消费者行为学第七章

家庭
组织
宗教机构
学校
人生早期 经历
同族人
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个人内化的价值观
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7.1.3文化对消费者行为的影响The influences of culture on consumer behaviors
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文化的特点
文化是后天习得的。 文化的影响是无形的。 社会文化既有稳定性， 又有可变性。 社会文化是共享的。 社会文化的规范性。

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一些受文化影响的重要的态度和行为（10个方面）Some of important attitudes and behaviors influenced by culture are the following:
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7.1社会文化影响对消费者行为的 影响Social-cultural influences on consumer behavior

7.1.1什么是文化？What is culture?
文化是一系列有助于社会成员之间的沟通，阐释和评价价值观、思
想、艺术和其他有意义的事物的象征符号。Culture refers to a set of values, ideas, arts, and other meaningful symbols that help individuals to communicate, interpret, and evaluate such things as members of society. 文化是体现出一个社会或一个社会群体特点的那些精
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7.1.4核心价值观对市场营销的影响 How do core values influence marketing

什么是核心价值观？What’s about core value? 核心价值观是一个社会的主流价值观， 是社会成 员对事物和行为的基本的信念。 It refers the main stream values, and the basic beliefs held by the members of a society toward behaviors and the world. 核心价值观决定产品在社会中的使用 Core value define how products are used in a society.
第7章 影响消费者 行为的文化因素
Chapter 7: Cultural influence factors on consumer behaviors
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学习要点Key studying points
（辅助材料：7-1 美国文化价值观的演变）
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Cultural inculcated organizations
Intergenerational Transmission of values Values of society
Family
Organizations
Religious Institutions
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文化是人类知识、信仰、艺术、道德、法 律、美学、习俗、语言文字以及人作为社会 成员所获得的其他能力和习惯的总称。 Culture is an overall appellation of knowledge, beliefs, arts, moral, laws, aesthetics, consuetude, languages, and other abilities and customs as social members of human baching Notes of Consumer Behavior
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7.1.2 Where and how do people obtain their values? 人们的价值观是如何获得的 ？
1) Socialization 在社会化过程中获得
The
process by which people develop their value,
Senses
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7.1.2什么是价值观？ What is value ?
价值观是人们共享的信念或个人内在化的群体标准
Value refers the shared beliefs or group norms internalized by individuals, perhaps with some modifications.
消费者决策的其他阶段。
Value plays an important role in perception of
need identification, and it can influences other stage of consumer decision-making .
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价值观是关于理想的最终状态和行为方式的 持久信念，是指人们对客观事物的主观评价 ，它是文化的基本内涵。 不同的文化决定着人们不同的价值观念与价 值取向。
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价值观在决定需要认知中起重要作用，它也会影
of self and space 自我和空间意识 Communication and language 沟通和语言 Dress and appearance 装束和外表 Food and feeding habits 食物和饮食习惯 Time and time consciousness 时间与时间观念 Relationships (family, organizations, government, and so on 关 系（家庭、组织、政府） Values and norms 价值观与标准 Beliefs and attitudes 看法和态度 Mental processes and learning 思维过程与学习方式 Work habits and practices 工作习惯与实践
2）Values
are learned 通过学习获得价
值观 3）Culture values are inculcated 通过 反复灌输获得价值观

4) Culture values are adaptive 价值观是可 以改变的
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标准是持有同一信念的群体对其成员的行为的规范。 Norms
refers the behavior standards that are held by the group members with same beliefs.
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2）文化影响消费结构culture influences the structure of consumption
Through
the legal and governmental system, a nation’s culture determines what suppliers can offer, the ways products can be marketed, and the degree to consumers are allowed to act on their preferences.

3）文化影响个人决策Culture influences individual’s decision-making
Culture,
along with other elements of the environment, affects all stages of consumer decision making.
文化与消费者行为Culture and consumer
behaviors 亚文化的影响Influences of sub-culture 跨文化营销Cross-cultural marketing
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神的、物质的、理智的和感情的特征的完整复合物。 Culture refers the complete compound of a society or a social group in term of mental, material, perceptive and emotional characteristics