台大消费者行为cb11cultureandsocialclass(共15页).ppt

1、2002/05/221Culture and Social Class2002/05/222OverviewlWhat is CulturelHow Culture Influence Consumer BehaviorlSocial Class Microcultures2002/05/223What is Culture?lA set of values, ideas, artifacts, and other meaningful symbols that help individuals communicate, interpret, and evaluate as members o

2、f society2002/05/224CULTUREEthnicityRaceReligionRegional or national identityInfluencesPhysical/MaterialAbstract/Behavioral2002/05/225How Culture Affects Consumer Behavior: Pre-purchase and Purchase ActivitiesConsumption and Divestment ActivitiesBlackwell, Miniard, and Engel, Consumer Behavior, Nint

3、h Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 2002/05/226Culture Influences Pre-purchase and Purchase Activities Culture affects what consumers think they need and what they perceive as frivolous Culture affects how and how much they search for informationCulture affects the impor

4、tance placed on various attributes of alternativesCulture affects the purchase process-how consumers buy, what they expect, and even how they negotiate2002/05/227Culture Influences Consumption and Divestment Activities Culture affects what consumers expect from a productConsumers expectations about

5、form and function are influenced by cultureCulture influences how consumers dispose of products-how much is consumed and whether or not consumers recycle products or packaging2002/05/228National Culture Dimensions Individualism versus collectivismUncertainty avoidance: how societies react to uncerta

6、inties inherent in lifePower distance: the degree to which a society accepts inequality in power at different levels in organizations and governmentMasculinity-femininity2002/05/229Self-construalRole of OthersValuesMotivational drivesBehaviorDefined by family, important others, and friendsSelf-defin

7、itionEmphasis on relationships and connectednessFocus on similarity, need to blend inInfluenced by needs of close othersDefined by internal attributes and personal traitsSelf-evaluationEmphasis on individuality and separatenessDifferentiation, need to be uniqueReflective of personal preferences2002/

8、05/2210Social Class MicrocultureslSocial 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 categorizedlStatus groups: reflect communit

9、ys expectations for style of life among each class as well as the positive or negative social estimation of honor given to each class2002/05/2211What Determines Social Class?Economic VariablesInteraction VariablesPolitical Variables 2002/05/2212One View of U.S. Social ClasseslUpper AmericansUpper-up

10、per (0.3%)Lower-upper (1.2%)Upper-middle (12.5)lMiddle AmericansMiddle class (32%)Working class (38%)lLower AmericansLow, but not lowest (9%)Lower-Lower (7%)2002/05/2213A View of Class Structures of Selected CulturesU.S.IndiaJapanLatin America2002/05/2214Social Stratification and Social MobilitylSocial stratification: perceived hierarchies in which consumers rate others as higher or lower in social statusAchieved status: earned by work or studyAscribed status: acquired status due to luck (born wealthy) lSocial mobility: process of passing from one