Consumer Behavior Final Exam Review.pdf

American women see shopping as pleasurable

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American women see shopping as pleasurable, stimulating activity and a way of obtaining social interaction, whereas men see shopping simply as a way of acquiring goods and as a chore Why roles are different for sexes?
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Evolutionary explanation Parental investment situation Women: risk averse due to greater devotion in parental investment Men: greater assertiveness due to ambiguous relatedness to newborn; risk-seeking due to competition for sexual access to women Division of Labor Situation Men: hunter -gatherer socioeconomic system makes men’s cognitive skills to be affected by risk-involving type of task Women: hunter- gatherer influence women to have spatial location memory and information exchanging ability Social Structural Explanation Men: resource provider, assertive, independent, controlling, and directive behavior Women: subordinate role, friendly, facilitative, and other communal behaviors that maximize nurturing role The impact of the current social structural on gender roles Need for more resource providers as people become more materialistic Region Hofstede’s Cultural Dimensions Power Distance - how society handles inequalities among people; people in a society with a high degree of power distance accept a hierarchical order, with low power distance people strive to equalise the distribution of power Individualism - preference for a loosely-knit framework in which individuals are expected to take care of only themselves and their immediate families Masculinity - preference in society for achievement, heroism, assertiveness, and material rewards for success’ society at large is more competitive; its opposite - femininity, stands for preference for cooperation, modesty, caring for the weak and the quality of life; society at large is more consensus-oriented Uncertainty Avoidance - how society deals with the fact that the future is unknown: should we try to control the future or just let it happen?’ countries with strong uncertainty avoidance maintain rigid codes of belief, and are intolerant of unorthodox behavior and ideas; weak societies maintain a more relaxed attitude in which practice counts more than principles Long-Term Orientation - those with high score encourage thrift and efforts in modern education as a way to prepare for the future
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Ethnic Religion Financial Saving Hyperbolic Discounting - given two similar rewards, humans show a preference to the one that arrives sooner rather than later Why American consumers are less likely to save as compared to people from other countries? I.e., Asians, Germans, etc… Lack of self control - impulsive behavior Effect of language on saving rate Non-future tense makes people discount future related benefits less None-future tense makes future distant events more vivid I am going to take the final test.
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