moving from environmental analysis to the

不過要從環境分析的主題轉移到

topic of research and consumer behavior.

消費者行為的研究

specifically will be discussing consumer behavior

特別我們要來談消費者行為

as part of that the purchase decision process

中購買決策過程

and problem-solving behavior topics of consumer behavior.

和解決問題行為的部分作為消費者行為的講題

let's start by defining what we mean

我們先來定義何謂

by consumer behavior. there we're talking about the action

消費者行為，我們這裡的消費者行為指的是

a buyer takes in purchasing

一個買家在購買一項產品

a product, using a product

使用一項產品

and disposing of a product. so when we're talking about consumer behavior

和處置一項產品的行為，所以在這裡我們提到消費者行為時

we're talking about all the actions

我們說的包含上述所有行為

before, after and during product

包含商品使用的前、中、後

use. I want to show you a couple illustrations of

我將給你們看的一對情侶作為消費者行為的例子

consumer behavior. let's look at the differences of

我們來看看男人和女人

and how men and women view

在購買賀卡時的差異

purchasing greeting cards by looking at this

請看這支

Budweiser commercial

百威啤酒的廣告

it's perfect. so I think that that particular

太棒了！我覺得這支

YouTube video illustrates perfectly

youtube影片完美詮釋

the differences between most men and women when they're buying

大部份女人和男人在買賀卡

a greeting card like a Valentine's Day card or something like that.

無論是情人節卡片或其他什麼節慶卡時的差異

so those describe consumer behavior

從他們在購買前，和購買中

from the perspective of what they did before

做了哪些事的角度

and during product use.

闡述了消費者行為

let's look how marketers have changed tuna salad based

我們看看行銷人員怎麼根據消費者行為研究

on the study consumer behavior.

改善他們的鮪魚沙拉

let's look here at

我們看看

starkist tuna and if will look

Starkist鮪魚，如果我們檢視

at the reasons people don't eat more tuna

人們選擇不太在忙碌時吃鮪魚或

on the go or to take it to lunch -- it deals a lot with

將其當成午餐便當的原因，會發現是因為它的氣味

smell. and everything you have to take with you to use

還有那些為了吃鮪魚你必須帶在身上

tuna at work. sound to

去工作的東西（很麻煩）

to handle this problem for consumers

合理的解決這些消費者會遇到的問題

their package includes

他們的一套產品包括

ready-made tuna salad you don't even have to mix

已經做好的鮪魚沙拉，你不再需要自己動手

the tuna with any mayonaise

拌勻鮪魚、美乃滋和其他調味品

and relish anymore. it's already made for you. there are six crackers,

它已經幫你做好了，裡面還有六個餅乾

a serving spoon to put the salad on the crackers,

一個勺子以用來舀起沙拉放在餅乾上

a napkin, a mint afterwards so that you don't have bad breath.

一張餐巾紙、還有一粒薄荷糖以防止餐後的壞口氣

I would challenge you to see what missing.

我要提出一個挑戰，看看還有什麼是他們缺失的

what still don't they understand about why more people don't

還有什麼是他們沒有理解為什麼人們不在午餐時

eat tuna for lunch? what happens after

吃鮪魚？當他們吃完這套鮪魚餐時會發生什麼事？

they eat this tuna pack? did they have to dispose of the product?

他們是不是必須處理產品（包裝）？

and when they do dispose of the product,

何時他們會處理產品包裝？

is there a problems that's solved? do they put it in the trash can and

有沒有什麼問題是以解決的？他們會把產品丟在垃圾桶

you still continue to get that tuna smell?

然後讓它的味道一直留在附近嗎？

I would like to suggest that way a

我會建議他們一個解決方法

better way to meet consumer need and better

一個更能滿足消費者需求的方法

understand consumer behavior would be to perhaps included a ziplock type

並更了解消費者行為的做法或許是能附上一個夾鏈袋

bag in that packet so that would be easy to

在套餐裡，這樣他就更容易在餐後

dispose of everything when you are done. so

輕鬆處理掉

how do people go about buying, using

所以人們怎麼進行購買、使用

and consuming products. what I'd like to introduce now

和消費產品？我現在要介紹的是

is the consumer decision-making process. and people who don't understand

消費者決策過程，不懂市場趨勢的人

marketing tend to focus on how can we get

傾向於於專注在「如何讓人們購買」

people to buy. and while that's

但對行銷人員來說

a long-term goal for marketers, marketers realize that

這是一個長遠的目標，行銷人員知道

individual consumers go through a process

消費者會經過一連串過程

where before they can buy

當他們購買或消費前

or purchase, they first have to recognize

他們必須先察覺他們

they have a problem or need. We would

有問題或需求

define that as the difference between what they

我們會定義問題與需求為

actually have and what they desire.

「他們實際擁有的事物」與「他們想要的事物」之間的差距

as so when a person has a difference between what they have

所以當一個人「實際擁有的事物」與「想要的事物」之間有差距時

what they desire, they then recognized that they have a problem

他們就會察覺他們遇到了「問題或是需求」

or a need and will begin to search

並開始尋找

for alternatives to help them solve that problem. so we define

方案（alternatives）以解決問題，我們定義

problem recognition as the difference between

「問題察覺」作為「真實狀況」與「想要的狀況」間的差異

actual and desired. information searched then is when they would look to some

訊息搜索則是接下來他們會找尋一些內在訊息來源

internal sources, basically what they might remember

基本上就是他們所記得的各種

about different ways to solve this problem or

能幫他們解決問題的不同方法

different brands, but they also would look to

不同品牌，但他們也會找尋

some external source like

一些外在訊息來源像是

personal sources -- being their friends, their family, their coworkers.

個人來源：他們的朋友、家人、同事等等

they might also look to public sources --

他們可能也會尋找公共來源

things that they see in news publications or consumer reports or on social media

也就是他們能從公共出版物、消費者報告雜誌和社群媒體中

by people who aren't necessarily their friends or family and are not

那些未必是他們朋友或家人但也不是

the marketer of the products or services.

該產品或服務的行銷者的來源

and they also use many external source

他們也會使用許多由行銷人員建立的

that are developed by marketers -- advertisements, web page,

外在來源：廣告、網站

personal salespeople,

個人銷售員

all external support sources. so i'd

所有支援的來源

like to ask you right now what

我現在問你們一個問題

external source do you think people

你覺得哪一種外在來源

trust the least? personal sources --

人們最不信任？個人來源：他們的家人和朋友？

their friends and family? public sources --

公共來源：媒體上不牽涉到付費廣告

things they might see in the media that not paid

或宣傳的訊息？

advertising or promotion? or marketer sources --

還是行銷者來源：行銷人員

information about a product from the marketer?

對他們產品釋出的資訊？

they probably trust marketers

他們應該最不相信行銷者

sources least and personal sources

並最相信個人來源

the most. that's why it's so important for marketers to have satisfied

這就是為什麼對行銷者來說，擁有一個滿意的顧客是相當

customers

重要的

so that the word of mouth generated by personal sources is

由個人來源創造出的口碑是

more positive influence

對最正面的影響力

on people. so again we're talking about when

所以再次強調，我們現在講的是

consumers make a decision to buy the first thing they have to do

當消費者做出購買決策，第一件事情必須先

is recognize they have a need or problem.

察覺他們有需求或問題

they then use internal and external sources

接著他們利用內在和外在資訊來源

to search for information. they then

來搜尋資訊，他們接著

begin to evaluate various alternatives.

開始評估各種方案

and when they evaluate alternative one thing

而當他們在評估可選擇事物時，他們會做一件事

they'll do in their mind or perhaps even on paper is

他們會想出一些評估標準用來判斷

come up with some of the evaluative criteria

他們可能在腦海裡或甚至寫在紙上

that they would use. keep in mind

記住

these evaluative criteria may not all have

這些評估標準可能重要性不一致

equal weight. for example perhaps the most important thing to someone choosing

舉例來說，對一些人來說選擇大學最重要

a college

的因素是

is price and class size.

費用和班級大小

to another person the most important criteria

對其他人來說，最重要的評斷標準

might be majors offered and location.

可能是提供的學系和地點

regardless consumers have some sort of evaluative criteria that they

無論如何，消費者的考慮組合（consideration set）中

use when they are evaluating different

都有某種評斷標準

brands in their consideration set.

用以評斷不同的品牌

the consideration set would be the list

考慮組合可能是一張包含了

of acceptable brands that they would consider.

他們所能接受並會考慮的品牌清單

so if it's a very important purchase a consumer might actually

如果是一個事關重大的購買行為，消費者可能

write down a pro and con list or a little chart.

會實際寫下優點和缺點清單或一個小圖表

but if it's not very important or purchase

但如果是一個不那麼大的購買行為

or a purchase in which they have a high level of involvement,

或是其涉入程度不深的購買行為

they may simply do this in their head.

他們可能只會在腦中評估

for example you can see how this consumer

例如你可以看到這個消費者

thinks about brand A B and

正在考慮品牌Ａ、Ｂ

C. and it might be in this case

和Ｃ，而很有可能在這個例子中

because what is most important is price

他認為最重要的是價錢

and class size, they would choose brand

和班級大小，他可能就會選擇品牌Ａ

A. so this explains how consumers go about

這就能解釋消費者如何進行

evaluating alternatives.

方案的評估

so again, as we talk about the

所以再次強調，當我們談到

consumer problem-solving process, we've talked about

消費者解決問題過程，我們談的是

problem recognition, information search

問題察覺、資訊搜尋

Evaluation of alternates and then

評估方案

purchase. by the way not all

然後購買，順道一提

not all time when we go through this process

並不是每次消費者經歷了這個過程

do we end up purchasing. it might be that we go through this process and say

都會以購買作結，有可能我們經歷了問題解決過程後

what I have is adequate. I don't need to purchase a new car

發現自己已經有的東西能解決問題了，我不需要買一台新車

or I don't need to go back to college.

或我不需要回去讀大學

but at some point, if they do decide to purchase,

但有些時候，當他們決定要購買時

they will select an outlet --

他們會選擇一個解決問題的出口

and a number of factors can have huge

而許多因素都能有巨大的影響

impact here. for example type of financing,

例如融資方式

delivery or just plain availability of the product

物流或商品的可得性

might make them to choose another alternative

就可能使他們因而選擇其他方案

than they had selected.

而不是他們原本選擇的

oftentimes after person purchases

常常在一個人購買了以後

they experience what is called post

他們會經歷所謂購後滿足（post-purchased satisfaction)

purchased satisfaction or dis-satisfaction.

或購後不滿足（post-purchased dis-satisfaction）

and if it's dis-satisfaction we call

而如果經歷的是不滿足，我們稱之為

that cognitive dissonance

購後認知失調（post purchased cognitive dissonance)

or buyers remorse. when we say cognitive

或稱買家懊悔（buyers remorse）當我們說到認知

it means thinking and when we say dissonance

意思是思緒，而當我們說到失調

in it means unbalanced. so if you have

意味著錯亂，所以

unbalanced thinking about a purchase,

當你對一樁買賣有錯亂的思緒

you question whether or not you made the right decision.

你會問自己，你是否做了正確的購買決定

something I'd like to point out here is

我在這裡要指出的是

that all of a marketers efforts are not necessarily directed

一個行銷人員做的努力不一定是針對

just at problem recognition, information search,

問題察覺、訊息搜索

evaluation of alternative and purchase.

方案評估和購買的過程

many times seeing an advertisement or promotion

很多時候看到一個你最近購買的商品

about something that you recently purchased

的宣傳或廣告

helps you to eliminate cognitive dissonance

能幫助你削減你的購後認知失調

and in your mind solidify

並在你心中確立

that you didn't make a good purchase.

你並沒有做錯決定的想法

one thing I want emphasized is

我要強調的是

you don't go through this process

你並不會在購買每一項產品時

with same level of intensity or concern

都經歷相同強度的疑慮

for all products you buy. in other words --

換言之

depending upon your level of involvement

這取決於你對一項特定商品或商品種類

with a particular product or product category --

的涉入程度

you might go through this process very very quickly

你可能很快速地經歷這個過程

and doing so you would use what's called

如果是這樣的話就稱為

routine problem-solving behavior.

例行問題解決行為（routine problem-solving behavior）

so typically when you want to buy a bottle of ketchup,

所以常常當你想要買一瓶番茄醬時

you don't spend much time going through this process.

你不會花很多的時間經歷這些過程

and in fact you probably don't do any

而且很可能你根本不會進行任何

post purchase evaluation

購後評估（post purchase evaluation）

unless product doesn't perform

除非商品

as expected. if this

不如預期

product you're buying is very important to you

如果這項產品對你來說很重要

and you have a high-level involvement

你就會有很高的涉入程度

here because it's very expensive or there's a lot of

因為他可能很貴或著牽涉到

risk involved or it's going to reflect

許多風險，或是這項產品將顯著的反映

significantly on your personal image,

你的個人形象

you might take a lot of time going through this process.

你可能就會在問題解決過程當中花很多時間

in this case you will be using what's called extended

這樣的情況我們稱之為

problem solving. a girl buying her wedding

周延型問題解決(extended problem solving)一個女生在購買嫁紗時

dress probably uses extended problem-solving.

很有可能就是經歷周延型問題解決過程

very rarely would they buy the first one they tried on

他們很少直接就買他們第一件試穿的嫁紗

even if they liked it best with out

即使他們在還沒穿其他件前

first trying other alternatives.

覺得它是最好的

and products that are purchased with some level of involvement

而當我們購買一項產品時，涉入程度

between these two levels

介於兩者之間

would use what is called

我們稱之為

called limited problem solving. so you're going to buy a

有限度解決問題（ limited problem solving）例如當你要去買

blender for example or a new

一台果汁機或著新的設備

outfit or something like that, you would probably use

之類的時候，你很可能是經歷

limited problem solving. so I just wanted

有限度解決問題過程。所以我今天想要和你們

to illustrate here for you the beginning of the the concept

講解的就是消費者行為的開端

consumer behavior and the consumer

和消費者決策

buying decision process.

的過程