消费者行为学第七章共38页PPT资料

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Ma Guo, CEBA, Teaching Notes
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of Consumer Behavior
文化一般有两部分组成： Two parts of a culture
第一，全体社会成员共同的基本核心文化；First, the core basic culture which hold by all the members of a society.
第7章 影响消费者 行为的文化因素
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Chapter 7: Cultural influence factors on consumer behaviors
Ma Guo, CEBA, Teaching Notes
1
of Consumer Behavior
学习要点Key studying points
文化与消费者行为Culture and consumer behaviors
亚文化的影响Influences of sub-culture 跨文化营销Cross-cultural marketing
2019/11/29
Ma Guo, CEBA, Teaching Notes
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of Consumer Behavior
2019/11/29
Ma Guo, CEBA, Teaching Notes
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of 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.
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
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标准是持有同一信念的群体对其成员的行为的规范。 Norms refers the behavior standards that are
7.1社会文化影响对消费者行为的 影响Social-cultural influences on
consumer behavior
7.1.1什么是文化？What is culture?
文化是一系列有助于社会成员之间的沟通，阐释和评价价值观、思 想、艺术和其他有意义的事物的象征符号。Culture refers to a set of values, ideas, arts, and other meaningful symbols that help individuals to communicate, interpret, and evaluate such things as members of society.
第二，具有不同价值观、生活方式及风俗习惯的 亚文化。 Second, the sub-cultures characterized by different values, lifestyles and
customs.
2019/11/29
Ma Guo, CEBA, Teaching Notes
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of Consumer Behavior
文化是体现出一个社会或一个社会群体特点的那些精 神的、物质的、理智的和感情的特征的完整复合物。
Culture refers the complete compound of a society or a social group in term of mental, material, perceptive and emotional characteristics
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,1/29
Ma Guo, CEBA, Teaching Notes
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of Consumer Behavior
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
Ma Guo, CEBA, Teaching Notes
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of Consumer Behavior
7.1.2什么是价值观？ What is value ?
价值观是人们共享的信念或个人内在化的群体标准 Value refers the shared beliefs or group norms internalized by individuals, perhaps with some modifications.
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Ma Guo, CEBA, Teaching Notes
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of Consumer Behavior
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Ma Guo, CEBA, Teaching Notes
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of Consumer Behavior
文化的特点
文化是后天习得的。 文化的影响是无形的。 社会文化既有稳定性， 又有可变性。 社会文化是共享的。 社会文化的规范性。