消费者行为学之影响消费者行为的文化因素课件

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,*,消费者行为学之影响消费者行为的文化因素(ppt 38页),消费者行为学之影响消费者行为的文化因素(ppt 38页),1,学习要点,Key studying points,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,2024/11/18,2,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,学习要点Key studying points文化与消费者行,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,2024/11/18,3,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,7.1社会文化影响对消费者行为的影响Social-cultu,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.,2024/11/18,4,Ma Guo,CEBA,Teaching Notes 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,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.,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.,2024/11/18,5,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,文化一般有两部分组成：Two parts of a cul,2024/11/18,6,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,2023/10/56Ma Guo,CEBA,Teachi,2024/11/18,7,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,2023/10/57Ma Guo,CEBA,Teachi,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。,2024/11/18,8,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,文化的特点文化是后天习得的。2023/10/58Ma Guo,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:,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,2024/11/18,9,Ma Guo,CEBA,Teaching Notes 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,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.,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.,2024/11/18,10,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,7.1.2什么是价值观？What is value?,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。,2024/11/18,11,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,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,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.,2024/11/18,12,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,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,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,motivations,and habitual activity is called socialization,the process of absorbing a culture.,所谓社会化过程，是指人们产生和形成他们的价值观、动机和习惯性活动的过程。也即是吸取文化的过程。,2024/11/18,13,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,7.1.2 Where and how do people,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,（,辅助材料,：,7-1,美国文化价值观的演变）,2024/11/18,14,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,2）Values are learned 通过学习获得价值,Intergenerational Transmission of values,Values of society,Family,Religious,Institutions,School,Peer,Individual Internalized,values,Early lifetime,Experiences,Cultural inculcated organizations,Organizations,2024/11/18,15,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,Intergenerational Transmission,价值观在代际之间的传承,社会文化价值观,家庭,宗教机构,学校,同族人,个人内化的价值观,人生早期经历,文化价值观灌输机构,组织,2024/11/18,16,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,价值观在代际之间的传承社会文化价值观家庭宗教机构学校同族人个,7.1.3,文化对消费者行为的影响,The influences of culture on consumer 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 meaning of quality in the function of the product.,2024/11/18,17,Ma Guo,CEBA,Teaching Notes of Consumer Behavior,7.1.3文化对消费者行为的影响The influences,关于产品概念,核心产品（利益、解决方案）,形式产品（性能、特征、