消费者行为学之影响消费者行为的文化因素
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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
2020/2/7
Ma Guo, CEBA, Teaching Notes
2
of Consumer Behavior
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.
the following:
❖ Senses 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
❖文化是体现出一个社会或一个社会群体特点的那些精 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
第7章 影响消费者 行为的文化因素
2020/2/7
Chapter 7: Cultural influence factors on consumer behaviors
Ma Guo, CEBA, Teaching Notes
1
of Consumer Behavior
学习要点Key studying points
第二，具有不同价值观、生活方式及风俗习惯的 亚文化。 Second, the sub-cultures characterized by different values, lifestyles and
customs.
2020/2/7
Ma Guo, CEBA, Teaching Notes
5Hale Waihona Puke Baidu
of Consumer Behavior
2020/2/7
Ma Guo, CEBA, Teaching Notes
8
of Consumer Behavior
❖ 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
2020/2/7
Ma Guo, CEBA, Teaching Notes
4
of Consumer Behavior
文化一般有两部分组成： Two parts of a culture
第一，全体社会成员共同的基本核心文化；First, the core basic culture which hold by all the members of a society.
2020/2/7
Ma Guo, CEBA, Teaching Notes
3
of Consumer Behavior
❖ 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 being.
❖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.
2020/2/7
Ma Guo, CEBA, Teaching Notes
6
of Consumer Behavior
2020/2/7
Ma Guo, CEBA, Teaching Notes
7
of Consumer Behavior
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。
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
2020/2/7
Ma Guo, CEBA, Teaching Notes
9
of Consumer Behavior
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.
亚文化的影响Influences of sub-culture 跨文化营销Cross-cultural marketing
2020/2/7
Ma Guo, CEBA, Teaching Notes
2
of Consumer Behavior
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.
the following:
❖ Senses 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
❖文化是体现出一个社会或一个社会群体特点的那些精 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
第7章 影响消费者 行为的文化因素
2020/2/7
Chapter 7: Cultural influence factors on consumer behaviors
Ma Guo, CEBA, Teaching Notes
1
of Consumer Behavior
学习要点Key studying points
第二，具有不同价值观、生活方式及风俗习惯的 亚文化。 Second, the sub-cultures characterized by different values, lifestyles and
customs.
2020/2/7
Ma Guo, CEBA, Teaching Notes
5Hale Waihona Puke Baidu
of Consumer Behavior
2020/2/7
Ma Guo, CEBA, Teaching Notes
8
of Consumer Behavior
❖ 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
2020/2/7
Ma Guo, CEBA, Teaching Notes
4
of Consumer Behavior
文化一般有两部分组成： Two parts of a culture
第一，全体社会成员共同的基本核心文化；First, the core basic culture which hold by all the members of a society.
2020/2/7
Ma Guo, CEBA, Teaching Notes
3
of Consumer Behavior
❖ 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 being.
❖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.
2020/2/7
Ma Guo, CEBA, Teaching Notes
6
of Consumer Behavior
2020/2/7
Ma Guo, CEBA, Teaching Notes
7
of Consumer Behavior
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。
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
2020/2/7
Ma Guo, CEBA, Teaching Notes
9
of Consumer Behavior
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.