消費者行為學第七章-文庫吧
2025-01-03 14:00 本頁面
【正文】 023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 10 ？ What is value ? ?價值觀 是人們共享的信念或個人內(nèi)在化的群體標準Value refers the shared beliefs or group norms internalized by individuals, perhaps with some modifications. ?標準 是持有同一信念的群體對其成員的行為的規(guī)范。 ?Norms refers the behavior standards that are held by the group members with same beliefs. ?價值觀是關(guān)于理想的最終狀態(tài)和行為方式的持久信念，是指人們對客觀事物的主觀評價，它是文化的基本內(nèi)涵。 ?不同的文化決定著人們不同的價值觀念與價值取向。 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 11 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 12 ? 價值觀在決定需要認知中起重要作用，它也會影消費者決策的其他階段。 ? Value plays an important role in perception of need identification, and it can influences other stage of consumer decisionmaking . Where and how do people obtain their values? 人們的價值觀是如何獲得的？ ? 1) Socialization 在社會化過程中獲得 ?The process by which people develop their value, motivations, and habitual activity is called socialization, the process of absorbing a culture. 所謂社會化過程，是指人們產(chǎn)生和形成他們的價值觀、動機和習慣性活動的過程。也即是吸取文化的過程。 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 13 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 14 ?2） Values are learned 通過學習獲得價值觀 ?3） Culture values are inculcated 通過反復灌輸獲得價值觀 ? 4) Culture values are adaptive 價值觀是可以改變的 （ 輔助材料 ： 71 美國文化價值觀的演變） 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 15 ? Intergenerational Transmission of values Values of society Family Religious Institutions School Peer Individual Internalized values Early lifetime Experiences Cultural inculcated anizations Organizations 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 16 ?價值觀在代際之間的傳承 社會文化價值觀 家庭 宗教機構(gòu) 學校 同族人 個人內(nèi)化的價值觀 人生早期經(jīng)歷 文化價值觀灌輸機構(gòu) 組織 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 17 The influences of culture on consumer behaviors ? 1）人們?yōu)槭裁促徺I商品？ Why people buy products ? ?為了獲得功能、形式和意義。 Consumers buy product to obtain function, for m, and meaning. ?文化背景決定消費者對產(chǎn)品質(zhì)量和功能賦予的意義。 ?The culture context of the consumer defines the meaning of quality in the function of the product. 關(guān)于產(chǎn)品概念 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 18 核心產(chǎn)品（利益、解決方案） 形式產(chǎn)品（性能、特征、形式、質(zhì)量、品牌等） 延伸產(chǎn)品（服務(wù)、保修、安裝、支付方式、交付等） ? 2）文化影響消費結(jié)構(gòu) culture influences the structure of consumption ?Through the legal and g
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