20XX年消费者行为学之影响消费者行为的文化因素.pptVIP

第7章 影响消费者行为的文化因素;学习要点Key studying points;7.1社会文化影响对消费者行为的影响Social-cultural influences on consumer behavior;　文化是人类知识、信仰、艺术、道德、法律、美学、习俗、语言文字以及人作为社会成员所获得的其他能力和习惯的总称。 Culture is an overall appellation of knowledge, beliefs, arts, moral, laws, aesthetics, consuetude, languages, and other abilities and customs as social members of human being. ;文化一般有两部分组成：Two parts of a culture;2019/5/29;2019/5/29;文化的特点;一些受文化影响的重要的态度和行为（10个方面）Some of important attitudes and behaviors influenced by culture are the following: Senses of self and space 自我和空间意识 Communication and language 沟通和语言 Dress and appearance 装束和外表 Food and feeding habits 食物和饮食习惯 Time and time consciousness 时间与时间观念 Relationships (family, organizations, government, and so on 关系（家庭、组织、政府） Values and norms 价值观与标准 Beliefs and attitudes 看法和态度 Mental processes and learning 思维过程与学习方式 Work habits and practices 工作习惯与实践;7.1.2什么是价值观？What is value ? ;;价值观在决定需要认知中起重要作用，它也会影消费者决策的其他阶段。 Value plays an important role in perception of need identification, and it can influences other stage of consumer decision-making . ;7.1.2 Where and how do people obtain their values? 人们的价值观是如何获得的？;2）Values are learned 通过学习获得价值观 3）Culture values are inculcated 通过反复灌输获得价值观 4) Culture values are adaptive 价值观是可以改变的 （辅助材料：7-1 美国文化价值观的演变） ;;;7.1.3文化对消费者行为的影响The influences of culture on consumer behaviors;关于产品概念;2）文化影响消费结构culture influences the structure of consumption Through the legal and governmental system, a nation’s culture determines what suppliers can offer, the ways products can be marketed, and the degree to consumers are allowed to act on their preferences. 3）文化影响个人决策Culture influences individual’s decision-making Culture, along with other elements of the environment, affects all stages of consumer decision making. ;7.1.4核心价值观对市场营销的影响How do core values influence marketing;核心价值观对品牌和沟通的影响 The core values of a nation provide positive and negative valence for brands and for communication programs. . 核心价值观定义一个社会可接受的市场关系 The core values of