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1、Chapter 10,Reference Groups and Family Influences,What is a Group?,Two or more people who interact to accomplish either individual or mutual goalsA membership group is one to which a person either belongs or would qualify for membershipA symbolic group is one in which an individual is not likely to
2、receive membership despite acting like a member,Reference Group,A person or group that serves as a point of comparison(or reference)for an individual in the formation of either general or specific values,attitudes,or behavior.,Broad Categories of Reference Groups,Normative Reference GroupsComparativ
3、e Reference Groups,Normative Reference Group,A group that influences the general values or behavior of an individual.,values价值观,在哲学等人文科学上，普世价值（英语：universal value）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
4、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normative influence,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
5、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normative influence,规范性影响normative influence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social comparision),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
6、），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,Comparative Reference Groups,A group whose norms serve as a benchmark for highly specific or narrowly defined types of behavior.,Figure 10.1 Major Consumer Reference Groups,Individual,Family,Friends,Social Class,Selected Subcultures,Ones Own Culture,Other Cultures,Refe
7、rence Groups,Factors That Affect Reference Group Influence,Information and experienceCredibility,attractiveness,and power of the reference groupConspicuousness of the product,Factors Encouraging Conformity:A Reference Group Must.,Inform or make the individual aware of a specific product or brandProv
8、ide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the groupInfluence the individual to adopt attitudes and behavior that are consistent with the norms of the groupLegitimize the decision to use the same products as the group,Reference Group
9、 Appeals,CelebritiesThe expertThe“common man”The executive and employee spokespersonTrade or spokes-charactersOther reference group appeals,Testimonial,A promotional technique in which a celebrity that has used a product or service speaks highly of its benefits in order to influence consumers to buy
10、.,Endorsement,Celebrities who may or may not be users of a particular product or service may lend their names to advertisements for such products or services for a fee.,Spokesperson,A celebrity or company executive who represents a product,brand,or company over an extended period o time,often in pri
11、nt,on television,and in personal appearances.,Table 10.1 Types of Celebrity Appeals,TYPE,DEFINITION,EXAMPLE,Testimonial,Based on personal usage,a celebrity attests to the quality of the product or service,Pat Riley or 1-Day Accuvue disposable contact lenses,Endorsement,Celebrity lends his name and a
12、ppears on behalf of a product or service with which he/she may not be an expert,Senior pro golfer Larry Laoretti for TE-AMO cigars,Actor,Celebrity presents a product or service as part of a character endorsement,Jason Alexader for Rold Gold pretzels,Spokesperson,Celebrity represents the brand or com
13、pany over an extended period of time,Lee Trevino for Motorola telecommunications products,Family,Two or more persons related by blood,marriage,or adoption who reside together.,Nuclear Family,A household consisting of a husband and wife and at least one offspring.,Extended Family,A household consisti
14、ng of a husband,wife,offspring,and at least one other blood relative.,Single-Parent Family,Households consisting of one parent and at least one child,because of divorce,separation,and out-of-wedlock births.,Consumer Socialization,The process by which children acquire the skills,knowledge,and attitud
15、es necessary to function as consumers.,Figure 10.7 A Simple Model of the Socialization Process,Influence More BasicValues/BehaviorMoral/religious principlesInterpersonal skillsDress/grooming standardsManners and speechEducational motivationOccupational career goalsConsumer behavior norms,Influence M
16、ore ExpressiveAttitudes/BehaviorStyleFashionFads“In/Out”Acceptable consumer behavior,Other Family Members,Friends,Young Person,Preadolescent,Adolescent,Teens,Older,Other Functions of the Family,Economic well-beingEmotional supportSuitable family lifestyles,Table 10.3 The Eight Roles in the Family De
17、cision-Making Process,ROLE,DESCRIPTION,Influencers,Family member(s)who provide information to other members about a product or service,Gatekeepers,Family member(s)who control the flow of information about a product or service into the family,Deciders,Family member(s)with the power to determine unila
18、terally or jointly whether to shop for,purchase,use,consumer,or dispose of a specific product or service,Buyers,Family member(s)who make the actual purchase of a particular product or service,Preparers,Family member(s)who transform the product into a form suitable for consumption by other family mem
19、bers,Users,Family member(s)who use or consume a particular product or service,Maintainers,Family member(s)who service or repair the product so that it will provide continued satisfaction.,Disposers,Family member(s)who initiate or carry out the disposal or discontinuation of a particular product or s
20、ervice,Dynamics of Husband-Wife Decision Making,Husband-DominatedWife-DominatedJointEqualSyncraticAutonomicSolitaryUnilateral,Figure 10.10 Husband-Wife Influence in Financial Tasks and Decisions,The Family Life Cycle,Traditional Family Life CycleStage I:BachelorhoodStage II:HoneymoonersStage III:Par
21、enthoodStage IV:PostparenthoodStage V:DissolutionModifications-the Nontraditional FLC,Figure 10.13 An Extended Family life Cycle,Middle-AgedDivorced without Children,Middle-AgedMarried without Children,YoungDivorced without Children,YoungSingle*,YoungMarried without Children*,YoungMarried with Child
22、ren*,Middle-AgedMarried with Children*,Middle-AgedMarried without Dependent Children*,OlderMarried*,OlderUnmarried*,Middle-AgedDivorced with Children,Middle-AgedDivorced without Children,YoungDivorced with Children*,*,Traditional Family Flow,Recycled Flow,Usual Flow,Table 10.4 Noteworthy Nontraditio
23、nal FLC Stages,Family Households,Childless couples,It is increasingly acceptable for married couples to elect not to have children.Contributing forces are more career-oriented married women and delayed marriages.,Couples who marry later in life(in their late 30s or later),More career-oriented men an
24、d women and greater occurrence of couples living together.Likely to have fewer or even no children.,Couples who have first child later in life(in their late 30s or later),Likely to have fewer children.Stress quality lifestyle:“Only the best is good enough”,Alternative FLC Stages,Definition/Commentar
25、y,Table 10.4 continued,Family Households,Single parents II,Young man or woman who has one or more children out of wedlock.,Single parents III,A single person who adopts one or more children.,Extended family,Young single-adult children who return home to avoid the expenses of living alone while estab
26、lishing their careers.Divorced daughter or son and grandchild(ren)return home to parents.Frail elderly parents who move in with children.Newlyweds living with in-laws.,Alternative FLC Stages,Definition/Commentary,Single parents I,High divorce rates(about 50%)contribute to a portion of single-parent
27、households,Table 10.4 continued,Nonfamily Households,Unmarried couples,Increased acceptance of heterosexual and homosexual couples.,Divorced persons(no children),High divorce rate contributes to dissolution of households before children are born.,Single persons(most are young),Primarily a result of
28、delaying first marriage;also,men and women who never marry.,Alternative FLC Stages,Definition/Commentary,Widowed persons(most are elderly),Longer life expectancy,especially for women;means more over-75 single-person households.,Table 10.5 Family and Nonfamily Households,ALL HOUSEHOLDS,101,018,100.0%
29、,FAMILY HOUSEHOLDS,70,241,Married couples,53,604,with children under 18,25,083,24.8,without children under 18,28,521,28.253.1,Female-householder families,12,790,with children under 18,7,824,7.7,without children under 18,4,916,4.912.7,Male-householder families,3,847,with children under 18,1,709,1.7,w
30、ithout children under 18,2,139,2.13.86.95,Number of household by type in 1996,Distribution of Households by type,Table 10.5 continued,ALL HOUSEHOLDS,101,018,100.0%,NONFAMILY HOUSEHOLDS,30,777,Living alone,25402,Female householders,14,861,14.7,Male householders,10,442,10.325.1,Living with others,5,375,Female householders,2,110,2.1,Male householders,3,266,3.25.330.5,Number of household by type in 1996,Distribution of Households by type,
