2019年消费者行为学第十章.pptVIP

Ma Guo, CEBA, Teaching Notes of Consumer Behavior Time perception 时间概念 不同的国家时间观念是不同的。 Time is precious in western cultures. However in many other countries, time is much less important. A study was performed on the accuracy of bank clocks, the average walking speed of pedestrians on a city street, and how long it took postal clerks to sell a stamp in several cultures: 日本人在时间方面最精确。 On all three measures, Japan had the most accurate and fastest times. 美国人和英国人属于第二和第三位。 United States and England were either second or third on each. 印度尼西亚是时间观念最松宽的地方。Indonesia tended to have the most relaxed pace. Symbols 符号象征 （例子） 7 在加纳、肯尼亚是不吉利的数字， 但在印度、捷克是吉利的数字。 7 is unlucky in Ghana, Kenya, lucky in India and the Czech Republic. 4 在中国和日本是不吉利的数字。4 is unlucky in Japan, China. 8、3、2 的发音在香港是好运的声音。 8, 3, 2 sound good in Hong Kong. Friendship 友谊 在中和日本友谊在一些情况下可能替代法律体系。In China Japan friendship is a substitute for a legal system. We view friendships as more disposable. 关系是极为重要的。 Guanxi (personal relationships ) are seen as critical. Etiquette (礼节） 拥抱和亲吻Hugging and kissing 在拉美比在亚洲更为流行。More prevalent in Latin America than here: less prevalent in Asia than here. 饮食习惯 Eating habits Japanese slurp noodles, Indian meals, some Europeans won’t eat any food with their fingers. Non-verbal Behavior 非语言行为 用与沟通的行为、动作和语调 Actions, movements and utterances that communicate. 跳舞。In some Russian villages, boys dance with chairs until a girl indicates interest. So in Russia, It Takes One to Tango. 空间问题。Spacing issues 语境。 Context 原产地问题 Country-of-Origin Issues 双国产品 Bi-national products 用Y国的材料在X过装配。 “assembled in X using materials from Y.” 日本公司的在墨西哥生产的产品。Made in Mexico by a Japanese company. Ethnocentricity （民族优越感） 人们会有一种常见的倾向：It is a common tendency for people to: 用自己群类的视角向他人解释某种现象。Interpret others from the perspective of their own group. 拒绝与自己文化以相似的事物。 Reject those who are culturally dissimilar. Ma Guo, CEBA, Teaching Notes of Consumer Behavior Chapter 10: The International Consumer 第10 章 国际消费者 K