消费者行为学教学资 chapter10参考群体.pptVIP

Chapter 10 ;What is a Group?;Reference Group;Broad Categories of Reference Groups;Normative Reference Group;values价值观;values价值观;规范性影响normative influence;规范性影响normative influence;利用规范性影响消费者的技术;Comparative Reference Groups;Figure 10.1 Major Consumer Reference Groups;Factors That Affect Reference Group Influence;Factors Encouraging Conformity:A Reference Group Must ...;Reference Group Appeals;Testimonial;Endorsement;Spokesperson;Table 10.1 Types of Celebrity Appeals;Family;Nuclear Family;Extended Family;Single-Parent Family;Consumer Socialization;Figure 10.7 A Simple Model of the Socialization Process;Other Functions of the Family;Table 10.3 The Eight Roles in the Family Decision-Making Process;Dynamics of Husband-Wife Decision Making;Figure 10.10 Husband-Wife Influence in Financial Tasks and Decisions;The Family Life Cycle;Figure 10.13 An Extended Family life Cycle;Table 10.4 Noteworthy Nontraditional FLC Stages;Table 10.4 continued;Table 10.4 continued;Table 10.5 Family and Nonfamily Households;Table 10.5 continued