Hi! Welcome to a brief introduction to the Psychology of Consumer Behaviour. GSSC1026

你好！歡迎來到《消費者行為心理學》的簡單介紹。GSSC1026

I'm Karen Hamilton from the School of Liberal Arts and Sciences at George Brown College

我是喬治布朗學院文理學院的凱倫-漢密爾頓。

There's an evangelical mission afoot

有一個福音的使命正在進行中

It's the Reverend Billy's unholy war on consumption

這是比利牧師對消費的邪惡戰爭。

The Reverend of the Church of Stop Shopping

停止購物教會的牧師

has just exorcized the demons from a cash register

剛從收銀機裡出來的妖怪們

and yelled out the warnings of The Shopocalypse!

並喊出了《商店啟示錄》的警告!

Adbusters is telling us to turn off our TVs and stop shopping on Buy Nothing Day

Adbusters告訴我們在 "不買東西日 "關掉電視，停止購物。

The American president goes on TV after 9/11 and tells everyone to go out and shop.

美國總統在911事件後上電視，讓大家出去購物。

And we do SHOP

而我們要去購物

We live in a world of constant sensation

我們生活在一個不斷有感覺的世界裡

colours, sounds and odours

色聲香味

rarely are we away from a marketing pitch

我們很少離開營銷宣傳

We are no longer surprised as the Whizmark urinal communicator speaks about a product

我們不再驚訝，因為惠澤瑪小便器通訊器說的是一款產品。

or if a basketball player does his hair in the shape of a Goodyear tire.

或如果一個籃球運動員把自己的頭髮弄成固特異輪胎的形狀。

Manufacturers are spending more to design packages that blink, beep, yell and waft scents at us

廠商們正在花更多的錢去設計那些能向我們眨眼、嗶嗶聲、大喊大叫和飄香的包裝

and neuromarketers are using modern techniques like magnetic resonance imaging

和神經營銷人員正在使用現代技術，如磁共振成像。

to see what is going on in our brains when we react to a product

以瞭解我們對產品的反應時，我們的大腦中正在發生什麼。

Have we turned into Pavlov's Dogs

我們是不是變成了巴甫洛夫的狗？

going about our lives until we hear the bell

忙忙碌碌，直到聽到鐘聲

that makes us take out our wallets and spend, spend, spend?

這讓我們拿出我們的錢包 和消費，消費，消費？

Why do we buy?

我們為什麼要買？

Do we buy things because of need?

我們買東西是因為需要嗎？

Or is it because of a want that a marketer has convinced us we need?

還是因為營銷人員說服我們需要的一種需求？

Just how does a marketer convince us to buy one particular product over another

究竟營銷人員如何說服我們購買某一種產品而不是另一種產品呢？

even though the other may be better or lower priced?

即使對方可能更好或價格更低？

And why do we become loyal to one particular brand?

而我們為什麼會對某一個品牌產生忠誠呢？

Are we less happy because of the gap we see in what the media tells us we need and what we have?

我們之所以不那麼幸福，是因為我們看到了媒體告訴我們需要的東西和我們擁有的東西之間的差距嗎？

In the Psychology of Consumer Behaviour we'll look at how

在《消費者行為心理學》中，我們將探討如何

perception, learning, memory, attitudes and group behaviour

感知、學習、記憶、態度和群體行為。

are used by marketers to influence the consumer decision making process

被營銷人員用來影響消費者的決策過程。

We'll look at the marketing process from the perspective of a marketer

我們'會從一個營銷人員的角度來看營銷過程

as well as from the perspective of a discriminating consumer

以及從一個挑剔的消費者的角度來看。

and we'll learn about how possessions influence the way we feel about ourselves and others.

和我們'將學習關於財產如何影響我們對自己和他人的感覺。

Music playing

音樂播放