消费基础及其行为 12

ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter2ConsumerEthics,theMarketplace,andthePlanetCopyright©2024

PearsonEducation,Inc.AllRightsReservedLearningObjectives(1of2)2.1

DefinebusinessethicsandidentifytheelementsthatcomprisetheP

E

S

T

L

Eframework.2.2

Summarizehowthepoliticalenvironmentaffectsconsumerdecisionmaking.2.3

Discusshowtheeconomiclandscapeaffectsconsumers’accesstothemarketplace.2.4Explainthewaysmarketersrespondtosocialissuestoshapeconsumerbehavior.LearningObjectives(2of2)2.5

Describethetechnologicalchangesthatarecreatingnewchallengesforconsumerprotection.2.6

Explainhowthelegalenvironmentinfluencesconsumerbehavior.2.7

Describehowconsumerbehaviordirectlyimpactstheenvironment.LearningObjective2.1DefinebusinessethicsandidentifytheelementsthatcomprisetheP

E

S

T

L

Eframework.Whatisthe“Right”Thing?BusinessethicsarerulesofconductthatguideactionsinthemarketplaceThereareculturaldifferencesinwhatisconsideredethicalConsumersincreasinglyareconcernedabouttheimpactofmarketingactivitiesonimportantissueslikesocialjusticeForReflection(1of4)Advertisersareoftenblamedforpromotingamaterialisticsocietybymakingtheirproductsasdesirableaspossible.Doyouagreewiththis?Ifyes,ismaterialismabadthing?Ifno,whatareyourreasons?TheP

E

S

T

L

EFrameworkTable2.1.ThePestleFrameworkPPoliticalEEconomicSSocialTTechnologicalLLegalEEnvironmentalConsumeractivismandslacktivismCulturejammingCorporatesocio-politicalactivismMarketaccessandliteracySocialjusticeandcancelcultureDataprivacyDataaccuracyandalgorithmbiasDatasecuritySocialmediaaddictionCyberbullyingGovernmentalregulationsandagenciesCorrectiveadvertisingConsumertheftandcounterfeitingConsciousconsumerismBrandpurposeCirculareconomyandfastfashionGreenmarketingProsocialbehaviorLearningObjective2.2Summarizehowthepoliticalenvironmentaffectsconsumerdecisionmaking.Culturejamming:astrategytodisrupteffortsbythecorporateworldtodominateourculturallandscapeP

E

S

T

L

E:ThePoliticalEnvironmentConsumeractivism:consumersbandtogethertoattackwhattheyviewasunsafeorotherwiseharmfulCorporatesociopoliticalactivism(C

S

A):todeliberatelytakeastandonacontroversialissueSlacktivism:smallandrelativelymeaninglessexpressionsofsupportforimportantcauses,suchaslikingacharityonFacebookNiketookaverycontroversialstandtosupportColinKaepernick’seffortsforracialjusticeLearningObjective2.3Discusshowtheeconomiclandscapeaffectsconsumers’accesstothemarketplace.Asthenumberofpeopleusingwheel-chairsgrowsbyovertwomillionperyearintheUnitedStatesalone,themarketforadaptiveclothingthatprovidesabroaderrangeofappareloptionsgrowsaswell.P

E

S

T

L

E:TheEconomicEnvironmentDisabledconsumers:morethan10millionadultAmericanslivewithadisabilityConsumedconsumers:peoplewhoareusedorexploited,willinglyornot,forcommercialgaininthemarketplaceFooddeserts:acensustractwhere33percentofthepopulationor500peoplelivemorethanamilefromagrocerystoreinanurbanareaormorethan10milesawayinaruralareaLiteracyMedialiteracyFinancialliteracyFunctionalliteracyLearningObjective2.4Explainthewaysmarketersrespondtosocialissuestoshapeconsumerbehavior.ThenegativeracialstereotypeofUncleBenwasrecentlyretiredasthebrandwasrenamedBen’sOriginalP

E

S

T

L

E:TheSocialEnvironment(1of2)Cancelculture:thephenomenonofthepubliccallingoutcompaniesformisstepsandrecommendingthatconsumersboycotttheguiltybrands.Causemarketing:apopularstrategythatalignsacompanyorbrandwithacausetogeneratebusinessandsocietalbenefits.P

E

S

T

L

E:TheSocialEnvironment(2of2)Corporatesocialresponsibility(C

S

R):processesthatencouragetheorganizationtomakeapositiveimpactonthestakeholdersinitscommunity,includingconsumers,employees,andtheenvironment.BenevolenthaloeffectTheshoecompanyT

O

M

Siswell-knownforitspromisetogiveachildinneedapairofshoesforeverypairitsellsForReflection(2of4)Doyoupurchaseacertainproductbecauseoftheircause?Why?Doyouthinkorganizationssupportacauseforprofitsorbecausetheywanttobeactiveintheircommunity?LearningObjective2.5Describethetechnologicalchangesthatarecreatingnewchallengesforconsumerprotection.SaudiArabiaawardedcitizenshiptoa(Japanese-made)robotP

E

S

T

L

E:TheTechnologicalEnvironmentDataPrivacyGeneralDataProtectionRegulation:requireswebsitestoprovidevisiblenoticeregardingprivateinformationtheycollectthroughcookiesandtogiveconsumersthechoicetodisagreetosuchtrackingDataAccuracyAcollagethataresearchsubjectmadeshowshowpervasivetechnologyisinacustomerjourneyIdentityTheftTable2.2PoisoningtheWell:TypesofMisinformationTheTechnologicalEnvironmentPushingtheEnvelopeArtificialintelligence:creatingnewopportunitiesandchallengesforconsumersandconsumerprotectionTechnologyAddictionsConsumeraddiction:aphysiologicalorpsychologicaldependencyonproductsorservicesCyberbullying:the“willfulandrepeatedharminflictedthroughtheuseofcomputer,cellphones,andotherelectronicdevicesDarkSideofC

BConsumedconsumersIllegalacquisitionandproductuseConsumertheftandfraudShrinkageSerialwardrobersCounterfeitingAnticonsumptionAddictiveConsumptionConsumeraddictionSocialmediaaddictionCyberbullyingPhantomVibrationSyndromeCompulsiveconsumptionForReflection(3of4)Doyouknowsomeonewhoisaddictedtosocialmedia?Inwhatway?Ifyouworkinretail,haveyouexperiencedconsumershabituallyreturningitems?ConsumerTerrorismCyberterrorismGuerrillamarketingLearningObjective2.6Explainhowthelegalenvironmentinfluencesconsumerbehavior.P

E

S

T

L

E:TheLegalEnvironmentGovernmentalregulationsandagenciesConsumersbehavingbadlyConsumertheftandfraudUnauthorizedknock-offsThepopularcontraceptivedrugYazwasrequiredtoruncorrectiveadvertisingtoaddressexaggeratedorinaccurateclaimsSampleofFederalLegislationIntendedtoEnhanceConsumers’Welfare(1of3)Table2.3SampleofFederalLegislationIntendedtoEnhanceConsumers’WelfareYearActPurpose1953FlammableFabricsActProhibitsthetransportationofflammablefabricsacrossstatelines1958NationalTrafficandSafetyActCreatessafetystandardsforcarsandtires1958AutomobileInformationDisclosureActRequiresautomobilemanufacturerstopostsuggestedretailpricesonnewcars1966FairPackagingandLabelingActRegulatespackagingandlabelingofconsumerproducts(manufacturersmustprovideinformationaboutpackagecontentsandorigin)1966ChildProtectionActProhibitssaleofdangeroustoysandotheritems

1967FederalCigaretteLabelingandAdvertisingActRequirescigarettepackagestocarryawarninglabelfromtheSurgeonGeneral1968Truth-in-LendingAct

Requireslenderstodivulgethetruecostsofacredittransaction1969NationalEnvironmentalPolicyActEstablishedanationalenvironmentalpolicyandcreatedtheCouncilonEnvironmentalQualitytomonitortheeffectsofproductsontheenvironment1972ConsumerProductsSafetyActEstablishedtheConsumerProductSafetyCommissiontoidentifyunsafeproducts,establishsafetystandards,recalldefectiveproducts,andbandangerousproducts

SampleofFederalLegislationIntendedtoEnhanceConsumers’Welfare(2of3)Table2.3[Continued]Year

Act

Purpose

1975ConsumerGoodsPricingActBanstheuseofpricemaintenanceagreementsamongmanufacturersandresellers.1975Magnuson-MossWarrantyImprovementAct

CreatesdisclosurestandardsforconsumerproductwarrantiesandallowstheFederalTradeCommissiontosetpolicyregardingunfairordeceptivepractices.1990TheNutritionLabelingandEducationActReaffirmsthelegalbasisfortheFoodandDrugAdministration’snewrulesonfoodlabellingandestablishesatimetablefortheimplementationofthoserules.1998InternetTaxFreedomActEstablishedamoratoriumonspecialtaxationoftheInternet,includingtaxationofaccessfeespaidtoAmericaOnlineandotherInternetServiceProviders.2010Dodd-FrankWallStreetReformandConsumerProtectionActPromptedbytherecessionthatbeganin2008,intendstopromotethefinancialstabilityoftheUnitedStatesbyimprovingaccountabilityandtransparencyinthefinancialsystem,toend“toobigtofail,”toprotecttheAmericantaxpayerbyendingbailouts,andtoprotectconsumersfromabusivefinancialservicespractices.SampleofFederalLegislationIntendedtoEnhanceConsumers’Welfare(3of3)Table2.3[Continued]Year

Act

Purpose

2016.ConsumerReviewFairnessActof2016Passedinresponsetoanumberofincidentswherecompaniestriedtostiflenegativeonlineuserreviewsbyincludinga“gagclause”inacontractthatthreatenslegalactionormonetarydamageswhencustomerssaybadthingsaboutthecompany.ThebillallowstheF

C

Candindividualstatestotakeactionagainstcompaniesthattrythistactic.2021ConsumerProtectionActThislegislationauthorizestheFederalTradeCommission(F

T

C)toexpanditsprotectionofconsumersfromfraudinthemarketplacebyempoweringtheFederalTradeCommissiontoseeklegalandmonetaryreliefforvictims.U.S.RegulatoryAgenciesandResponsibilitiesTable2.4U.S.RegulatoryAgenciesandResponsibilitiesRegulatoryagency

Responsibilities

ConsumerProductSafetyCommission(C

P

S

C)

Protectsthepublicfrompotentiallyhazardousproducts.Throughregulationandtestingprograms,theC

P

S

Chelpsfirmsmakesuretheirproductswon’tharmcustomersEnvironmentalProtectionAgency(E

P

A)

Developsandenforcesregulationsaimedatprotectingtheenvironment.SuchregulationshaveamajorimpactonthematerialsandprocessesthatmanufacturersuseintheirproductsandthusontheabilityofcompaniestodevelopproductsFederalCommunicationsCommission(F

C

C)

Regulatestelephone,radio,andtelevision.F

C

Cregulationsdirectlyaffectthemarketingactivitiesofcompaniesinthecommunicationsindustries,andtheyhaveanindirecteffectonallfirmsthatusebroadcastmediaformarketingcommunicationsFederalTradeCommission(F

T

C)Enforceslawsagainstdeceptiveadvertisingandproductlabelingregulations.MarketersmustconstantlykeepabreastofchangesinF

T

CregulationstoavoidcostlyfinesFoodandDrugAdministration(F

D

A)Enforceslawsandregulationsonfoods,drugs,cosmetics,andveterinaryproducts.Marketersofpharmaceuticals,over-the-countermedicines,andavarietyofotherproductsmustgetF

D

Aapprovalbeforetheycanintroduceproductstothemarket.

InterstateCommerceCommission(I

C

C)

Regulatesinterstatebus,truck,rail,andwateroperations;theabilityofafirmtoefficientlymoveproductstoitscustomersdependsonI

C

CpoliciesandregulationLearningObjective2.7Describehowconsumerbehaviordirectlyimpactstheenvironment.P

E

S

T

L

E:TheNaturalEnvironmentSustainability:basedonasimpleprinciple:Everythingthatweneedforoursurvivalandwell-beingdepends,eitherdirectlyorindirectly,onournaturalenvironmentEnvironmentalactivistGretaThunberg’spassionhasfueledaglobalmovementinwhichconsumersareurginggovernmentsandcorporationstoaddresstheclimatechangecrisisFigure2.1TheCircularEconomySustainabilityandEnvironmentalStewardshipAsustainablebusinessmodel

isnotjustaboutreducingacompany’scarbonfootprintSixoutofeverytencompaniesthatconverttoasustainablebusinessmodelhaveprofitedfinanciallyNativedeodorantisapopularchoiceforsomeconsumersbecauseofitsfocusonsustainabilityGreenMarketingandGreenWashingGreenmarketing:astrategythatinvolvesthedevelopmentandpromotionofenvironmentallyfriendlyproductsandafocusonthisattributewhenthemanufacturercommunicateswithcustomersGreenwashing:companiesmakefalseorexaggeratedclaimsabouthowenvironmentallyfriendlytheirproductsareAirinumisonecompanythatistappingintoadesireforfunctionalyetstylishprotectivewearasconcernsgrowabouttheeffectsofairpollutiononconsumers’healthTheS

H

I

F

T:ChangingConsumerBehaviorfortheBetterTheS

H

I

F

Tframeworksumsuptheactionsmarketersneedtopromoteprosocialbehaviorbyidentifyingfivekeydrivers:SocialInfluence–UsesocialpressureandnormstoencouragebehaviorHabits–EncourageformationofprosocialhabitsIndividualSelf–Appealtoidentity,self-interest,andpersonalitytraitsFeelingsandCognition–EmploydifferentframesandemotionalappealsintheappropriatesituationsandcontextsTangibility–Makeclearwhattheprosocialbehavioraccomplishes(e.g.,whobenefits,self-efficacy)The“Tree-Huggers”ItistypicaltofindthatasmallnumberofconsumersaccountforalargeamountoftheactionwithregardtoconsumptionactivityorpurchaseThisadunderscoresthegrowingpriorityconsumersplaceuponorganicfoodsL

O

H

A

SMarketSectorsMarketerspointtoasegmentofconsumerswhoarelikelytoc