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1、Chapter 10 Reference Groups and Family Influences2000 Prentice HallWhat 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 i
2、s not likely to receive membership despite acting like a member2000 Prentice HallReference GroupA 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.2000 Prentice HallBroad Categories of
3、Reference GroupsNormative Reference GroupsComparative Reference Groups2000 Prentice HallNormative Reference GroupA group that influences the general values or behavior of an individual.2000 Prentice Hallvalues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
4、由、民主、平等、博爱2000 Prentice Hallvalues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
5、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。2000 Prentice Hall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2000 Prentice Hall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，
6、群体相似性，规模等，规模大和成员是专家的群体影响更大)2000 Prentice Hall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），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2000 Prentice HallComparative Reference GroupsA group whose norms serve as a benchmark for highly specific or narrowly de
7、fined types of behavior.2000 Prentice HallFigure 10.1 Major Consumer Reference GroupsReference Groups2000 Prentice HallFactors That Affect Reference Group InfluenceInformation and experienceCredibility, attractiveness, and power of the reference groupConspicuousness of the product2000 Prentice HallF
8、actors Encouraging Conformity:A Reference Group Must .Inform or make the individual aware of a specific product or brandProvide 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
9、that are consistent with the norms of the groupLegitimize the decision to use the same products as the group2000 Prentice HallReference Group AppealsCelebritiesThe expertThe “common man”The executive and employee spokespersonTrade or spokes-charactersOther reference group appeals2000 Prentice HallTe
10、stimonialA 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.2000 Prentice HallEndorsementCelebrities who may or may not be users of a particular product or service may lend their names to advertisements
11、 for such products or services for a fee.2000 Prentice HallSpokespersonA celebrity or company executive who represents a product, brand, or company over an extended period o time, often in print, on television, and in personal appearances.2000 Prentice HallTable 10.1 Types of Celebrity AppealsTYPETY
12、PEDEFINITIONDEFINITIONEXAMPLEEXAMPLETestimonialBased on personal usage, a celebrity attests to the quality of the product or servicePat Riley or 1-Day Accuvue disposable contact lensesEndorsementCelebrity lends his name and appears on behalf of a product or service with which he/she may not be an ex
13、pertSenior pro golfer Larry Laoretti for TE-AMO cigarsActorCelebrity presents a product or service as part of a character endorsementJason Alexader for Rold Gold pretzelsSpokespersonCelebrity represents the brand or company over an extended period of timeLee Trevino for Motorola telecommunications p
14、roducts2000 Prentice HallFamilyTwo or more persons related by blood, marriage, or adoption who reside together.2000 Prentice HallNuclear FamilyA household consisting of a husband and wife and at least one offspring.2000 Prentice HallExtended FamilyA household consisting of a husband, wife, offspring
15、, and at least one other blood relative.2000 Prentice HallSingle-Parent FamilyHouseholds consisting of one parent and at least one child, because of divorce, separation, and out-of-wedlock births.2000 Prentice HallConsumer SocializationThe process by which children acquire the skills, knowledge, and
16、 attitudes necessary to function as consumers.2000 Prentice HallFigure 10.7 A Simple Model of the Socialization ProcessInfluence More BasicValues/BehaviorMoral/religious principlesInterpersonal skillsDress/grooming standardsManners and speechEducational motivationOccupational career goalsConsumer be
17、havior normsInfluence More ExpressiveAttitudes/BehaviorStyleFashionFads“In/Out”Acceptable consumer behaviorOther Family MembersFriendsYoung PersonPreadolescentAdolescentTeensOlder2000 Prentice HallOther Functions of the FamilyEconomic well-beingEmotional supportSuitable family lifestyles2000 Prentic
18、e HallTable 10.3 The Eight Roles in the Family Decision-Making ProcessROLEROLEDESCRIPTIONDESCRIPTIONInfluencersFamily member(s) who provide information to other members about a product or serviceGatekeepersFamily member(s) who control the flow of information about a product or service into the famil
19、yDecidersFamily member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consumer, or dispose of a specific product or serviceBuyersFamily member(s) who make the actual purchase of a particular product or servicePreparersFamily member(s) who transform the pro
20、duct into a form suitable for consumption by other family membersUsersFamily member(s) who use or consume a particular product or serviceMaintainersFamily member(s) who service or repair the product so that it will provide continued satisfaction.DisposersFamily member(s) who initiate or carry out th
21、e disposal or discontinuation of a particular product or service2000 Prentice HallDynamics of Husband-Wife Decision MakingHusband-DominatedWife-DominatedJointEqualSyncraticAutonomicSolitaryUnilateral2000 Prentice HallFigure 10.10 Husband-Wife Influence in Financial Tasks and Decisions2000 Prentice H
22、allThe Family Life CycleTraditional Family Life CycleStage I: BachelorhoodStage II: HoneymoonersStage III: ParenthoodStage IV: PostparenthoodStage V: DissolutionModifications - the Nontraditional FLC2000 Prentice HallFigure 10.13 An Extended Family life CycleMiddle-AgedDivorced without ChildrenMiddl
23、e-AgedMarried without ChildrenYoungDivorced without ChildrenYoungSingle*YoungMarried without Children*YoungMarried with Children*Middle-AgedMarried with Children*Middle-AgedMarried without Dependent Children*OlderMarried*OlderUnmarried*Middle-AgedDivorced with ChildrenMiddle-AgedDivorced without Chi
24、ldrenYoungDivorced with Children*Traditional Family FlowRecycled FlowUsual Flow2000 Prentice HallTable 10.4 Noteworthy Nontraditional FLC StagesFamily HouseholdsChildless couplesIt is increasingly acceptable for married couples to elect not to have children. Contributing forces are more career-orien
25、ted married women and delayed marriages.Couples who marry later in life (in their late 30s or later)More career-oriented men and 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)Li
26、kely to have fewer children. Stress quality lifestyle: “Only the best is good enough”Alternative FLC StagesDefinition/Commentary2000 Prentice HallTable 10.4 continuedFamily HouseholdsSingle parents IIYoung man or woman who has one or more children out of wedlock.Single parents IIIA single person who
27、 adopts one or more children.Extended familyYoung single-adult children who return home to avoid the expenses of living alone while establishing their careers. Divorced daughter or son and grandchild(ren) return home to parents. Frail elderly parents who move in with children. Newlyweds living with
28、in-laws.Alternative FLC StagesDefinition/CommentarySingle parents IHigh divorce rates (about 50%) contribute to a portion of single-parent households2000 Prentice HallTable 10.4 continuedNonfamily HouseholdsUnmarried couplesIncreased acceptance of heterosexual and homosexual couples.Divorced persons
29、 (no children)High divorce rate contributes to dissolution of households before children are born.Single persons (most are young)Primarily a result of delaying first marriage; also, men and women who never marry.Alternative FLC StagesDefinition/CommentaryWidowed persons (most are elderly)Longer life
30、 expectancy, especially for women; means more over-75 single-person households.2000 Prentice HallTable 10.5 Family and Nonfamily HouseholdsALL HOUSEHOLDS101,018100.0%FAMILY HOUSEHOLDS70,241Married couples53,604with children under 1825,08324.8without children under 1828,52128.253.1Female-householder
31、families12,790with children under 187,8247.7without children under 184,9164.912.7Male-householder families3,847with children under 181,7091.7without children under 182,1392.13.86.95Number of household by type in 1996Distribution of Households by type2000 Prentice HallTable 10.5 continuedALL HOUSEHOLDS101,018100.0%NONFAMILY HOUSEHOLDS30,777Living alone25402Female householders14,86114.7Male householders10,44210.325.1Living with others5,375Female householders2,1102.1Male householders3,2663.25.330.5Number of household by type in 1996Distribution of Households by type
