台大消费者行为cb 11 culture and social class.pptVIP

2002/05/22 Culture and Social Class Overview What is Culture How Culture Influence Consumer Behavior Social Class Microcultures What is Culture? A set of values, ideas, artifacts, and other meaningful symbols that help individuals communicate, interpret, and evaluate as members of society Social Class Microcultures Social class: relatively permanent and homogeneous divisions in a society into which individuals or families sharing similar values, lifestyles, interests, wealth, status, education, economic positions, and behavior can be categorized Status groups: reflect community’s expectations for style of life among each class as well as the positive or negative social estimation of honor given to each class One View of U.S. Social Classes Upper Americans Upper-upper (0.3%) Lower-upper (1.2%) Upper-middle (12.5) Middle Americans Middle class (32%) Working class (38%) Lower Americans Low, but not lowest (9%) Lower-Lower (7%) A View of Class Structures of Selected Cultures Social Stratification and Social Mobility Social stratification: perceived hierarchies in which consumers rate others as higher or lower in social status Achieved status: earned by work or study Ascribed status: acquired status due to luck (born wealthy) Social mobility: process of passing from one social class to another Social Class and Consumption Conspicuous consumption 炫耀性消費 Status symbols 地位符號 Compensatory consumption 補償性消費 The meaning of money 金錢觀念 * * CULTURE Ethnicity Race Religion Regional or national identity Influences Values Norms Rituals Symbols Physical/Material Artifacts Technology Infrastructure Abstract/Behavioral How Culture Affects Consumer Behavior: Pre-purchase and Purchase Activities Consumption and Divestment Activities Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright? 2001 by Harcourt, Inc. All rights reserved. Culture Influences Pre-purchase and Purchase Activities Culture affects what consumers think they need and what they perceive as