消费者行为学第七章

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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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.
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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
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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
meaning of quality in the function of the product.
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关于产品概念
核心产品（利益、解 决方案）
形式产品（性能、特 征、形式、质量、品 牌等）
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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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延伸产品（服务、保 修、安装、支付方式、 交付等）
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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.
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
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Values of society
Family
Organizations Religious Institutions
School
Early lifetime Experiences
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Peer
Individual Internalized values
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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 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
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❖ 价值观在代际之间的传承
文化价值观灌输 机构
社会文化价值观
家庭
组织
宗教机构
学校
人生早期 经历
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同族人
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
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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?
❖ 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.
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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 being.
behaviors
1）人们为什么购买商品？Why people buy products ?
❖为了获得功能、形式和意义。Consumers buy product to obtain function, for m, and meaning.
❖文化背景决定消费者对产品质量和功能赋予的意义。 ❖The culture context of the consumer defines the
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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020/12/2
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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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（辅助材料：7-1 美国文化价值观的演变）
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❖ Intergenerational Transmission of
values
Cultural inculcated organizations
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.
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价值观在决定需要认知中起重要作用，它也会影 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 .