台大消费者行为cb 11 culture and social class

2002/05/22
Culture Influences Pre-purchase and Purchase Activities
•Culture affects what consumers think they need and what they perceive as frivolous
•Culture affects how and how much they search for information
– Achieved status: earned by work or study – Ascribed status: acquired status due to luck (born wealthy)
Social mobility: process of passing from one social class to another
how they negotiate
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Culture Influences Consumption and Divestment Activities
Culture affects what consumers expect from a product
Consumers’ expectations about form and function are influenced by culture
2002/05/22
How Culture Affects Consumer Behavior:
Pre-purchase and Purchase Activities
Consumption and Divestment Activities
5 Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Individualism versus collectivism
Uncertainty avoidance: how societies react to uncertainties inherent in life
Power distance: the degree to which a society accepts inequality in power at different levels in organizations and government
Status groups: reflect community’s expectations for style of life among each class as well as the positive or negative social estimation of honor given to each class
A set of values, ideas, artifacts, and other meaningful symbols that help individuals communicate, interpret, and evaluate as members of society
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Influences
Ethnicity Race Religion Regional
or national identity
CULTURE
Abstract/Behavioral
Physical/Material
Values Norms Rituals
Symbols
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Artifacts Technology Infrastructure
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What Determines Social Class?
Economic Variables
Interaction Variables
Political Variables
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Occupation Income Wealth
Personal Prestige Association Socialization
•Culture affects the importance placed on various attributes of alternatives
•Culture affects the purchase process--how
consumers buy, what they expect, and even
Middle Americans – Middle class (32%) – Working class (38%)
Lower Americans – Low, but not lowest (9%) – Lower-Lower (7%)
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A View of Class Structures of Selected Cultures
Masculinity-femininity
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Self-construal
Individualism
Defined by internal attributes and personaDefined by family, important others, and friends
Culture and Social Class
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Overview
What is Culture How Culture Influence Consumer Behavior Social Class Microcultures
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What is Culture?
Power
Class
consciousness
Mobility
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One View of U.S. Social Classes
Upper Americans – Upper-upper (0.3%) – Lower-upper (1.2%) – Upper-middle (12.5)
Social Class Microcultures
Social class: relatively permanent and homogeneous divisions in a society into which individuals or families sharing similar values, lifestyles, interests, wealth, status, education, economic positions, and behavior can be categorized
Role of Others Self-evaluation
Self-definition
Values
Emphasis on individuality and separateness
Emphasis on relationships and connectedness
Motivational drives
U.S.
Latin America
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India
Japan
2002/05/22
Social Stratification and Social Mobility
Social stratification: perceived hierarchies in which consumers rate others as higher or lower in social status
Differentiation, need Focus on similarity,
to be unique
need to blend in
Behavior
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Reflective of personal Influenced by needs of
preferences
close others
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Social Class and Consumption
Conspicuous consumption 炫耀性 消費
Status symbols 地位符號 Compensatory consumption 補償性
消費 The meaning of money 金錢觀念
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Culture influences how consumers dispose of products--how much is consumed and whether or not consumers recycle products or packaging
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National Culture Dimensions