人類行為

出自維基百科,自由嘅百科全書

人類行為英文human behaviour)係指人類行為心理學有重點研究人類行為,而動物行為學都有對呢方面著墨。

消費行為[編輯]

內文:消費行為
睇埋:市場學同埋行為經濟學

消費者行為係一種人類先會展現嘅行為,定義係指[1]:p. 7-8

原版英文:"... all activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities."
粵文翻譯:(消費者行為係)... 一切同貨品服務購買、使用同掉棄有關聯嘅活動,包括消費者喺呢啲活動前或後嘅情緒心靈同埋行為反應。

消費者行為建基於消費(consumption)嘅概念。喺嚴格嘅經濟學上,消費係指「運用手上資源獲取即時效益嘅舉動」:想像家陣有個人攞住啲(手上資源),佢行入一間麪包鋪度畀錢買咗件芝士蛋糕,件芝士蛋糕佢可以即刻食落肚滿足食慾(即時效益)-噉嘅行為就係所謂嘅消費;消費嘅相對係投資-投資係「消耗手上嘅資源,以求喺將來得到更多嘅資源」嘅舉動,例如想像有個人使錢(消耗手上資源)買股票,預隻股票第時會升值,令佢第時可以賣走啲股票圖利(將來利益)但冇話滿足到啲乜即時性質嘅慾望[2]

2017 年香港一條好多舖頭嘅街;有好多消費者喺度行街買嘢-展現緊消費行為。

消費嘅過程會涉及好多認知同情緒變化,例如[1][3]

  • 買嘢嘅舉動本質上就起碼會涉及決策-例如想像個人有幾樣嘢想買,但唔夠錢買嗮啲嘢,噉佢就有必要喺腦海入面衡量每樣嘢對佢幾有價值,揀對佢最重要嗰樣嚟買[4]
  • 「將買咗嘅嘢攞去用」好多時會或多或少噉引起情緒變化-例如想像個人買咗件芝士蛋糕,佢食件蛋糕嗰陣正路會得到快感,呢股快感會受咩因素影響呢[5]
  • 「買返嚟嘅嘢用完,要攞去抌」嘅過程又會涉及某啲行為-例如想像個人食完件芝士蛋糕要抌咗啲包裝紙佢,佢有幾大機率會肯規規矩矩噉將啲包裝紙抌落垃圾桶呢?有乜因素會影響呢個機率呢[6]

消費者心理學(consumer psychology)就係專研究消費者行為嘅學問。呢門學問結合營銷學心理學,目的係想運用心理學知識理解消費者行為,仲會想靠研究所得嘅知識幫企業手做營銷上嘅決策,甚至幫政府手制定政策,左右人嘅消費行為[1]:Ch. 1

健康行為[編輯]

內文:健康行為

健康心理學心理學一門,專門將心理學上嘅概念用落醫療健康相關工作上;健康心理學其中一個最多人關注嘅課題,就係要點樣鼓勵健康行為,即係[7][8]

點樣改變啲人嘅行為,令佢哋做多啲對健康有利嘅行為(例如食蔬菜生果),同令佢哋做少啲對健康有害嘅行為(例如食煙)呢?

文獻[編輯]

  • Davis, R., Campbell, R., Hildon, Z., Hobbs, L., & Michie, S. (2015). Theories of behaviour and behaviour change across the social and behavioural sciences: a scoping review. Health psychology review, 9(3), 323-344.

引咗[編輯]

  1. 1.0 1.1 1.2 Kardes, F., Cronley, M., & Cline, T. (2014). Consumer behavior. Cengage Learning.
  2. Black, John; Hashimzade, Nigar; Myles, Gareth (2009). A Dictionary of Economics (3 ed.). Oxford University Press.
  3. Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior. Cengage Learning.
  4. Hall, A., Towers, N., & Shaw, D. R. (2017). Understanding how millennial shoppers decide what to buy: Digitally connected unseen journeys. International Journal of Retail & Distribution Management.
  5. Kringelbach, M. L. (2015). The pleasure of food: underlying brain mechanisms of eating and other pleasures. Flavour, 4(1), 1-12.
  6. Robinson, S. N. (1976). Littering behavior in public places. Environment and Behavior, 8(3), 363-384.
  7. Tanton, J., Dodd, L. J., Woodfield, L., & Mabhala, M. (2015). Eating behaviours of British university students: A cluster analysis on a neglected issue. Advances in preventive medicine, 2015.
  8. Rayward, A. T., Duncan, M. J., Brown, W. J., Plotnikoff, R. C., & Burton, N. W. (2017). A cross-sectional cluster analysis of the combined association of physical activity and sleep with sociodemographic and health characteristics in mid-aged and older adults. Maturitas, 102, 56-61.