消费者行为学-文化和消费行为(英文版).pptVIP

Slide 13.* Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour: A European Perspective, 4th Edition, ? Pearson Education Limited 2010 Chapter 13 Culture and consumer behaviour A society’s culture includes its values, ethics and the material objects produced by its people. It is the accumulation of shared meanings and traditions among members of a society. A culture can be described in terms of ecology, its social structure and its ideology. Members of a culture share a system of beliefs and practices including values. The process of learning the values of one’s culture is called enculturation. Each culture can be described by a set of values. Values can be identified by several methods, though it is often difficult to apply these results directly to marketing campaigns due to their generality. Culture and consumption A cultural system consists of three functional areas. Ecology – the way the system is adapted to its habitat by the technology used to obtain and distribute resources. Social structure – the way orderly social life is maintained including domestic and political groups. Ideology – the mental characteristics of the people and the way they relate to their environment. Aspects of culture Figure 13.1 Principles for an ethnoconsumerist approach to studying consumptionSource: Laurie Meamber and Alladi Venkatesh, ‘Ethnoconsumerist Methodology for Cultural and Cross-Cultural Consumer Research’, in R. Elliott and S. Beckmann (eds), Interpretive Consumer Research (Copenhagen: Copenhagen Business School Press, 2000): 87–108 How cultures vary Collectivist cultures – where people subordinate their personal goals to those of a stable in-group. Individualist cultures – where importance is attached to personal goals and where people are more likely to change memberships when the demands of the group become too costly. Different cultures Rules for behaviour Crescive norms are embedded into a culture and are only discovered through interaction with other members