schiffman10-im-中山大學(xué)吳柏林教授-“廣告心理學(xué)(清華大學(xué)出版社2010)”絕密資料

CHAPTER10

ReferenceGroupsandFamilyInfluences

LEARNINGOBJECTIVES

Afterstudyingthischapterstudentsshouldbeableto:

Defineagroup.

Understandthepowerofreferencegroupsonconsumerbehavior.

Identifysixconsumer-relevantgroups.

Listandexplainthefactorsthatdeterminereferencegroupinfluence.

Describethefivetypesofreferencegroups.

Explainthemajorformsofreferencegroupappeals.

Discusshowthefamilyhaschanged.

Explaintheroleofthefamilyintheconsumersocializationofindividuals.

Listanddescribethethreemajorfunctionsofthefamily.

Describetherelationshipbetweenfamilydecision-makingandconsumption-relatedroles.

Contrastthetraditionalfamilylifecycleandthenontraditionalfamilylifecycle.

SUMMARY

Almostallindividualsregularlyinteractwithotherpeoplewhodirectlyorindirectlyinfluencetheirpurchasedecisions.Thus,thestudyofgroupsandtheirimpactontheindividualsisofgreatimportancetomarketersconcernedwithinfluencingconsumerbehavior.

Consumerreferencegroupsaregroupsthatserveasframesofreferenceforindividualsintheirpurchasedecisions.Examplesofreferencegroupsinclude(1)friendshipgroups,(2)shoppinggroups,(3)workgroups,(4)virtualgroupsorcommunities,and(5)consumer-actiongroups.Referencegroupsthatinfluencegeneralvaluesorbehaviorarecallednormativereferencegroups;thosethatinfluencespecificattitudesarecalledcomparativereferencegroups.Theconceptofconsumerreferencegroupshasbeenbroadenedtoincludegroupswithwhichconsumershavenodirectface-to-facecontact,suchascelebrities,politicalfigures,andsocialclasses.

Thecredibility,attractiveness,andpowerofthereferencegroupaffectthedegreeofinfluenceithas.Referencegroupappealsareusedveryeffectivelybysomeadvertisersinpromotingtheirgoodsandservicesbecausetheysubtlyinducetheprospectiveconsumertoidentifywiththepictureduseroftheproduct.

Thefivetypesofreferencegroupappealsmostcommonlyusedinmarketingarecelebrities,experts,thecommonman,theexecutiveandemployeespokesperson,andthetradespokes-character.Celebritiesareusedtogivetestimonialsorendorsementsasactorsorascompanyspokespersons.Expertsmayberecognizedexpertsintheproductcategoryoractorsplayingthepartofexperts(suchasanautomobilemechanic).Thecommon-manapproachisdesignedtoshowthatindividualswhoarejustliketheprospectaresatisfiedwiththeadvertisedproduct.Increasingly,firmsareusingtheirtopexecutivesasspokespersonsbecausetheirappearanceincompanyadvertisementsseemstoimplythatsomeoneatthetopiswatchingovertheconsumer’sinterest.

Formanyconsumerstheirfamilyistheprimaryreferencegroupformanyattitudesandbehaviors.Thefamilyistheprimetargetmarketformostproductsandproductcategories.Asthemostbasicmembershipgroup,familiesaredefinedastwoormorepersonsrelatedbyblood,marriage,oradoptionthatresidetogether.Therearethreetypesoffamilies:marriedcouples,nuclearfamilies,andextendedfamilies.Socializationisacorefunctionofthefamily.Otherfunctionsofthefamilyaretheprovisionofeconomicandemotionalsupportandthepursuitofasuitablelifestyleforitsmembers.

Themembersofafamilyassumespecificrolesintheireverydayfunctioning;suchrolesortasksextendtotherealmofconsumerpurchasedecisions.Keyconsumer-relatedrolesoffamilymembersincludeinfluencers,gatekeepers,deciders,buyers,preparers,users,maintainers,anddisposers.Afamily’sdecision-makingstyleoftenisinfluencedbyitslifestyle,roles,andculturalfactors.

Themajorityofconsumerstudiesclassifyfamilyconsumptiondecisionsashusband-dominated,wife-dominated,joint,orautonomicdecisions.Theextentandnatureofhusband-wifeinfluenceinfamilydecisionsdepends,inpart,onthespecificproductorserviceandselectedculturalinfluences.

Classificationoffamiliesbystageinthefamilylifecycle(FLC)providesvaluableinsightsintofamilyconsumption-relatedbehavior.ThetraditionalFLCbeginswithbachelorhood,movesontomarriage,thentoanexpandingfamily,toacontractingfamily,andtoanendwiththedeathofaspouse.Dynamicsociodemographicchangesinsocietyhaveresultedinmanynontraditionalstagesthatafamilyornonfamilyhouseholdmightpassthrough(suchaschildlesscouples,couplesmarryinglaterinlife,singleparents,unmarriedcouples,orsingle-personhouseholds).Thesenontraditionalstagesarebecomingincreasinglyimportanttomarketersintermsofspecificmarketniches.

CHAPTEROUTLINE

INTRODUCTION

Mostindividualsinteractwithotherpeopleonadailybasis,especiallywithmembersoftheirownfamilies.

Thefamilycommonlyprovidestheopportunityforproductexposureandtrialandimpartsconsumptionvaluestoitsmembers.

WhatisaGroup?

Agroupistwoormorepeoplewhointeracttoaccomplisheitherindividualormutualgoals.

Thisbroaddefinitioncoverseverythingfromintimategroupstoformalworkgroups.

Includedinthisdefinition,too,isakindof“one-sidedgrouping”inwhichanindividualconsumerobservestheappearanceoractionsofotherswhounknowinglyserveasconsumption-relatedrolemodels.

Sometimesgroupsareclassifiedbymembershipstatus.

Agrouptowhichapersoneitherbelongsorwouldqualifyformembershipiscalledamembershipgroup.

Therearealsogroupsinwhichanindividualisnotlikelytoreceivemembership,despiteactinglikeamemberbyadoptingthegroup’svalues,attitudes,andbehavior—thisisconsideredtobesymbolicgroups.

*****UseKeyTermsgroupandsymbolicgroupsHere;UseLearningObjective#1Here;

UseDiscussionQuestion#1Here*****

UNDERSTANDINGTHEPOWEROFREFERENCEGROUPS

Areferencegroupisanypersonorgroupthatservesasapointofcomparison(orreference)foranindividualinformingeithergeneralorspecificvalues,attitudes,oraspecificguideforbehavior.

Theyhelpusunderstandtheimpactofotherpeopleonanindividual’sconsumptionbeliefs,attitudes,andbehavior.

Ithelpsmarketerschoosetheirmethodologytoaffectdesiredchangesinconsumerbehavior.

Fromamarketingperspective,referencegroupsaregroupsthatserveasframesofreferenceforindividualsintheirpurchaseorconsumptiondecisions.

Referencegroupsthatinfluencegeneralorbroadlydefinedvaluesorbehaviorarecallednormativereferencegroups.

Referencegroupsthatserveasbenchmarksforspecificornarrowlydefinedattitudesorbehaviorarecalledcomparativereferencegroups.

Acomparativereferencegroupmightbeaneighboringfamilywhoselifestyleappearstobeadmirableandworthyofimitation.

Normativereferencegroupsinfluencethedevelopmentofabasiccodeofbehavior.

Comparativereferencegroupsinfluencetheexpressionofspecificconsumerattitudesandbehavior.

*****UseKeyTermsreferencegroup,normativereferencegroup,andcomparative

referencegroupHere;UseLearningObjective#2Here;UseDiscussionQuestion#1

Here*****

ABroadenedPerspectiveonReferenceGroups

Themeaningof“referencegroup”haschangedovertheyears.

Originally,referencegroupswerenarrowlydefinedtoincludeonlythosegroupswithwhichapersoninteractedonadirectbasis.

Theconceptgraduallyhasbroadenedtoincludebothdirectandindirectindividualorgroupinfluences.

Indirectreferencegroupsconsistofthoseindividualsorgroupswithwhomapersondoesnothavedirectface-to-facecontact,suchasmoviestars,sportsheroes,politicalleaders,TVpersonalities,orevenawell-dressedandinterestinglookingpersononastreetcorner.

Referencesapersonmightuseinevaluatinghisorherowngeneralorspecificattitudesorbehaviorvary.

*****UseKeyTermindirectreferencegroupHere;UseLearningObjective#3Here;Use

DiscussionQuestion#1Here;UseFigure10-1Here*****

FactorsThatAffectReferenceGroupInfluence

Thedegreeofinfluencethatareferencegroupexertsonanindividual’sbehaviorusuallydependsonthenatureoftheindividualandtheproductandonspecificsocialfactors.

*****UseLearningObjective#4Here;UseTable10-1Here*****

InformationandExperience

Anindividualwhohasfirsthandexperiencewithaproductorservice,orcaneasilyobtainfullinformationaboutit,islesslikelytobeinfluencedbytheadviceorexampleofothers.

Apersonwhohaslittleornoexperiencewithaproductorserviceanddoesnotexpecttohaveaccesstoobjectiveinformationaboutit(e.g.,apersonwhobelievesthatrelevantadvertisingmaybemisleadingordeceptive)ismorelikelytoseekouttheadviceorexampleofothers.

*****UseLearningObjective#4Here*****

Credibility,Attractiveness,andPoweroftheReferenceGroup

Areferencegroupthatisperceivedascredible,attractive,orpowerfulcaninduceconsumerattitudeandbehaviorchange.

Whenprimarilyconcernedwiththeacceptanceorapprovalofotherstheylike,withwhomtheyidentify,orwhoofferthemstatusorotherbenefits,consumersarelikelytoadopttheirproduct,brand,orotherbehavioralcharacteristics.

Whenconsumersareprimarilyconcernedwiththepowerthatapersonorgroupcanexertoverthem,theymightchooseproductsorservicesthatconformtothenormsofthatpersonorgroupinordertoavoidridiculeorpunishment.

Unlikeotherreferencegroups,however,powergroupsarenotaslikelytocauseattitudechange.

Individualsmayconformtothebehaviorofapowerfulpersonorgroupbutarenotaslikelytoexperienceachangeintheirownattitudes.

Differentreferencegroupsmayinfluencethebeliefs,attitudes,andbehaviorofanindividualatdifferentpointsintimeorunderdifferentcircumstances.

*****UseLearningObjective#4Here*****

ConspicuousnessoftheProduct

Avisuallyconspicuousproductisonethatwillstandoutandbenoticed.

Averballyconspicuousproductmaybehighlyinteresting,oritmaybeeasilydescribedtoothers.

Productsthatareespeciallyconspicuousandstatusrevealing(anewautomobile,fashionclothing,sleeklaptopcomputer,orhomefurniture)aremostlikelytobepurchasedwithaneyetothereactionsofrelevantothers.

*****UseLearningObjective#4Here*****

ReferenceGroupsandConsumerConformity

Marketersmayhavedivergentgoalswithregardtoconsumerconformity.

Theabilityofreferencegroupstochangeconsumerattitudesandbehaviorbyencouragingconformityissubjecttothegroup’sabilityto:

Informormaketheindividualawareofaspecificproductorbrand.

Providetheindividualwiththeopportunitytocomparehisorherownthinkingwiththeattitudesandbehaviorofthegroup.

Influencetheindividualtoadoptattitudesandbehaviorthatareconsistentwiththenormsofthegroup.

Legitimizethedecisiontousethesameproductsasthegroup.

Anonconformityappealisalsopossiblebutrequiresashiftinattitudesorbehavior.

*****UseKeyTermconsumerconformityHere;UseLearningObjective#4Here;Use

DiscussionQuestion#1Here*****

SelectedConsumer-RelatedReferenceGroups

Fivespecificreferencegroupsareconsideredbecausetheygiveusakindofcross-sectionofthetypesofgroupsthatinfluenceconsumers’attitudesandbehavior.Theyare:

Friendshipgroups.

Shoppinggroups.

Workgroups.

Virtualgroupsorcommunities.

Consumer-actiongroups.

*****UseLearningObjective#5Here;UseExercise#1Here*****

FriendshipGroups

Friendshipgroupsareclassifiedasinformalgroupsbecausetheyareusuallyunstructuredandlackspecificauthoritylevels.

Seekingandmaintainingfriendshipsisabasicdriveofmostpeople.

Theopinionsandpreferencesoffriendsareanimportantinfluenceindeterminingtheproductsorbrandsaconsumerultimatelyselects.

*****UseKeyTerminformalgroupHere;UseLearningObjective#5Here;UseExercise#1

Here*****

ShoppingGroups

Twoormorepeoplewhoshoptogethercanbecalledashoppinggroup.

Themotivationsrangefromprimarilysocialtoreducingrisk.

Aspecialformofashoppinggroupisthein-homeshoppingparty.

Earlypurchaserstendtocreateabandwagoneffect.

Undecidedguestsoftenovercomeareluctancetobuywhentheyseetheirfriendsmakepositivepurchasedecisions.

Furthermore,someoftheguestsmayfeelobligedtobuybecausetheyareinthehomeofthesponsoringhostorhostess.

*****UseKeyTermshoppinggroupHere;UseLearningObjective#5Here*****

WorkGroups

Boththeformalworkgroupandtheinformalfriendship/workgrouphavepotentialforinfluencingconsumerbehavior.

Theformalworkgroupconsistsofindividualswhoworktogetheraspartofateamand,thus,havetheopportunitytoinfluenceeachother’sconsumption-relatedattitudesandactions.

Membersofinformalworkgroupsmayinfluencetheconsumptionbehaviorofothermembersduringcoffeeorlunchbreaksorafter-hoursmeetings.

Recognizingthatworkgroupsinfluenceconsumers’brandchoicesandthatmostwomennowworkoutsidethehome,firmsareredirectingtheirsaleseffortstotheworkplaceratherthanthehome.

*****UseLearningObjective#5Here;UseExercise#1Here*****

VirtualGroupsorCommunities

ThankstocomputersandtheInternet,wearewitnessingthebeginningsofanewtypeofgroup—virtualgroupsorcommunities.

Whilefiftyyearsagothedefinitionofacommunitystressedthenotionofgeographicproximityandface-to-facerelationships,today’scommunitiesaremuchmorebroadlydefinedassetsof“socialrelationsamongpeople.”

Thesecommunitiesprovidetheirmemberswithaccesstoanextensiveamountofinformationand/orfellowshipandsocialinteractioncoveringanextremelywiderangeoftopicsandissues.

TheanonymityoftheInternetgivesitsusersthefreedomtoexpresswhateverviewstheywish,andtoalsobenefitfromsavoringtheviewsofothers.

Becauseofthisanonymity,Internetuserscansaythingstoothersthattheywouldnotsayinface-to-faceinteractions.

CommunicatingovertheInternetpermitspeopletoexploretheboundariesoftheirpersonalities.

BrandCommunities

Thenextstepintheevolutionofcommunitieswillbebrandcommunities.

AnillustrationwouldbeJeepowners.

*****UseLearningObjective#5Here*****

Consumer-ActionGroups

Aconsumer-actiongroup—hasemergedinresponsetotheconsumeristmovement.

Theycanbedividedintotwobroadcategories.

Thosethatorganizetocorrectaspecificconsumerabuseandthendisband.

And,thosethatorganizetoaddressbroader,morepervasive,problemareasandoperateoveranextendedorindefiniteperiodoftime.

Theoverridingobjectiveofmanyconsumer-actiongroupsistobringsufficientpressuretobearonselectedmembersofthebusinesscommunitytomakethemcorrectperceivedconsumerabuses.

*****UseKeyTermconsumer-actiongroupHere;UseLearningObjective#5Here;Use

Exercise#1Here*****

CelebritiesandotherReferenceGroupAppeals

Celebritiesandothersimilarreferencegroupappealsareusedveryeffectivelybyadvertiserstocommunicatewiththeirmarkets.

Celebritiescanbeapowerfulforceincreatinginterestoractionswithregardtopurchasingorusingselectedgoodsandservices.

Identificationmaybebasedonadmiration(e.g.,ofanathlete),onaspiration(ofacelebrityorawayoflife),onempathy(withapersonorasituation),oronrecognition(ofapersonrealorstereotypical,orofasituation).

Fivemajortypesofreferencegroupappealsincommonmarketingusageare:

Celebrityappeals.

Expertappeals.

Commonmanappeals.

Executiveandemployeeappeals.

Tradeorspokes-characterappeals.

Theseappeals,aswellaslessfrequentlyemployedappeals,areoftenoperationalizedintheformoftestimonialsorendorsements.

Inthecaseofthecommonman,theymaybepresentedasslice-of-lifecommercials.

*****UseLearningObjective#6Here;UseDiscussionQuestion#2and#3Here;Use

Exercise#2Here*****

Celebrities

Celebritieshaveaverycommontypeofreferencegroupappeal.

Theyrepresentanidealizationoflifethatmostpeopleimaginethattheywouldlovetolive.

Advertisersspendenormoussumsofmoneytohavecelebritiespromotetheirproductswiththeexpectationthatthereadingorviewingaudiencewillreactpositivelytothecelebrity’sassociationwiththeirproducts.

Afirmhasthechoiceofusingthecelebrityindifferentways:

Testimonials—ifthecelebrityhaspersonallyusedtheproduct.

Endorsement—celebrityaddshis/hernametoproductswhichhe/shemaybeanexpertwithornot.

ActororSpokesperson—thecelebrityrepresentstheproductovertimeinavarietyofmediaandinpersonalappearances.

Celebritycredibilityisapowerfulinfluence.

Itisbasedontheaudience’sperceptionofthecelebrity’sexpertiseandtrustworthiness.

Notallcompaniesusecelebritiesbecausetheyaren’tconvincedtheyareworththemoney.

*****UseKeyTermstestimonial,endorsement,actor,spokesperson,andcelebrity

credibilityHere;UseLearningObjective#6Here;UseDiscussionQuestion#2and#3

Here;UseFigure10-2Here;UseTable10-2and10-3Here;UseExercise#2

Here*****

TheExpert

Atypeofreferencegroupappealusedbymarketersistheexpert—apersonwho,becauseofhisorheroccupation,training,orexperience,canhelptheconsumerevaluatetheproductbeingpromoted.

*****UseLearningObjective#6Here;UseFigure10-3Here*****

TheCommonMan

Areferencegroupappealofbasedontestimonialsofsatisfiedcustomersiscalledthecommon-manapproach.

Itdemonstratesthatsomeonejustlikethecustomerissatisfiedwiththeproductorservice.

Thesecommercialsareofdescribedasbeingslice-of-lifecommercials.

Familiesareoftendepictedin“real-life”situationsincommercials.

*****UseLearningObjective#6Here;UseFigure10-4Here*****

TheExecutiveandEmployeeSpokesperson

Thisformofadvertisinghasgrownmorepopularoverthelasttwentyyearsandistheresultofthesuccessofhighlyinnovativeexecutivespokespersons.

Likethecelebrity,theexecutivespokespersonisadmiredbythegeneralpopulationbecauseofhis/herachievementsandthestatusimplicitlyconferredonbusinessleadersintheUnitedStates.

Avariationofthisistheuseofalowerlevelmanagerorfront-lineemployeewhospeaksdirectlytotheconsumingpublic.

*****UseLearningObjective#6Here*****

TradeorSpokes-Characters

Thetradeorspokes-characterandthecartooncharacterserveasquasi-celebrityendorsers.

Thispersonrepresentstheidealizedimageanddispensesimportantproductinformation.

Thiscategoryof“person”islargelyexclusivetoaspecificproductorproduct-line.

*****UseLearningObjective#6Here;UseFigure10-5Here*****

OtherReferenceGroupAppeals

Thereareotherformsofreferencegroupappeals,suchastherespectedretailerortheeditorialcontentofspecial-interestmagazines.

Sealsofapprovalandobjectiveproductratingscanalsoserveaspotentialendorsements.

*****UseLearningObjective#6Here*****

TheFamilyisaConceptinFlux

Thefamilyisabasicconceptinsocietybutisnoteasytodefinebecausefamilycompositionandstructure,aswellastherolesplayedbyfamilymembers,arealmostalwaysintransition.

Traditionally,thefamilyisdefinedastwoormorepersonsrelatedbyblood,marriage,oradoptionwhoresidetogether.

About68.5percentofthejustover105.5millionhouseholdsarefamilies.

Althoughfamiliessometimesarereferredtoashouseholds,notallhouseholdsarefamilies.

Withinthecontextofconsumerbehavior,householdsandfamiliesusuallyaretreatedassynonymous.

InmostWesternsocieties,threetypesoffamiliesdominate:themarriedcouple,thenuclearfamily,andtheextendedfamily.Typesinclude:

Themarriedcouple—ahusbandandwife,isthesimpleststructure.

Thenuclearfamily—ahusbandandwifeandoneormorechildren.Thisisstillcommonplace.

Theextendedfamily—ahusband,wife,oneormorechildren,andatleastonegrandparent.Atonetimethiswasthenorm,butgeographicmobilityhasreduceditspresence.

Afourthform,thesingle-parentfamily—oneparentandatleastonechild—isgrowingduetodivorce,separation,andout-of-wedlockbirths.

Thepredominantformofthefamilyislargelyinfluencedbytheculturewithinwhichthefamiliesexist.

*****UseKeyTermsfamily,families,households,nuclearfamily,extendedfamily,and

single-parentfamilyHere;UseLearningObjective#7Here*****

TheChangingU.S.Family

Importantdemographicchangesreflectthedynamicnatureofthefamily.

Thereisnodoubtthatthe“typical”or“traditional”familyhouseholdhaschanged.

Today,themostcommontypeofhouseholdintheUnitedStatesis“notmarried,nochildren”with32percentofthetotalofhouseholds.

In1972,73percentofchildrenlivedwithtwoparents.Thatnumberisonly51percentin1998.

Attitudeswithrespecttochildrenandchild-rearinghavealsobeenchanging.

*****UseLearningObjective#7Here;UseFigure10-6Here;UseTable10-4Here*****

SOCIALIZATIONOFFAMILYMEMBERS

Thesocializationoffamilymembersisacentralfamilyfunction.

Inthecaseofyoungchildren,thisprocessincludesimpartingtochildrenthebasicvaluesandmodesofbehaviorconsistentwiththeculture.

Thesegenerallyincludemoralandreligiousprinciples,interpersonalskills,dressandgroomingstandards,appropriatemannersandspeech,andtheselectionofsuitableeducationalandoccupationalorcareergoals.

Marketersfrequentlytargetparentswhoarelookingforassistanceinthetaskofsocializingtheirchildren.

Tothisend,marketersaresensitivetothefactthatthesocializationofyoungchildrenprovidesanopportunitytoestablishafoundationonwhichlaterexperiencescontinuetobuildthroughoutlife.

*****UseKeyTermsocializationoffamilymembersHere;UseLearningObjective#8

Here;UseFigure10-7Here;UseTable10-5Here;UseExercise#4Here*****

ConsumerSocializationofChildren

Theaspectofchildhoodsocializationthatisparticularlyrelevanttothestudyofconsumerbehaviorisconsumersocialization,whichisdefinedastheprocessbywhichchildrenacquiretheskills,knowledge,andattitudesnecessarytofunctionasconsumers.

Avarietyofstudieshavefocusedonhowchildrendevelopconsumptionskills.

Manypreadolescentchildrenacquiretheirconsumerbehaviornormsthroughobservationoftheirparentsandoldersiblingswhofunctionasrolemodelsandsourcesofcuesforbasicconsumptionlearning.

Incontrast,adolescentsandteenagersarelikelytolooktotheirfriendsformodelsofacceptableconsumptionbehavior.

Sharedshoppingexperiences(i.e.,co-shoppingwhenmotherandchildshoptogether)alsogivechildrentheopportunitytoacquirein-storeshoppingskills.

Co-shoppingisawayofspendingtimewithone’schildrenwhileatthesametimeaccomplishinganecessarytask.

Consumersocializationalsoservesasatoolbywhichparentsinfluenceotheraspectsofthesocializationprocess.

Forinstance,parentsfrequentlyusethepromiseorrewardofmaterialgoodsasadevicetomodifyorcontrolachild’sbehavior.

Accordingtoresearch,adolescentsreportedthattheirparentsfrequentlyusedthepromiseofchocolatecandyasameansofcontrollingtheirbehavior(e.g.,gettingthemtocompletehomeworkortocleantheirrooms).

*****UseKeyTermconsumersocializationHere;UseLearningObjective#8

Here;UseFigure10-8Here;UseDiscussionQuestion#4Here;UseExercise#4

Here*****

AdultConsumerSocialization

Socializationbeginsinearlychildhoodandextendsthroughoutaperson’sentirelife.

*****UseLearningObjective#8Here;UseExercise#4Here*****

IntergenerationalSocialization

Itiscommonforproductorbrandloyaltyorpreferencetobepassedfromonegenerationtoanother,sometimesuptothreeorfourgenerations.

*****UseLearningObjective#8Here;UseFigure10-9Here;UseExercise#4Here*****

OTHERFUNCTIONSOFTHEFAMILY

Otherbasicfunctionsincludeeconomicwell-being,emotionalsupport,andsuitablefamilylifestyles.

*****UseLearningObjective#9Here*****

EconomicWell-Being

Providingfinancialmeanstoitsdependentsisunquestionablyabasicfamilyfunction.

Howthefamilydividesitsresponsibilitiesforprovidingeconomicwell-beinghaschangedconsiderablyduringthepasttwenty-fiveyears.

Nolongerarethetraditionalrolesofhusbandaseconomicproviderandwifeashomemakerandchild-rearerstillvalid.

ItisverycommonformarriedwomenwithchildrenintheUnitedStatesandotherindustrialcountriestobeemployedoutsidethehomeandfortheirhusbandstosharehouseholdresponsibilities.

Morethan70percentofwomeninUnitedStateswhoareovertheageof18claimthatitismoredifficulttobeamothernowthanitwas20or30yearsago.

Theeconomicroleofchildrenalsohaschanged.

Today,althoughmanyteenagechildrenwork,theyrarelyassistthefamilyfinancially.

Teenagersareexpectedtopayfortheirownamusements;otherscontributetothecostsoftheirformaleducationandpreparethemselvestobefinanciallyindependent.

*****UseLearningObjective#9Here;UseFigure10-10Here*****

EmotionalSupport

Theprovisionofemotionalnourishment(includinglove,affection,andintimacy)toitsmembersisanimportantcorefunctionofthecontemporaryfamily.

Thefamilyprovidessupportandencouragementandassistsitsmembersincopingwithdecisionmakingandpersonalorsocialproblems.

Ifthefamilycannotprovideadequateassistancewhenitisneeded,itmayturntoacounselor,psychologistorotherhelpingprofessionalasanalternative.

*****UseLearningObjective#9Here*****

SuitableFamilyLifestyles

Anotherimportantfamilyfunctionintermsofconsumerbehavioristheestablishmentofasuitablelifestyleforthefamily.

Upbringing,experience,andthepersonalandjointlyheldgoalsofthespousesdeterminetheimportanceplacedoneducationorcareer,onreading,televisionviewing,thelearningofcomputerskills,thefrequencyandqualityofdiningout,andontheselectionofotherentertainmentandrecreationalactivities.

Familylifestylecommitments,includingtheallocationoftimeisgreatlyinfluencingconsumptionpatterns.

*****UseLearningObjective#9Here;UseFigure10-11Here*****

FAMILYDECISIONMAKINGANDCONSUMPTION-RELATIEDROLES

Marketersmostfrequentlyexaminetheattitu