台大消费者行为cb culture and social class.ppt

《台大消费者行为cb culture and social class.ppt》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、CultureandSocialClass2002/05/221OverviewWhatisCultureHowCultureInfluenceConsumerBehaviorSocialClassMicrocultures2002/05/222WhatisCulture?Asetofvalues,ideas,artifacts,andothermeaningfulsymbolsthathelpindividualscommunicate,interpret,andevaluateasmembersofsociety2002/05/223CULTUREEthn

2、icityRaceReligionRegionalornationalidentityInfluencesValuesNormsRitualsSymbolsPhysical/MaterialArtifactsTechnologyInfrastructureAbstract/Behavioral2002/05/224HowCultureAffectsConsumerBehavior:Pre-purchaseandPurchaseActivitiesConsumptionandDivestmentActivitiesBlackwell,Miniard,andEng

3、el,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.2002/05/225CultureInfluencesPre-purchaseandPurchaseActivitiesCultureaffectswhatconsumersthinktheyneedandwhattheyperceiveasfrivolousCultureaffectshowandhowmuchtheysearchforinformationCultureaffectstheimpo

4、rtanceplacedonvariousattributesofalternativesCultureaffectsthepurchaseprocess--howconsumersbuy,whattheyexpect,andevenhowtheynegotiate2002/05/226CultureInfluencesConsumptionandDivestmentActivitiesCultureaffectswhatconsumersexpectfromaproductConsumers’expectationsaboutformandfunctiona

5、reinfluencedbycultureCultureinfluenceshowconsumersdisposeofproducts--howmuchisconsumedandwhetherornotconsumersrecycleproductsorpackaging2002/05/227NationalCultureDimensionsIndividualismversuscollectivismUncertaintyavoidance:howsocietiesreacttouncertaintiesinherentinlifePowerdistance

6、:thedegreetowhichasocietyacceptsinequalityinpoweratdifferentlevelsinorganizationsandgovernmentMasculinity-femininity2002/05/228Self-construalRoleofOthersValuesMotivationaldrivesBehaviorCollectivismDefinedbyfamily,importantothers,andfriendsSelf-definitionEmphasisonrelationshipsandcon

7、nectednessFocusonsimilarity,needtoblendinInfluencedbyneedsofcloseothersDefinedbyinternalattributesandpersonaltraitsSelf-evaluationEmphasisonindividualityandseparatenessDifferentiation,needtobeuniqueReflectiveofpersonalpreferencesIndividualism2002/05/229SocialClassMicroculturesSocial

8、class:relativelyper