消費(fèi)者行為與心理復(fù)習(xí)大綱-展示頁(yè)
2024-10-25 13:26本頁(yè)面
【正文】 cle Private necessities Influence: Weak product and brand Examples: Mattress, Refrigerator Strong reference group influence on product Public luxuries Influence: Strong product and brand Examples: Snow skis, Health club Private luxuries Influence: Strong product and weak brand Examples: Hot tubs, Home entertainment center Two Consumption Situation Characteristics and Product/Brand Choice 75 Family Two or more persons related by blood, marriage, or adoption who reside together. Household All the people who live together in a house. Traditional Family Life Cycle –Stage I: Bachelorhood –Stage II: Honeymooners –Stage III: Parenthood –Stage IV: Postparenthood –Stage V: Dissolution Functions of the Family ? Economic wellbeing ? Emotional support ? Suitable family lifestyles ? Consumer socialization Consumer Socialization The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers. The Eight Roles in the Family DecisionMaking Process ROLE DESCRIPTION Influencers Family member(s) who provide information to other members about a product or service Gatekeepers Family member(s) who control the flow of information about a product or service into the family Deciders Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Buyers Family member(s) who make the actual purchase of a particular product or service Preparers Family member(s) who transform the product into a form suitable for consumption by other family members Users Family member(s) who use or consume a particular product or service Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction. Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service Chapter 11 Social Class and Consumer Behavior Social Class The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes. Social Class and Social Status ? Researchers define each social class by the amount of status. ? Social status is usually defined in terms of one or more of the following socioeconomic variables: – Family Ine – Occupational Status – Educational Attainment Social Class Measurement ? Subjective Measures: individuals are asked to estimate their own socialclass positions ? Reputational Measures: informants make judgments concerning the socialclass membership of others within the munity ? Objective Measures: individuals answer specific socioeconomic questions and then are categorized according to answers Objective Measures ? Singlevariable indexes –Occupation –Education –Ine –Other Variables ? Compositevariable indexes Chapter 12 The Influence of Culture on Consumer Behavior Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society. Issues in Culture ? Enculturation and acculturation （ 文化習(xí)得與文化適應(yīng)） ? Language and symbols Chapter 13 Subcultures and Consumer Behavior What is Subculture? ? A distinct group that exists as an identifiable segment within larger, more plex society. ? Each subculture has its own unique traits, yet it shares the dominant traits of all the whole society. Relationship Between Culture and Subculture Subcultural Traits of Hispanic Americans Dominant Cultural Traits of . Citizens Subcultural Traits of Asian Americans Major Subcultural Categories CATEGORIES EXAMPLES Nationality French, British, Irish Religion Catholic, Hindu, Jew Geographic region Southeastern, Midwestern, Eastern Race AfricanAmerican, Caucasian, AsianAmerican Age Teens, Xers, middle age, elderly Gender Female, Male Occupation Engineer, cook, plumber Social class Lower, middle, upper Chapter 14 CrossCultural Consumer Behavior
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