英语翻译Picture yourself in a supermarket.You are navigating thr
英语翻译
Picture yourself in a supermarket.You are navigating through aisles,around people,occasionally dropping something in your cart.After about 20 min,you find yourself at the counter with 26 different items in your cart,among them a tuna pizza with anchovies,as well as bananas,peanut butter,detergent,and Ben&Jerry’'s NewYork Super Fudge Chunk® ice cream.Now,howdid all of these things endupthere?Sure,youpicked them yourself,butwhy?If youwould be probed to explain,for all 26 items individually,why you chose them,you would likely find yourself troubled.Afewchoices are easy to explain.For example,you were all out of detergent and you are going to a conference tomorrowand reallywant to bring two shirts that need to be washed first.Many other choices,however,will likely be introspectively almost blank.“"Ice cream?Well,I really felt like ice cream,I guess.”" The thing is,people often choose unconsciously,or at least almost unconsciously.The majority of the items you buy were chosen after nothing more than a fleeting moment of awareness (“"Ah yes,bananas”").During the 20 min you spent in the supermarket your consciousness was mostly occupied with things other than groceries.You thought about the coming conference,about the weird noise your car made while driving to the supermarket,or perhaps about whether Holland will beat Germany again in tonight’'s soccer game.
Traditionally,explanations of consumer behavior are cast in terms that are rooted in cognitive psychology (Bargh,2002).Before people buy,or choose,or decide,they engage in more or less elaborate,conscious information processing
(Chaiken,1980; Petty,Cacioppo,&Schumann,1983).Information processing may lead to certain attitudes,and these attitudes,in turn,may or may not affect decisions.The amount of information that is processed is dependent on various moderators,such as involvement (e.g.,Fazio,1990; Krugman,1965).In addition,the sort of information that finally influences your attitudes can differ too.Attitudes can be based more on cognitive beliefs,such as when one finds a product very useful,or more on affect,such as when a product has important symbolic meanings (Venkatraman & Mac- Innes,1985).However,various known moderators notwithstanding,the key always seems to be that people consciously process information before they decide what to buy (or eat,or drink,etc.).Although this emphasis on information processing is highly useful,it also has an inherent danger.The flavorof the approach is conscious and highly intrapersonal.That is,the general picture that emerges is that of a conscious decision maker who negotiates decisions based on processing the pros and cons of a certain product.There is no doubt that people sometimes do this,especially when such products are important
and expensive,but very often they do not.