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11.What Motivates Consumuers to Purchanse?
11.是什么讓消費者掏腰包？
One factor that can influence consumers is their mood state. Mood may be defined as a temporary and mild positive or negative feeling that is generalized and not tied to any circumstance. Moods should be distinguished from emotions which are usually more intense, related to specific circumstances, and often conscious.
能夠影響消費者的其中一個因素是他們的情緒狀態。心情可以定義為一個臨時而輕微的積極或消極的感覺，是廣義而不受特定環境制約的。情緒應有別于通常所說的情感，情感更為激烈，與特定的環境相關，而且往往是有意識的。
In one sense, the effect of a consumer's mood can be thought of in much the same way as can our reactions to the behavior of our friends — when our friends are happy and "up", that tends to influence us positively, but when they are "down", that can have a negative impact on us.
從某種意義上說，影響消費者的情緒可以被認為是在大多程度上與我們對朋友的行為的反應相一致的。當我們的朋友感到高興和“高昂”時，這往往會使得我們積極，但是當他們“低落”時，會對我們有一個負面的影響。
Similarly, consumers operating under a given mood state tend to react to stimuli in a direction consistent with that mood state. Thus, for example, we should expect to see consumers in a positive mood state evaluate products in more of a favorable manner than they would when not in such a state. Moreover, mood states appear capable of enhancing a consumer's memory.
同樣，消費者在特定的情緒狀態下對刺激物作出的反應與那個情緒狀態相一致。因此，舉例來說，我們應該會看到消費者在一種積極的情緒狀態下對商品做出的評價比不在這種狀態中進行的評價對商品更有利。此外，情緒狀態似乎能夠增強消費者的記憶。
Moods appear to be readily influenced by marketing techniques. For example, the rhythm, pitch, and volume of musice has been shown to influence behavior such as the amount of time spent in supermarkets or intentions to purchase products. In addition, advertising can influence consumers' moods which, in turn, are capable of influencing consumers' reactions to products.
情緒似乎容易受到營銷技巧的影響。例如，音樂的節奏、聲調和音量已被證明對消費者在超市逗留的時間和購買意愿等行為具有影響力。此外，廣告可以影響客戶的心情，發過來說，也就是能夠影響消費者對產品的反應。
