台大消费者行为cb 11 culture and social class

2002/05/221CultureandSocialClass2002/05/222OverviewWhatisCultureHowCultureInfluenceConsumerBehaviorSocialClassMicrocultures2002/05/223WhatisCulture?Asetofvalues,ideas,artifacts,andothermeaningfulsymbolsthathelpindividualscommunicate,interpret,andevaluateasmembersofsociety2002/05/224CULTUREEthnicityRaceReligionRegionalornationalidentityInfluencesValuesNormsRitualsSymbolsPhysical/MaterialArtifactsTechnologyInfrastructureAbstract/Behavioral2002/05/225HowCultureAffectsConsumerBehavior:Pre-purchaseandPurchaseActivitiesConsumptionandDivestmentActivitiesBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.2002/05/226CultureInfluencesPre-purchaseandPurchaseActivities•Cultureaffectswhatconsumersthinktheyneedandwhattheyperceiveasfrivolous•Cultureaffectshowandhowmuchtheysearchforinformation•Cultureaffectstheimportanceplacedonvariousattributesofalternatives•Cultureaffectsthepurchaseprocess--howconsumersbuy,whattheyexpect,andevenhowtheynegotiate2002/05/227CultureInfluencesConsumptionandDivestmentActivitiesCultureaffectswhatconsumersexpectfromaproductConsumers’expectationsaboutformandfunctionareinfluencedbycultureCultureinfluenceshowconsumersdisposeofproducts--howmuchisconsumedandwhetherornotconsumersrecycleproductsorpackaging2002/05/228NationalCultureDimensionsIndividualismversuscollectivismUncertaintyavoidance:howsocietiesreacttouncertaintiesinherentinlifePowerdistance:thedegreetowhichasocietyacceptsinequalityinpoweratdifferentlevelsinorganizationsandgovernmentMasculinity-femininity2002/05/229Self-construalRoleofOthersValuesMotivationaldrivesBehaviorCollectivismDefinedbyfamily,importantothers,andfriendsSelf-definitionEmphasisonrelationshipsandconnectednessFocusonsimilarity,needtoblendinInfluencedbyneedsofcloseothersDefinedbyinternalattributesandpersonaltraitsSelf-evaluationEmphasisonindividualityandseparatenessDifferentiation,needtobeuniqueReflectiveofpersonalpreferencesIndividualism2002/05/2210SocialClassMicroculturesSocialclass:relativelypermanentandhomogeneousdivisionsinasocietyintowhichindividualsorfamiliessharingsimilarvalues,lifestyles,interests,wealth,status,education,economicpositions,andbehaviorcanbecategorizedStatusgroups:reflectcommunity’sexpectationsforstyleoflifeamongeachclassaswellasthepositiveornegativesocialestimationofhonorgiventoeachclass2002/05/2211WhatDeterminesSocialClass?EconomicVariablesInteractionVariablesPoliticalVariablesPersonalPrestigeAssociationSocializationPowerClassconsciousnessMobilityOccupationIncomeWealth2002/05/2212OneViewofU.S.SocialClassesUpperAmericans–Upper-upper(0.3%)–Lower-upper(1.2%)–Upper-middle(12.5)MiddleAmericans–Middleclass(32%)–Workingclass(38%)LowerAmericans–Low,butnotlowest(9%)–Lower-Lower(7%)2002/05/2213AViewofClassStructuresofSelectedCulturesU.S.IndiaJapanLatinAmerica2002/05/2214SocialStratificationandSocialMobilitySocialstratification:perceivedhierarchiesinwhichconsumersrateothersashigherorlowerinsocialstatus–Achievedstatus:earnedbyworkorstudy–Ascribedstatus:acquiredstatusduetoluck(bornwealthy)Socialmobility:processofpassingfromonesocialclasstoanother2002/05/2215SocialClassandConsumptionConspicuousconsumption炫耀性消費Statussymbols地位符號Compensatoryconsumption補償性消費Themeaningofmoney金錢觀念