文档介绍：Culture and Social Class
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Overview
What is Culture
How Culture Influence Consumer Behavior
Social Class Microcultures
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What is Culture?
A set of values, ideas, artifacts, and other meaningful symbols that help municate, interpret, and evaluate as members of society
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CULTURE
Ethnicity Race Religion Regional or national identity
Influences
Values Norms Rituals Symbols
Physical/Material
Artifacts Technology Infrastructure
Abstract/Behavioral
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How Culture Affects Consumer Behavior:
Pre-purchase and Purchase Activities
Consumption and Divestment Activities
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
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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
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
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
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 anizations and government
Masculinity-femininity
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Self-construal
Role of Others
Values
Motivational drives
Behavior
Collectivism
Defined by family, important others, and friends
Self-definition
Emphasis on relationships and connectedness
Focus o