Chapter 1 Consumer Behavior: Its Origins and Strategic Applications
1.Consumer behavior:The term consumer behavior is defined as the behavior that consumers display in searching for,purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.
消费者⾏为学：消费者在寻求、购买、使⽤、评价和处理他们期望能够满⾜其需求的产品和服务过程中所表现出的⾏为。2.Consumer decision making: In put, process, out put.消费者决策及其模型：输⼊、处理、输出
3.Marketing concept:A consumer-oriented marketing philosophy that focuses on the needs of the buyers and the profitsthrough customer satisfaction.
市场营销观念：关注买⽅的需求通过顾客满意来创造利润的顾客导向的市场营销哲学。4.Ethics in Marketing营销道德
Unethical practices occur at every level of the marketing mix:
in the design of the products, in packaging, in pricing, in advertising, and in distribution不道德的⾏为发⽣在营销组合的各个层⾯：在产品的设计，包装，定价，⼴告，和在分配There are two different types of theories:teleological theories and deontological theories有两种不同类型的理论：⽬的论的理论和道义论的理论Teleology⽬的论
An ethical philosophy which considers the moral worth of a behavior as determined
by its consequences.道德哲学，认为⼀个⾏为的道德价值作为其后果决定。Utilitarianism功利主义A teleological theory summarized best by the idea of “the greatest good for thegreatest number.”⽬的论的理论由观念所作的最好总结“最⼤的利好的最⼤数量。”
Deontology道义论
An ethical philosophy that places greater weight on personal and social values than on economic values.道德哲学地⽅更⼤的重量对个⼈及社会价值⾼于经济价值。18、Golden rule黄⾦规则
Do not do unto others what you would not have others do unto you (or you loved ones).不要做⼰所不欲，你不会有什么⼈对你（或你的亲⼈）做的。
5.Market targeting is selecting one or more segments identified for the company to pursue.⽬标市场：选择⼀个或多个细分市场作为公司所追求发展的市场
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anizational consumer: A business, government agency, or other institution (profit or nonprofit) that buys the goods, services,and/or equipment necessary for the organization to function.
组织消费者：包括盈利和⾮盈利的商业单位、政府机构和各种组织机构，它们必须购买产品、设备和服务来维持组织的运转。
Personal consumer: The individual who buys goods and services for his or her own use, for household use, for the use of afamily member, or for a friend. (Also referred to as the Ultimate Consumer or End User.)
个体消费者：个体消费者购买产品和服务是为了他或她⾃⼰的消费，为了家庭的消费，或者作为礼物送给朋友。（也被称作最终消费者和最终⽤户）。
7.Positioning refers to the development of a distinct image for the offering from competing ones and squarely communicate tothe target audience that the particular product or service will fulfill their needs batter than competing brands.
定位就是要在消费者的脑海中为产品或服务树⽴起⼀个与众不同的形象，这种形象要能区分竞争性的产品或服务，并能清晰地向消费者表达出这⼀特殊的产品或服务能⽐竞争性品牌更好地满⾜他们的需求。
Development of the Marketing Concept8. The Production concept⽣产概念
cheap/efficient production/intensive distribution便宜的/有效⽣产/集中的分布The product concept产品概念
the highest quality/the best performance/the most features最⾼质量/最好性能/最多产品特征9.The selling concept销售概念the needs of sellers
10.Societal marketing concept: A revision of the traditional marketing concept that suggests that marketers adhere to
principles of social responsibility in the marketing of their goods and services; that is, they must endeavor to satisfy the needsand wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole.社会市场营销观念：要求所有的市场营销者都要遵循在产品和服务的营销中体现社会责任这⼀原则；这就是说，它们要努⼒以⼀种能够保持与提⾼消费者和社会总体福利的⽅式来满⾜⽬标市场的需要与需求。第⼆章Consumer Research消费者研究
1.Attitude scales:Researchers often present respondents with a list of products or product attributes for which the are askedto indicate their relative feelings or evaluations. The instruments most frequently used to capture this evaluative data arecalled attitude scales.
态度量表：研究者经常给受访者展⽰⼀系列产品属性，要求他们说出⾃⼰的相对感觉与评价。这种经常⽤来收集评估数据的⼯具就叫做态度量表。
The four most frequently used scales are: 四种最常⽤的尺度是：
Likert scales: easy for researchers to prepare and interpret, and simple for consumers to answer.李克特量表：为⽅便研究⼈员编制和解释，以及简单的消费者来回答。
Semantic differential scales: relatively easy to construct and administer.语义差异量表：相对容易的构建和管理。
Behavior intention scale: likelihood that consumers will act in a certain way in the future.⾏为意向规模：可能性，消费者会以某种⽅式⾏事的未来。
Rank-order scales: subjects rank items in order of preference in terms of some criteria.排名顺序尺度：受试者在⼀些标准⽅⾯享有优先顺序的项⽬。importance scales：重要尺度
2.Depth interview: A lengthy and relatively unstructured interview designed to uncover a consumer’s underlying attitudes
and/or motivations.
深度访谈：是受访者与专业的采访者之间的⼀次较长的（30min~1h）、⾮结构化的访谈。采访者建⽴⼀般的题材后，最⼤限度地减少他或她⾃⼰的参与。
可以提供与营销有关产品设计的宝贵意见，并为定位或重新定位产品的见解。
3.Focus group: A qualitative research method in which about eight to ten persons participate in an unstructured groupinterview about a product or service concept.
焦点⼩组：⼀种定性研究的⽅法，是由8~10⼈参与的对于产品或服务观念的⾮组织性的访谈。
Respondents encouraged to discuss their interests, attitudes, reactions, motives, lifestyles, feelings about the product or
product category, usage experience, etc.⿎励受访者讨论他们的兴趣，态度，反应，动机，⽣活⽅式，对产品或产品类别的感受，使⽤经验等。
Respondents recruited on the basis of consumer profiles, based on specifications defined by marketing management. 受访者招募的消费者资料的基础上，基于由营销管理定义的规格。
4.Interpretivism: A postmodernist approach to the study of consumer behavior that focuses on the act of consuming ratherthan on the act of buying. Interpretivists stress the importance of symbolic, subjective experience and the idea that meaningis in the mind of the person.
阐释主义：⼀个学习消费者⾏为学的后现代的⽅法，相⽐较购买⾏为更致⼒于消费⾏为。阐释主义着强调符号的重要性、主观经验和⼈们的想法。
5.Positivism: A consumer behavior research approach that regards the consumer behavior discipline as an appliedmarketing science. Its main focus is on consumer decision making.
实证主义：消费者⾏为的研究⽅法，以消费者⾏为作为⼀种应⽤营销科学学科。它的重点在于消费者决策。
6.Qualitative research:Consists of depth interviews, focus groups, metaphor analysis, collage research, and projectivetechniques. Findings tend to be subjective because the small sample sizes, qualitative research findings can not be
projected to larger populations but are used primarily to provide new ideas and insight for the development of positioningstrategies. Also called Interpretivism.
定性研究：包括深⼊访谈、焦点⼩组、隐喻分析、拼图研究和投影法。结果是带有主观性的，因为要本很⼩，所以研究结果不能推⼴到更⼤的⼈群。其主要⽬的是为了获得关于促销活动与产品的新观点，也被称为“阐释主义”（⽬的是为了了解消费习惯）。
7.Quantitative research:Enables marketers to “predict”consumer behavior. Also called positivism. Research methods includeexperiments, survey techniques, and observation. Findings are descriptive, empirical and generalizable. If the date collectionis from random sample, the
quantitative research findings can be projected to larger populations.
定量研究：本质上是⼀种描述性⽅法，被研究者⽤来了解各种宣传信息对消费者的影响，因此可使市场营销者预测消费者⾏为。也被称作“实证主义”。研究⽅法包括观察法、实验法和调查法。研究结果是描述性的、带有经验性的，如果数据收集是随机的，结果可推
8.Secondary data: Data that has been collected for reasons other than the specific research project at hand.⼆⼿资料：是为了某种⽬的⽽根据原始数据⽣成的，它并不是为了实现研究的⽬的。9.Projective Techniques投射技术
Research procedures designed to identify consumers’ subconscious feelings and motivations. These tests often requireconsumers to interpret ambiguous stimuli such as incomplete sentences, cartoons, or inkblots.⽬的是找出消费者的潜意识的感情和动机的研究程序。这些测试往往需要消费者来解释模棱两可的刺激，如不完整的句⼦，卡通，或墨迹测验。Consist of a variety of disguised “tests” that contain ambiguous stimuli.包括各种含有不明刺激变相“测试”
Sometimes administered as part of a focus group, but usually used with depth interviews.
有时管理作为⼀个焦点⼩组的⼀部分，但通常与深度访谈使⽤
The theory is that respondents’ inner feelings influence how they perceive stimuli.该理论认为，受访者的内⼼情感影响他们是如何看待的刺激10.Primary Research（直接研究/初步⽅案）
Original research undertaken by individual researchers or organizations to meet specific objectives. Collected information iscalled Primary Data.原创性研究开展是通过个⼈的研究⼈员或机构，以满⾜特定的⽬标。收集的信息称为原始数据。11.Motivational research: Qualitative research designed to uncover consumers’subconscious or hidden motivations. Thebasic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basicreasons underlying their actions.
动机研究：涉及解释消费者潜意识或隐蔽的动机的定性研究，⽽且动机研究应该有逻辑地包括所有类型和探查⼈类动机的研究。
发展：弗洛伊德理论提供了动机研究发展的基础，Dr. Ernest Dichter，维也纳的⼼理分析学家，根据弗洛伊德的⼼理分析⽅法研究消费者⾏为习惯，营销研究集中在消费者做什么
，Dicher⽤定性研究⽅法找出他们为什么做。营销⼈员很快就着迷于油嘴滑⾆的娱乐性和通常令⼈惊讶的解释解释了消费者的⾏为,尤其是因为许多这些解释是建⽴在性。在早期的60年代，营销⼈员认识到动机研究有⼀些缺点，定性研究的样本量通常很⼩，因此，得到的都是概括的发现，营销⼈员意识到投射技术和深度访谈有很⾼的主观性。其他消费者理
论家指出额外的⽭盾在弗洛伊德理论应⽤到消费者⾏为的研究。⾸先,精神分析理论是专为⼼理失常者⽽设,然⽽消费⾏为学家解释典型消费者的⾏为很感兴趣。第⼆，弗洛伊德理论是在⼀个完全不同的社会环境下发展的，（19世纪的维也纳），⽽动机研究被引进是在50年代战后的美国。最后，太多的动机研究⼈员⾼度归咎于外来(通常性)⽽平淡的消费者购买的理由。营销⼈员开始质疑他们的建议。第三章Consumer Motivation消费者动机
1.Acquired needs: Needs that are learned in response to one’s culture or environment (such as the need for esteem,prestige, affection, or power). Also known as psychogenic or secondary needs.
获得需要：是我们对我们的⽂化和化境进⾏反应所学习到的需要，可能包括⾃尊、威信、慈爱、权利和学习。因为获得需要基本上市⼼理性的（即源于⼼理的），所以被认为是次级需要或动机。
2.Innate needs: Physiological needs for food, water, air, clothing, shelter, and sex. Also known as biogenic or primary needs.先天需要（⽣理性需求）：指⽣理上的（源于⽣物的），包括对⾷物、⽔、空⽓、⾐服、遮蔽、性的需要。因为这些来维持⽣物性的⽣活，所以源于⽣物的需要被认为是基本需要或动机。3.Maslow's hierarchy of needs: 马斯洛的需要层次Need for self-actualization ⾃我实现的需要Egoistic needs ⾃我需要Social needs 社会需要Safety needs 安全需要Physiological needs ⽣理需要
An Evaluation of the Need Hierarchy评价
Appears to reflect the assumed motivations of people in our society似乎反映了我们社会上的⼈的假定动机Sufficiently generic to encompass most needs⾜够通⽤，包含了⼤多数需要
No way to test and measure the hierarchy
⽆法检验和衡量的层次结构Seems culture- and time-bound有⽂化和有时限的
4.Motivation: The driving force within individuals that impels them to action.动机：促使个体进⾏⾏动的驱使⼒。
5.Product-specific goals: the specifically branded products and services that consumer select for goal fulfillment.特定产品⽬标（品牌）：消费者选择的⽤来满⾜⽬标的具体的有品牌的产品和服务。e.g., “I want to buy a BMW”例如，“我想买⼀辆宝马”
6.Generic Goals ( category )the general categories of goals that consumers see as a way to fulfill their needs通⽤⽬标（类别）：⽬标的⼀般类别e.g., “I want to buy a vehicle”例如，“我想买个车”
7.Rational motives: Consumers select goals based on totally objective criteria.理性动机：指消费者根据客观标准来选择⽬标。
Emotional motives imply the selection of goals according to personal or subjective criteria情感动机：意味着⽬标的选择可根据个⼈或主观标准
8.primary needs基础性需求，Physiological needs⽣理需要早些时候被列为primary needs基础性需求，第⼀需要。第四章Personality and Consumer Behavior个性与消费者⾏为
1.Actual self-image: How consumer in fact see themselves.实际的⾃我形象：消费者实际上是如何看待⾃⼰的。
2.Brand personification:Brand personification tries to recast consumers' perception of the attributes of product or service intoa human-like character.
品牌⼈格化（品牌个性）：通过⼈格化将消费者对产品或服务各种特性的理解看法转化成有⼈性的特征。3.Cognitive personality: Need for cognition. A person’s craving for enjoyment of thinking认知个性：认知的必要性。⼀个⼈的渴望享受的想法。
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pulsive consumption: Compulsive consumption is in the realm of abnormal behavior, cons umers who are compulsive havean addiction, in some respects they are out of control, and their ac tions may have damaging consequences to them and tothose around them.
强迫性消费（冲动消费）：强迫性消费是不正常的⾏为，强迫性消费者对消费上瘾，他们不能控制⾃⼰，并且消费结果往往对⾃⼰和周围的⼈有害。
5.Consumer ethnocentrism: the consumer's likelihood to accept or reject foreign-made products. 消费者民族主义：消费者反对或者接受进⼝商品的倾向。6.Consumer innovativeness: how receptive a person is to new experience.消费者创新：接受新事物的开放度。
7.Consumer innovators: those people who are likely to be the first to try new products, services, or practices-for the market response of such innovators is often a critical indication of the eventual success or failure of a new product or
service.
创新型消费者：是指喜欢尝试新的产品、服务或活动的⼈。这些消费者对新产品或服务的反应通常决定了该项产品或服务的市场成败。
8.Consumer materialism: the degree of the consumer's attachment to \"worldly possessions\".消费者物质主义：消费者想获得东西的多寡和愿望强烈程度、
9.Expected self: How consumers expect to see themselves at some specified future time.期望的⾃我形象：即消费者期望⾃⼰在将来某个时刻能够达到的形象。
10.Extended self: Consumers' possessions can be seen to confirm or extend their self-images.延伸的⾃我形象：消费者的所有物能够加强或延伸消费者的⾃我形象。
11.Freudian theory佛洛依德理论：⼈的个性是由三个互相转换的系统组成的：本我、超我
识的控制。满意的⾏动
Consumers who tend to rely on their own “inner” values or standards in evaluating new products and are likely to beconsumer innovators.
内在导向消费者：内在导向消费者倾向于靠⾃⼰的价值观念或标准来评价新产品，因⽽更有可能成为创新者。13.Need for cognition（NC）
: A promising cognitive personality characteristic is need for cognition. It measures a person's crav ing for or enjoyment ofthinking. Consumers who are high in NC are more likely to be responsive to the part of an and that is rich in product-related information or description; consumers who are relatively low in NC are more likely to be a ttracted to the backgroundor peripheral aspects of an ad.认知需要：认知个性特点即认知需要，它衡量⼀个⼈对思考的渴望或喜欢程度。⾼认知需要消费者对产品相关信息或描述⼴告反映强烈；低认知需要消费者更容易受⼴告的背景或次要因素吸引。
14.Neo-Freudian theory:individuals be classified into three personality groups: compliant, aggressive, and detached.Compliant individuals are those who move toward others they desire to be loved, wanted ,and appreciated.)Aggressive individuals are those who move against others (they desire to excel and win admiration).
Detached individuals are those who move away from others (they desire independence,self-reliance, self-sufficiency, andindividualism or freedom from obligations)
新佛洛依德理论：⼈可以分为三类：顺从型、好战型和独⽴型。
顺从型指顺从他⼈以期得到他⼈喜欢，或⾃⼰想要的东西，或他⼈的赞赏等。好战型指喜欢与别⼈对着⼲的⼈，这些⼈喜欢表现，赢得他⼈尊敬。
独⽴型指远离⼈群的⼈，他们希望得到独⽴，相信⾃⼰，⾃给⾃⾜，个⼈主义者或责任规避者。
15.Optimum stimulation levels:A personality trait that measures the level or amount of novelty or complexity that individualsseek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSLconsumers.
最佳刺激⽔平：根据个⼈经验寻求个⼈⽔平或新奇性复杂性的程度。⾼OSL的消费者⽐低OSL的消费者更容易倾向于接受风险和新颖的产品。
16.Other-Directed Consumers
Consumers who tend to look to others for direction on what is “right” and “wrong.” They are less likely to be consumerinnovators.
其他导向消费者：消费者倾向于寻求别⼈对什么是“正确的”和“错”。“他们不太可能成为消费者创新者。
17.Personality:personality be defined as those inner psychological characteristics that both determine and reflect how aperson responds to his or her environment.
个性：决定和反映个⼈如何适应环境的内在的⼼理特征。
18.Trait theory: The orientation of trait theory is primarily quantitative or empirical; it focus on the measurement of personalityin terms of specific psychological characteristics, called traits. A trait is defined as \"any distinguishing, relatively enduringway in which one individual differs from another.\" Trait theorists are concerned with the construction of personality tests thatenable them to pinpoint individual differences in terms of specific traits.
特质理论：特质理论以定量分析或经验证明为导向，它关注与分析测量个⼈的具体精神特点，即特征。特质被定义为任何区别于他⼈的、相对持久的特点。特质理论者致⼒于构建个性测试或问卷调查来找出个⼈差异的特征。
19.Visualizers versus verbalizers:Visualizers(consumers who prefer visual information and products that stress the visual),Verbalizers(consumers who prefer written or verbal information and products).
可视信息消费者/语⾔信息消费者(视觉接受者和⾔语接受者)：可视信息者指喜欢可视化信息和强调看得见的⼴告的消费者，⾔语信息者指喜欢纸写或语⾳信息和产品的消费者。20.Role
A pattern of behavior expected of an individual in a specific social position, such as mother, daughter, teacher, lawyer. Oneperson may have a number of different roles, each of which is relevant in the context of a specific social situation.
⾓⾊：⾏为模式的个体在特定的社会地位,如妈妈,⼥⼉,⽼师,律师。⼀个⼈可能有许多不同的⾓⾊,每⼀种都是在相关的特定的社会情境。
21.psychoanalytic theory of personality:个性的⼼理分析理论第六章Consumer Perception and Learning消费者知觉
1.Closure: Individuals have a need for closure, they express this need by organizing their percepti ons so that they form acomplete picture, if the pattern of stimuli to which they are exposed is inco mplete, they tend to perceive it, nevertheless, ascomplete, that is, they consciously or subconsciou sly fill in the missing pieces.
完整(闭合⼼理)：个体有完整的需要，他们通过将知觉组成⼀幅完整的画⾯来实现完整的需要，即使⼈们所处的环境刺激时不完整的，他们也倾向于将他们组织成完整的，也就是说，他们有意识地或者潜意识地填补了空缺部分。
2.Figure and ground: People have a tendency to organize their perceptions into figure-and-ground relationships. How afigure-ground pattern is perceived can be influenced by prior pleasant or painful associations with one or the other element inisolation.
主⾓（⽬标）和背景：⼈们总是倾向于将感知到的东西组成主⾓和背景关系。⼀个主⾓⼀个背景关系是如何被感知的受先前与其他⼀个或多个独⽴因素相关的快乐或痛苦经历影响。
3.Grouping: Individuals tend to group stimuli so that they form a unified picture of impression, the perception o
f stimuli as groups or chunks of information, rather than as discrete bits of informati on, facilitates their memory and recall.分组：个体倾向于将刺激分组以形成统⼀的印象或是感知，感知到的刺激是成组或成块的，⽽不是独⽴的⼩单元信息，便利了⼤脑记忆和回忆。
4.Perception：The process by which an individual selects, organizes, and interprets stimuli into ameaningful and coheren tpicture of the world.“How we see the world around us.”
认知：在这世界上，个体选择、组织和解释刺激进⼊到⼀个有意义和连贯的图⽚的过程。我们如何看待我们周围的世界。
5.Just noticeable difference：The minimal difference that can be detected between two stimuli. Also known as the j.n.d. (justnoticeable difference).
能被探测到的两个刺激之间的最⼩差异。也被称为j.n.d。(最⼩可觉差)。6.Selection, organization, and interpretation of stimuli:
Selection: Consumers subconsciously exercise a great deal of selectivity as to which aspects of the environment theyperceive. An individual may look at some tings, ignore others, and turn away from still others.
Organization: People do not experience the numerous stimuli they select from the environment as separate and discretesensations, rather, they tend to organize them into groups and perceive them as unified wholes. Thus, the perceived
characteristics of even the simplest stimulus are viewed as a function of the whole to which the stimulus appears to belong.This method of perceptual organization simplifies life considerably for he individual.
Interpretation of stimuli: It is based on what individuals expect to see in light of their previous experience, on the number ofplausible explanation the can envision, and on their motives and interests at the time of perception.选择性、整体性和理解性：
知觉的选择性：消费者在理解刺激他们的环境时会潜意识地呈现选择性，个体会注意⼀些事情、忽略⼀些事情或者回避⼀些事情。
知觉的整体性：⼈们并不是孤⽴地、单独地看待他们从外界选择接受后的感觉刺激，相反，他们会把这些信息分组组织成⼀个整体。因⽽，及时对于最简单的刺激所感知到的特征也是作为那个刺激所属整体的部分功能来看待。知觉的组织性将复杂的世界简化成个⼈呢狗狗理解的简单世界。
知觉的理解性：知觉的理解性表现为⼈在感知事物时，总是根据过去的知识经验来解释它、判断它，把它归⼊⼀定的事物系统之中，从⽽能够更深刻地感知它。
7.Subliminal perception: People can perceive stimuli without being consciously aware that they are doing so. Stimuli that aretoo weak or too brief to be consciously seen or heard may neverthele ss be strong enough to be perceived by one or morereceptor cells.
阈下知觉（潜意识认知）：⼈们会在没有察觉到的情况下接受和理解刺激，那些太弱或者太短的刺激很难看见或听见，但是却⾜够⼀个或更多的⼈体感受器感知到。
8.Weber's law: The j.n.d. between two stimuli was not an absolute amount, the stronger the initial stimulus, the greater theadditional intensity needed for the second stimulus to be perceived as different.
韦伯定律：两个刺激的差别感觉阈限并不是绝对量，第⼀次刺激越强，，第⼆次刺激需要更强才能被感知。第六章The Influence of Culture on Consumer Behavior
Hemispheral lateralization: The basic premise of split-brain theory（裂脑理论） is that the right and left hemispheres of thebrain \"specialize\" in the kinds of information they process. The left hemisphere is primarily responsible for cognitive activities,the right hemisphere of the brain is concerned with nonverbal, timeless, pictorial, and holistic information. The left side of thebrain is rational, active, and realistic, the right side is emotional, metaphoric, impulsive, and intuitive.半球单侧化/裂脑理论：⼤脑的左右半球在处理信息⽅⾯是“专业化”的。左半球主要负责认知活动，右半球专门处理⾮语⾔的、永恒的、图像化的和整体的信息。⼤脑的左半球是理想的、活跃的和现实的，⽽右半球是感性的、隐晦的、冲动的和直觉的。
Involvement theory: Involvement theory developed from a stream of research called hemispheral lateralization, or split-braintheory.
卷⼊理论：卷⼊理论起源于⼀个叫半球单侧化的理论。1.Culture is a society’s personality.⽂化是⼀个社会的个性。2.Culture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particularsociety.
信仰、价值观和风俗习惯的总和,⽤来调节特定社会成员的消费⾏为。
3.Culture satisfies needs
Culture offers order, direction, and guidance in all phases of human problem solving by providing “tired-and-true”methods ofsatisfy physiological, personal, and social needs.
⽂化,提供命令，⽅向和指导⼈类解决问题的所有阶段通过提供“tired-and-true”的⽅法满⾜⽣理,个⼈和社会的需要。4、Forms of Cultural LearningFormal Learning正式的（家庭教育）Informal Learning⾮正式的（⾏为教育）Technical Learning 技术学习5、Subcultures（亚⽂化）
A distinct cultural group that exists as an identifiable segment within a larger, more complex society⼀个独特的⽂化组织,作为⼀个可识别的部分在⼀个更⼤、更复杂的社会之内⽽存在6、Subcultural categories
Nationality subcultures（民族亚⽂化）Religious subcultures（宗教亚⽂化）
Geographic and regional subcultures（地域亚⽂化）Age subcultures（年龄亚⽂化）Sex subcultures（性别亚⽂化）
7、Social class （社会阶层）and consumer behaviorWhat is social class?
The division of members of a society into a hierachy of distinct status classes.社会成员分⼯层次的不同状态。
8、How to estimate social class?怎样界定社会阶层Wealth (family income)财富
Power (occupational status)⼒量(职业地位)
Prestige (educational attainment)声望（受教育程度）9、Selected consumer behavior applications of social classClothing, fashion, and shopping服装、时尚和购物The pursuit of leisure休闲的追求
Saving, spending, and credit储蓄、消费和信贷10、Family consumption-related roles
Influencers (影响者)Gatekeepers (把关者)Deciders (决定者)Buyers (购买者)Prepares (准备者)Users (使⽤者)Maintainers (保管者)Disposers (处理者)
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