【正文】 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。 ?Culture refers the plete pound of a society or a social group in term of mental, 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。 ?文化的影響是無形的。 ? 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(xí)慣性活動的過程。 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 22 中國傳統(tǒng)文化的特點 ?勤儉的品質(zhì) Austerity ?中庸之道 Golden mean ?注重人倫 Emphasizing on human being and ethics ?重面子 Emphasizing on “face” ?先義后利 Humanity first, benefit second orientation ?誠信理念 Being Integrity ?以和為貴的理念 Believe of Harmony 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 23 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 24 ?（ 2）中國傳統(tǒng)文化對消費者行為的影響Traditional Chinese culture influence on consumer behaviors ?消費者行為大眾化 Consumer behaviors tend to in a popular style ?“人情 ” 消費比重大 Larger consumption proportions of “favor “ ?以家庭為主的購買準(zhǔn)則 Buying rules tend to family center. ?品牌意識比較強 Strong brand awareness ?注重直覺判斷的購買決策方式 Emphasis on intuitional judgment and buying ?decisionmaking 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 25 1） North American core values : their influences on consumer behaviors 北美人的價值觀與消費者行為 ? Seeking Material enjoyment 追求物質(zhì)享受 ? Uphold individual achievement and successes 崇尚成就和成功 ? Working is more important than playing 工作比玩更重要 ? Time is money 時間就是金錢 ? Endeavor, enjoyment, and entrepreneurship 努力、樂觀主義和創(chuàng)業(yè)精神 ? Control to the natures 對自然的控制 ? Equalities 平等主義 ? Philanthropism 博愛主義 2023/1/31 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 26 專題材料： ?聚焦中國：消費者行為的主要差異點 ? ——以購買環(huán)境中的中美比較為例 ?1。 The culture in certain extent has its own unique values and traditional customs. ?在亞文化內(nèi)部，人們的態(tài)度、價值觀和購買決策方面比更大的文化內(nèi)部要更加相似。 ?職業(yè)通常會與收入和社會階層共同影響消費者決策。 ?試分析腦白金成功地原因 。 。 :09:1600:09:16January 31, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 :09:1600:09Jan2331Jan23 ? 1越是無能的人，越喜歡挑剔別