台大消费者行为cb 11 culture and social class
09 社会阶层与消费者行为
5办事人员阶层
4.8
6个体工商户阶层 4.2
7商业服务业员工阶层 12
8产业工人阶层
22.6
9农业劳动者阶层
44
10城乡无业、失业、半失业者阶层 3.1
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第二节 社会阶层划分与测量
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一、单一指标法
(一)教育 教育是评价社会地位的一项重要指标。 教育影响到个体消费模式和生活方式的各个
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3、炫耀性消费使社会财富效用没有得到 很好利用，导致社会整体福利水平下降。
炫耀性消费不仅使大量奢侈品生产耗资巨大．且这 些消费者又以惊人铺张浪费将奢侈品化为废弃物。
享受不了的人有条件挥霍，需要的人又没条件满足。 浪费的财富也只是满足了富有者的虚荣心．这无异
于实际财富的低增长和社会整体福利的下降。
越来越多上层社会消费者对通过消费显示财富 表示厌倦。
“真正的富翁”开始具有“普通人”的消费习 惯。
这些现象有哪些？？
一些富人开始往农村跑，体验农村生活。
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对营销人员的启示？？？
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(二)社会阶层的多维性
决定社会阶层因素既有经济层面，亦有政治和 社会层面因素。收入，职业，住所，学历。。。
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炫耀性消费 - 积极作用
1、对生产有很强的拉动作用。
2、有利于启动市场，拉动消费。
消费需求的扩大必然会带来巨大的商机 。上海顶级私人物品集中展示了 顶级名车、游艇、私人飞机、珠宝名表、名酒以及各类豪宅别墅、高尔
夫俱乐部、私人会所等。据统计，顶级私人物品展3天一共接待了超过 7000位富豪，成交量达2亿元人民币。
消费者行为学--收入与社会分级(英文版)
Table 12.1 Effects of restricted vs. elaborated codes
Source: Adapted from Jeffrey F. Durgee, ‘How Consumer Sub-Cultures Code Reality: A Look at Some Code Types’, in Richard J. Lutz, ed., Advances in Consumer Research 13 (Provo, UT: Association for Consumer Research, 1986): 332 Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour: A European Perspective, 4th Edition, © Pearson Education Limited 2010
Slide 12.5
Discretionary spending
Figure 12.2 Disposable income per capita across the EU-25, 2000
Source: Eurostat, Statistics in Focus, Theme 3–7/2003 (Luxembourg: Office for Official Publications of the European Communities, 2004): 113, Map 2. © European Communities 2004 Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour: A European Perspective, 4th Edition, © Pearson Education Limited 2010
消费者行为学(双语或中英文结合)课程12.income and social class
– Consumers’ beliefs about what the future holds
• Overall savings rate influenced by:
– (1) Individual consumers’ pessimism or optimism about their personal circumstances
Chapter 12
Income and Social Class
13 - 1
Chapter Objectives
When you finish this chapter you should understand why:
• Both personal and social conditions influence how we spend our money.
• Social Class Affects Access to Resources:
– (2) World events – (3) Cultural differences in attitudes toward saving
13 - 9
Social Class
• A Universal Pecking Order
– Dominance-submission hierarchy: Each individual in the hierarchy is submissive to those higher in the hierarchy and is dominant to those below them in A Higher Living Standard
• Education is strongly linked to a higher standard of living. People who earn a college degree are likely to earn much more during their lives than those who do not.
影响消费者购买行为的因素英语作文
影响消费者购买行为的因素英语作文Factors Influencing Consumer Buying BehaviorConsumer buying behavior is influenced by a variety of factors that marketers need to take into consideration when developing marketing strategies. Understanding these factors is crucial for businesses to attract and retain customers. In this article, we will discuss some of the key factors that influence consumer buying behavior.1. Psychological FactorsPsychological factors play a significant role in consumer buying behavior. These factors include perceptions, attitudes, beliefs, and motivations. Consumers make purchasing decisions based on their emotions, needs, and desires. For example, a consumer may purchase a luxury item to fulfill their desire for status and prestige.2. Social FactorsSocial factors also play a critical role in influencing consumer buying behavior. These factors include culture, social class, reference groups, and family. Consumers are often influenced by their social environment and the opinions of others. For instance,a consumer may purchase a product because it is popular among their friends or family members.3. Personal FactorsPersonal factors such as age, gender, income, occupation, and lifestyle can also influence consumer buying behavior. These factors can impact the types of products and services that consumers purchase. For example, a young professional may prefer trendy and fashionable products, while an elderly retiree may prefer practical and comfortable products.4. Economic FactorsEconomic factors such as income, price, and economic conditions can also affect consumer buying behavior. Consumers often make purchasing decisions based on their financial situation and the availability of disposable income. For example, during times of economic uncertainty, consumers may become more price-sensitive and choose to purchase cheaper alternatives.5. Marketing FactorsMarketing factors such as advertising, branding, product quality, and promotions can also influence consumer buying behavior. Marketers can create awareness and interest in aproduct or service through advertising and promotions. Brand loyalty can also influence consumer purchasing decisions, as consumers may choose to purchase products from a brand they trust and recognize.In conclusion, consumer buying behavior is influenced by a variety of factors including psychological, social, personal, economic, and marketing factors. By understanding and considering these factors, businesses can develop effective marketing strategies to attract and retain customers. It is important for businesses to continuously analyze and adjust their strategies to meet the evolving needs and preferences of consumers.。
《消费者行为学》课程教学大纲(2024)
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整合营销传播策略在实践中应用
整合营销传播策略
将不同的营销传播手段进行有机整合，形成统一的品牌形象 和声音，提高营销效果。
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实践应用
通过案例分析、市场调研和团队讨论等方式，让学生掌握整 合营销传播策略的实践应用技巧，提高解决实际问题的能力 。
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07 销售渠道选择与购物环境设计
品质定位
消费者对产品品质的认 知、信任感及购买意愿
价格定位
消费者对产品价格的心 理预期、敏感度及购买 能力
情感定位
消费者对产品的情感诉 求、品牌认同及购买动 机
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新产品开发中的消费者行为研究
新产品开发流程中的消费者参与
需求收集、概念测试、原型评估等
消费者对新产品的接受过程
认知、兴趣、评估、试用、采用等阶段
创新方向
结合线上便捷性和线下体验感，打造全渠道零售模式；运用大数据、人工智能等技术提升精准营销和 个性化服务水平。
实践案例
如某品牌通过线上线下融合，实现商品、会员、交易等数据共享，提供无缝衔接的消费体验；另一品 牌则运用AR/VR技术，打造沉浸式购物场景，提升消费者参与度。
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消费者权益保护与法规政策解
《中华人民共和国广告法》
该法规定了广告的真实性、合法性、公平竞争等原则，对于保护消费者免受虚假广告侵害 具有重要意义。
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企业经营中如何遵守相关法规政策
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建立健全内部管理制度
企业应制定完善的消费者权益保护制度，规范经营行为，确保产 品质量和服务质量。
加强员工培训
企业应对员工进行消费者权益保护相关法规政策的培训，提高员工 的法律意识和合规意识。
消费者心理与行为(第7版数字教材版)PPT课件12
首先，社会角色是社会地位的外在表现； 其次，社会角色是人们对处于特定地位的人的行 为期待； 最后，社会角色是社会群体或社会组织的基础
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04 消费者的角色类型
消费者角色的承担者包括了每一个在市场上进行消费活 动的社会成员。 消费者在消费活动中承担着不同的角色。
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04 角色功能与消费者购买行为
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第2节
消费者行为的跨文化差异
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02 影响消费者行为的跨文化差异
宗教 审美观念
语言 价值观念 风俗习惯
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02 消费者行为的跨文化分析
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02 跨文化营销策略分析
就文化层面而言,某一地域的 消费者是同质的还是异质的
在某种特定文化下,某一产品 能满足何种需要
目标消费群体的购买力如何
与本产品的购买和使用有关 的价值观是什么
文化的特征及其对消费者的影响
文化的社会传承性 文化的共有性 文化的差异性 文化的动态性 文化的适应性
中国消费者的文化传统与价值观
家庭伦理观念 “面子”思想 注重人情与关系 崇尚勤俭节约，量入为出
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01 亚文化与消费差异
亚文化的含义
亚文化是文化的细分和组成部分。同属一个群 体或集团的社会成员往往具有共同的价值观念、 生活习俗和态度倾向，从而构成该社会群体特 有的亚文化。
职位 声望
收入
阶层 意识
社会阶层的 影响因素
个人 成就
价值 取向
交往
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03 社会阶层的分类和测量
主观测量法
社会阶层的分类 和测量
客观测量法
名誉测量法
单变量客观测 量法
复合变量客观 测量法
二因素法
霍林谢德 三因素法
消费者行为学中英基本概念
消费者行为学核心概念的中英文对照表1.差别阈限differential threshold2.最小可觉察差别just noticeable difference3.韦伯定律Weber’s Law4.阈下知觉Subliminal perception5.知觉警惕perceptual vigilance6.知觉防御perceptual defense7.知觉地图perceptual map8.消费者行为学consumer behavior9.Role theory 角色理论10.重度使用者(频繁使用者) heavy user11.关系营销relationship marketing12.Global consumer culture 全球营销文化13.经典性条件反射classical conditioning14.非条件刺激Unconditional stimulus15.正强化positive reinforcement16.光环效应halo effect17.刺激泛化stimulus generalization18.操作性条件反射instrumental conditioning19.条件刺激Conditional stimulus20.负强化Negative reinforcement21.Masked branding 品牌伪装22.刺激甄别Stimulus discrimination23.复兴品牌retro brand 24.心理需要psychogenic needs25.Utilitarian needs 功利需要26.Expectancy theory 期望理论27.Approach-approach conflict 双趋冲突28.终极价值观terminal values29.Consumption-specific values 消费特定价值观30.价值观列表list of values31.产品介入product involvement32.Approach-avoidance conflict 趋避冲突33.工具性价值观instrumental values34.Product-specific values 产品特定价值观35.绿色消费green consumption36.Avoidance-avoidance conflict 双避冲突37.大规模定制mass customization38.崇拜式产品cult product39.互动式营销interactive mobile marketing40.Cultural values 文化价值观41.Consumption microcultures 消费微文化42.Means-end chain model 手段目的链模型43.自我概念self-concept44.身份营销identity marketing45.Self-esteem 自尊46.延伸自我extended self47.自我意识self-consciousness48.自我意象一致模型self-image congruence models49.Gender socialization 性别社会化50.形体意象body image51.品牌个性brand personality52.品牌资本brand capital53.Brand equity 品牌资产54.价值观与生活方式系统values and lifestyle system55.生活方式lifestyle56.生活方式营销观点lifestyle marketing perspective57.身份文化status culture58.Symbolic community 象征性团体59.消费者群体consumer group60.联合品牌策略co-branding strategies61.认知一致性原理principle of cognitive consistency62.自我知觉理论self-perception theory63.社会判断理论Social judgment theory64.认知失调理论theory of dissonance65.得寸进尺技术foot-in-the-door technique66.多属性态度模型Multiattribute attitude models67.态度功能理论functional theory of attitudes68.Attitude toward to the advertisement 对广告的态度69.态度追踪attitude tracking70.按次计费pay-per-view71.Fake blogs 假博客72.Theory of trying 尝试理论73.Sleeper effect 睡眠效应74.Permission marketing 许可营销75.信息源可信性source credibility76.source attractiveness 信息源吸引力77.平衡理论balance theory78.双因素理论two-factor theory79.非真人的代言人——Nonhuman Endorsers80.文化含义cultural meaning81.Match-up hypothesis 匹配假说82.知识偏见knowledge bias83.Reporting bias 报告偏见84.Halo effect 晕轮效应85.广告疲劳advertising wear-out86.双因素理论two-factor theory87.支持性论述supportive arguments88.Refutational arguments 反驳性论述89.比较式广告comparative advertising90.精细加工可能性模型elaboration likelihood model91.Peripheral route 外围路线。
消费习惯不同的英语作文
消费习惯不同的英语作文英文回答：Consumer behavior refers to the actions and decisions of people when they buy, use, or dispose of goods and services. It is influenced by a variety of factors, including cultural, social, personal, and psychological factors. Consumer habits can vary widely from person to person, and they can also change over time as a result of changes in lifestyle, income, or other factors.Some of the most common factors that influence consumer behavior include:Culture: Culture plays a major role in shaping consumer behavior. The values, beliefs, and norms of a particular culture can influence what people buy, how they use it, and how they dispose of it. For example, in some cultures, it is considered to be important to own thelatest and greatest products, while in other cultures, itis more important to save money and buy only what is needed.Social class: Social class can also influence consumer behavior. People who are in a higher social class tend to have more money to spend on goods and services, and they may be more likely to buy luxury items or high-quality products.Personal factors: Personal factors such as age, gender, and education level can also influence consumer behavior. For example, young people are more likely to buy products that are trendy or fashionable, while older people are more likely to buy products that are practical or durable.Psychological factors: Psychological factors such as motivation, personality, and perception can also influence consumer behavior. For example, people who are motivated by achievement may be more likely to buy products that are associated with success, while people who are motivated by affiliation may be more likely to buy products that are popular with their friends.Consumer behavior is a complex and fascinating field of study. By understanding the factors that influence consumer behavior, businesses can better target their marketing efforts and develop products and services that meet the needs of their customers.中文回答：消费者行为是指人们在购买、使用或处置商品和服务时的行为和决策。
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•Culture affects the importance placed on various attributes of alternatives
•Culture affects the purchase process--how
consumers buy, what they expect, and even
how they negotiate
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Culture Influences Consumption and Divestment Activities
Culture affects what consumers expect from a product
Consumers’ expectations about form and function are influenced by culture
Status groups: reflect community’s expectations for style of life among each class as well as the positive or negative social estimation of honor given to each class
Masculinity-femininity
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Self-construal
Individualism
Defined by internal attributes and personal traits
Collectivism
Defined by family, important others, and friends
Social Class Microcultures
Social 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 categorized
Influences
Ethnicity Race Religion Regional
or national identity
CULTURE
Abstract/Behavioral
Physical/Material
Values Norms Rituals
Symbols
4
Artifacts Technology Infrastructure
Culture and Social Class
1
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Overview
What is Culture How Culture Influence Consumer Behavior Social Class Microcultures
2
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What is Culture?
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How Culture Affects Consumer Behavior:
Pre-purchase and Purchase Activities
Consumption and Divestment Activities
5 Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Role of Others Self-evaluation
Self-definition
Values
Emphasis on individuality and separateness
Emphasis on relationships and connectedness
Motivational drives
Differentiation, need Focus on similarity,
to be unique
need to blend in
Behavior
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Reflective of personal Influenced by needs of
preferences
close others
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A set of values, ideas, artifacts, and other meaningful symbols that help individuals communicate, interpret, and evaluate as members of soc02/05/22
Culture 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 information
Individualism versus collectivism
Uncertainty avoidance: how societies react to uncertainties inherent in life
Power distance: the degree to which a society accepts inequality in power at different levels in organizations and government
Culture influences how consumers dispose of products--how much is consumed and whether or not consumers recycle products or packaging
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National Culture Dimensions