(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