消费者行为学-购买、拥有与存在（第14版）课件 第8-14章　购买、使用与处置 -文化

ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter8Buying,Using,andDisposingLearningObjectives(1of2)8.1Explainthefactorsthatinfluenceconsumers’shoppingexperienceduringeachphaseofthepurchasingprocess.8.2Describehowthevirtualizationofshoppingincreasesourrelianceondigitalassets.8.3Summarizehowthegrowthofa“sharingeconomy”changesthewayconsumersthinkaboutusingandowning.LearningObjectives(2of2)8.4Explainhowtheclimatechangecrisisrequiresustothinkdifferentlyaboutbuying,using,anddisposingtolimitourenvironmentalfootprint.8.5

Identifythemaladaptiveconsumerbehaviorsthatcanoccurinthepurchasingandusingphases.LearningObjective8.1Explainthefactorsthatinfluenceconsumers’shoppingexperienceduringeachphaseofthepurchasingprocess.TheShoppingExperienceShop’TilYouDrop?Aconsumer’schoicesareaffectedbymanypersonalfactorsandthesaledoesn’tendatthetimeofpurchaseFigure8.1FactorsAffectingthePre-Purchase,PurchaseandPostpurchaseExperienceHedonicShoppingGratificationseekingIdeashoppingAdventureseekingSocialshoppingRoleplayValueshoppingFigure8.2DesignThinkingFigure8.3GoingtotheGembaRetailThemingStorescreateimaginativeenvironmentsthattransportshopperstofantasyworldsRetailthemingtechniques:LandscapethemesMarketscapethemesbuildonassociationswithmanufacturedplacesCyberspacethemesMindscapethemesdrawonabstractideasandconceptsStoreAtmosphericsAtmospherics,the“consciousdesigningofspaceanditsvariousdimensionstoevokecertaineffectsinbuyers”ColorsScentsSounds.SensorycuesIn-StoredecisionmakingUnplannedbuyingImpulsebuyingP

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PGoestheRetailer:Point-of-PurchaseStimuliThesalespersonAleadroleintheplayImpulsebuysoftenaretriggeredbyenvironmentalcuesAreyousatisfied?DissonanceFigure8.4DesignThinkingInfluencesCustomerSatisfactionForReflection(1of3)Inwhatwaysdoyouexperiencetimepoverty?Whatproductsdoyoupurchasebecauseofthesenseoftimepoverty?LearningObjective8.2Describehowthevirtualizationofshoppingincreasesourrelianceondigitalassets.Sephoravirtualtry-onfeaturein-storeE-CommerceandtheDigitalWorldFrombrickstoclicksShoppingappsandin-storetechDigitalcurrenciesOnlinecommerce:raisingthebarLiquidconsumptionFigure8.5

BeaconTechnologyOnlineCommerce:RaisingtheBarLiquidConsumptionLearningObjective8.3Summarizehowthegrowthofa“sharingeconomy”changesthewayconsumersthinkaboutusingandowning.NewWaystoHaveandUse:OwnershipandtheSharingEconomySharingeconomyCollaborativeconsumptionP2Pcommerce(peer-to-peer)ThethrillofthriftingAsamajorplayerinthesharingeconomy,ZipcarischanginghowmanyurbandwellersthinkabouttransportationForReflection(2of3)Whataresomeitemsthatyou“share”withyourpeers?LearningObjective8.4Explainhowtheclimatechangecrisisrequiresustothinkdifferentlyaboutbuying,using,anddisposingtolimitourenvironmentalfootprint.TheClimateCrisisOurdecisionsabouthowtodisposeofaproductareasimportantashowwedecidetoobtainitinthefirstplaceClimateCrisisProductdisposalThecrisisoffoodwasteRecyclingandtheUndergroundeconomyTable8.1:SomeFactorsThatRelatetoFoodWaste(1of2)Preacquisition/purchasingProductdamageduringhandling—dentedcans,thatrepelcustomersInaccurateexpirationdatesOversized/unnecessarypackagingConsumeracquisitionSusceptibilitytopromotionsforunneededitems/impulsebuyingLimitednutritionalknowledgeIndividualisticvaluesTable8.1:SomeFactorsThatRelatetoFoodWaste(2of2)ConsumptionDesireforvariety

Serveware(e.g.,unnecessarilylargeservingsduetobiggerplates)Overcooking(e.g.,“goodmother”identity)DispositionHouseholdnormsandhabits(e.g.,smallerhouseholdswastemorefood)Foodconservationmalpractice(e.g.,“freezerburn”)Abilitytorepurposeuneatenfood(e.g.,leftoversforpets)ProductDisposalRecyclingLateralcyclingUndergroundeconomyRecommerceSwishingRecyclingandtheUndergroundEconomyTheundergroundeconomyintheformoffleamarketsandotherused-productsalesformatsisasignificantelementintheU.S.marketForReflection(3of3)Whatitemshaveyoupurchasedfromtheundergroundecomomy?Howdoyoufeelpostpurchaseifyouknowyoucanrecycletheproduct?LearningObjective8.5IdentifythemaladaptiveconsumerbehaviorsthatcanoccurinthepurchasingandusingphasesTheDarkSideofBuyingandUsingMaladaptiveconsumptionSubstance-relatedaddictions,likealcohol,tobacco,oropioids,aswellasbehavioralproblemslikegamblingAddictiveandcompulsivebehaviorCompulsiveshoppingGamblingHoardingTechandsocialmediaaddictionInternetaddictionChapterSummaryManyfactorsatthetimeofpurchasedramaticallyinfluencetheconsumer’sdecision-makingprocess.Theinformationastore’slayout,website,orsalespeopleprovidesstronglyinfluencesapurchasedecision.Thegrowthofa“sharingeconomy”changeshowmanyconsumersthinkaboutbuyingratherthanrentingproducts.Ourdecisionsabouthowtodisposeofaproductareasimportantashowwedecidetoobtainitinthefirstplace.CopyrightThisworkisprotectedbyUnitedStatescopyrightlawsandis

providedsolelyfortheuseofinstructorsinteachingtheircoursesandassessingstudentlearning.Disseminationorsaleofanypartofthiswork(includingontheWorldWideWeb)willdestroytheintegrityoftheworkandisnotpermitted.Theworkandmaterialsfromitshouldneverbemadeavailabletostudentsexceptbyinstructorsusingtheaccompanyingtextintheirclasses.Allrecipientsofthisworkareexpectedtoabidebytheserestrictionsandtohonortheintendedpedagogicalpurposesandtheneedsofotherinstructorswhorelyonthesematerials.ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter9IdentityandtheSelfLearningObjectives(1of2)9.1Explainhowtheself-conceptstronglyinfluencesconsumerbehavior.9.2Describehowourconsumptionchoicesareexpressionsofouridentitiesandextensionsofourselves.9.3Summarizehowconsumersarefindingnewwaystoexpressidentityviatheirconsumptionchoices.LearningObjectives(2of2)9.4

Recognizethemanysocioculturalfactorsthatcontributetogenderidentity9.5

Discusshowourbodiesareanimportantcomponentofouridentities.LearningObjective9.1Explainhowtheself-conceptstronglyinfluencesconsumerbehavior.TheSelfTheSelf-ConceptandSelf-EsteemSelf-concept:thebeliefsapersonholdsabouttheirownattributesandhowtheyevaluatetheselfonthesequalitiesIdentity:

Eachelementthatcontributestoourself-conceptSelf-esteem:thepositivityofaperson’sself-conceptWhatIsSelf-Esteem?Self-esteemThepositivityofaperson’sself-conceptPeoplewithlowself-esteemexpectthattheywillnotperformverywell,andtheywilltrytoavoidembarrassment,failure,andrejectionSomeproductspromisetogiveourself-esteemaboostTheSelfandOthersIdealself:ourconceptionofhowwewouldliketobeActualself:ourmorerealisticappraisalofthequalitieswehaveAvoidanceselves.thetypeofpersonwedon’t

wanttobeProductscan:HelpusreachidealselfBeconsistentwithactualselfImpressionmanagementmeansthatweworkto“manage”whatothersthinkofusLooking-GlassSelfSelf-fulfillingprophecySocialComparison/SelfConstrualSocialcomparison:thepersontriestoevaluatetheirappearancebycomparingittothepeopledepictedintheseartificialimagesSelf-construal:thedegreetowhichwethinkofourselfasindependentfromothersversusfeelinginterdependentwiththemIndependentselfInterdependentselfSelf-ConsciousnessPublicself-consciousnessSelfmonitorsThemalleableselfEachofusreallyisseveraldifferentpeopleRoleIdentities:DoYouKnowYourLinesThedramaturgicalperspectiveonconsumerbehaviorviewspeopleasactorswhoplaydifferentrolesTheselfhasdifferentcomponents,orroleidentities,andonlysomeoftheseareactiveatanygiventimeSymbolicinteractionismRelationshipsplayalargeparttoformtheselfCreatingOurSelfasWeConsumeSelf-imagecongruencemodels:wechooseproductswhenattributesmatchestheselfSelf-image-consistentproductperceptionsSelf-signaling:amessagetoourselvesthatourchoicessyncwithhowwewanttothinkaboutourselvesForReflection(1of5)Advertisingcanutilizeaconsumer’sself-esteeminpromotingaproductbyofferingtheproductasaremedytolowself-esteemSelf-esteemadvertisingProductsprovideremedytolowself-esteemHoweffectivedoyouthinkthisformofadvertisingis?LearningObjective9.2Describehowourconsumptionchoicesareexpressionsofouridentitiesandextensionsofourselves.WeConsumetoExpressOurIdentitiestheExtendedSelfExtendedselfIndividualFamilyCommunityGroupFigure9.1LevelsoftheExtendedSelfLearningObjective9.3Summarizehowconsumersarefindingnewwaystoexpressidentityviatheirconsumptionchoices.NewWaystoExpressIdentityCompensatoryConsumptionSelf-conceptclaritySymbolicself-completiontheoryAnti-consumptionasself-definingEmbodiedCognitionPowerposingEnclothedcognitionIsittruethatyouarewhatyouwear?OurDigitalSelvesWearablecomputingVirtualmakeoverForReflection(2of5)Constructa“consumptionbiography”ofafriend,familymember,orclassmateMakealistofhis/hermostfavoritepossessions,andseeifyouorotherscandescribethisperson’spersonalityjustfromtheinformationprovidedbythiscatalogueLearningObjective9.4RecognizethemanysocioculturalfactorsthatcontributetogenderidentityGenderandConsumerBehaviorGenderSocializationandGenderRolesGenderroles:Peopleoftenconformtotheirculture’sexpectationsabouthowthoseoftheirgendershouldact,dress,orspeakGendersocialization:Manycommercialsources,suchasgirls’dolls,boys’toyguns,andcartoonsprovidelessonsforbothgirlsandboysPatriarchalmasculinity:aviewpointthatadvocatesthesuperiorityofmasculinityoverfemininity,ortheauthorityofmenoverwomenGenderDifferencesinConsumerBehaviorAgenticorientationemphasizesinstrumentalityandindependenceCommunalorientationvaluesinclusivenessandinterdependenceForReflection(3of5)Whataretwoexamplesofsex-typedproducts?Aretheresituationsforwhichpromotingsex-typedproductsmightlimitthemarketforaproduct?BewareofGenderStereotypesinAdvertisingandProductsAndrogynyandgender-bendingproductsTowardgreatergenderFluidityThequestforgenderjusticeandequalityAmalesex-typedproductLearningObjective9.5Discusshowourbodiesareanimportantcomponentofouridentities.TheBodyBodyimageAconsumer’ssubjectiveevaluationoftheirphysicalselfIdealsofBeautyandStereotypesSatisfactionwithphysicalimagedependsonhowcloselytheimagecorrespondstotheidealourculturevalues.IdealofBeauty:modelorexemplarofappearancePhysicalfeatures(e.g.,awell-roundedderrièreforwomenorasix-packformen)Clothingstyles,cosmetics,hairstyles,skintoneBodytype--petite,athletic,voluptuousDesirestomatchtheseidealsdrivepurchasedecisions.MarketingandAdvertisingContributetoaSociety’sIdealsofBeautyMediadeterminingwhichformsofbeautyweconsiderdesirableatanypointintimeWhethertheidealsofbeautyareshapedbyadvertisingandaffectsocietyorshapedbysocietyandreflectedinadvertisingisanage-olddebateImagesofimpossiblythinandflawlesslybeautifulwomencontinuetobombardyounggirlsandwomenTheironyisthatmediastandardsareimpossibletoattainThesveltemodelsdonotexist

inreallifeBeyondAgeismandSexismNegativeconsequencesof

impossiblebodyidealsBodypositivityEnterthefatshionistasNegativeConsequencesofImpossibleBodyIdeasBodyimagedistortionsThinspirationGroupdietingBodyPositivity:EntertheFashionistasThegrowingpopularityof“full-figured”womenhasdrawnattentiontotheendangeredself-esteemoflargerwomenBodyDecorationandMutilationBodymodificationCosmeticsurgeryTattoosThemechanizedbodyThequantifiedselfForReflection(4of5)Whatisconsideredtheidealofbeautyamongyourpeers?Howdoesthisidealaffectyourchoicesasaconsumer?ForReflection(5of5)Doyouhaveatattoo?Ifso,whatmotivatedyourdecision?Ifnot,whynot?Canyouseetheinfluenceofcultureonyourdecisiontotattooornot?ChapterSummaryTheself-conceptinfluencesconsumerbehavior.Genderidentityisanimportantcomponentofaconsumer’sself-concept.Thewaywethinkaboutourbodies(andthewayourculturetellsusweshouldthink)isakeycomponentofself-esteem.CopyrightThisworkisprotectedbyUnitedStatescopyrightlawsandis

providedsolelyfortheuseofinstructorsinteachingtheircoursesandassessingstudentlearning.Disseminationorsaleofanypartofthiswork(includingontheWorldWideWeb)willdestroytheintegrityoftheworkandisnotpermitted.Theworkandmaterialsfromitshouldneverbemadeavailabletostudentsexceptbyinstructorsusingtheaccompanyingtextintheirclasses.Allrecipientsofthisworkareexpectedtoabidebytheserestrictionsandtohonortheintendedpedagogicalpurposesandtheneedsofotherinstructorswhorelyonthesematerials.ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter10Personality,Values,andLifestylesLearningObjectives10.1

Explainhowourpersonalityinfluencesthewayweprocessmarketingcommunications,makedecisions,andrespondtosocialinfluences.10.2

Describehowourbehaviorisshapedbyourvaluesandattitudestowardmoney,things,andtime.10.3

Explainhowourlifestyleisrelatedtoandinformedbyourconsumerbehavior.10.4Describethemanywaysthatbrandsbecomemeaningfultoconsumers.LearningObjective10.1Explainhowourpersonalityinfluencesthewayweprocessmarketingcommunications,makedecisions,andrespondtosocialinfluences.HowCanWeMeasurePersonality?ThePsychiatricPerspective:ConsumerBehaviorontheCouchPsychologistSigmundFreudTheidPleasureprincipleTheegoRealityprincipleThesuperegoNeo-FreudianTheoriesNeo-FreudianMeaningfollowingfromorbeinginfluencedbyFreudCarlJungDevelopedhisownmethodofpsychotherapycalledanalyticalpsychologyArchetypesForReflection(1of5)DescribeatimewhentheidtookoveronpurchaseconsumptionDidyoukeeptheitem?MotivationalResearchErnestDichterZaltmanmetaphor

elicitationtechnique(Z

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T)TraitTheoryThisapproachtopersonalityfocusesonthequantitativemeasurementofpersonalitytraits,whicharetheidentifiablecharacteristicsthatdefineapersonTheBigFiveTable10.1DescriptionoftheBigFiveInventoryofPersonalityDimensionsandConsumerBehaviorExamplesBlankDescription

Exampleofconsumerbehaviorrelatedtothedimension

Opennesstoexperience

Thedegreetowhichapersonis

opentonewwaysofdoingthings

LovetoengageincreativeactivitiesandriskybehaviorConscientiousness

Theleveloforganizationand

structureapersonneeds

LikelytoengageinhealthybehaviorsExtroversion

Howwellapersontolerates

stimulationfrompeople

LikelytousecarshareservicesandengageingamblingAgreeableness

Thedegreetowhichapersonfeelssympathy,kindnessandconsiderationtowardotherpeople

EngageinenvironmentallyfriendlybehaviorNeuroticism(emotionalinstability)

Howwellapersoncopeswith

stressProblematicdigitalbehaviorsuchassocialmediaandonlinegamingaddictionTheInfluenceofPersonalityTraitsonFacetsofConsumerBehavior(1of2)TraitsthatAffectHowWeProcessInformationPersonalityTraitInfluenceonConsumerBehaviorNeedforcognitionPeoplewhoenjoythinkingrespondbettertowordsthanpicturesNeedforaffectPeoplewhoenjoyfeelingsrespondbettertopicturesthanwordsNeedforcontrolTheneedtopersonallyexertcontroloverone’ssurroundingenvironmentTraitsthatAffectWhetherandHowWeRespondtoInfluencePersonalityTraitInfluenceonConsumerBehaviorNeedforUniquenessDesireto“standoutfromthecrowd”SusceptibilitytointerpersonalinfluenceLikelytopreferwineswithsocialbenefitsTheInfluenceofPersonalityTraitsonFacetsofConsumerBehavior(2of2)TraitsthatAffectourConsumptionDecisionsPersonalityTraitInfluenceonConsumerBehaviorWillingnesstospendmoneySpendthriftssavelessmoneyandcarrymoredebtthantightwadsRiskaversionPeoplewhoareriskaversefeelnegativetowardriskImpulsivenessPeoplewhoareimpulsivearemorelikelytoexperiencepleasurethanguiltwhenovereatingTable1.2ContinuedNeedfortouchNeedforperfectionReactanceFrugalityLearningObjective10.2Describehowourbehaviorisshapedbyourvaluesandattitudestowardmoney,things,andtime.Values(1of2)CorevaluesBeliefsystemValuesystemAcculturationHowcanweUnderstandValues?TerminalvaluesInstrumentalvaluesFigure10.1ValuesRelatedtoConsumerBehaviorValuesRelatedtoThingsMaterialismSyndicatedsurveysMaterialism Why(orif)wevaluethingsTowardmoresimplicityValues(2of2)ValuesrelatedtomoneySpendingorientationLifestyle-baseddepletionValuesrelatedtotimeTimepovertyTimestylesPsychologicaltimeanddecelerationHowCanWeUnderstandValues?Terminalvalues:desiredendstatesInstrumentalvalues:actionstoachieveterminalvaluesTheMeans-endchainmodel-PeoplelinkproductattributestoterminalvaluesSyndicatedSurveysLearningObjective10.3Explainhowourlifestyleisrelatedtoandinformedbyourconsumerbehavior.LifestylesandConsumerIdentityLifestylesE-sportsMetroHesherEmoLifestylemarketingperspectiveHowU.S.ConsumersAllocateTheirTimeFromWhattoWhy:PsychographicsHowWePerformaPsychographicAnalysisLifestyleprofileProduct-specificprofileGenerallifestylesegmentationProduct-specificsegmentationPersonasA

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sTable10.3A

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ODimensionsActivitiesInterestsOpinionsDemographics

WorkFamilyThemselvesAge

HobbiesHomeSocialissuesEducation

SocialeventsJobPoliticsIncome

VacationCommunityBusinessOccupation

EntertainmentRecreationEconomicsFamilysize

ClubmembershipFashionEducationDwelling

CommunityFoodProductsGeographyShoppingMediaFutureCitysize

SportsAchievementsCultureStageinlifecycle

UsesofPsychographicStudiesDefinetargetmarketCreateanewviewofmarketPositiontheproductBettercommunicateproductattributesDevelopproductstrategyMarketsocialandpoliticalissuesFigure10.3ValuesandLifestylesSystemV

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™ForReflection(2of5)WhichV

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Scategorywouldyouguessyouarein?Why?DoyouseepossiblelinkagesbetweenbrandimagesandthesegmentsintheV

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Ssystem?LearningObjective10.4Describethemanywaysthatbrandsbecomemeaningfultoconsumers.TheRoleBrandsPlayinourLivesTheBrandPersonalitySetoftraitspeopleattributetoaproductasifitwereapersonConsumerscompareandcontrastbrandsonarangeoffamiliarcharacteristics,includingthese:Old-fashioned,wholesome,traditionalSurprising,lively,“withit”Serious,intelligent,efficientGlamorous,romantic,sexyRugged,outdoorsy,tough,athleticHowDoWeGetto“Know”aBrand?TheMeaningTransferModelTypesofBrandResonanceTable10.4ResonanceTypeImpactBrandExampleInterdependencyFacilitateshabits,ritualsandroutinesStarbucksIntimacyHas“insiders”whoknowdetailsofitshistoryNikeAirJordanPersonalCo-creationEncouragesconsumerstocreatetheirownstoriesaboutitLeviStrauss502sEmotionalvibrancyElicitsstrongemotionalreactionsDisneyCulturalbedrockLinkstocoreculturalvaluesAppleCurrencyvalueEvokesa“hot”meaningofatrendUberRoleresonanceEmblematicofasocialroleBirkenstocksCategoryresonanceAbenchmarktoevaluatebrandsHarley-DavidsonForReflection(3of5)Howcanmarketerslinkabrand’spersonalitywiththelifestyleofaconsumersegment?SpokescharactersCompaniesoftenrelyonspokescharacterstomaketheirbrandseemmorehuman-likeBrandAssetValuatorArchetypes(1of2)BrandAssetValuatorArchetypes(2of2)CongruenceBetweenConsumerandBrandArrogantbrandsSelf-congruityoccurswhenaconsumerseestheirself-conceptreflectedinabrandLifestyleBrandsandLifestyleBrandConstellationsCo-brandingstrategiesCompaniesteamuptopromotetwoormoreproductsProductcomplementarityOccurswhensymbolicmeaningsofdifferentproductsrelatetooneanotherConsumptionconstellationForReflection(4of5)IdentifyproductsandsettingsthatwouldbeathomeinyourconsumptionstylesHavemarketersidentifiedtheseconsumptionstylesandusedtheminadvertising?SellingAuthenticityOneofthemostimportantcriteriaformanyconsumers—especiallyyoungerones—isauthenticity,orbeingtrustworthyandgenuineForReflection(5of5)Howdoyouassignpeopletosocialclasses,ordoyouatall?Whatconsumptioncuesdoyouuse(e.g.,clothing,speech,cars,etc.)todeterminesocialstanding?BrandStorytellingBrandnarrativeresearchBrand’stransmediaworldBrand’sbackstoryBrandbiographyChapterSummary(1of2)Alifestyledefinesapatternofconsumptionthatreflectsaperson’schoicesofhowtospendhisorhertimeandmoney,andthesechoicesareessentialtodefineconsumeridentity.Psychographicsgobeyondsimpledemographicstohelpmarketersunderstandandreachdifferentconsumersegments.ChapterSummary(2of2)Underlyingvaluesoftendriveconsumermotivations.Aconsumer’spersonalityinfluencesthewayheorsherespondstomarketingstimuli,buteffortstousethisinformationinmarketingcontextsmeetwithmixedresults.Brandshavepersonalities.CopyrightThisworkisprotectedbyUnitedStatescopyrightlawsandis

providedsolelyfortheuseofinstructorsinteachingtheircoursesandassessingstudentlearning.Disseminationorsaleofanypartofthiswork(includingontheWorldWideWeb)willdestroytheintegrityoftheworkandisnotpermitted.Theworkandmaterialsfromitshouldneverbemadeavailabletostudentsexceptbyinstructorsusingtheaccompanyingtextintheirclasses.Allrecipientsofthisworkareexpectedtoabidebytheserestrictionsandtohonortheintendedpedagogicalpurposesandtheneedsofotherinstructorswhorelyonthesematerials.ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter11SocialandCulturalIdentityLearningObjectives(1of2)11.1

Explainhowthedynamicsofsocialidentityinfluenceourdailylivesandconsumerbehavior.11.2

Describehowourfamilycanshapeouridentityandoftenguideourconsumptionchoices.11.3Discusshowage-relatedlifeeventsshapeouridentityandoftenguideourconsumptionchoices.LearningObjectives(2of2)11.4

Summarizehowourethnicityandraceshapeouridentityandoftenguideourconsumptionchoices.11.5

Explainhowourreligiousandpoliticalbeliefsaffecthowwethinkandoftenguideourconsumptionchoices.11.6

Describehow“birdsofafeatherflocktogether”inplace-basedsubcultures.LearningObjective11.1Explainhowthedynamicsofsocialidentityinfluenceourdailylivesandconsumerbehavior.TheDynamicsofSocialIdentityFigure11.1FacetsofOurSocialIdentityThedynamicsofidentityTheDynamicsofIdentitySalientIdentityCuesIdentitymindsetsSocialidentityprimingThreatstoSocialIdentityAreYouwithMeorNot?IngroupbiasSocialdominancebiasIdentitysynergy“There’snoplacelikehome”IntersectionalitySocietalconsequencesofidentity-basedtreatmentLearningObjective11.2Describehowourfamilycanshapeouridentityandoftenguideourconsumptionchoices.TheFamilyTheMeaningoffamilyGoingnuclear?ThestructureofhouseholdsevolveNuclearfamilyreplacesextendedfamilyVoluntarilychildlessD

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SCohabitationBoomerangkidsSandwichgenerationTheFamilyLifeCycleFamilylifecycle(F

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C)combinestrendsinfamilycompositionwiththechangesthecompositionmakesonconsumptionTheF

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Cisalifecoursemodelthataccountsforlifeeventexperiencesthatcreatephysical,social,andemotionaldemandsandcircumstancestowhichpeoplemustadaptForReflection(1of6)Forthefollowingproducts,discusshowhavingchildrenornotmightaffectthechoicesacouplemakesWhatdosuchvariationsmeanformarketers?GroceriesCarsVacationsFigure11.2

FourTypesofParentingStylesParentingandConsumerBehaviorAsof2022,70percentofU.S.householdsownapetAmericansspendmorethan$100billionperyearonpetfood,toys,andothersuppliesTheextendedfamily:PetsLearningObjective11.3Discusshowage-relatedlifeeventsshapeouridentityandoftenguideourconsumptionchoices.AgeandGenerationsTeenagersAutonomyversusbelongingRebellionversusconformityIdealismversuspragmatismNarcissismversusintimacy“Tweens”Kidsages8to14ConsumersatretirementandbeyondTheUnitedNationssaysthatpeopleolderthan60arethefastest-growingagegrouponEarth700millionnow,and2billionbymidcenturyForReflection(2of6)Isitpracticaltoassumethatpeople60andoverconstituteonelargeconsumermarket(i.e.,thegraymarket)?Howcanmarketerssegmentthisagesubculture?AgeCohortsTheInterbellumGenerationTheSilentGenerationTheWarBabyGenerationTheBabyBoomGenerationGenerationXGenerationYGenerationZGenerationAlphaTable11.1CharacteristicsofFourMajorAgeCohortsBlankBabyBoomerGenXGenY(Millennial)GenZContextPostwarPoliticaltransitionCapitalismandmeritocracydominateGlobalizationEconomicstabilityEmergenceofinternetMobilityandmultiplerealitiesSocialnetworksDigitalnativesBehaviorIdealismRevolutionaryCollectivistMaterialismCompetitiveIndividualisticGlobalistQuestioningOrientedtoself?UndefinedI

D“Communaholic”“Dialoguer”RealisticConsumptionIdeologyVinylandmoviesStatusBrandsandcarsLuxuryarticlesExperienceFestivalsandtravelUniqueness“MoreLiquid”(Sharingeconomy)EthicalGettingtoKnowGen