消费者行为学教学资料 chapter10参考群体

Chapter10ReferenceGroupsandFamilyInfluencesWhatisaGroup?TwoormorepeoplewhointeracttoaccomplisheitherindividualormutualgoalsAmembershipgroupisonetowhichapersoneitherbelongsorwouldqualifyformembershipAsymbolicgroupisoneinwhichanindividualisnotlikelytoreceivemembershipdespiteactinglikeamemberReferenceGroupApersonorgroupthatservesasapointofcomparison(orreference)foranindividualintheformationofeithergeneralorspecificvalues,attitudes,orbehavior.BroadCategoriesofReferenceGroupsNormativeReferenceGroupsComparativeReferenceGroupsNormativeReferenceGroupAgroupthatinfluencesthegeneralvaluesorbehaviorofanindividual.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１.对产品使用的奖励和惩罚２.为群体行为创建规范３.建立从众压力４.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ComparativeReferenceGroupsAgroupwhosenorms

serveasabenchmarkforhighlyspecificornarrowlydefinedtypesofbehavior.Figure10.1MajorConsumerReferenceGroupsIndividualFamilyFriendsSocialClassSelectedSubculturesOne'sOwnCultureOtherCulturesReferenceGroupsFactorsThatAffectReferenceGroupInfluenceInformationandexperienceCredibility,attractiveness,andpowerofthereferencegroupConspicuousnessoftheproductFactorsEncouragingConformity:

AReferenceGroupMust...InformormaketheindividualawareofaspecificproductorbrandProvidetheindividualwiththeopportunitytocomparehisorherownthinkingwiththeattitudesandbehaviorofthegroupInfluencetheindividualtoadoptattitudesandbehaviorthatareconsistentwiththenormsofthegroupLegitimizethedecisiontousethesameproductsasthegroupReferenceGroupAppealsCelebritiesTheexpertThe“commonman”TheexecutiveandemployeespokespersonTradeorspokes-charactersOtherreferencegroupappealsTestimonialApromotionaltechniqueinwhichacelebritythathasusedaproductorservicespeakshighlyofitsbenefitsinordertoinfluenceconsumerstobuy.EndorsementCelebritieswhomayormaynotbeusersofaparticularproductorservicemaylendtheirnamestoadvertisementsforsuchproductsorservicesforafee.SpokespersonAcelebrityorcompanyexecutivewhorepresentsaproduct,brand,orcompanyoveranextendedperiodotime,ofteninprint,ontelevision,andinpersonalappearances.Table10.1TypesofCelebrityAppealsTYPEDEFINITIONEXAMPLETestimonialBasedonpersonalusage,acelebrityatteststothequalityoftheproductorservicePatRileyor1-DayAccuvue®disposablecontactlensesEndorsementCelebritylendshisnameandappearsonbehalfofaproductorservicewithwhichhe/shemaynotbeanexpertSeniorprogolferLarryLaorettiforTE-AMOcigarsActorCelebritypresentsaproductorserviceaspartofacharacterendorsementJasonAlexaderforRoldGoldpretzelsSpokespersonCelebrityrepresentsthebrandorcompanyoveranextendedperiodoftimeLeeTrevinoforMotorolatelecommunicationsproductsFamilyTwoormorepersonsrelatedbyblood,marriage,oradoptionwhoresidetogether.NuclearFamilyAhouseholdconsistingofahusbandandwifeandatleastoneoffspring.ExtendedFamilyAhouseholdconsistingofahusband,wife,offspring,andatleastoneotherbloodrelative.Single-ParentFamilyHouseholdsconsistingofoneparentandatleastonechild,becauseofdivorce,separation,andout-of-wedlockbirths.ConsumerSocializationTheprocessbywhichchildrenacquiretheskills,knowledge,andattitudesnecessarytofunctionasconsumers.Figure10.7ASimpleModeloftheSocializationProcessInfluenceMoreBasicValues/BehaviorMoral/religiousprinciplesInterpersonalskillsDress/groomingstandardsMannersandspeechEducationalmotivationOccupationalcareergoalsConsumerbehaviornormsInfluenceMoreExpressiveAttitudes/BehaviorStyleFashionFads“In/Out”AcceptableconsumerbehaviorOtherFamilyMembersFriendsYoungPersonPreadolescentAdolescentTeensOlderOtherFunctionsoftheFamilyEconomicwell-beingEmotionalsupportSuitablefamilylifestylesTable10.3TheEightRolesintheFamilyDecision-MakingProcessROLEDESCRIPTIONInfluencersFamilymember(s)whoprovideinformationtoothermembersaboutaproductorserviceGatekeepersFamilymember(s)whocontroltheflowofinformationaboutaproductorserviceintothefamilyDecidersFamilymember(s)withthepowertodetermineunilaterallyorjointlywhethertoshopfor,purchase,use,consumer,ordisposeofaspecificproductorserviceBuyersFamilymember(s)whomaketheactualpurchaseofaparticularproductorservicePreparersFamilymember(s)whotransformtheproductintoaformsuitableforconsumptionbyotherfamilymembersUsersFamilymember(s)whouseorconsumeaparticularproductorserviceMaintainersFamilymember(s)whoserviceorrepairtheproductsothatitwillprovidecontinuedsatisfaction.DisposersFamilymember(s)whoinitiateorcarryoutthedisposalordiscontinuationofaparticularproductorserviceDynamicsofHusband-WifeDecisionMakingHusband-DominatedWife-DominatedJointEqualSyncraticAutonomicSolitaryUnilateralFigure10.10Husband-WifeInfluenceinFinancialTasksandDecisionsTheFamilyLifeCycleTraditionalFamilyLifeCycleStageI:BachelorhoodStageII:HoneymoonersStageIII:ParenthoodStageIV:PostparenthoodStageV:DissolutionModifications-theNontraditionalFLCFigure10.13AnExtendedFamilylifeCycleMiddle-AgedDivorcedwithoutChildrenMiddle-AgedMarriedwithoutChildrenYoungDivorcedwithoutChildrenYoungSingle*YoungMarriedwithoutChildren*YoungMarriedwithChildren*Middle-AgedMarriedwithChildren*Middle-AgedMarriedwithoutDependentChildren*OlderMarried*OlderUnmarried*Middle-AgedDivorcedwithChildrenMiddle-AgedDivorcedwithoutChildrenYoungDivorcedwithChildren**TraditionalFamilyFlowRecycledFlowUsualFlowTable10.4NoteworthyNontraditionalFLCStagesFamilyHouseholdsChildlesscouplesItisincreasinglyacceptableformarriedcouplestoelectnottohavechildren.Contributingforcesaremorecareer-orientedmarriedwomenanddelayedmarriages.Coupleswhomarrylaterinlife(intheirlate30sorlater)Morecareer-orientedmenandwomenandgreateroccurrenceofcoupleslivingtogether.Likelytohavefewerorevennochildren.Coupleswhohavefirstchildlaterinlife(intheirlate30sorlater)Likelytohavefewerchildren.Stressqualitylifestyle:“Onlythebestisgoodenough”AlternativeFLCStagesDefinition/CommentaryTable10.4continuedFamilyHouseholdsSingleparentsIIYoungmanorwomanwhohasoneormorechildrenoutofwedlock.SingleparentsIIIAsinglepersonwhoadoptsoneormorechildren.ExtendedfamilyYoungsingle-adultchildrenwhoreturnhometoavoidtheexpensesoflivingalonewhileestablishingtheircareers.Divorceddaughterorsonandgrandchild(ren)returnhometoparents.Frailelderlyparentswhomoveinwithchildren.Newlywedslivingwithin-laws.AlternativeFLCStagesDefinition/CommentarySingleparentsIHighdivorcerates(about50%)contributetoaportionofsingle-parenthouseholdsTable10.4continuedNonfamilyHouseholdsUnmarriedcouplesIncreasedacceptanceofheterosexualandhomosexualcouples.Divorcedpersons(nochildren)Highdivorceratecontributestodissolutionofhouseholdsbeforechildrenareborn.Singlepersons(mostareyoung)Primarilyaresultofdelayingfirstmarriage;also,menandwomenwhonevermarry.AlternativeFLCStagesDefinition/CommentaryWidowedpersons(mostareelderly)L