消费基础及其行为 13

ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter14CultureCopyright©2024

PearsonEducation,Inc.AllRightsReservedLearningObjectives14.1Describehowcultureisasociety’spersonality.14.2

Discusshowconsumptionritualsstructureourexperiencesandconveyourculturalvalues.14.3

Summarizehowproducts,brands,andpracticesarevesselsofculturalmeanings.14.4Explainhowproducts,ideas,andpracticescirculatethroughsocietyviatheprocessofdiffusion.LearningObjective14.1Describehowcultureisasociety’spersonality.CulturalSystems(1of2)Cultureisasociety’spersonalityCultureistheaccumulationofsharedmeanings,rituals,norms,andtraditionsCultureisthe“lens”throughwhichpeopleviewproductsResearchersembeddedthemselvesintorodeoculturetobetterunderstanditCulturalSystems(2of2)ProductscanreflectunderlyingculturalprocessesofaparticularperiodTheT

VdinnerreflectedchangesinfamilystructureCosmeticsmadefromnaturalmaterialswithoutanimaltestingreflectsconsumers’apprehensionsaboutpollution,waste,andanimalrightsDimensionsofCultureEcologySocialstructureIdeologyEnculturationAcculturationCompaniesoffertheIslamicbathingsuit,theburkiniDimensionsofNationalCulturePowerdistanceIndividualismMasculinityUncertaintyavoidanceLong-termorientationIndulgenceversusrestraintHighpower-distanceculturesstressthateveryonehasadefinedplaceinthesocialorderForReflection(1of7)Ifyourculturewereaperson,howwouldyoudescribeitspersonalitytraits?Now,selectanothercultureyou’refamiliarwith.Howwouldthosepersonalitytraitsdifferfromyourown?CulturalMeaningandMovementHip-hopstyleillustratesthecharacteristicsoffashionandpopularcultureStylesreflectsocietaltrends---politicsandsocialconditionsAstylebeginsinasmallgroupandspreadsasothersbecomeawareofitStylesoriginateasaninterplayofdesignersbusinesspeople,andconsumersCulturalproductstravelwidelyCulturalgatekeepersfiltertheinformationFigure14.1TheMovementofCulturalMeaningTheStructureandFunctionofMythsMythsStorieswithsymbolicelementsthatrepresentthesharedemotions/idealsofacultureStorycharacteristicsConflictbetween

opposingforcesOutcomeismoral

guideforpeopleMythreducesanxiety

byprovidingguidelinesMarketingthemythBlockbustermoviesandhitT

VshowsreflectculturalmythsLearningObjective14.2Discusshowconsumptionritualsstructureourexperiencesandconveyourculturalvalues.ConsumptionRitualsRitualMultiple,symbolicbehaviorsthatoccurinafixedsequenceandisrepeatedperiodicallyRitualsand

communityFortressbrandsExtraordinarybeliefs“Pulling”theperfectpintisatreasuredritualforGuinnessdrinkersRitualArtifactsandScriptsRitualartifacts:GroomingGift-givingHolidayritualsRitesofpassageGraduationisamilestonethatincludesritualartifactsGift-GivingStagesGestationPresentationReformulationRitualsasRitesofPassageRitesofpassage:orritualsweperformtomarkachangeinsocialstatusAwedding:aculturalceremonywithritualisticbehaviorsGivingawaythebrideThebestmanThetossingofthegarterThrowingriceForReflection(2of7)Howhaveculturalvaluesinfluencedtheitemsthatyoufeelhavevalue?TailgatingisapopulargroupritualForReflection(3of7)IdentifymoderndaymythsthatcorporationscreateHowdotheycommunicatethesestoriestoconsumers?LearningObjective14.3Summarizehowproducts,brands,andpracticesarevesselsofculturalmeaningsAsconcernsaboutsustainabilitygrow,someconsumerslookforwaystoupdateburialrituals.ThisInfinityBurialSuitisseededwithmushroomsthatgrowonthecorpse.ProductsAreVesselsofCulturalMeaning

Theneedtobeawareofanitem’ssymbolismAretherepeopleforwhomitsmeaningisspecial?Doyouknowanysneakerheads?SacredandProfaneProductsSacredconsumption:objectsandeventsthataresetapartfromnormalactivitiesthataretreatedwithrespectoraweProfaneconsumption:consumerobjectsandeventsthatareordinaryandnotspecialSacralization:whenordinaryobjects,events,andevenpeopletakeonsacredmeaningObjectification:whenweattributesacredqualitiestomundaneitems,throughprocesseslikecontaminationCollecting:thesystematicacquisitionofaparticularobjectorsetofobjectsHoarding:areluctancetodiscardusedobjectsDomainsofSacredConsumptionSacredplaces:religious/mysticalandcountryheritage,suchasStonehenge,Mecca,GroundZeroinNewYorkCitySacredpeople:celebrities,royaltySacredevents:athleticevents,religiousceremoniesForReflection(4of7)Explainsomeofyourownfamilyholidaytraditions.Howdotheyaffectyourbehaviorasconsumers?FromSacralizationtoProfaneandBackAgainDesacralizationWhenasacreditem/symbolisremovedfromitsspecialplaceorisduplicatedinmassquantities(becomesprofane)Religionhassomewhatbecomedesacralized;ChristmasandRamadancelebratedmoreassecular,materialisticoccasionsGlobalConsumerCultureWhatdrivesconsumersinothercultures?GlobalconsumercultureUnitesconsumersaroundtheworldbytheircommondevotiontobrand-nameconsumergoods,moviestars,celebrities,andleisureactivitiesK

F

CinJapanofferedturkeydinnersonChristmasforexpatsawayfortheholiday.ItisnowaholidaytraditionfortheJapanese.ForReflection(5of7)GiveexamplesofitemsthatwereoncesacredbutarenowmaterializedandmarketedWhataretheimplicationsintheshiftinreverencetotheitemsinquestion?LearningObjective14.4Explainhowproducts,ideas,andpracticescirculatethroughsocietyviatheprocessofdiffusion.TheDiffusionofInnovationsInnovation:anyproductthatconsumersperceivetobenewNewmanufacturingtechniqueNewproductvariationNewwaytodeliverproductNewwaytopackageproductDiffusionofinnovationSuccessfulinnovationsspreadthroughthepopulationatvariousratesHowdoWeDecidetoAdoptanInnovation?Figure14.2TypesofAdoptersFigure14.3GartnerHypeCycleTypesofInnovationsContinuousinnovationEvolutionaryratherthanrevolutionaryDynamicallycontinuousinnovationMorepronouncedchangetoexistingproductDiscontinuousinnovationCreatesmajorchangesinthewayweliveForReflection(6of7)Nameanexampleofcontinuousinnovation,dynamicallycontinuousinnovation,anddiscontinuousinnovationWhatDeterminesWhetheranInnovationWillDiffuse?(1of2)CompatibilityInnovationshouldbecompatiblewithconsumers’lifestylesTrialabilityPeoplearemorelikelytoadoptaninnovationiftheycanexperimentwithitpriortopurchaseComplexityAproductthatiseasytounderstandwillbechosenovercompetitorsWhatDeterminesWhetheranInnovationWillDiffuse?(2of2)ObservabilityInnovationsthatareeasilyobservablearemorelikelytospreadRelativeAdvantageProductshouldofferrelativeadvantageoverotheralternativesFigure14.4IngredientsforaSuccessfulInnovationPracticesPracticediffusionTechnologyacceptancemodelTheDiffusionofConsumptionPractices(1of2)Table14.1PracticeDiffusionandtheDevelopmentofSurfboardingDemarcationElementsofapracticearesetapartfromboththeoriginalcontextinwhichthepracticedevelopedandthenewcontexttowhichthepracticeismoving.SurfingbeganasapracticeinthePolynesianislands.Forinstance,inpre-colonialtimes,Hawaiianssurfedasrecreation,asameansofcreatingandperpetuatingsocialrelationsandasaninstrumentalpartofworship,ladenwithrich,spiritualmeanings.AlthoughsurfingwasintegraltoHawaiianculture,earlyWesternerswhocolonizedtheislandscondemnedandactivelydiscouragedsurfingastheypromotedalternativefamily,community,andreligiouspractices.Thisjuncturebroughtinnewmaterials,competences,andmeanings(practiceelements),whichalteredlocalcultureandseparatedsurfingfromthesystemsofpracticesinwhichitwasoriginallyembedded.Asmoreforeignersbecamefamiliarwithsurfing,themeaningsofsurfingevolved.Elementsofsurfingtransitionedfromtheiroriginalculturalcontext,Hawaiianculture,andintegratedwithWesternculture.Westernpracticesmadeconnectionsbetweenthecompetencesofsurfingandmeaningsofadventure.TheDiffusionofConsumptionPractices(2of2)Table14.1[Continued]ImitationOthersstarttoreplicatecertainelementsofthepractice,sometimesmeetingresistancefromthelargerculture.Practiceimitationenabledthepracticeofsurfingtocontinuethroughthedevelopmentofsurfclubseventhoughother,moredominantsocialforcescontinuedtohinderitsreproduction.AcculturationPartsofthepracticestarttobecomeintegratedwiththedominantculture.Whatbeganaspracticeimitationandacounterculturalmovementbecamelegitimizedandcommercializedthroughthegrowthofalargesubcultureofconsumption.Surfingbecameintertwinedwithbeachandyouthculturesworldwideduringthefirsthalfofthe20thcenturythroughmovies,magazines,andthemovementofthepracticetoothercoastalareas.InnovationElementsofthepracticeareunbundledfromoneanotherandrecombinedwithelementsofotherpractices,transformingthepractice.Surfingbecameacculturatedinmanycoastalareasasawayoflife,whichledtodifferentformsofsurfingthatrequiretheintroductionandreproductionofnewcompetences,meanings,andmaterials.Thisexpansionledtoanextendedindustryofboardsports(surfing,snowboarding,andskateboarding).TheFashionSystemFashionisaboutalotmorethanParisrunwaysThefashionsystemincludesallthosepeopleandorganizationsinvolvedincreatingsymbolicmeaningsandtransferringthesemeaningstoculturalgoodsThespreadofmemesThenormcorestylereflectedthefashionofnotbeinginfashionForReflection(7of7)Whatisandwhatshouldbetheroleoffashioninoursociety?Howimportantisitforpeopletobeinstyle?Whataretheprosandconsofkeepingupwiththelatestfashions?ConsumersasSourcesofInnovationsCrowdsourcingValueco-creationThreadlesscrowdsourcesproductideasandthensellsthemostpopularonestothecommunityitmaintainsTheWisdomofCrowdsThewisdomofcrowdsperspectivearguesthat,undertherightcircumstances,groupsaresmarterthanthesmartestpeopleinthemForReview(1of2)Acultureisasociety’spersonality.Mythsarestoriesthatexpressaculture’svalues,andinmoderntimesmarketingmessagesconveythesevaluestomembersoftheculture.Wedescribeproductsaseithersacredorprofaneandit’sn