消費(fèi)者行為學(xué)第七章-全文預(yù)覽
【正文】 , material, perceptive and emotional characteristics ? 文化 是人類知識、信仰、藝術(shù)、道德、法律、美學(xué)、習(xí)俗、語言文字以及人作為社會成員所獲得的其他能力和習(xí)慣的總稱。 Culture refers to a set of values, ideas, arts, and other meaningful symbols that help individuals to municate, interpret, and evaluate such things as members of society. ?文化是體現(xiàn)出一個社會或一個社會群體特點(diǎn)的那些精神的、物質(zhì)的、理智的和感情的特征的完整復(fù)合物。 ?文化的影響是無形的。 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 8 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 9 ? 一些受文化影響的重要的態(tài)度和行為（ 10個方面） Some of important attitudes and behaviors influenced by culture are the following: ? Senses of self and space 自我和空間意識 ? Communication and language 溝通和語言 ? Dress and appearance 裝束和外表 ? Food and feeding habits 食物和飲食習(xí)慣 ? Time and time consciousness 時間與時間觀念 ? Relationships (family, anizations, government, and so on 關(guān)系（家庭、組織、政府） ? Values and norms 價值觀與標(biāo)準(zhǔn) ? Beliefs and attitudes 看法和態(tài)度 ? Mental processes and learning 思維過程與學(xué)習(xí)方式 ? Work habits and practices 工作習(xí)慣與實(shí)踐 2023/1/31 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(biāo)準(zhǔn)Value refers the shared beliefs or group norms internalized by individuals, perhaps with some modifications. ?標(biāo)準(zhǔn) 是持有同一信念的群體對其成員的行為的規(guī)范。 ? 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(jī)和習(xí)慣性活動的過程。 ?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(fèi)結(jié)構(gòu) 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）文化影響個人決策 Culture influences individual’s decisionmaking ?Culture, along with other elements of the environment, affects all stages of consumer decision making. 2023/1/31 Ma Guo, CEBA, Teachin
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