their attitudes and tastes,esp.for market research6.consciousF.to put in a particular or the proper order or arrangement7.rationalG.the state or condition of being motivated8.motivationH.the act or the effect of perceiving9.PerceptionI.awar
29、e of ones own existence,sensations,thoughts,surroundings,etc.10.disposeJ.different in nature or qualityCEABJIDGHFPart 1 Match the words or phrases on the left with the definitions on the right.3.VocabularyUnit 2Consumer PsychologyText Atop goal element from decision-making process influenced byinter
30、nal condition be distinguished between derive from memory recall1.Perceptions of the current economy are strongly _ the publics sense of the larger pattern.2.Mister Obama had made health care his _ after his election in two thousand eight.3.The exhibition will _ functional and areas.And it will be d
31、ivided into North America Area,Europe Area,Australia and New Zealand Area,Asia Area and the Special Area.4.Analyze the _ and external environment of China textile enterprises investing abroad by SWOT method.Put forward some countermeasures to explain this entirely new strategical topic.influenced by
32、 Part 2 Complete the sentences with the following words or phrases.Change the form where necessary.3.Vocabularytop goalbe distinguished betweeninternal conditions Unit 2Consumer PsychologyText Atop goal element from decision-making process influenced byinternal condition be distinguished between der
33、ive from memory recall5.To give each year a perspective in time,I took three _ each one:music,films,and news items.6.Your boss will definitely have a better understanding of your proposals,your companys _ will substantially improve,and you will feel more supported and less frustrated.7.The processes
34、 of _ and communication are automatic,precisely so you dont have to exert a lot of effort.8.These roles could be _ the business process by examining the tasks assigned to the roles in the business process swim lanes.elements fromPart 2 Complete the sentences with the following words or phrases.Chang
35、e the form where necessary.3.Vocabularydecision-making processesmemory recallderived fromUnit 2Consumer PsychologyText Aparietal partial investigate rewarddemonstrate visual accelerate maximal1.Every consulting _ is wrong,even this one.2.This is _ true,and I will soon show you why.3.On a recent proj
36、ect,we read production data from a holding table about once a week,and we were _ with 300 to 500 scenarios with little to no effort.4.Most researchers working in this area stimulate subjects brains over the prefrontal cortex or _ cortex while they perform a task.maximPart 3 Complete the sentences wi
37、th the following words.Change the form where necessary.3.VocabularypartiallyrewardedparietalUnit 2Consumer PsychologyText Aparietal partial investigate rewarddemonstrate visual accelerate maximal5.Take steps to ensure that the _ product(s)are stable over the period of use.6.Sufficient knowledge and
38、background information must _ to convince interviewers that you understand the business and will have a very short learning curve to become productive.7.By inheriting the data from existing reservations,we have further _ the reservation request process for users.8.Users do not mind filling in a rath
39、er long form with easy to understand and neat design than a short,_ cluttered and complicated form.investigationalPart 3 Complete the sentences with the following words.Change the form where necessary.3.Vocabularybe demonstrated acceleratedvisuallyUnit 2Consumer PsychologyText BAlibaba Singles Day S
40、uccess The 11.11 Shopping Festival,as the event is now called,coincides with what is known in China as Singles Day,a vaguely defined holiday on which young people lament or celebrate being single.Every Nov.11,millions of Chinese shoppers flock to the e-commerce websites operated by Alibaba Group Hol
41、ding Ltd.They spend more on those sites during that one day of discounts.The emerging time-points of online consumption attract millions of people to spend money and enjoy life.Alibaba says it chose the date because it was easy to remember.The 11.11 Shopping Festival has became the Biggest Online Sh
42、opping Day in the World.The Nov.11 sale is a tradition started in 2009 in the otherwise quiet period between Chinas autumn holidays and Christmas.Since then,Singles Day sales at Tmall snowballed from 50 million yuan in 2009 to 19.1 billion in 2012,and are expected to top 30 billion this year.Unit 2C
43、onsumer PsychologyText BNowadays,Alibaba is recognized as the dominant player in Chinas surging e-commerceindustry.Two main units are Taobao and Tmall.Taobao,a gigantic marketplace with seven million merchants and 800 million item listings,is like a Chinese bazaar,with small vendors selling everythi
44、ng from tiger-striped leather jackets to origami decorations.Tmall is more like a traditional shopping mall,with storefronts for brands such as Nike Inc.and Gap Inc.Shoppers go to Taobao for low prices and surprises and to Tmall for trusted brand names.Taobao has grown sharply since its 2003 launch
45、to become Alibabas biggest unit.Like APP developers who rely on Apple Inc.or on Googles Android operating system,millions of Chinese merchants depend on Taobao.The site doesnt charge sellers commissions,but the vast crowd of consumers it draws forces sellers to spend heavily on advertising and other
46、 services offered by Taobao so they can stand out.Tmall,a far less crowded version of Taobao,requires each seller to pay a deposit and annual service fee and charges a commission on each transaction.One key to Alibabas success is Alipay,which was launched in 2004 as a payment system for Taobao users
47、.Alipay,which uses an escrow system to ensure payment security,helped attract merchants and consumers who would otherwise have shied away from doing business with strangers online.Unit 2Consumer PsychologyText BStill,Alibaba isnt without its problems.As Tmall and Taobao get more crowded,sellers have
48、 to spend more on ads to draw attention to their storefronts;while this boosts Alibabas revenue,some sellers say they are getting weary of the rising costs.The company also has a range of competitors including Beijing Jingdong Century Trading Co.s JD.com.Another challenge comes from smart phone-base
49、d services,such as Tencent Holdings Ltd.s WeChat messaging application,with its 300 million users in China,which could lure mobile Web traffic from Taobao.Alibaba acknowledges the challenges.To stay competitive as a mobile e-commerce platform,the company this year invested in an array of services po
50、pular with Chinese smart phone users,such as Sina Corp Twitter-like Weibo microblog business and mobile mapping-software firm AutoNavi Holdings Ltd.Unit 2Consumer PsychologyText BUnit 2Consumer PsychologyText B1.Alibaba 阿里巴巴，中国最大的网络公司和世界第二大网络公司，是由马云在1999 年一手创立的企业对企业的网上贸易平台。阿里巴巴在香港成立公司总部，在中国杭州成立中国总部，
