消费者行为学第12章课件.ppt

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1、第十二章自我感念与生活方式CHAPTER12SELF-CONCEPTANDLIFESTYLEConsumerBehaviorInTheNews…What’syourfruit-specificLIFESTYLE?That’swhatseveralinternationalresearcherswantedtoknowaboutJapaneseconsumers!Amongtheirfindings…Alargefruit-specificlifestylesegmentcalledthecreative/highlyinvolvedexistsinJapan.Wha

2、tcharacteristicsdoyouthinkdescribethissegment?ConsumerBehaviorInTheNews…What’syourfruit-specificLIFESTYLE?Characteristicsofthecreative/highlyinvolvedfruit-specificlifestylesegment.Firsttobuynewly-introducedfruitEnjoyshoppingforfruitsEnjoytalkingaboutnewfruitswithfriendsEnjoytryingnewfr

3、uitsDoesthissoundlikeanyoneyouknow?12.1自我概念Self-ConceptSelf-Conceptisdefinedasthetotalityoftheindividual‘sthoughtsandfeelingshavingreferencetohim-orherselfasanobject.自我概念是指个人将其自我作为客观对象所具有的所有思想和情感的总和，是个人的自我感知或情感指向。自我概念是由对自己的态度所构成的。ActualSelf-Concept实际的自我概念我现在是什么样？IdealSelf-Concept理想的自我概

4、念我想成为什么样？PrivateSelf-Concept个人的自我概念我如何做自己，或，我想如何做自己？SocialSelf-Concept社会的自我概念别人怎样看待我，或，我希望别人怎样看我？Self-conceptcanbedividedintofourpartsaslistedbelow:DimensionsofaConsumer’sSelf-Concept我实际上如何看自己别人实际上如何看我我希望如何看自己我希望别人如何看我12.1.1依存的/独立的自我概念Interdependent/IndependentSelf-ConceptsInterdepende

5、ntSelf-ConceptisbasedonthecommonAsianculturalbeliefinthefundamentalconnectednessofhumanbeings,emphasizingfamily,cultural,professional,andsocialrelationships.依存型自我概念更多地基于亚洲文化，基于这种文化的人，信奉人们相互联系、相互依存的信念。依存型自我概念强调家庭、文化、职业和社会联系。Individualswithaninterdependentself-concepttendtobeObedientSoci

6、ocentricHolisticConnected,andRelationorientedIndividualswithaninterdependentself-concepttendtobe服从以社会为中心注重整体注重协同关系导向IndependentSelf-ConceptisbasedonthepredominantWesternculturalbeliefthatindividualsareinherentlyseparate,emphasizingpersonalgoals,characteristics,achievements,anddesires.独

7、立型自我概念是基于占统治地位的西方文化观念：个人生来都是独立的。独立的自我概念强调的是个人目标、个性、成就和愿望。Individualswithanindependentself-concepttendtobeIndividualisticegocentricAutonomousSelf-Reliant,andSelf-ContainedIndividualswithanindependentself-concepttendtobe个人主义的利己主义自治独立的独断专行的Theextendedselfconsistsoftheselfpluspossessions