市场营销-外文文献译文-消费者行为研究

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浙江万里学院商学院

毕业论文外文文献译文

吴微 08013021

市场营销专业，2008级2班

陈林兴

会展营销系

学生姓名 学生学号 专业班级 指导教师 系 别

外文文献译文

资料来源：消费者行为研究范式转换过程 作者：托马斯·库恩

消费者行为学研究一百年多的发展历史所形成的两大范式——实证主义与

非实证义代表着消费者行为研究的基本成就。实证主义范式向非实证主义范式

的转换代表着消费者行为模式研究的转向，是消费者行为研究的一次革命性变

革。这一范式的转向，也使得消费者行为研究的假设前提、研究方法、研究对

象、对相关学科基础知识的借用等诸多范式构成成分都发生了巨大变化。推动

这一转变的环境背景是20世纪80年代以后世界各国社会经济持续增长与繁荣，产业结构发生了巨大的变化，社会购买力得到了空前的提高，消费者追求个性

与自由的愿望变得越来越强烈。

一、消费者行为研究范式转换过程回顾

对消费者行为的研究在亚当·斯密等的古典经济学理论中已初见端倪；在

马歇尔等新古典经济学中形成了初步的体系；20世纪50~60年代，消费者行为

学以独立学科的形式从营销中分离出来。在其一百多年的发展历史中，其研究

范式可以归纳为实证主义与非实证主义两种。

而且，每种范式都孕育着众多的研究视角。实证主义包括理性、行为、认

知、动机、社会、特质、态度和情境视角；而非实证主义范式包括诠释主义和

后现代主义两个基本视角。消费者行为理论由实证主义转换为非实证主义的根

本动因，就是研究者们改变了消费者理性的假设。早期古典经济学与新古典经

济学为消费者行为理论提供了最初的理论支持(事实上，消费者行为学先期的母

体———营销学也是脱胎于经济学)，“经济人”假设自然而然地“浸润”了消

费者行为研究，这从早期消费者行为理论流派(如理性观、行为观)的学说中可

以清晰地看到“经济人”理性的影子。然而,经济学研究的主体是整个社会的经

济系统,研究客体也是经济系统如何实现协调运行，而不是具体个体的购买决策

与行为。经济学为消费者行为研究打下了最初的基础，但却无法解释消费行为

的复杂性，过于强调消费的理性一面，而忽视了消费的情绪化一面。所以“经

济人”假设制约了消费者行为理论的进一步发展。消费者行为理论不得不从其

他学科吸取营养，对消费行为进行更为细致的描述。心理学、社会心理学、社

会学、人类学等学科的繁荣为消费者行为理论研究提供了新的理论素材。此时，消费者不再是单纯地基于成本效益分析追求效用最大化的“经济人”，而是“社

会人”，社会与情绪因素影响着他们的购买决策。正是这一转变造就了消费者

行为学发展的飞跃，消费者行为学也就在20世纪五六十年代以一门独立学科的

形式出现在人文社会科学体系中。20世纪80年代以后，世界经济持续发展与

物质的极大丰富，也使得消费日益成为一种消遣与张扬个性的方式；服务消费

比重在人们的消费结构中所占的比重日益加大，服务生产与消费的同一性特点

也使得顾客消费过程延伸到了生产过程，消费体验也成为顾客价值创造的一个

源泉。此时，消费行为研究不能再仅限于顾客如何做出购买决策，而应关注消

费者的欲望如何得到满足。于是,消费者便成为追求个性发展和释放消费欲望的

“自由人”。“经济人”、“社会人”和“自由人”研究假设的转换推动了消

费者行为理论从实证主义向非实证主义的转换。

二、实证主义范式下的消费者行为研究

消费者行为研究的实证主义范式深受西方著名哲学家亚里斯多德哲学思想

的影响。Kurt Lewin在《亚里斯多德与伽利略思想模式冲突与比较》一书中指

出，亚里斯多德的哲学思想一直影响着我们，也影响着科学研究的习惯。人们

习惯于通过规律及发生频率来了解事物的发展规律，而且人们喜欢探索具有稳

定性与倾向性的事物的发展规律，对于不常见和例外事情的规律性会感到感冒。Lewin说道，当某人提到某部电影中某个孩子特定的动作时，心理学家想到的

第一个问题就是“所有小孩子都做过这个动作吗？或至少它是一个共同性动

作。”有规律性的东西总是常见的，这意味着可重复性是现象或事物是否值得

研究的一个重要指标。

实证主义正是以亚里斯多德思想作为其科学哲学。它假定消费者是理性、

可识的、心智稳定，他们的行为动因都是可以识别控制与预测的；在现实的消

费者实践中存在简单化的真理；强调科学观察与检验，观察到经验性的证据，

从而获得普遍的规律用于预测与控制消费者的行为。因此，在实证主义范式下，消费者行为研究的假设基础就是消费者行为被某些力量所控制，而这些力量大

部分都超越了消费者的自控范围。消费行为的变化与其说是消费者主观意志的

体现，倒不如说是受各种内外因素影响的结果。比如，行为观的消费者行为理

论认为消费者的行为主要是由外在环境剌激造成的。所以，其假设“动机的主

要或惟一的目的就在于降低认知的不协调，保持内在心态平衡，消费者总是追

求行为的内在平衡”。从某个角度来看，这也是一种静态行为观。正如Firat

所评论的那样：“消费者行为理论相信行为一致性与有序性。”因此，消费者

的行为特征(如认知反应、条件反射、个人特征等)变量遵循“消费者总是追求

内在平衡”这一假设，研究者能够对消费者的某些行为进行预测，而预测结果

对企业的营销活动具有重大借鉴意义。

总之,在实证主义的消费者研究范式中，消费者只是一种消极、被动的客体。

比如，行为观假定消费者缺乏自我意识能力，因而认为通过环境的影响，企业

的营销战略就能控制和引导消费者，这也是人们攻击实证主义研究范式的焦点

所在。实证主义范式假定消费者是被动的客体，事实上这一假定是对顾客至上

的营销哲学的严重背离。美国营销协会在1988年主题会议上重申：“在产生营

销知识的消费者行为研究中，消费者不幸被转化为实验室的试验品，他们成了

被观察、面谈和实验的对象”。

正因为实证主义假定消费者是一个能被认识的客体，因而消费者的消费和

体验过程可以被分离开来，可以被细分为不同组成部分。我们能够采用各种客

观的分析方法对消费和体验过程的不同组成部分进行分析。这些方法主要包括

标准问卷法、实验法和人格特征测试。然而，这些方法是无法对丰富的消费者

行为进行全面分析的。因为将一个过程的某个因素分离出来然后进行详细的分

析，也就忽略了系统的复杂性与相互作用。Braithwaite认为，标准的定量调查

方法(如问卷法)只会限制消费者对消费的描述，从而导致被调查者消极地回答

各种问题。

尽管批评意见不少，但我们也应该看到采用传统方法抽象出来的消费规律

对消费者行为的预测与控制作用：一些科学调查方法所得出的结论在得出它们

的观察范围内是可信的。此外，实证主义研究范式“创造性地建构消费者行为

理论”的思想精髓也推动了营销实践的发展。

三、非实证主义导向的消费者行为研究

非实证主义范式下的消费者行为研究不再把消费者作为被动的反应者，而

是具有心理前摄能力的行为者，他们具备对消费环境进行诠释与建构的能力。

比如，诠释观认为消费行为受消费者主观意愿内容与结构的支配。Shaughnessy

认为：“在诠释观看来,购买行为不能简单地根据产品所能带来的利益与成本收

益来进行理性计算，而是消费过程中个人体验感觉的汇集。”因此，消费者行

为与决策依据是内在主观价值系统。后现代主义消费者行为研究与诠释视角下

的消费者行为研究的焦点就是消费者的主观价值、语言与说辞。

Brown认为在营销意义上，诠释观不同于后现代主义之处就在于前者假定

人是一种自治的主体，有自由的思想、能够自我认识的个体。比如，人文主义

与现象学观认为，消费者是内在一致和理性的，并且能够决定自身的消费体验

过程和价值。因此，与传统观点类似，诠释观也假定消费者具有一些构成其本

质的天性。此外，诠释观还强调消费者还有好幻想、情绪化和追求快乐体验性

消费的一面，认为消费者总是对环境进行内在一致的陈述和主观性描述，从而

使得环境变得更有意义并更具可预测性；而且，消费者的主观描述还被假定能

为社会大多数人所理解与分享。

而后现代主义的消费观则认为消费者心中没有固定或既有的本质性东西来

驱动其行为。所以，自我识别与主观感受依赖于特定的语境与氛围。这些语境

与氛围又受消费者间社会作用的影响。因此,消费所产生的形象和主观感受是经

常变化或转化的。它们受消费者与谁一起消费、在什么样的消费环境下消费以

及为什么消费等变量的影响。后现代主义坚持认为消费者认同感是断断续续、

不完整的、而且容易变化。Firat认为消费者表现自我形象、特征与价值观具有

多维变化性，而且他们意识不到不断变化、自相矛盾的价值观念与生活方式之

间的不协调性。因此，后现代主义的消费者行为观把研究重点放在消费者通过

自己不同的消费和生活方式来改变自己的生活环境所体现出来的创造力与自治

能力上。

通过对上述各种不同观点的分析可以知道，消费者在进行购买决策时，不

仅注重产品效用，而且还注重产品的符号价值。消费品满足消费者物质需要只

是表象，而更重要的是我们必须关注产品的符号价值。对于消费者来说，消费

能产生两方面的符号价值：提高消费者自我认同感的自我符号价值和提高社会

认同感的社会符号价值。与此相配的是消费充当着创造和维持消费者个人和社

会环境意义和价值的重要角色。因此，广告往往被视为建构与维持符号象征意

义的一种主要手段。这些文化意义往往集中在品牌上，所以Elliot认为品牌经

常是被用来创造和维护认同感等象征意义的主要手段。Firat认为这也反映了消

费文化与人类自由的常规联系：通过更换产品获得不同的形象，从而获得不同

的自我。这种获得自我新形象的自由，就是从单一、呆板和传统中获得解放的

结果。

不过，诠释观和后现代非实证主义范式也受到了以下几方面的批评：(1)忽

视消费行为中非散漫因素对消费行为的限制作用。Thompson等指出后现代主

义消费观基于一种理想的假设：消费者的消费行为以文化的约束、历史的限制

及现实物质发展现状为前提条件。因此，非实证主义范式特别强调消费者能自

由选择自我认同的形象不受任何不确定性与恐惧的威胁。这种假设显然是不现

实的。(2)一些学者如Foxall认为非实证主义研究方法根本就是放弃了科学的本

质，总是将消费脱离其所在的内容环境，因而它们的观点与结论不能构成便于

深入研究和理解的完整理论体系。 (3)非实证主义研究方法结论如果不是建立

在实证主义的研究成果基础之上，那么解释力就会大大减弱。非实证主义的研

究方法主要依赖人际主观外在证明，这些人际证明就需要实证主义的方法。

总之，非实证主义范式下的诠释观与后现代视角为消费者行为研究提供了

不同的研究方法，它们往往从抽象的角度来讨论营销理论与实践的重大问题，

所以这些理论视角的基本假设与结论都令人费解，也难以应用于营销者培训与

教育。

四、消费者行为研究范式的比较与启示

显然，非实证主义也是对实证霸权主义做出的回应。二战以后，实证主义

导向的研究方法就成为了消费者行为研究的主流方法。实证性、客观性和科学

程序构成了实证主义范式的特征。在此科学哲学导向下的消费者是一个以自我

为中心、有自我意识的实体。非实证主义导向的消费者行为研究(特别是后现代

主义)对实证主义研究的哲学、文化与经验基础提出了质疑,并进行了批判。Firat

和Venkatesh认为：“实证主义将消费问题简化为只包含类似男人与女人、消

费者与生产者等简单的二维分类。应该看到非实证主义部分假设的合理性，如

把消费者视为具有社会性、复杂性和非理性以及不可预测的消费主体。消费者

这些特征不但体现在他们的购买过程中，而且也体现在消费体验与价值认知方

面，并且已经构成了消费的基础”。

1 用科学的态度看待实证主义与非实证主义范式的对立。正如库恩对范式

定义的第一个特征所反映的那样，“它们的成就空前地吸引了一批坚定的拥护

者，使他们脱离了科学活动的其他竞争模式”。现在，消费者行为研究者们也

为实证主义与非实证主义两大范式展开了激烈的争论。在自然科学中，科学理

论的争锋、范式的崛起与式微都是十分正常的事情，其实在社会科学中也存在

这种现象。每种理论都需要思想来证明其生存能力。暂且不论在消费者行为研

究中两大范式哪一种更适合消费者行为学的发展。我们认为，科学态度才是第

一位的。对科学研究的情绪性反应是不利于科学的发展的。真正的学者是冷静

的，应该对所有的研究方法都有比较全面的理解，将自己的理论观点与对立的

理论观点进行比较，验证它们是否成立。无论是通过实证主义方法还是非实证

主义方法得出的结论都可以先假定为正确，直到被证明是错误的为止。

2 科学是一个求“真”的过程，人类学中的民族志法是一种研究消费者行

为的比较科学的方法。无论是实证主义范式还是非实证主义范式，它们的一个

共同点就是追求研究结果的真实性,科学研究本身就是一种求“真”的行为。不

再单纯地以消费者购买过程为主要研究对象，而应该关注价值获得与消费的方

方面面，这已成为学者们的共识。运用这种广阔的行为视角来研究消费者行为，也意味着要求我们尽可能寻找消费者的真实消费情境，特别那些对营销活动具

有意义的消费情境。一些严谨的消费者行为研究者认为，消费者行为研究不应

采取面谈或实验的方式，而应该尽力接近消费者消费行为的原貌。因此，人类

学的民族志法应该成为消费者行为研究的前沿方法。它是一种结合案例研究、

参与观察、自我驱动、详细描述的方法。研究者应该努力成为消费者中的一员，身体力行,获得消费者消费行为的详细记录。当然,，在这个过程中，观察和探究

消费者的内心生活，包括他们的内心活动，会遇到许多问题。这些研究都是借

助于消费者的自我陈述，而陈述的可信度会受心理自我防卫、谎言等干扰因素

的影响。概而言之，民族志法的假设前提就是消费者是一个复杂的人，研究者

想获得关于消费者行为的信息，必须通过深度访谈、集点群体会议、项目管理

技巧。研究者应该对消费者行为进行详细的描述和观察,通过这些“史料”来挖

掘消费者行为背后的规律。

外文文献原文

Material Source: Consumer behavior research paradigm conversion process

Author: Thomas samuel kuhn

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 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 changed 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 consumers desire to become increasingly The more intense.

The first, Paradigm shift in consumer behavior research review process

Research on consumer behavior, such as in Adam Smith's classical economics •

theory began to take shape; Marshall and other neoclassical 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.

Moreover, 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 perspectives. Consumer behavior theory by converting non-positivism positivism's 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-consumer behavior of the mother is also born out of the Economics -- Marketing),

The second,Positivist paradigm of consumer behavior research

Empirical studies of consumer behavior paradigm by famous Western philosopher Aristotle, philosophical ideas. Kurt Lewin in

the frequency by the law to understand the law of development of things, and people like to explore the stability 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

Positivism is the philosophy of science as Aristotle thought. It assumes that consumers are rational, identifiable, and mental stability, 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 positivist 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 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

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 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 Conference in 1988

reiterated the theme:

Because of positivism can be assumed that the consumer is 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 include 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 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 prediction 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

The third, non-positivist-oriented consumer behavior research

Non-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 construction capabilities. For example, the interpretation of the view that the subjective views of consumer behavior by consumers, content and structure of domination. Shaughnessy said:

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 individual. 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 constitute 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 describe subjectivity, thus making the environment more meaningful and more predictable; Moreover, the consumer's 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 something 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 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 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 lifestyle 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 of 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 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.

These 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 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: (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 Foxall that the non-positivist research methods is simply to give up the nature of science, always out in their content consumption environment, and thus their views and conclusions do not constitute research and to facilitate in-depth understanding of the complete theoretical system. (3) non-positivist research methods, if not based on empirical findings of research based on the doctrine, then the explanatory power will be greatly reduced. Non-positivist research methods rely mainly on external interpersonal subjective evidence, that these interpersonal need positivist approach.

In short, non-positivist paradigm and the interpretation of post-modern perspective view of consumer behavior research for the different research methods, they are often discussed from the perspective of abstract marketing theory and practice of major issues, so these basic assumptions and theoretical perspective conclusions are puzzling, but also difficult to apply the training and education marketers.

The fourth, comparison of consumer behavior research paradigm and inspiration

Clearly, the non-positivist empirical hegemony is also a response to. After World War II, positivist-oriented research methods has become a mainstream consumer behavior research. Evidence, objectivity and scientific procedures constitute a positivist paradigm characteristics. Under this consumer-oriented philosophy

of science is a self-centered, self-conscious entity.

Non-positivist-oriented consumer behavior research (especially in post-modernism) of positivist research philosophy, culture and questioned the basis of experience, and was critical. Firat and Venkatesh said:

1 with a scientific attitude towards positivism and non-positivist paradigm of the opposition. The definition of paradigm, as Kuhn's first feature, as reflected,

2 Science is seeking a

behavior research should not take the interview or experimental way, but should try to close to the original consumer behavior. Therefore, the anthropological method of ethnography should be the forefront of consumer behavior research methods. It is a combination of case studies, participant observation, self-driven, detailed description of the method. Researchers should strive to become a member of consumers, encouraging consumers to obtain detailed records of consumer behavior. Of course, in the process, observe and explore the inner life of consumers, including their inner life, will encounter many problems. These studies are the means of the consumer's self-presentation, and the credibility of statements will be affected by psychological self-defense, lies and other interfering factors. To sum up, the ethnographic method is the assumption that the consumer is a complex person, the researchers want to get information on consumer behavior, it is necessary depth interviews, group meetings set point, project management skills. Researchers should conduct a detailed description of consumer behavior and observation, through these

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浙江万里学院商学院

毕业论文外文文献译文

吴微 08013021

市场营销专业，2008级2班

陈林兴

会展营销系

学生姓名 学生学号 专业班级 指导教师 系 别

外文文献译文

资料来源：消费者行为研究范式转换过程 作者：托马斯·库恩

消费者行为学研究一百年多的发展历史所形成的两大范式——实证主义与

非实证义代表着消费者行为研究的基本成就。实证主义范式向非实证主义范式

的转换代表着消费者行为模式研究的转向，是消费者行为研究的一次革命性变

革。这一范式的转向，也使得消费者行为研究的假设前提、研究方法、研究对

象、对相关学科基础知识的借用等诸多范式构成成分都发生了巨大变化。推动

这一转变的环境背景是20世纪80年代以后世界各国社会经济持续增长与繁荣，产业结构发生了巨大的变化，社会购买力得到了空前的提高，消费者追求个性

与自由的愿望变得越来越强烈。

一、消费者行为研究范式转换过程回顾

对消费者行为的研究在亚当·斯密等的古典经济学理论中已初见端倪；在

马歇尔等新古典经济学中形成了初步的体系；20世纪50~60年代，消费者行为

学以独立学科的形式从营销中分离出来。在其一百多年的发展历史中，其研究

范式可以归纳为实证主义与非实证主义两种。

而且，每种范式都孕育着众多的研究视角。实证主义包括理性、行为、认

知、动机、社会、特质、态度和情境视角；而非实证主义范式包括诠释主义和

后现代主义两个基本视角。消费者行为理论由实证主义转换为非实证主义的根

本动因，就是研究者们改变了消费者理性的假设。早期古典经济学与新古典经

济学为消费者行为理论提供了最初的理论支持(事实上，消费者行为学先期的母

体———营销学也是脱胎于经济学)，“经济人”假设自然而然地“浸润”了消

费者行为研究，这从早期消费者行为理论流派(如理性观、行为观)的学说中可

以清晰地看到“经济人”理性的影子。然而,经济学研究的主体是整个社会的经

济系统,研究客体也是经济系统如何实现协调运行，而不是具体个体的购买决策

与行为。经济学为消费者行为研究打下了最初的基础，但却无法解释消费行为

的复杂性，过于强调消费的理性一面，而忽视了消费的情绪化一面。所以“经

济人”假设制约了消费者行为理论的进一步发展。消费者行为理论不得不从其

他学科吸取营养，对消费行为进行更为细致的描述。心理学、社会心理学、社

会学、人类学等学科的繁荣为消费者行为理论研究提供了新的理论素材。此时，消费者不再是单纯地基于成本效益分析追求效用最大化的“经济人”，而是“社

会人”，社会与情绪因素影响着他们的购买决策。正是这一转变造就了消费者

行为学发展的飞跃，消费者行为学也就在20世纪五六十年代以一门独立学科的

形式出现在人文社会科学体系中。20世纪80年代以后，世界经济持续发展与

物质的极大丰富，也使得消费日益成为一种消遣与张扬个性的方式；服务消费

比重在人们的消费结构中所占的比重日益加大，服务生产与消费的同一性特点

也使得顾客消费过程延伸到了生产过程，消费体验也成为顾客价值创造的一个

源泉。此时，消费行为研究不能再仅限于顾客如何做出购买决策，而应关注消

费者的欲望如何得到满足。于是,消费者便成为追求个性发展和释放消费欲望的

“自由人”。“经济人”、“社会人”和“自由人”研究假设的转换推动了消

费者行为理论从实证主义向非实证主义的转换。

二、实证主义范式下的消费者行为研究

消费者行为研究的实证主义范式深受西方著名哲学家亚里斯多德哲学思想

的影响。Kurt Lewin在《亚里斯多德与伽利略思想模式冲突与比较》一书中指

出，亚里斯多德的哲学思想一直影响着我们，也影响着科学研究的习惯。人们

习惯于通过规律及发生频率来了解事物的发展规律，而且人们喜欢探索具有稳

定性与倾向性的事物的发展规律，对于不常见和例外事情的规律性会感到感冒。Lewin说道，当某人提到某部电影中某个孩子特定的动作时，心理学家想到的

第一个问题就是“所有小孩子都做过这个动作吗？或至少它是一个共同性动

作。”有规律性的东西总是常见的，这意味着可重复性是现象或事物是否值得

研究的一个重要指标。

实证主义正是以亚里斯多德思想作为其科学哲学。它假定消费者是理性、

可识的、心智稳定，他们的行为动因都是可以识别控制与预测的；在现实的消

费者实践中存在简单化的真理；强调科学观察与检验，观察到经验性的证据，

从而获得普遍的规律用于预测与控制消费者的行为。因此，在实证主义范式下，消费者行为研究的假设基础就是消费者行为被某些力量所控制，而这些力量大

部分都超越了消费者的自控范围。消费行为的变化与其说是消费者主观意志的

体现，倒不如说是受各种内外因素影响的结果。比如，行为观的消费者行为理

论认为消费者的行为主要是由外在环境剌激造成的。所以，其假设“动机的主

要或惟一的目的就在于降低认知的不协调，保持内在心态平衡，消费者总是追

求行为的内在平衡”。从某个角度来看，这也是一种静态行为观。正如Firat

所评论的那样：“消费者行为理论相信行为一致性与有序性。”因此，消费者

的行为特征(如认知反应、条件反射、个人特征等)变量遵循“消费者总是追求

内在平衡”这一假设，研究者能够对消费者的某些行为进行预测，而预测结果

对企业的营销活动具有重大借鉴意义。

总之,在实证主义的消费者研究范式中，消费者只是一种消极、被动的客体。

比如，行为观假定消费者缺乏自我意识能力，因而认为通过环境的影响，企业

的营销战略就能控制和引导消费者，这也是人们攻击实证主义研究范式的焦点

所在。实证主义范式假定消费者是被动的客体，事实上这一假定是对顾客至上

的营销哲学的严重背离。美国营销协会在1988年主题会议上重申：“在产生营

销知识的消费者行为研究中，消费者不幸被转化为实验室的试验品，他们成了

被观察、面谈和实验的对象”。

正因为实证主义假定消费者是一个能被认识的客体，因而消费者的消费和

体验过程可以被分离开来，可以被细分为不同组成部分。我们能够采用各种客

观的分析方法对消费和体验过程的不同组成部分进行分析。这些方法主要包括

标准问卷法、实验法和人格特征测试。然而，这些方法是无法对丰富的消费者

行为进行全面分析的。因为将一个过程的某个因素分离出来然后进行详细的分

析，也就忽略了系统的复杂性与相互作用。Braithwaite认为，标准的定量调查

方法(如问卷法)只会限制消费者对消费的描述，从而导致被调查者消极地回答

各种问题。

尽管批评意见不少，但我们也应该看到采用传统方法抽象出来的消费规律

对消费者行为的预测与控制作用：一些科学调查方法所得出的结论在得出它们

的观察范围内是可信的。此外，实证主义研究范式“创造性地建构消费者行为

理论”的思想精髓也推动了营销实践的发展。

三、非实证主义导向的消费者行为研究

非实证主义范式下的消费者行为研究不再把消费者作为被动的反应者，而

是具有心理前摄能力的行为者，他们具备对消费环境进行诠释与建构的能力。

比如，诠释观认为消费行为受消费者主观意愿内容与结构的支配。Shaughnessy

认为：“在诠释观看来,购买行为不能简单地根据产品所能带来的利益与成本收

益来进行理性计算，而是消费过程中个人体验感觉的汇集。”因此，消费者行

为与决策依据是内在主观价值系统。后现代主义消费者行为研究与诠释视角下

的消费者行为研究的焦点就是消费者的主观价值、语言与说辞。

Brown认为在营销意义上，诠释观不同于后现代主义之处就在于前者假定

人是一种自治的主体，有自由的思想、能够自我认识的个体。比如，人文主义

与现象学观认为，消费者是内在一致和理性的，并且能够决定自身的消费体验

过程和价值。因此，与传统观点类似，诠释观也假定消费者具有一些构成其本

质的天性。此外，诠释观还强调消费者还有好幻想、情绪化和追求快乐体验性

消费的一面，认为消费者总是对环境进行内在一致的陈述和主观性描述，从而

使得环境变得更有意义并更具可预测性；而且，消费者的主观描述还被假定能

为社会大多数人所理解与分享。

而后现代主义的消费观则认为消费者心中没有固定或既有的本质性东西来

驱动其行为。所以，自我识别与主观感受依赖于特定的语境与氛围。这些语境

与氛围又受消费者间社会作用的影响。因此,消费所产生的形象和主观感受是经

常变化或转化的。它们受消费者与谁一起消费、在什么样的消费环境下消费以

及为什么消费等变量的影响。后现代主义坚持认为消费者认同感是断断续续、

不完整的、而且容易变化。Firat认为消费者表现自我形象、特征与价值观具有

多维变化性，而且他们意识不到不断变化、自相矛盾的价值观念与生活方式之

间的不协调性。因此，后现代主义的消费者行为观把研究重点放在消费者通过

自己不同的消费和生活方式来改变自己的生活环境所体现出来的创造力与自治

能力上。

通过对上述各种不同观点的分析可以知道，消费者在进行购买决策时，不

仅注重产品效用，而且还注重产品的符号价值。消费品满足消费者物质需要只

是表象，而更重要的是我们必须关注产品的符号价值。对于消费者来说，消费

能产生两方面的符号价值：提高消费者自我认同感的自我符号价值和提高社会

认同感的社会符号价值。与此相配的是消费充当着创造和维持消费者个人和社

会环境意义和价值的重要角色。因此，广告往往被视为建构与维持符号象征意

义的一种主要手段。这些文化意义往往集中在品牌上，所以Elliot认为品牌经

常是被用来创造和维护认同感等象征意义的主要手段。Firat认为这也反映了消

费文化与人类自由的常规联系：通过更换产品获得不同的形象，从而获得不同

的自我。这种获得自我新形象的自由，就是从单一、呆板和传统中获得解放的

结果。

不过，诠释观和后现代非实证主义范式也受到了以下几方面的批评：(1)忽

视消费行为中非散漫因素对消费行为的限制作用。Thompson等指出后现代主

义消费观基于一种理想的假设：消费者的消费行为以文化的约束、历史的限制

及现实物质发展现状为前提条件。因此，非实证主义范式特别强调消费者能自

由选择自我认同的形象不受任何不确定性与恐惧的威胁。这种假设显然是不现

实的。(2)一些学者如Foxall认为非实证主义研究方法根本就是放弃了科学的本

质，总是将消费脱离其所在的内容环境，因而它们的观点与结论不能构成便于

深入研究和理解的完整理论体系。 (3)非实证主义研究方法结论如果不是建立

在实证主义的研究成果基础之上，那么解释力就会大大减弱。非实证主义的研

究方法主要依赖人际主观外在证明，这些人际证明就需要实证主义的方法。

总之，非实证主义范式下的诠释观与后现代视角为消费者行为研究提供了

不同的研究方法，它们往往从抽象的角度来讨论营销理论与实践的重大问题，

所以这些理论视角的基本假设与结论都令人费解，也难以应用于营销者培训与

教育。

四、消费者行为研究范式的比较与启示

显然，非实证主义也是对实证霸权主义做出的回应。二战以后，实证主义

导向的研究方法就成为了消费者行为研究的主流方法。实证性、客观性和科学

程序构成了实证主义范式的特征。在此科学哲学导向下的消费者是一个以自我

为中心、有自我意识的实体。非实证主义导向的消费者行为研究(特别是后现代

主义)对实证主义研究的哲学、文化与经验基础提出了质疑,并进行了批判。Firat

和Venkatesh认为：“实证主义将消费问题简化为只包含类似男人与女人、消

费者与生产者等简单的二维分类。应该看到非实证主义部分假设的合理性，如

把消费者视为具有社会性、复杂性和非理性以及不可预测的消费主体。消费者

这些特征不但体现在他们的购买过程中，而且也体现在消费体验与价值认知方

面，并且已经构成了消费的基础”。

1 用科学的态度看待实证主义与非实证主义范式的对立。正如库恩对范式

定义的第一个特征所反映的那样，“它们的成就空前地吸引了一批坚定的拥护

者，使他们脱离了科学活动的其他竞争模式”。现在，消费者行为研究者们也

为实证主义与非实证主义两大范式展开了激烈的争论。在自然科学中，科学理

论的争锋、范式的崛起与式微都是十分正常的事情，其实在社会科学中也存在

这种现象。每种理论都需要思想来证明其生存能力。暂且不论在消费者行为研

究中两大范式哪一种更适合消费者行为学的发展。我们认为，科学态度才是第

一位的。对科学研究的情绪性反应是不利于科学的发展的。真正的学者是冷静

的，应该对所有的研究方法都有比较全面的理解，将自己的理论观点与对立的

理论观点进行比较，验证它们是否成立。无论是通过实证主义方法还是非实证

主义方法得出的结论都可以先假定为正确，直到被证明是错误的为止。

2 科学是一个求“真”的过程，人类学中的民族志法是一种研究消费者行

为的比较科学的方法。无论是实证主义范式还是非实证主义范式，它们的一个

共同点就是追求研究结果的真实性,科学研究本身就是一种求“真”的行为。不

再单纯地以消费者购买过程为主要研究对象，而应该关注价值获得与消费的方

方面面，这已成为学者们的共识。运用这种广阔的行为视角来研究消费者行为，也意味着要求我们尽可能寻找消费者的真实消费情境，特别那些对营销活动具

有意义的消费情境。一些严谨的消费者行为研究者认为，消费者行为研究不应

采取面谈或实验的方式，而应该尽力接近消费者消费行为的原貌。因此，人类

学的民族志法应该成为消费者行为研究的前沿方法。它是一种结合案例研究、

参与观察、自我驱动、详细描述的方法。研究者应该努力成为消费者中的一员，身体力行,获得消费者消费行为的详细记录。当然,，在这个过程中，观察和探究

消费者的内心生活，包括他们的内心活动，会遇到许多问题。这些研究都是借

助于消费者的自我陈述，而陈述的可信度会受心理自我防卫、谎言等干扰因素

的影响。概而言之，民族志法的假设前提就是消费者是一个复杂的人，研究者

想获得关于消费者行为的信息，必须通过深度访谈、集点群体会议、项目管理

技巧。研究者应该对消费者行为进行详细的描述和观察,通过这些“史料”来挖

掘消费者行为背后的规律。

外文文献原文

Material Source: Consumer behavior research paradigm conversion process

Author: Thomas samuel kuhn

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 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 changed 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 consumers desire to become increasingly The more intense.

The first, Paradigm shift in consumer behavior research review process

Research on consumer behavior, such as in Adam Smith's classical economics •

theory began to take shape; Marshall and other neoclassical 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.

Moreover, 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 perspectives. Consumer behavior theory by converting non-positivism positivism's 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-consumer behavior of the mother is also born out of the Economics -- Marketing),

The second,Positivist paradigm of consumer behavior research

Empirical studies of consumer behavior paradigm by famous Western philosopher Aristotle, philosophical ideas. Kurt Lewin in

the frequency by the law to understand the law of development of things, and people like to explore the stability 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

Positivism is the philosophy of science as Aristotle thought. It assumes that consumers are rational, identifiable, and mental stability, 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 positivist 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 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

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 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 Conference in 1988

reiterated the theme:

Because of positivism can be assumed that the consumer is 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 include 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 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 prediction 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

The third, non-positivist-oriented consumer behavior research

Non-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 construction capabilities. For example, the interpretation of the view that the subjective views of consumer behavior by consumers, content and structure of domination. Shaughnessy said:

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 individual. 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 constitute 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 describe subjectivity, thus making the environment more meaningful and more predictable; Moreover, the consumer's 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 something 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 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 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 lifestyle 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 of 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 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.

These 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 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: (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 Foxall that the non-positivist research methods is simply to give up the nature of science, always out in their content consumption environment, and thus their views and conclusions do not constitute research and to facilitate in-depth understanding of the complete theoretical system. (3) non-positivist research methods, if not based on empirical findings of research based on the doctrine, then the explanatory power will be greatly reduced. Non-positivist research methods rely mainly on external interpersonal subjective evidence, that these interpersonal need positivist approach.

In short, non-positivist paradigm and the interpretation of post-modern perspective view of consumer behavior research for the different research methods, they are often discussed from the perspective of abstract marketing theory and practice of major issues, so these basic assumptions and theoretical perspective conclusions are puzzling, but also difficult to apply the training and education marketers.

The fourth, comparison of consumer behavior research paradigm and inspiration

Clearly, the non-positivist empirical hegemony is also a response to. After World War II, positivist-oriented research methods has become a mainstream consumer behavior research. Evidence, objectivity and scientific procedures constitute a positivist paradigm characteristics. Under this consumer-oriented philosophy

of science is a self-centered, self-conscious entity.

Non-positivist-oriented consumer behavior research (especially in post-modernism) of positivist research philosophy, culture and questioned the basis of experience, and was critical. Firat and Venkatesh said:

1 with a scientific attitude towards positivism and non-positivist paradigm of the opposition. The definition of paradigm, as Kuhn's first feature, as reflected,

2 Science is seeking a

behavior research should not take the interview or experimental way, but should try to close to the original consumer behavior. Therefore, the anthropological method of ethnography should be the forefront of consumer behavior research methods. It is a combination of case studies, participant observation, self-driven, detailed description of the method. Researchers should strive to become a member of consumers, encouraging consumers to obtain detailed records of consumer behavior. Of course, in the process, observe and explore the inner life of consumers, including their inner life, will encounter many problems. These studies are the means of the consumer's self-presentation, and the credibility of statements will be affected by psychological self-defense, lies and other interfering factors. To sum up, the ethnographic method is the assumption that the consumer is a complex person, the researchers want to get information on consumer behavior, it is necessary depth interviews, group meetings set point, project management skills. Researchers should conduct a detailed description of consumer behavior and observation, through these