Family & Social Influences on Consumer Behavior
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Transcript of Family & Social Influences on Consumer Behavior
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Family & Social Influences on Consumer Behavior
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Households
Households
Family Households: Married couple, Nuclear family, Extended family
Nonfamily Households: Unmarried couples,
Friends/ Roommates, Boarders
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The Family Life Cycle
• Traditional Family Life Cycle– Stage I: Bachelorhood– Stage II: Honeymooners– Stage III: Parenthood– Stage IV: Postparenthood– Stage V: Dissolution
• Modifications - the Nontraditional FLC
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SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR
Family Life Cycle
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As You See It, What Is the Main “Family Message” of This Ad?
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It Reminds Parents of the Importance of Creating “Quality Time.”
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Family
• Types of families– Nuclear– Extended– Single-parent
• Changes in household spending patterns
7Chapter Ten Slide
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Consumer Socialization
The process by which children acquire the
skills, knowledge, and attitudes necessary to
function as consumers.
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What Is the Name and Definition of the Process Depicted in This Ad?
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Consumer Socialization - the Process by Which Children Acquire the Skills, Knowledge, Attitudes, and Experiences Necessary to Function
as Consumers
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Other Functions of the Family
• Economic well-being• Emotional support• Suitable family lifestyles
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Family decision making and Consumption roles
• Influencer• Gatekeeper• Decider• Buyer• Preparers• Users• Maintainers• Disposer
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Family Decision Making
• Dynamics of Husband-Wife Decision Making– Husband-Dominated– Wife-Dominated
• Expanding Role of Children In Family Decision Making– Choosing restaurants and items in supermarkets– Teen Internet mavens– Pester power
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Expanding roles of Children
• Pressure tactics• Upward appeals• Exchange• Coalition• Ingratiating• Rational persuasion• Inspirational appeal• Consultation
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The Family Life Cycle
• Traditional Family Life Cycle– Stage I: Bachelorhood– Stage II: Honeymooners– Stage III: Parenthood– Stage IV: Post parenthood– Stage V: Dissolution
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Social Class
The division of members of a society
into a hierarchy of distinct status classes,
so that members of each class have either higher or lower status than members of other
classes.
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Social Class Measure and Distribution
SOCIAL CLASSES
Upper
Upper-middle
Middle
Working
Lower
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Social Class Measurement
• Subjective Measures– individuals are asked to estimate their own social-
class positions• Objective Measures– individuals answer specific socioeconomic
questions and then are categorized according to answers
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Social Class Profile
• Upper-upper class• Lower upper class• Upper middle class• Lower middle class• Upper lower class• Lower- lower class
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Consumer Behavior and Social Class
• Clothing, Fashion, and Shopping• The Pursuit of Leisure• Saving, Spending, and Credit• Social Class and Communication