从文化层面分析中美消费观的差异论文.doc

从文化层面分析中美消费观的差异毕业论文 Contents Abstract I 摘要 II 1 Introduction 1 1.1 Significance and Aim of the Paper 1 1.2 Organization of the Paper 1 2 Literature Review 2 2.1 The Definition of Consumption Conception 2 2.2 Related Researches Abroad and at Home 2 3 The Comparison of Chinese and American Consumption Conception 3 3.1 Conservatism and Adventurism 3 3.2 Future Consumption and Excessive Consumption 4 3.3 Frugality and Enjoyment 5 3.4 Practicability and Form 5 3.5 Collectivity and Individuality 6 4 The Influences of Chinese and American Cultures on Consumption Conception 6 4.1 The Influences of Geography on Consumption Conception 7 4.2 The Influences of Social Development on Consumption Conception 7 4.3 The Influences of Values on Consumption Conception 8 4.4 The Influences of Traditional Family Education on Consumption Conception 9 4.5 The Influences of Entertainments on Consumption Conception 10 5 Some Inspirations for Establishing a Correct Concept of Consumption 10 5.1 Living within Our Means and Moderate Consumption 10 5.2 Avoiding Blind Obedience and Rational Consumption 10 5.3 Protecting the Environment and Green Consumption 11 6 Conclusion 12 References 13 1 Introduction We create cultures which also create ourselves. Each nation creates different cultures in their different ways; in turn, different cultures also create various nations. Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society. It includes almost everything that influences an individual’s thought processes and behaviors (Hawkins, Best, Coney, 2003:42). As we all know, different countries have different cultures, which influence human life in various aspects. Due to the different cultural background, there exist big differences in customers’ behaviors or consumption concepts, so it is impossible to dissociate consumption conception from culture. This paper is