广东财经大学：金融学院《消费者行为》课程教学大纲

《消费者行为学（全英)》课程教学大纲 一、课程基本信息 课程代码：16108403 课程名称：消费者行为学（全英） 英文名称：Consumer Behavior 课程类别：专业课 学 时：48 学 分：3 适用对象：金融学(“2+2”实验班)本科生 考核方式：考试 先修课程：宏观经济学、微观经济学 二、课程简介 消费者行为学是研究个人或组织选择、购买、使用或淘汰产品、服务、思想或经 验以满足其需求的整个过程的学科。具体而言，本课程介绍消费者行为学的有关基本 理论，包括消费者个人的认知、学习和记忆、动机、情境、价值观、自我等。同时对 消费者决策过程、影响消费者决策和行为的各种因素包括态度、组织、社会媒体、社 会阶层和生活方式等进行了分析和探讨。 Consumer behavior is the study of the processes involved when individuals or groups select,purchase,use,or dispose of products,services,ideas,or experiences to satisfy needs and desires.Specifically,this course introduces the basic theories of perception,learning and memory,motivation,global values and the self of consumers as individuals.It also deals with the process of decision making.how different factors including attitudes,groups,social media,social class and lifestyls affect decision making and consumer behavior. 三、课程性质与教学目的 消费者行为学是金融学(“2+2”实验班)本科生的专业必修课。通过课程学习 让学生能够掌握消费者行为学的基本理论，包括消费者个体的自我、知觉、学习和记 忆、动机和价值观，消费者的决策过程、购买与处置行为，消费者决策如何受到自身 态度、外部群体、社会化媒体、生活方式及文化等因素的影响等，并能够将理论与中 国的实际相结合。 通过课程学习，对比中外差异，分析文化背景、经济发展、“中国制造”崛起等 1

1 《消费者行为学（全英）》课程教学大纲 一、课程基本信息 课程代码：16108403 课程名称：消费者行为学（全英） 英文名称：Consumer Behavior 课程类别： 专业课 学 时： 48 学 分： 3 适用对象: 金融学（“2+2”实验班）本科生 考核方式：考试 先修课程：宏观经济学、微观经济学 二、课程简介 消费者行为学是研究个人或组织选择、购买、使用或淘汰产品、服务、思想或经 验以满足其需求的整个过程的学科。具体而言，本课程介绍消费者行为学的有关基本 理论，包括消费者个人的认知、学习和记忆、动机、情境、价值观、自我等。同时对 消费者决策过程、影响消费者决策和行为的各种因素包括态度、组织、社会媒体、社 会阶层和生活方式等进行了分析和探讨。 Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Specifically, this course introduces the basic theories of perception, learning and memory, motivation,global values and the self of consumers as individuals. It also deals with the process of decision making, how different factors including attitudes,groups,social media, social class and lifestyls affect decision making and consumer behavior. 三、课程性质与教学目的 消费者行为学是金融学（“2+2”实验班）本科生的专业必修课。通过课程学习， 让学生能够掌握消费者行为学的基本理论，包括消费者个体的自我、知觉、学习和记 忆、动机和价值观，消费者的决策过程、购买与处置行为，消费者决策如何受到自身 态度、外部群体、社会化媒体、生活方式及文化等因素的影响等，并能够将理论与中 国的实际相结合。 通过课程学习，对比中外差异，分析文化背景、经济发展、“中国制造”崛起等

对消费能力与行为的重要影响，帮助学生增加“四个自信”，树立正确的人生观、价 值观和消费观， 四、教学内容及要求 第一章导言 Chapter 1 Buying,Having,and Being:An Introduction to Consumer Behavior (一)目的与要求 Make the students to master the definition of consumer behavior and the way how to segment consumers into groups.To be familiar with the main variables of demographics, the definition of heavy users and the rule of 80/20.To understand the meaning of sychographics.Big Data and database marketing. (二)教学内容 1.主要内容 Consumer Behavior:People in the Marketplace What Is Consumer Behavior? Consumers' Impact on Marketing Strategy Marketing's Impact on Consumers 2.基本概念和知识点 demographics:the rule of 80/20:heavy users:database marketing:Needs and Motivation 3.问项与应用（能力要求） Why the marketers need to segment consumers into groups according to the main variables of demographics?Understand the market application of heavy users and the rule of 8020.How Big Data and database marketing are changing people's lives? (三)思考与实践 Why the marketers need to divide the consumers up?Is there the other way to segment consumers except for demographics? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第二章消费者决策和行为 Chapter 2 Decision Making and Consumer Behavior (一)目的与要求 Master the three categories of consumer decision making.Be familiar with steps in the Cognitive Decision-Mak ng Proce Unde meaning of Consume Involvement Master the definition of Habitual Decision Making and Affective Decision 2

2 对消费能力与行为的重要影响，帮助学生增加“四个自信”，树立正确的人生观、价 值观和消费观。 四、教学内容及要求 第一章 导言 Chapter 1 Buying, Having, and Being:An Introduction to Consumer Behavior （一）目的与要求 Make the students to master the definition of consumer behavior and the way how to segment consumers into groups. To be familiar with the main variables of demographics , the definition of heavy users and the rule of 80/20. To understand the meaning of sychographics , Big Data and database marketing. （二）教学内容 1.主要内容 Consumer Behavior: People in the Marketplace What Is Consumer Behavior? Consumers’ Impact on Marketing Strategy Marketing’s Impact on Consumers 2.基本概念和知识点 demographics； the rule of 80/20；heavy users；database marketing；Needs and Motivation 3. 问题与应用（能力要求） Why the marketers need to segment consumers into groups according to the main variables of demographics? Understand the market application of heavy users and the rule of 80/20. How Big Data and database marketing are changing people’s lives? （三）思考与实践 Why the marketers need to divide the consumers up? Is there the other way to segment consumers except for demographics? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第二章 消费者决策和行为 Chapter 2 Decision Making and Consumer Behavior （一）目的与要求 Master the three categories of consumer decision making. Be familiar with Steps in the Cognitive Decision-Making Process. Understand the meaning of Consumer Involvement.Master the definition of Habitual Decision Making and Affective Decision

Making.Be familiar Heuristics,the Mental Shortcuts.Understand Emotions and Consumption and How Social Media Tap into Our Emotions. (二)教学内容 1.主要内容 Consumer Involvement Types of Involvement Cognitive Decision Making 47 Habitual Decision Making 58 Decision-Making Biases and Shortcuts Heuristics:Mental Shortcuts 62 Affective Decision Making 2.基本概念和知识点 Consumer Involvements: Cognitive Decision Making:Habitual Decision Making: Affective Decision Making:三类消费决策的区别 3.问题与应用（能力要求） Understand the main categories of consumer decision making and the meaning of Consumer Involvement.What kind of marketing strategies usually used in consider ofthese theories? (三)思考与实践 Share a situation in which you searched for information deliberately and one in which you had developed product knowledge incidentally. How would you say the variations in information search affected your decision? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第三章文化因素对消费者决策的影响 Chapter 3 Cultural Influences on Consumer Decision Making (一)目的与要求 Make the students to master the definition of Consumer Values (二)教学内容 1.主要内容 Cultural Systems Cultural Values Core Values How Do Values Link to Consumer Behavior? 3

3 Making. Be familiar Heuristics,the Mental Shortcuts. Understand Emotions and Consumption and How Social Media Tap into Our Emotions. （二）教学内容 1.主要内容 Consumer Involvement Types of Involvement Cognitive Decision Making 47 Habitual Decision Making 58 Decision-Making Biases and Shortcuts Heuristics: Mental Shortcuts 62 Affective Decision Making 2.基本概念和知识点 Consumer Involvements； Cognitive Decision Making；Habitual Decision Making； Affective Decision Making；三类消费决策的区别 3.问题与应用（能力要求） Understand the main categories of consumer decision making and the meaning of Consumer Involvement. What kind of marketing strategies usually used in consider of these theories? （三）思考与实践 Share a situation in which you searched for information deliberately and one in which you had developed product knowledge incidentally. How would you say the variations in information search affected your decision? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第三章 文化因素对消费者决策的影响 Chapter 3 Cultural Influences on Consumer Decision Making （一）目的与要求 Make the students to master the definition of Consumer Values. （二）教学内容 1.主要内容 Cultural Systems Cultural Values Core Values How Do Values Link to Consumer Behavior?

【思政元素融入】西方核心价值观&社会主义核心价值观 通过对比中西方文化差异及其对消费者行为的影响，弘扬中华传统文化和社会义 核心价值观，建立文化自信、道路自信。 融入方式：案例分析，小组讨论 2.基本概念和知识点 Core Values;Cultural Values 3.问题与应用（能力要求） How Consumer Values influence consumers'behavior in China?Provide examples. (三)思考与实践 What do you think are the three core values that best describe chinese today? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第四章消费者和社会福利 Chapter 4 Consumer and Social Well-Being (一)目的与要求 Make the students to be familiar with the meaning of Business Ethics and Consumer Rights.To understand the Major Policy Issues Relevant to Consumer Behavior. (二)教学内容 1.主要内容 Business Ethics and Consumer Rights Consumers'Rights and Product Satisfaction Major Policy Issues Relevant to Consumer Behavio The dark side of consumer Behavior 【思政元素融入】攀比性消费&上癔性消费的危害 通过与学生讨论两类消费行为，分析其负面将就，帮助学生思考：我们应当侣导 怎样的消费观？ 融入方式：小组讨论 2.基本概念和知识点 Business Ethics:Consumers'Rights:Data Privacy and Identity Theft:Consumer Terrorism:Addictive Consumption 3.问颜与应用（能力要求】 Why Business Ethics and Consumer Rights are important?Try to understand the Major Policy Issues Relevant to Consumer Behavior by reminding the examples in our daily lives 4

4 【思政元素融入】 西方核心价值观 & 社会主义核心价值观 通过对比中西方文化差异及其对消费者行为的影响，弘扬中华传统文化和社会义 核心价值观，建立文化自信、道路自信。 融入方式：案例分析，小组讨论 2.基本概念和知识点 Core Values;Cultural Values 3.问题与应用（能力要求） How Consumer Values influence consumers’ behavior in China? Provide examples. （三）思考与实践 What do you think are the three core values that best describe Chinese today? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第四章 消费者和社会福利 Chapter 4 Consumer and Social Well-Being （一）目的与要求 Make the students to be familiar with the meaning of Business Ethics and Consumer Rights. To understand the Major Policy Issues Relevant to Consumer Behavior. （二）教学内容 1.主要内容 Business Ethics and Consumer Rights Consumers’ Rights and Product Satisfaction Major Policy Issues Relevant to Consumer Behavior The Dark Side of Consumer Behavior 【思政元素融入】 攀比性消费 & 上瘾性消费的危害 通过与学生讨论两类消费行为，分析其负面将就，帮助学生思考：我们应当倡导 怎样的消费观？ 融入方式：小组讨论 2.基本概念和知识点 Business Ethics；Consumers’ Rights；Data Privacy and Identity Theft；Consumer Terrorism;Addictive Consumption 3.问题与应用（能力要求） Why Business Ethics and Consumer Rights are important? Try to understand the Major Policy Issues Relevant to Consumer Behavior by reminding the examples in our daily lives

(三)思考与实践 How to deal with Addictive Consumption? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第五章认知 Chapter 5 Perception (一)目的与要求 Make the students to master the definition of Sensation and Perception.To be familiar the theory and practice of Sensory Marketing.To understand our sensory systems and the inputs our five senses detect.Master the three-stage process of perception and sensory thresholds,Be familiar the way marketers get attention.Understand the meaning of Perceptual Selection (二)教学内容 1.主要内容 Sensation 173 Vision 175 Dollars and Scents 178 Sound 180 Touch 181 Taste 182 The Stages of Perception 184 Stage 1:Exposure 184 Stage 2:Attention 187 Stage 3:Interpretation 2.基本概念和知识点 Sensation:Scents marketing:sensary marketing:sensory thresholds,Perceptual Selection 3.问题与应用（能力要求） Be familiar with the theory and practice of Sensory Marketing.Be familiar the way marketers get attention and provide several examples. (三)思考与实践 Some studies suggest that as we age,our sensory detection abilities decline. What are the implications of this phenomenon for marketers who target elderly 5

5 （三）思考与实践 How to deal with Addictive Consumption? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第五章 认知 Chapter 5 Perception （一）目的与要求 Make the students to master the definition of Sensation and Perception. To be familiar the theory and practice of Sensory Marketing. To understand our sensory systems and the inputs our five senses detect. Master the three-stage process of perception and sensory thresholds; Be familiar the way marketers get attention. Understand the meaning of Perceptual Selection （二）教学内容 1.主要内容 Sensation 173 Vision 175 Dollars and Scents 178 Sound 180 Touch 181 Taste 182 The Stages of Perception 184 Stage 1: Exposure 184 Stage 2: Attention 187 Stage 3: Interpretation 2.基本概念和知识点 Sensation ； Scents marketing; sensary marketing;sensory thresholds;Perceptual Selection 3.问题与应用（能力要求） Be familiar with the theory and practice of Sensory Marketing. Be familiar the way marketers get attention and provide several examples. （三）思考与实践 Some studies suggest that as we age, our sensory detection abilities decline. What are the implications of this phenomenon for marketers who target elderly

consumers? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第六章学习与记忆 Chapter 6 Learning and Memory (一)目的与要求 Master the principle and application of Classical conditioning.Instrumental conditioning and obs vational learning the Gestalt psychology.Understand ,Be familiar the】 eaning of Stimulus Organization. and Semiotics.Mas ster the definition of Consumer Socialization and our Memory Systems.Be familiar with the Marketing Power of Nostalgia. (二)教学内容 1.主要内容 Consumer Behavior:People in the Marketplace 5 What Is Consumer Behavior? Consumers' Impact on Marketing Strategy Marketing's Impact on Consumers 【思政元素融入】如何做一个内心强大的人？一“一朝被蛇咬，十年怕井绳” 告诉我们什么？ 以生活中的条件反射“一朝被蛇咬，十年怕井绳”为例，分析背后的理论基础 心理原因。告诉学生一个道理：从逆境中奋起，不被过去的经历左右，做一个内心强 大的人。 融入方式：小、组讨论 2.基本概念和知识点 Classical conditioning:Instrumental conditioning;reinforcement;Observational learning:Consumer Socialization;Nostalgia 3.问题与应用（能力要求） Understand the main difference between classical and instrumental conditioning. Understand how we retrieve Memories and how our memories store information when we decide what to buy (三)思考与实践 Some advertisers use well-known songs to promote their products.They often pay more for the song than for original compositions Why do advertisers do this?How does this relate to learning theory? 6

6 consumers? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第六章 学习与记忆 Chapter 6 Learning and Memory （一）目的与要求 Master the principle and application of Classical conditioning,Instrumental conditioning and Observational learning. Be familiar the meaning of Stimulus Organization, the Gestalt psychology. Understand the meaning of Schema and Semiotics .Master the definition of Consumer Socialization and our Memory Systems. Be familiar with the Marketing Power of Nostalgia. （二）教学内容 1.主要内容 Consumer Behavior: People in the Marketplace 5 What Is Consumer Behavior? Consumers’ Impact on Marketing Strategy Marketing’s Impact on Consumers 【思政元素融入】 如何做一个内心强大的人？——“一朝被蛇咬，十年怕井绳” 告诉我们什么？ 以生活中的条件反射“一朝被蛇咬，十年怕井绳”为例，分析背后的理论基础和 心理原因。告诉学生一个道理：从逆境中奋起，不被过去的经历左右，做一个内心强 大的人。 融入方式：小组讨论 2.基本概念和知识点 Classical conditioning ； Instrumental conditioning; reinforcement; Observational learning; Consumer Socialization; Nostalgia 3.问题与应用（能力要求） Understand the main difference between classical and instrumental conditioning. Understand how we retrieve Memories and how our memories store information when we decide what to buy. （三）思考与实践 Some advertisers use well-known songs to promote their products. They often pay more for the song than for original compositions. Why do advertisers do this? How does this relate to learning theory?

(四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第七章自我 Chapter 7 The Sel (一)目的与要求 (二)教学内容 1.主要内容 The Self Self-Concept 250 Symbolic Interactionism 253 The Extended Self254 The Digital Self 257 Personality Brand Personality Body Image 【思政元素融入】“做最好的自己！” 结合Self-Concept、Multiple Selves等概念的阑述，指出self概念的主观性。结合 自己的学习经历 告诉学生要每天自我激励：You can be the best。 融入方式：经历分享 2.基本概念和知识点 Self-Concept:Multiple Selves,The Extended Self:Body Image 3.问题与应用（能力要求） Why the Self-Concept is so important?How to understand the Multiple Selves and its meaning for marketing? (三)思考与实践 Construct a "consumption biography"ofa friend,family member,or classmate (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第八章态度和劝导 Chapter 8 Attitudes and Persuasion (一)目的与要求 7

7 （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第七章 自我 Chapter 7 The Self （一）目的与要求 Master the definition of Self-Concept and the Multiple Selves. Be familiar the The Extended Self . Understand the meaning of the digital self and body image. （二）教学内容 1.主要内容 The Self Self-Concept 250 Symbolic Interactionism 253 The Extended Self 254 The Digital Self 257 Personality Brand Personality Body Image 【思政元素融入】 “做最好的自己！” 结合 Self-Concept、Multiple Selves 等概念的阐述，指出 self 概念的主观性。结合 自己的学习经历，告诉学生要每天自我激励：You can be the best。 融入方式：经历分享 2.基本概念和知识点 Self-Concept；Multiple Selves;The Extended Self；Body Image 3.问题与应用（能力要求） Why the Self-Concept is so important? How to understand the Multiple Selves and its meaning for marketing? （三） 思考与实践 Construct a “consumption biography” of a friend, family member, or classmate. （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第八章 态度和劝导 Chapter 8 Attitudes and Persuasion （一）目的与要求

Make the students to master the ABC Model of Attitudes and the Consistency Principle.To be familiar the Self-Perception Theory.To understand the Hierarchies of and three forms of Attitude Commitment.Make the students to master How Do Marketers Ch ange Attitudes? (二)数学内容 1.主要内容 The Power of Attitudes 301 The ABC Model ofAttitudes 302 Hierarchies of Effects 303 How Do We Form Attitudes? How Do Marketers Change Attitudes? 2.基本概念和知识点 Atitudes:the Consistency Principle:Self-Perception Theory:cognitive dissonance Post-purchase dissonance;Attitude Commitment 3.问题与应用（能力要求） To be familiar with Some basic psychological principles that influence people to change minds including the Consistency Principle,Post-purchase dissonance,Self-Perception theory,and so on. (三)思考与实践 Can you think of a time that you were persuaded by marketing?Which of the persuasion tactics were used and in what way? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第九章群组和情境对消费者行为的影响 Chapter 9 Group and Situational Effects on Consumer Behavior (一)目的与要求 1.Master the main Situational Effects on Consumer Behavior.Be familiar the mair aspects of retail theming.Understand the Reasons for Shopping and E-Commerce.Make the students to master the definition of Store Image and Reference Groups.To be familiar the meaning of Social power.To understand In-Store Decision-Making and how Reference groups influence us 2.Master the definition of B2B Decision-Making and Family Decision-Making. Master the definition of the Family Life Cycle.Be familiar with the types of Family Decision-Making.Understand the Sex Roles and Family Decision-Making 8

8 Make the students to master the ABC Model of Attitudes and the Consistency Principle. To be familiar the Self-Perception Theory. To understand the Hierarchies of Effects and three forms of Attitude Commitment. Make the students to master How Do Marketers Change Attitudes? （二）教学内容 1.主要内容 The Power of Attitudes 301 The ABC Model of Attitudes 302 Hierarchies of Effects 303 How Do We Form Attitudes? How Do Marketers Change Attitudes? 2.基本概念和知识点 Attitudes；the Consistency Principle；Self-Perception Theory；cognitive dissonance ; Post-purchase dissonance; Attitude Commitment 3.问题与应用（能力要求） To be familiar with Some basic psychological principles that influence people to change their minds including the Consistency Principle,Post-purchase dissonance,Self-Perception theory, and so on. （三）思考与实践 Can you think of a time that you were persuaded by marketing? Which of the persuasion tactics were used and in what way? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第九章 群组和情境对消费者行为的影响 Chapter 9 Group and Situational Effects on Consumer Behavior （一）目的与要求 1. Master the main Situational Effects on Consumer Behavior. Be familiar the main aspects of retail theming. Understand the Reasons for Shopping and E-Commerce.Make the students to master the definition of Store Image and Reference Groups. To be familiar the meaning of Social power. To understand In-Store Decision-Making and how Reference groups influence us. 2.Master the definition of B2B Decision-Making and Family Decision-Making. Master the definition of the Family Life Cycle. Be familiar with the types of Family Decision-Making. Understand the Sex Roles and Family Decision-Making

(二)教学内容 1.主要内容 Situational Effects on Consumer Behavior The Shopping Experience The Social Power of Groups Collective Decision-Making 2.基本概念和知识点 Retail theming:Store Image:Reference Groups:Social power,Point-of-purchase (POP)stimuli:Family Life Cvcle 3.问题与应用（能力要求） Why the marketers need to understand the Situational Effects on Consumer Behavior? Site examples for marketing applications of Store Image and Reference Groups. Discuss and understand the implications of China's birth policy and aging problems on consumers'behavior (三)思考与实践 Universities have all types of reference groups,with members representing all types of social power.Think back and try to identify people who had each type of social power. (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第十章消费者身份I:性别角色和亚文化 Chapter 10 Consumer Identity I:Sex Roles and Subculturesr (一)目的与要求 Make the students to master Sex Role Socialization and Sex-Typed Products.To be familiar Gender Differences in Socialization.To understand the meaning of Ethnic and Racial Subcultures （一)教学内容 1,主要内容 Consumer Identity 405 Gender Identity 406 Sex Role Socialization 407 Gender Identity Versus Sexual Identity 409 Sex-Typed Products 410 Ethnic and Racial Subcultures 【思政元素融入】我们的民族文化和民族团 引入中国民族构成和我国的少数民族政策，探讨消费行为习惯的民族差异：强调 9

9 （二）教学内容 1.主要内容 Situational Effects on Consumer Behavior The Shopping Experience The Social Power of Groups Collective Decision-Making 2.基本概念和知识点 Retail theming；Store Image；Reference Groups；Social power; Point-of- purchase (POP) stimuli;Family Life Cycle 3.问题与应用（能力要求） Why the marketers need to understand the Situational Effects on Consumer Behavior? Site examples for marketing applications of Store Image and Reference Groups. Discuss and understand the implications of China’s birth policy and aging problems on consumers’ behavior. （三）思考与实践 Universities have all types of reference groups, with members representing all types of social power. Think back and try to identify people who had each type of social power. （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第十章 消费者身份 I: 性别角色和亚文化 Chapter 10 Consumer Identity I:Sex Roles and Subculturesr （一）目的与要求 Make the students to master Sex Role Socialization and Sex-Typed Products. To be familiar Gender Differences in Socialization. To understand the meaning of Ethnic and Racial Subcultures （二）教学内容 1.主要内容 Consumer Identity 405 Gender Identity 406 Sex Role Socialization 407 Gender Identity Versus Sexual Identity 409 Sex-Typed Products 410 Ethnic and Racial Subcultures 【思政元素融入】 我们的民族文化和民族团结 引入中国民族构成和我国的少数民族政策，探讨消费行为习惯的民族差异；强调

尊重民族差异和民族大团结对中华崛起的重大意义。 融入方式：图片、视频分享，教室讨论 2.基本概念和知识点 Sex Role Socialization:Sex-Typed Products:Ethnic and Racial Subcultures 3.问题与应用（能力要求） Using the basic theories of Gender Identity and Sex Role Socialization to analyze the marketing practice in Chin (三)思考与实践 Identify some of the subcultures to which you belong.How do you identify with these subcultures? (四)教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第十一章消费者身份I1:社会阶层和社会方式 Chapter 11 Consumer Identity II:Social Class and Lifestyles (一)目的与要求 Master the definition of Age Subcultures and the main Generational Categories.Be familiar with the relation between Income and Consumer Identity.Understand the Great Recession and Is Afermath.Master the Co ts of So cial Clas s.Be familiar marketng and the mpo Pecking Order theory.Understand the Soc Class in the Un States and all around the world. (二)教学内容 1.主要内容 Income and Consumer Identity 455 Income Patterns 455 The Great Recession and Its Aftermath 457 Materialism and Economic Conditions 459 Social Class and Consumer Identity Lifestyles and Consumer Identity 【思政元青融入】社会弱弊阶层和中国扶贫政篾的重大意义 云用图片和款据展示中国低收阶层理 介绍中国的扶贫政策成就，引导学生思 考：为何要高度重视扶贫？扶贫对扩大内需和促进消费的重大意义。 融入方式：图片、税领分享，小组时论 2.基本概念和知识点 Social Class,Age Subcultures:Consumer Confidence:Consumer Identity: 10

10 尊重民族差异和民族大团结对中华崛起的重大意义。 融入方式：图片、视频分享，教室讨论 2.基本概念和知识点 Sex Role Socialization；Sex-Typed Products；Ethnic and Racial Subcultures 3.问题与应用（能力要求） Using the basic theories of Gender Identity and Sex Role Socialization to analyze the marketing practice in China. （三）思考与实践 Identify some of the subcultures to which you belong. How do you identify with these subcultures? （四）教学方法与手段 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 第十一章 消费者身份 II: 社会阶层和社会方式 Chapter 11 Consumer Identity II:Social Class and Lifestyles （一）目的与要求 Master the definition of Age Subcultures and the main Generational Categories. Be familiar with the relation between Income and Consumer Identity. Understand the Great Recession and Its Aftermath. Master the Components of Social Class. Be familiar with Lifestyle marketing and the Pecking Order theory.Understand the Social Class in the United States and all around the world. （二）教学内容 1.主要内容 Income and Consumer Identity 455 Income Patterns 455 The Great Recession and Its Aftermath 457 Materialism and Economic Conditions 459 Social Class and Consumer Identity Lifestyles and Consumer Identity 【思政元素融入】 社会弱势阶层和中国扶贫政策的重大意义 运用图片和数据展示中国低收阶层现状，介绍中国的扶贫政策成就，引导学生思 考：为何要高度重视扶贫？扶贫对扩大内需和促进消费的重大意义。 融入方式：图片、视频分享，小组讨论 2.基本概念和知识点 Social Class; Age Subcultures； Consumer Confidence；Consumer Identity;