| 单词 | consumer behaviour |
| 释义 | consumer behaviour The way in which consumers choose how to spend their incomes. One theory of consumer behaviour views consumers as having utility function showing the levels of satisfaction they will derive from every possible set of goods and services. They choose their expenditures to maximize their utility subject to the constraints imposed by their incomes and the prices facing them. This view assumes that tastes are given, independent, and fully known, and that information is free, complete, and reliable. Critics of this position point out that the set of available goods and services is continually changing, that knowledge about what is available is partial, expensive, and unreliable, and that consumers' own tastes evolve as they age and their marital status changes. It should also be pointed out that a large proportion of consumers are members of multi-person households, and are attempting in their spending to please more than one person. Consumers thus work partly on a basis of satisficing, that is, repeating satisfactory purchases until something goes wrong, and partly on a basis of trial and error, to explore their own reactions to products they have not previously tried. This position leaves more scope for advertising to influence purchases than the view that consumers maximize a fixed utility function subject to known constraints. |
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