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1、英 文 翻 译工商管理系英文翻译评价表学生姓名性别学号外文文献标题The study of consumer behavior 外文文献出处 Consumer behavior research paradigm conversion process以下内容由指导教师填写（打勾“”选择）评价项目评价结论打勾评价结论打勾评价结论打勾是否外文期刊文献是否与本人论文相关完全相关一般不相关翻译工作量超负荷饱和不饱和翻译态度认真一般不认真翻译进度按计划执行一般未按计划执行翻译训练效果优良中差综 合 评 语（是否完成了规定任务、效果是否符合要求等）指导教师签名： 2015年 4 月 20日 英文原文The
2、 study of consumer behaviorAbstract Study of consumer behavior more than a hundred years the history of the formation of the two paradigms - positivism and non-empirical study of consumer behavior represents the meaning of the basic achievements. Positivist paradigm to non-positivist paradigm shift
3、represents a shift consumer behavior research, consumer behavior research is a revolutionary change. This paradigm shift, but also makes the assumption that consumer behavior research, research methods, study, basic knowledge of related disciplines, and many borrowed paradigm composition have change
4、d dramatically. Background of this changing environment to promote the 20th century, 80 years after the world economic growth and prosperity, the industrial structure has undergone tremendous changes, purchasing power has been an unprecedented increase, the pursuit of individuality and freedom of co
5、nsumers desire to become increasingly The more intense.Key words: consumer behavior, positivism, non-empiricalParadigm shift in consumer behavior research review processResearch on consumer behavior, such as in Adam Smiths classical economics theory began to take shape; Marshall and other neoclassic
6、al economics in the formation of the initial system; the 20th century, 50 to 60 years, consumer behavior to the form of an independent discipline separate from marketing. In its hundred years of development history, its research paradigm can be summarized as positivism and non-positivism two.Moreove
7、r, each paradigm are pregnant with a large number of research perspectives. Positivism, including rational, behavior, cognition, motivation, social characteristics, attitudes and situational perspectives; rather than positivist paradigm, including the interpretation and post-modernism are two basic
8、perspectives. Consumer behavior theory by converting non-positivism positivisms fundamental motivation is to change consumer researchers rational assumptions. Early classical economics and neo-classical economics to consumer behavior theory provides theoretical support for the original (in fact, pre
9、-consumer behavior of the mother is also born out of the Economics - Marketing), economic man assumption naturally infiltration of the consumer behavior research, this genre from the early theory of consumer behavior (such as Reason, behavioral view) and you can clearly see the doctrine of economic
10、man rational shadow. However, the economics of the subject is the overall economic system, economic system of the object but also how to achieve coordinated operation, rather than specific individual purchase decisions and behavior. Economics as the study of consumer behavior and lay the initial fou
11、ndation, but can not explain the complexity of consumer behavior, consumption of too much emphasis on the rational side, while ignoring the consumers emotional side. Therefore, the economic man assumption restricts the further development of the theory of consumer behavior. Theory of consumer behavi
12、or have learned from other disciplines, nutrition, consumer behavior described in more detail. Psychology, social psychology, sociology, anthropology and other disciplines, and prosperity for the theory of consumer behavior research provides a new theoretical material. At this point, the consumer is
13、 no longer based solely on the pursuit of cost-benefit analysis to maximize the effectiveness of the economic man, but society and social and emotional factors that affect their purchasing decisions. This shift is creating a leap in the development of consumer behavior, consumer behavior also in the
14、 fifties and sixties of the 20th century to an independent form of discipline in the humanities and social sciences system. After the 1980s, sustained economic development and material world of great wealth, but also makes the consumer is increasingly becoming a way of pastime and individuality; the
15、 proportion of consumer services in peoples consumption structure growing proportion of the service production characteristics and consumer identity consumption process also makes the customer extends to the production process, consumer experience has become a source of customer value creation. At t
16、his point, consumer behavior research can no longer be limited to how customers make purchasing decisions, but should be concerned about the consumers desire to be met. As a result, consumers will be free to pursue personal development and the desire to consume free people. Economic man, social and
17、free people to promote the conversion hypothesis of consumer behavior theory from positivism to the conversion of non-positivism.Positivist paradigm of consumer behavior researchEmpirical studies of consumer behavior paradigm by famous Western philosopher Aristotle, philosophical ideas. Kurt Lewin i
18、n Aristotle and Galileo thought patterns of conflict and more in his book, Aristotles philosophy has influenced us, but also affects the habit of scientific research. People are used and the frequency by the law to understand the law of development of things, and people like to explore the stability
19、 and the tendency of things with the law of development, except for the unusual and the regularity of things will feel cold. Lewin said, when someone mentioned a movie in a child-specific actions, psychologists think the first question is all children have done this action? Or at least it is a commo
20、n action. there is always a common regularity of things, this means that repeatability is a phenomenon worthy of study, or whether something is an important indicator.Positivism is the philosophy of science as Aristotle thought. It assumes that consumers are rational, identifiable, and mental stabil
21、ity, their motivation is to identify behavioral control and prediction; consumer practice in the real existence of simple truth; emphasis on scientific observation and testing, the observed empirical evidence, to gain general rule to predict and control the behavior of consumers. Thus, in the positi
22、vist paradigm, consumer behavior research is the assumption that consumer behavior is controlled by some force, but most of these forces are beyond the scope of consumer self-control. Changes in consumer behavior is not so much a manifestation of the subjective will of consumers, it is more affected
23、 by various internal and external factors affecting the results. For example, the behavior of the concept of consumer behavior theory suggests that consumer behavior is mainly caused by the stimulation of the external environment. Therefore, the hypothesis the primary or sole motivation for the purp
24、ose is to reduce cognitive inconsistency, the inner state of mind to maintain balance, consumers are always seeking behavior of the internal balance. From a certain perspective, this behavior is a static concept. As Firat commented it: think the theory of consumer behavior consistent with the orderl
25、y conduct. Thus, consumer behavior characteristics (such as cognitive reaction, reflex, personal characteristics, etc.) variables follow the consumer is always the pursuit of internal balance hypothesis, the researchers able to predict certain behaviors of consumers, and forecasts marketing activiti
26、es of enterprises of great reference.In short, the positivist paradigm in consumer research, consumers are only a passive, passive object. For example, the act of self-awareness concept assumes that consumers lack the ability, so that through the environmental impact of corporate marketing strategy
27、will be able to control and guide the consumer, such is the positivist paradigm of attack focus. Positivist paradigm assumes that consumers are passive objects, in fact, this assumption is the customer first serious departure from the philosophy of marketing. American Marketing Association Conferenc
28、e in 1988 reiterated the theme: marketing knowledge in the production of consumer behavior research, consumers unfortunate enough to be converted into laboratory guinea pigs, they became to be observed, the object of interviews and experiments.Because of positivism can be assumed that the consumer i
29、s an object of knowledge, and experience in consumer spending and therefore the process can be separated, can be broken down into different components. We can use a variety of objective methods of analysis and experience of the consumer process to analyze the different components. These methods incl
30、ude the standard questionnaire, experiment and personality tests. However, these methods are unable to conduct a comprehensive wealth of consumer behavior analysis. As a factor in a process separate and detailed analysis, it ignores the complexity of the system and interaction. Braithwaite believes
31、that the standard quantitative survey methods (such as questionnaires) will limit the description of consumer spending, resulting in a negative way respondents answer questions.Although a lot of criticism, but we should also see the traditional method of consumption patterns abstract out the predict
32、ion of consumer behavior and control role: some of the methods of scientific investigation in the conclusions they come within the scope of observation is credible . In addition, the positivist paradigm creatively construct theory of consumer behavior, the essence of the idea also contributed to the
33、 development of marketing practice.Non-positivist-oriented consumer behavior researchNon-positivist paradigm of consumer behavior is no longer the consumer as a passive response, but for psychological proactive with the ability of actors, they have to interpret the environment of the consumer and co
34、nstruction capabilities. For example, the interpretation of the view that the subjective views of consumer behavior by consumers, content and structure of domination. Shaughnessy said: In the interpretation of the watch, the purchase can not simply be based on product benefits and to make rational c
35、ost-benefit calculation, but the consumer sense of the process of collection of personal experience. Therefore, based on consumer behavior and decision-making is the intrinsic subjective value system. Postmodern perspective of consumer behavior research and interpretation of consumer behavior under
36、the focus of research is the consumers subjective values, language and rhetoric.Brown said in the marketing sense, the interpretation of the concept is different from post-modernism in the fact that the former assumes that man is a self-governing body, freedom of thought, self-understanding of the i
37、ndividual. For example, the concept of humanism and phenomenology that consumers are internally consistent and rational, and can determine their own process of consumer experience and value. Thus, similar to the traditional view, outlook also assumes that the consumer has the interpretation that con
38、stitute the essence of nature. In addition, the interpretation of the concept also emphasize that consumers should have a good fantasy, emotional experience and the pursuit of happiness consumption side, that consumers are always on the environment and the internal consistency of the statements desc
39、ribe subjectivity, thus making the environment more meaningful and more predictable; Moreover, the consumers subjective description of the community can also assume that most people understand and share.Then modernist view of consumption is that consumers do not mind the essence of both fixed or som
40、ething to drive their behavior. Therefore, the subjective feelings of self-recognition and context-specific and dependent on the atmosphere. The context and the atmosphere but also by the impact of social roles among consumers. Therefore, the consumption of the resulting image is constantly changing
41、 and subjective feelings or transformation. Their consumption by the consumers with whom, what kind of consumer environment, and why consumer spending and other variables. Postmodernism insists that consumer identity is intermittent, incomplete, and subject to change. Firat that consumers self-image
42、 performance, characteristics and values of a multi-dimensional variability, and they are not aware of the changing and contradictory values and lifestyles between the incompatibility. Therefore, the post-modernist view of consumer behavior to focus on consumers through their own consumption and lif
43、estyle different to change their living environment as reflected in the creativity and autonomy capabilities.Through the analysis of the various points of view can know that consumers making purchasing decisions, not only focus on product effectiveness, but also pay attention to the symbolic value o
44、f the product. Material goods to meet consumer needs only appearance, but more important is that we must pay attention to the symbolic value of the product. For consumers, the consumer can have symbolic value in two areas: increasing consumer self-identity and symbolic value of self-identity of the
45、community to improve the social symbolic value. Match the consumer with this act as individuals and consumers to create and maintain meaning and value of the social environment an important role. Therefore, advertising is often seen as symbolic construction and maintenance of a major symbol means. T
46、hese tend to focus on the brand of cultural significance, so Elliot that the brand is often used to create and maintain a sense of identity such as the primary means of symbolism. Firat think it also reflects consumer culture contact with the general human freedom: the product obtained by replacing
47、a different image, to gain a different self. This new image to obtain the freedom of self, that is, from a single, rigid, and the result of the liberation tradition.However, the interpretation of the concept of non-positivist and post-modern paradigm has also been criticism of the following aspects:
48、 (1) neglect of Africa undisciplined factors on consumer behavior consumer behavior constraint. Thompson et al pointed out that the post-modernist view of consumption is based on an ideal assumption: the consumer behavior of the constraints of culture, history and reality of physical limits as a precondition for the development of the status quo. Therefore, the non-positivist paradigm with special emphasis on the consumer can freely choose the image of self-identity without any fear, uncertainty and threat. This assumption is clearly unrealistic. (2) Some scholars, such as Foxal
