消费者行为学教学资料chapter10参考群体

Chapter10,ReferenceGroupsandFamilyInfluences,WhatisaGroup?,TwoormorepeoplewhointeracttoaccomplisheitherindividualormutualgoalsAmembershipgroupisonetowhichapersoneitherbelongsorwouldqualifyformembershipAsymbolicgroupisoneinwhichanindividualisnotlikelytoreceivemembershipdespiteactinglikeamember,ReferenceGroup,Apersonorgroupthatservesasapointofcomparison(orreference)foranindividualintheformationofeithergeneralorspecificvalues,attitudes,orbehavior.,BroadCategoriesofReferenceGroups,NormativeReferenceGroupsComparativeReferenceGroups,NormativeReferenceGroup,Agroupthatinfluencesthegeneralvaluesorbehaviorofanindividual.,values价值观,在哲学等人文科学上，普世价值（英语：universalvalue）泛指那些不分领域，超越宗教、国家、民族，只要本于良知与理性皆为所有或几乎所有的人们认同之价值、理念。人权、自由、民主、平等、博爱,values价值观,较著名的研究如G.奥尔波特等人的价值观研究、M.莫里斯的生活方式问卷、M.罗基奇的价值调查表等。价值观研究奥尔波特-弗农-林赛量表(1931,1951,1960)，用以测量6种基本价值观的相对力量。该测验是根据德国哲学家E.施普兰格尔区分的6种理想价值型编制的。它们是：理论的（重经验、理性）、政治的（重权力和影响）、经济的（重实用、功利）、审美的（重形式、和谐）、社会的（重利他和情爱）及宗教的（重宇宙奥秘）。施普兰格尔认为，人们的生活方式朝着这6种价值观方向发展。6种价值观念的绝对划分并不表示有这6种典型人物存在,分类只是为了更好地理解。事实上，每个人都或多或少地具有这6种价值观,只是核心价值观因人而异。,规范性影响normativeinfluence,规范性影响指鼓励行为符合他人期望的社会压力规范性影响一词源于规范norm，指关于适当行为的社会集体决策规范影响意味着不遵从规范的消费者将受到惩罚，遵守规范的行为将会受到奖励,规范性影响normativeinfluence,规范性影响normativeinfluence取决于产品的特性(公开消费品私下消费品)，消费者特性(社会对比socialcomparision),群体特征(群体权力，群体相似性，规模等，规模大和成员是专家的群体影响更大),利用规范性影响消费者的技术,.对产品使用的奖励和惩罚.为群体行为创建规范.建立从众压力.利用顺从技术：逐步升级foot-in-the-door,由大到小的留面子door-in-the-face，多少不限(壹基金），要求消费者预言自己的行为(采纳环保消费)，提供选择的自由,ComparativeReferenceGroups,Agroupwhosenormsserveasabenchmarkforhighlyspecificornarrowlydefinedtypesofbehavior.,Figure10.1MajorConsumerReferenceGroups,Individual,Family,Friends,SocialClass,SelectedSubcultures,OnesOwnCulture,OtherCultures,ReferenceGroups,FactorsThatAffectReferenceGroupInfluence,InformationandexperienceCredibility,attractiveness,andpowerofthereferencegroupConspicuousnessoftheproduct,FactorsEncouragingConformity:AReferenceGroupMust.,InformormaketheindividualawareofaspecificproductorbrandProvidetheindividualwiththeopportunitytocomparehisorherownthinkingwiththeattitudesandbehaviorofthegroupInfluencetheindividualtoadoptattitudesandbehaviorthatareconsistentwiththenormsofthegroupLegitimizethedecisiontousethesameproductsasthegroup,ReferenceGroupAppeals,CelebritiesTheexpertThe“commonman”TheexecutiveandemployeespokespersonTradeorspokes-charactersOtherreferencegroupappeals,Testimonial,Apromotionaltechniqueinwhichacelebritythathasusedaproductorservicespeakshighlyofitsbenefitsinordertoinfluenceconsumerstobuy.,Endorsement,Celebritieswhomayormaynotbeusersofaparticularproductorservicemaylendtheirnamestoadvertisementsforsuchproductsorservicesforafee.,Spokesperson,Acelebrityorcompanyexecutivewhorepresentsaproduct,brand,orcompanyoveranextendedperiodotime,ofteninprint,ontelevision,andinpersonalappearances.,Table10.1TypesofCelebrityAppeals,TYPE,DEFINITION,EXAMPLE,Testimonial,Basedonpersonalusage,acelebrityatteststothequalityoftheproductorservice,PatRileyor1-DayAccuvuedisposablecontactlenses,Endorsement,Celebritylendshisnameandappearsonbehalfofaproductorservicewithwhichhe/shemaynotbeanexpert,SeniorprogolferLarryLaorettiforTE-AMOcigars,Actor,Celebritypresentsaproductorserviceaspartofacharacterendorsement,JasonAlexaderforRoldGoldpretzels,Spokesperson,Celebrityrepresentsthebrandorcompanyoveranextendedperiodoftime,LeeTrevinoforMotorolatelecommunicationsproducts,Family,Twoormorepersonsrelatedbyblood,marriage,oradoptionwhoresidetogether.,NuclearFamily,Ahouseholdconsistingofahusbandandwifeandatleastoneoffspring.,ExtendedFamily,Ahouseholdconsistingofahusband,wife,offspring,andatleastoneotherbloodrelative.,Single-ParentFamily,Householdsconsistingofoneparentandatleastonechild,becauseofdivorce,separation,andout-of-wedlockbirths.,ConsumerSocialization,Theprocessbywhichchildrenacquiretheskills,knowledge,andattitudesnecessarytofunctionasconsumers.,Figure10.7ASimpleModeloftheSocializationProcess,InfluenceMoreBasicValues/BehaviorMoral/religiousprinciplesInterpersonalskillsDress/groomingstandardsMannersandspeechEducationalmotivationOccupationalcareergoalsConsumerbehaviornorms,InfluenceMoreExpressiveAttitudes/BehaviorStyleFashionFads“In/Out”Acceptableconsumerbehavior,OtherFamilyMembers,Friends,YoungPerson,Preadolescent,Adolescent,Teens,Older,OtherFunctionsoftheFamily,Economicwell-beingEmotionalsupportSuitablefamilylifestyles,Table10.3TheEightRolesintheFamilyDecision-MakingProcess,ROLE,DESCRIPTION,Influencers,Familymember(s)whoprovideinformationtoothermembersaboutaproductorservice,Gatekeepers,Familymember(s)whocontroltheflowofinformationaboutaproductorserviceintothefamily,Deciders,Familymember(s)withthepowertodetermineunilaterallyorjointlywhethertoshopfor,purchase,use,consumer,ordisposeofaspecificproductorservice,Buyers,Familymember(s)whomaketheactualpurchaseofaparticularproductorservice,Preparers,Familymember(s)whotransformtheproductintoaformsuitableforconsumptionbyotherfamilymembers,Users,Familymember(s)whouseorconsumeaparticularproductorservice,Maintainers,Familymember(s)whoserviceorrepairtheproductsothatitwillprovidecontinuedsatisfaction.,Disposers,Familymember(s)whoinitiateorcarryoutthedisposalordiscontinuationofaparticularproductorservice,DynamicsofHusband-WifeDecisionMaking,Husband-DominatedWife-DominatedJointEqualSyncraticAutonomicSolitaryUnilateral,Figure10.10Husband-WifeInfluenceinFinancialTasksandDecisions,TheFamilyLifeCycle,TraditionalFamilyLifeCycleStageI:BachelorhoodStageII:HoneymoonersStageIII:ParenthoodStageIV:PostparenthoodStageV:DissolutionModifications-theNontraditionalFLC,Figure10.13AnExtendedFamilylifeCycle,Middle-AgedDivorcedwithoutChildren,Middle-AgedMarriedwithoutChildren,YoungDivorcedwithoutChildren,YoungSingle*,YoungMarriedwithoutChildren*,YoungMarriedwithChildren*,Middle-AgedMarriedwithChildren*,Middle-AgedMarriedwithoutDependentChildren*,OlderMarried*,OlderUnmarried*,Middle-AgedDivorcedwithChildren,Middle-AgedDivorcedwithoutChildren,YoungDivorcedwithChildren*,*,TraditionalFamilyFlow,RecycledFlow,UsualFlow,Table10.4NoteworthyNontraditionalFLCStages,FamilyHouseholds,Childlesscouples,Itisincreasinglyacceptableformarriedcouplestoelectnottohavechildren.Contributingforcesaremorecareer-orientedmarriedwomenanddelayedmarriages.,Coupleswhomarrylaterinlife(intheirlate30sorlater),Morecareer-orientedmenandwomenandgreateroccurrenceofcoupleslivingtogether.Likelytohavefewerorevennochildren.,Coupleswhohavefirstchildlaterinlife(intheirlate30sorlater),Likelytohavefewerchildren.Stressqualitylifestyle:“Onlythebestisgoodenough”,AlternativeFLCStages,Definition/Commentary,Table10.4continued,FamilyHouseholds,SingleparentsII,Youngmanorwomanwhohasoneormorechildrenoutofwedlock.,SingleparentsIII,Asinglepersonwhoadoptsoneormorechildren.,Extendedfamily,Youngsingle-adultchildrenwhoreturnhometoavoidtheexpensesoflivingalonewhileestablishingtheircareers.Divorceddaughterorsonandgrandchild(ren)returnhometoparents.Frailelderlyparentswhomoveinwithchildren.Newlywedslivingwithin-laws.,AlternativeFLCStages,Definition/Commentary,SingleparentsI,Highdivorcerates(about50%)contributetoaportionofsingle-parenthouseholds,Table10.4continued,NonfamilyHouseholds,Unmarriedcouples,Increasedacceptanceofheterosexualandhomosexualcouples.,Divorcedpersons(nochildren),Highdivorceratecontributestodissolutionofhouseholdsbeforechildrenareborn.,Singlepersons(mostareyoung),Primarilyaresultofdelayingfirstmarriage;also,menandwomenwhonevermarry.,AlternativeFLCStages,Definition/Commentary,Widowedpersons(mostareelderly),Longerlife