518 英文文献翻译.doc

英 文 文 献 翻 译 题 目 Consumer behavior research paradigm conversion process姓 名 杨奖 学 号 1210812220 所在学院 经济与管理学院 专业班级 12 营职 2 班 指导教师 赵湜 日 期 2016 年 5 月 15 2015 届本科生毕业论文（设计）（英文文献原文）Material Source: Consumer behavior research paradigm conversion process Author: Thomas samuel kuhnStudy 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 processResearch 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), "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 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 2015 届本科生毕业论文（设计）Ibehavior and lay the initial foundation, but can not explain the complexity of consumer behavior, consumption of too much emphasis on the rational side, while ignoring the consumer's emotional side. Therefore, the "economic man" assumption restricts the further development of the theory of consumer behavior. Theory of consumer behavior 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 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 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 proportion of consumer services in people's 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 this point, consumer behavior research can no longer be limited to how customers make purchasing decisions, but should be concerned about the consumer's 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 "free people" to promote the conversion hypothesis of consumer behavior theory from positivism to the conversion of non-positivism.The second,Positivist parad。