518 英文文献翻译.docx
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518 英文文献翻译.docx
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518英文文献翻译
英文文献翻译
题目Consumerbehaviorresearchparadigmconversionprocess
姓名杨奖
学号1210812220
所在学院经济与管理学院
专业班级12营职2班
指导教师赵湜
日期2016年5月15
(英文文献原文)
MaterialSource:
Consumerbehaviorresearchparadigmconversionprocess
Author:
Thomassamuelkuhn
Studyofconsumerbehaviormorethanahundredyearsthehistoryoftheformationofthetwoparadigms-positivismandnon-empiricalstudyofconsumerbehaviorrepresentsthemeaningofthebasicachievements.Positivistparadigmtonon-positivistparadigmshiftrepresentsashiftconsumerbehaviorresearch,consumerbehaviorresearchisarevolutionarychange.Thisparadigmshift,butalsomakestheassumptionthatconsumerbehaviorresearch,researchmethods,study,basicknowledgeofrelateddisciplines,andmanyborrowedparadigmcompositionhavechangeddramatically.Backgroundofthischangingenvironmenttopromotethe20thcentury,80yearsaftertheworldeconomicgrowthandprosperity,theindustrialstructurehasundergonetremendouschanges,purchasingpowerhasbeenanunprecedentedincrease,thepursuitofindividualityandfreedomofconsumersdesiretobecomeincreasinglyThemoreintense.
Thefirst,Paradigmshiftinconsumerbehaviorresearchreviewprocess
Researchonconsumerbehavior,suchasinAdamSmith'sclassicaleconomics•theorybegantotakeshape;Marshallandotherneoclassicaleconomicsintheformationoftheinitialsystem;the20thcentury,50to60years,consumerbehaviortotheformofanindependentdisciplineseparatefrommarketing.Initshundredyearsofdevelopmenthistory,itsresearchparadigmcanbesummarizedaspositivismandnon-positivismtwo.
Moreover,eachparadigmarepregnantwithalargenumberofresearchperspectives.Positivism,includingrational,behavior,cognition,motivation,socialcharacteristics,attitudesandsituationalperspectives;ratherthanpositivistparadigm,includingtheinterpretationandpost-modernismaretwobasicperspectives.Consumerbehaviortheorybyconvertingnon-positivismpositivism'sfundamentalmotivationistochangeconsumerresearchersrationalassumptions.Earlyclassicaleconomicsandneo-classicaleconomicstoconsumerbehaviortheoryprovidestheoreticalsupportfortheoriginal(infact,pre-consumerbehaviorofthemotherisalsobornoutoftheEconomics--Marketing),"economicman"assumptionnaturally"infiltration"oftheconsumerbehaviorresearch,thisgenrefromtheearlytheoryofconsumerbehavior(suchasReason,behavioralview)andyoucanclearlyseethedoctrineof"economicman"rationalshadow.However,theeconomicsofthesubjectistheoveralleconomicsystem,economicsystemoftheobjectbutalsohowtoachievecoordinatedoperation,ratherthanspecificindividualpurchasedecisionsandbehavior.Economicsasthestudyofconsumerbehaviorandlaytheinitialfoundation,butcannotexplainthecomplexityofconsumerbehavior,consumptionoftoomuchemphasisontherationalside,whileignoringtheconsumer'semotionalside.Therefore,the"economicman"assumptionrestrictsthefurtherdevelopmentofthetheoryofconsumerbehavior.Theoryofconsumerbehaviorhavelearnedfromotherdisciplines,nutrition,consumerbehaviordescribedinmoredetail.Psychology,socialpsychology,sociology,anthropologyandotherdisciplines,andprosperityforthetheoryofconsumerbehaviorresearchprovidesanewtheoreticalmaterial.Atthispoint,theconsumerisnolongerbasedsolelyonthepursuitofcost-benefitanalysistomaximizetheeffectivenessofthe"economicman",but"society"andsocialandemotionalfactorsthataffecttheirpurchasingdecisions.Thisshiftiscreatingaleapinthedevelopmentofconsumerbehavior,consumerbehavioralsointhefiftiesandsixtiesofthe20thcenturytoanindependentformofdisciplineinthehumanitiesandsocialsciencessystem.Afterthe1980s,sustainedeconomicdevelopmentandmaterialworldofgreatwealth,butalsomakestheconsumerisincreasinglybecomingawayofpastimeandindividuality;theproportionofconsumerservicesinpeople'sconsumptionstructuregrowingproportionoftheserviceproductioncharacteristicsandconsumeridentityconsumptionprocessalsomakesthecustomerextendstotheproductionprocess,consumerexperiencehasbecomeasourceofcustomervaluecreation.Atthispoint,consumerbehaviorresearchcannolongerbelimitedtohowcustomersmakepurchasingdecisions,butshouldbeconcernedabouttheconsumer'sdesiretobemet.Asaresult,consumerswillbefreetopursuepersonaldevelopmentandthedesiretoconsume"freepeople.""Economicman","social"and"freepeople"topromotetheconversionhypothesisofconsumerbehaviortheoryfrompositivismtotheconversionofnon-positivism.
Thesecond,Positivistparadigmofconsumerbehaviorresearch
EmpiricalstudiesofconsumerbehaviorparadigmbyfamousWesternphilosopherAristotle,philosophicalideas.KurtLewinin"AristotleandGalileothoughtpatternsofconflictandmore"inhisbook,Aristotle'sphilosophyhasinfluencedus,butalsoaffectsthehabitofscientificresearch.Peopleareusedandthefrequencybythelawtounderstandthelawofdevelopmentofthings,andpeopleliketoexplorethestabilityandthetendencyofthingswiththelawofdevelopment,exceptfortheunusualandtheregularityofthingswillfeelcold.Lewinsaid,whensomeonementionedamovieinachild-specificactions,psychologiststhinkthefirstquestionis"allchildrenhavedonethisaction?
Oratleastitisacommonaction."thereisalwaysacommonregularityofthings,thismeansthatrepeatabilityisaphenomenonworthyofstudy,orwhethersomethingisanimportantindicator.
PositivismisthephilosophyofscienceasAristotlethought.Itassumesthatconsumersarerational,identifiable,andmentalstability,theirmotivationistoidentifybehavioralcontrolandprediction;consumerpracticeintherealexistenceofsimpletruth;emphasisonscientificobservationandtesting,theobservedempiricalevidence,togaingeneralruletopredictandcontrolthebehaviorofconsumers.Thus,inthepositivistparadigm,consumerbehaviorresearchistheassumptionthatconsumerbehavioriscontrolledbysomeforce,butmostoftheseforcesarebeyondthescopeofconsumerself-control.Changesinconsumerbehaviorisnotsomuchamanifestationofthesubjectivewillofconsumers,itismoreaffectedbyvariousinternalandexternalfactorsaffectingtheresults.Forexample,thebehavioroftheconceptofconsumerbehaviortheorysuggeststhatconsumerbehaviorismainlycausedbythestimulationoftheexternalenvironment.Therefore,thehypothesis"theprimaryorsolemotivationforthepurposeistoreducecognitiveinconsistency,theinnerstateofmindtomaintainbalance,consumersarealwaysseekingbehavioroftheinternalbalance."Fromacertainperspective,thisbehaviorisastaticconcept.AsFiratcommentedit:
"thinkthetheoryofconsumerbehaviorconsistentwiththeorderlyconduct."Thus,consumerbehaviorcharacteristics(suchascognitivereaction,reflex,personalcharacteristics,etc.)variablesfollowthe"consumerisalwaysthepursuitofinternalbalance"hypothesis,theresearchersabletopredictcertainbehaviorsofconsumers,andforecastsmarketingactivitiesofenterprisesofgreatreference.
Inshort,thepositivistparadigminconsumerresearch,consumersareonlyapassive,passiveobject.Forexample,theactofself-awarenessconceptassumesthatconsumerslacktheability,sothatthroughtheenvironmentalimpactofcorporatemarketingstrategywillbeabletocontrolandguidetheconsumer,suchisthepositivistparadigmofattackfocus.Positivistparadigmassumesthatconsumersarepassiveobjects,infact,thisassumptionisthecustomerfirstseriousdeparturefromthephilosophyofmarketing.AmericanMarketingAssociationConferencein1988reiteratedthetheme:
"marketingknowledgeintheproductionofconsumerbehaviorresearch,consumersunfortunateenoughtobeconvertedintolaboratoryguineapigs,theybecametobeobserved,theobjectofinterviewsandexperiments."
Becauseofpositivismcanbeassumedthattheconsumerisanobjectofknowledge,andexperienceinconsumerspendingandthereforetheprocesscanbeseparated,canbebrokendownintodifferentcomponents.Wecanuseavarietyofobjectivemethodsofanalysisandexperienceoftheconsumerprocesstoanalyzethedifferentcomponents.Thesemethodsincludethestandardquestionnaire,experimentandpersonalitytests.However,thesemethodsareunabletoconductacomprehensivewealthofconsumerbehavioranalysis.Asafactorinaprocessseparateanddetailedanalysis,itignoresthecomplexityofthesystemandinteraction.Braithwaitebelievesthatthestandardquantitativesurveymethods(suchasquestionnaires)willlimitthedescriptionofconsumerspending,resultinginanegativewayrespondentsanswerquestions.
Althoughalotofcriticism,butweshouldalsoseethetraditionalmethodofconsumptionpatternsabstractoutthepredictionofconsumerbehaviorandcontrolrole:
someofthemethodsofscientificinvestigationintheconclusionstheycomewithinthescopeofobservationiscredible.Inaddition,thepositivistparadigm"creativelyconstructtheoryofconsumerbehavior,"theessenceoftheideaalsocontributedtothedevelopmentofmarketingpractice.
Thethird,non-positivist-orientedconsumerbehaviorresearch
Non-positivistparadigmofconsumerbehaviorisnolongertheconsumerasapassiveresponse,butforpsychologicalproactivewiththeabilityofactors,theyhavetointerprettheenvironmentoftheconsumerandconstructioncapabilities.Forexample,theinterpretationoftheviewthatthesubjectiveview
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