消費者行為

消費者行為（粵拼：siu1 fai3 ze2 hang4 wai4 | 英文：consumer behavior）可以話係心理學同市場學嘅結合，專門研究人消費嗰陣嘅認知過程同行為。

定義

「消費者行為」可以噉定義^[1]^{:p. 7-8}：

「

原版英文："... all activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities."
粵文翻譯：（消費者行為係）... 一切同貨品同服務嘅購買、使用同掉棄有關聯嘅活動，包括消費者喺呢啲活動前或後嘅情緒、心靈同埋行為反應。

」

消費者行為建基於消費（consumption）嘅概念。喺嚴格嘅經濟學上，消費係指「運用手上資源獲取即時效益嘅舉動」：想像家陣有個人攞住啲錢（手上資源），佢行入一間麪包鋪度畀錢買咗件芝士蛋糕，件芝士蛋糕佢可以即刻食落肚滿足食慾（即時效益）－噉嘅行為就係所謂嘅消費；消費嘅相對係投資－投資係「消耗手上嘅資源，以求喺將來得到更多嘅資源」嘅舉動，例如想像有個人使錢（消耗手上資源）買股票，預隻股票第時會升值，令佢第時可以賣走啲股票圖利（將來利益）但冇話滿足到啲乜即時性質嘅慾望^[2]。

消費嘅過程會涉及好多認知同情緒變化，例如^[1]^[3]：

買嘢嘅舉動本質上就起碼會涉及決策－例如想像個人有幾樣嘢想買，但唔夠錢買嗮啲嘢，噉佢就有必要喺腦海入面衡量每樣嘢對佢幾有價值，揀對佢最重要嗰樣嚟買^[4]；
「將買咗嘅嘢攞去用」好多時會或多或少噉引起情緒變化－例如想像個人買咗件芝士蛋糕，佢食件蛋糕嗰陣正路會得到快感，呢股快感會受咩因素影響呢^[5]？
「買返嚟嘅嘢用完，要攞去抌」嘅過程又會涉及某啲行為－例如想像個人食完件芝士蛋糕要抌咗啲包裝紙佢，佢有幾大機率會肯規規矩矩噉將啲包裝紙抌落垃圾桶呢？有乜因素會影響呢個機率呢^[6]？

消費者心理學（consumer psychology）就係專研究消費者行為嘅學問。呢門學問結合營銷學同心理學，目的係想運用心理學知識理解消費者行為，仲會想靠研究所得嘅知識幫企業手做營銷上嘅決策，甚至幫政府手制定政策左右人嘅消費行為^[1]^{:Ch. 1}。

買家決策

決策模型

衝動買嘢

消費體驗

心理犒賞

Info：Teaser
2006 年一架火車車廂上面嘅一幅 teaser 式圖像，宣傳《達文西密碼》。

Teaser 係營銷手法一種，指做宣傳（尤其係廣告）嗰陣特登唔講嗮啲資訊畀消費者知，用嚟引起消費者嘅好奇感^[7]。
電子遊戲同電影等嘅影視娛樂作品成日會用到預告片：預告片係一啲件作品正式出街之前發佈嘅影片，會向 fan 史展示隻遊戲或者套戲入面啲片段；原則上，如果段片夠嗮吸引－例如展示到啲好高質素嘅 CG，就可以引起消費者嘅興趣，吸引佢哋去玩隻遊戲或者睇套戲。
Teaser 片就係預告片（或者第啲預告式材料）嘅一種形式，指短、透露極少資訊嘅預告片，亦有營銷研究者將 teaser 定義做「營銷用信息一種，唔確定噉講明件產品嘅內容，又或者包含嘅資訊唔完整」^{[註 1]}。例如段片或者幅海報淨係描繪咗一件對套戲嘅情節嚟講重要嘅物品，但唔講明件物件係乜或者點解重要。營銷相關工作者指出，teaser 式嘅做法能夠引起消費者嘅好奇感，而好奇感就會引起一連串嘅認知同行為變化，包括

將注意力擺喺 teaser 相關資訊度，

用搜尋器摷有關段 teaser 嘅內容嘅資訊，

喺 YouTube 度睇片，估吓 teaser 入面嘅嘢係乜意思，

... 呀噉^[8]。呢啲由好奇感引起嘅行為，被指能夠令啲消費者成日諗住件產品，最後提升佢哋買隻產品嘅機率，對營銷嚟講好有用^[7]。
影片以外嘅宣傳手法都有可能用到 teaser，例如書後面嗰啲簡介文字可以算係一種 teaser，而報章雜誌喺網站「節錄一兩段畀人免費睇，然後叫人想睇全文可以訂閱」噉嘅做法，都可以算係 teaser 嘅一種。

群體影響

行為改變

拉雜概念

睇埋

註釋

↑ 原文："Teasers do not identify a product or not give enough information to make sense"。

文獻

Heiskanen, E., Johnson, M., Robinson, S., Vadovics, E., & Saastamoinen, M. (2010). Low-carbon communities as a context for individual behavioural change. Energy policy, 38(12), 7586-7595.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior. Cengage Learning.
Kardes, F., Cronley, M., & Cline, T. (2014). Consumer behavior. Cengage Learning.

攷

↑ ^1.0 ^1.1 ^1.2 Kardes, F., Cronley, M., & Cline, T. (2014). Consumer behavior. Cengage Learning.
↑ Black, John; Hashimzade, Nigar; Myles, Gareth (2009). A Dictionary of Economics (3 ed.). Oxford University Press.
↑ Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior. Cengage Learning.
↑ Hall, A., Towers, N., & Shaw, D. R. (2017). Understanding how millennial shoppers decide what to buy: Digitally connected unseen journeys. International Journal of Retail & Distribution Management.
↑ Kringelbach, M. L. (2015). The pleasure of food: underlying brain mechanisms of eating and other pleasures. Flavour, 4(1), 1-12.
↑ Robinson, S. N. (1976). Littering behavior in public places. Environment and Behavior, 8(3), 363-384.
↑ ^7.0 ^7.1 Trehan, K., & Maan, G. S. (2012). Teaser Campaigns: An effective advertising execution for varied goods, services and ideas. Journal of Mass Communication & Journalism, 2(11), 3-5.
↑ Teaser campaigns: generating hype, piquing viewer interest. Mint.

屬於4類

[8] 原文："Teasers do not identify a product or not give enough information to make sense"。

[kardes2014-1] 1.0 ^1.1 ^1.2 Kardes, F., Cronley, M., & Cline, T. (2014). Consumer behavior. Cengage Learning.

[2] Black, John; Hashimzade, Nigar; Myles, Gareth (2009). A Dictionary of Economics (3 ed.). Oxford University Press.

[3] Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior. Cengage Learning.

[4] Hall, A., Towers, N., & Shaw, D. R. (2017). Understanding how millennial shoppers decide what to buy: Digitally connected unseen journeys. International Journal of Retail & Distribution Management.

[5] Kringelbach, M. L. (2015). The pleasure of food: underlying brain mechanisms of eating and other pleasures. Flavour, 4(1), 1-12.

[6] Robinson, S. N. (1976). Littering behavior in public places. Environment and Behavior, 8(3), 363-384.

[trehan2012-7] 7.0 ^7.1 Trehan, K., & Maan, G. S. (2012). Teaser Campaigns: An effective advertising execution for varied goods, services and ideas. Journal of Mass Communication & Journalism, 2(11), 3-5.

[9] Teaser campaigns: generating hype, piquing viewer interest. Mint.

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[註 1]

[8]

消費者行為

定義

買家決策

決策模型

衝動買嘢

消費體驗

心理犒賞

群體影響

行為改變

拉雜概念

睇埋

註釋

文獻

攷

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