Transcript Perception（知觉）

CHAPTER 4
Understanding Participants As Consumers
Feng Jing
CHAPTER OBJECTIVES
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Define participant consumption behavior
Explain the simplified model of participant
consumption behavior
Describe the psychological factors that affect
participant decision making
Identify the various external factors influencing
participant decision making
Describe the participant decision making process
Understanding the different types of consumer
decision making
Discuss the situational factors that influence participant
decision making
Question
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what sports or recreational activities have you
participated during the past several months?
You are Participant.
Do sport marketers concern with the consumers who
participate in sports? why?
Most popular participant sports in China
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国际在线(2013年04月03日11:08)消息：2日发布的《中国体育产业发
展报告（2013）》调查显示，在过去一年中，中国人参与比例最高
的体育活动是散步。
散步以56.7%的比例位居第一，紧随其后的是羽毛球，跑步排名第3。
该报告还显示，以羽毛球、乒乓球、篮球等为代表的球类项目得到了
大多数中国人的喜爱――在中国人参与比例最高的10个体育活动中，
羽毛球以24%的比例排在总排名第2位，乒乓球排在第7，篮球排名第
8位。
据分析，散步、跑步、自行车、登山等中国人参与比例较高的体育活
动都属于成本较低、对场地要求不高的类型。
(Resource: http://sports.people.com.cn/n/2013/0403/c2217621013967.html)
New forms of participation
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More people take up
starlight skating, camping,
twilight tennis
Top 20 participant sports in US
Activity and sports
Number of participants （百万）
1. Recreational swimmers
95.1
2. Recreational walking
84.1
3. Recreational bicycling
56.2
4. Bowling
52.6
5. Freshwater fishing
44.5
6. Free weights 自由中量级
42.8
7. Tent Camping
40.8
8. Basketball
39.4
9. Day hiking
39.2
10. Treadmill exercise 跑步机
37.5
11. Billiards and pool
36.4
12. Fitness walking
36.0
13. Stretching
35.3
14. Running
34.0
15. Stationary cycling
31.0
16. Golf
28.2
17. In-line skating 轮滑
27.9
18. Calisthenics 健美体操
27.5
19. Weight and resistance machines
23.0
20. Darts
19.8
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To successfully compete in the expanding sports participant
market, sports organizations must develop a thorough
understanding of participant consumption behavior and what
affects it.
Participant consumption behavior is defined as actions
performed when searching for, participating in, and evaluating
the sports activities that consumers believe will satisfy their
needs.
Model of participant consumption behavior
Internal factors
 Personality
 Motivation
 Learning
 Perception（知觉）
 Attitudes
External factors
• culture
• Social class
• Reference groups
（参考群体）
• Family
Participant decisionmaking process
• Problem recognition
（问题识别）
• Information
alternatives（信息搜寻）
• Evaluation of
alternatives （评价选择
对象）
• Participation
• Post-Participation
Evaluation（评价）
Situational factors
• Physical
surroundings（自
然环境）
• Social
surroundings
（社会环境）
• Task definition
（任务定义）
• Time
• Antecedent states
（先前状态）
Example: Jack’s decision
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Jack, aged 33. He just moved to New York from Los Angeles.
He always participates in sports and also wants to join in the
organised sports. However, because of his job and the
responsibility of taking care of the family, he only has time to
participate in one organised sports.
He is not sure which one he should participate.
He wants to make friends and build his social networking by
taking part in sports. Also, he prefers the sports with some
competition. He also hopes to avoid injuries.
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Problem recognition（问题识别）is the result
of a discrepancy（差异） between a desired state
and an actual state large enough and important
enough to activate（激活） the entire decisionmaking process.
Q: 考虑到杰克的独特需要，他最适合
参与什么体育项目？如果在理想和实
际参与水平之间存在差异，那么决定
过程就开始了。
Two factors:
(1)the magnitude（大小、量级） or
size of the discrepancy(偏差、分歧、
不一致);
(2)the relative importance of the
problem.
Many consumers see a
discrepancy between the
“ideal” and “actual” body
information search（信息搜寻）
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Internal sources（内部资源）of information are
recalled from our own memories and are based
on previous exposure to sports and activities.
External sources（外部资源） of information are
environmentally based and can occur in three
different ways.
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Personal resources
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Marketing resources
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Experiential resources
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Evaluation of alternatives（评价选择对象）
Jack considered all the possibilities and chose some sports for further
consideration. These sports games are called 唤醒套(evoked set)。This
evoked set includes all sports games: softball、basketball、bowling、
indoor soccer。
评价标准（evaluative criteria）
The evaluative criteria has two important implication for sports marketers.
First, sports marketers must ensure their sports are included in the evoked set
of potential consumers.
Second, sports marketers must understand what evaluative criteria are used
by potential consumers and then must develop strategies to meet their needs.
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Participation（参与）
The participation stage of the decision
making process might seem to be the most
straightforward, but many things need to be
considered other than actual deciding what
sport to play.
Post-participation Evaluation（参与后评
价）
The first activity that may occur after
consumers have made an important
participation decision is cognitive
dissonance.
Another important activity that occurs after
participation begins is evaluation.
Types of consumer decisions（消费者决策类型）
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Habitual problem solving
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Limited problem solving
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Extensive problem solving
Psychological of internal factors
Personality
Motivation
Perception
Learning
Attitudes
Personality（个性） is defined as a set of consistent
responses an individual makes to the environment.
table: 高尔夫球手自我报告特征和个性特征
Best descriptors
%
Poorest descriptors
%
responsible
80
bitter
3
Family-oriented
75
Sick a lot
3
Self confident
70
extravagant
6
intelligent
66
Risk averse
6
Fun-loving
64
virgin
6
Team player
63
Fun-loving
8
sensitive
62
lonely
8
ambitious
61
Outside the
mainstream
14
competent
61
sexy
15
practical
60
Born again
16
• Motivation（动机）is an internal force that
directs behavior toward the fulfillment of needs.
• 动机是指导行为去实现需要的内部力量.
Marx & Maslow
Self-actualization needs
(self development and realization)
Esteem needs
(self-esteem, recognition, status)
social
spiritual
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physical needs
(hunger, thirst)
natural
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Perception（知觉）is defined as the complex process
of selecting, organizing, and interpreting stimuli (刺
激)such as sports.
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Perception（知觉）is defined as the complex process
of selecting, organizing, and interpreting stimuli such
as sports.
•selective attention
•selective interpretation
•selective retention（记忆）
•选择性注意(selective attention)
•选择性注意(selective attention)
How many photos are related to movie?
What movie are shown?
How many movies are about Titantic?
•selective attention
selective attention
1500 Advertisements /everyday
I know half of the ads fee is wasted, but I do
not know which half.
selective attention
What cause selective attention?
Internal factors: needs and interest
External factors: stimuli
selective interpretation
Selective retention
•How many ads have you watched yesterday?
•What have we learned last week?
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Learning（学习）is a relatively
permanent change in response
tendency due to the effects of
experience.
行为学习(behavioral learning)
认知学习(cognitive learning)
社会学习(social learning)
Specific behavior
Behavior is awarded or punished
图5-3 动作的条件作用模型
Increase/decrease of
behavior being
happened again
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Attitude(态度) are learned thoughts, feelings,
and behaviors toward some given objects.
Initial input
Participate in
any sports
Cognitive
Final output
Feeling
Behavior
components
Comprehensive
attitude
Sociological or external factors
Culture
Social class
Reference groups
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Culture(文化) is the learned values, beliefs, language,
traditions, and symbols shared by a people and
passed down from generation to generation.
background
Medium for
socialising
age
gender
income
lifestyle
siblings
friends
family
parents
teachers
media
Mechanism:
Conditioning
(条件作用)
Social
Result:
Socialized
consumers
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Social class（社会阶层） is defined as the
homogeneous division of people in a society sharing
similar values, lifestyles, and behaviors that can be
hierarchically（分等级的） categorized.
Social class in America
Class? Stratification?
Features of social stratification
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1．People from same stratification has similar behavior than as other
stratification’s people.
2．People rank themselves according to the social stratification they are in.
3．Stratification is not decided by one single variable, but is restricted by
many variables such as occupation, education, value, income.
4．People can change the stratification they belong. They can move to a
higher one or a lower one.
5．Social stratification is an important factor influencing people’s
consumption place.
五大社会等级
（当代中国社会阶层结构图）
上：高层领导、大企业经理、高级专业
人员及大私营企业主
十大社会阶层
国家与社会管理阶层
经理人员阶层
中上：中低层领导、大企业中层管理人
员、中小企业经理、中级专业技术
人员及中等企业主。
中中：初级专业技术人员、小企业主
办事人员、个体工商户
私营企业主阶层
专业技术人员阶层
办事人员阶层
个体工商户阶层
中下：个体劳动者、一般工商业服务人
员、工人、农民
商业服务业员工阶层
产业工人阶层
底层：生活处于贫困状态度并缺乏就业
保障的工人、农民和无业、失业
半失失者业
农业劳动者阶层
城乡无业、失业阶层
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Reference groups（参考群体）are individuals who influence
the information, attitudes, and behaviors of other group
members.
Direct reference group
Indirect reference group
Q: Please give some examples of direct reference group and indirect
reference group.
Group effect (群体作用)
1．Shopping mode
shopping mode will change when people are in
a group.
2．Escape of association(社群逃避)
eg. 3 monks
3．Risk deflection(风险转移)
When in a group, people prefer to choose a
plan which has more risks.
Family
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DINKS、divorced parents、single parents,
or parents who are dually employed with
kids (DEWKS)
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Situational factors（情境因素）
Situational factors are those temporary
factors within a particular time or place
that influence the participation decisionmaking process.
Physical surroundings（自然环境）
Social surroundings
Task definition
Time
Antecedent states（先前状态）
Question: after class
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Are spectators consumers?
What is your opinion?
Key terms and concepts
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Affective component 情感成分
Antecedents states 先前状态
Attitudes 态度
Behavioral component 行为成分
Behavioral learning 行为学习
Cognitive component 认知成分
Cognitive dissonance 认知不一致
Consumer socialization 消费者社会化
Decision-making process 决策制定过程
Esteem 自尊
Evaluation of alternatives 评价选择对象
Evaluative criteria 评价标准
Evoked set 唤醒套
Experiential source 实验资源
extensive problem solving 彻底的问题解决
habitual problem solving 习惯性的问题解决
Limited problem solving 有限的问题解决
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Love and belonging 爱和归属
Maslow’s hierarchy of needs 马斯洛的需求层次理论
Motivation 动机
Participant consumption behavior 参与者消费行为
Perceived risk 预期风险
Perception 知觉
Personality 个性
Physical surroundings 自然环境
Physiological needs 心理需求
Post-participation evaluation 参与后评价
Primary reference group 主要参考群体
Problem recognition 问题识别
Safety needs 安全需求
Selective attention 选择性注意
Selective interpretation 选择性解释
Selective retention 选择性记忆
Self- actualization 自我实现
Situational factors 情境因素
Sports involvement 体育专注
Task definition 任务限定