感觉还是知觉—影响消费者购买行为的心理因素辨析

Feeling or Perception—Analysis of the Psychological Factors Influence Consumer Buying Behavior

文章就市场营销教材中对影响消费者购买行为的心理因素的一般表达提出不同的观点,认为消费者在做出购买决策时,感觉比知觉更重要,并从多个方面阐述了感觉对市场营销的影响和意义。

Thispaper proposes some different points of view about the general expression ofthe psychological factors that influence consumer buying behavior in marketing materials. The article maintains that when consumers make purchasing decisions,the feeling is more important than perception. And further the article described the influence of the feeling to marketing from multiple perspectives.