跨文化消费者行为Crossculturalconsumerbehaviour(免费).pptVIP

Chapter 4 Cross-cultural consumer behaviour introduction In this chapter we will looking with other eyes and move to question the cross-cultural transposability of consumer behaviour theories. 4.1 Culture and consumer behaviour ------ the influence of major cultural traits on consumer behaviour. Ⅰ. Hierarchies of needs, which shape demand across product categories. 1. Maslow’s theory 1) physiological needs are at the lowest level 2) safety needs emerge when physiological needs are satisfied 3) social needs, which include friendship and love relationships 4) esteem i