問題詳情

III. 篇章結構：16%，每題2分Consumer behavior consists of the actions that consumers take in regard to making decisions about purchasing various goods and services. 31 In order to create a successful marketing campaign, it is necessary to understand these factors and utilize those behaviors in a manner that motivates consumers to make purchases.One of the key elements that influence consumer behavior is the self-image of the consumer. People who crave admiration in order to feel good about themselves will often go to extraordinary lengths to receive validation from others. 32 By contrast, people who are less concerned with what others think are likely to focus on making purchases they deem as practical and capable of providing them with the comfort and service they require. 33 Consumers may be motivated to purchase specific brands because people they admire have bought those same products. The desire to fit into a social circle can influence the selection of clothing, food, the type of home and neighborhood, and just about any other buying decision. With social pressure, the focus is not to stand out and be admired, but to fit into the group of choice, and be recognized as a part of that group.Consumer behavior is studied both in terms of sectors of the population as well as individuals. By understanding what can impact buying habits, businesses are able to create products that are likely to appeal to a large number of consumers, and advertise them in ways that catch the attention of the target market. 34 For this reason companies are always evaluating the success of their current efforts, and implementing changes when necessary in order to maintain that success.
(A) Social pressure is a related factor that has a considerable influence on consumer behavior.
(B) This process of evaluating consumer behavior is ongoing, since consumer tastes and need change over time.
(C) This will often lead them to purehase the latest trendy clothing and the newest car loaded with extras, and being seen in the right places can be extremely important.
(D) A study of this phenomenon will often focus on the psychological and other factors that motivate people to either buy a product or reject it in favor of some other option.
31.

參考答案

答案：D
難度：適中0.571429
統計：A(1),B(5),C(0),D(8),E(0)

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