Teaching objectives
Teaching objectives
1, knowledge:
Remember the types of consumer psychology, learn to evaluate various consumer psychology, and understand the four major consumption principles.
2. Ability:
Focus on cultivating students' ability to analyze, compare, summarize and participate in life practice.
3. Emotions, attitudes and values:
Through the study of this course, students can establish the concept of saving, environmental protection and green consumption, form a scientific and reasonable consumption model, develop consumption habits such as moderate consumption and rational consumption, and train students to become rational consumers.
Emphasis and difficulty in teaching
Key points and difficulties:
"Establishing a correct consumption view" is the teaching focus of this course.
The principle of thrift is the teaching difficulty of this course.
teaching process
teaching process
(scenario import)
Last class, we learned that the main factor affecting the consumption level is the income level of residents. With China's economic development and income increase, people's consumption level is constantly improving, but in addition to objective factors, there are subjective factors such as consumer psychology. Today, we will learn how to consume rationally by understanding several common consumption psychology and establishing a correct consumption concept.
(Promote new courses)
3-2. Establish a correct consumption concept (blackboard writing)
Organize students to read books and have a simple understanding of the framework system of teaching materials.
1. Various aspects of consumer psychology (blackboard writing)
Slide: Scenario (1) "I wear what others wear"
Setting question: What kind of consumer psychology is this? Student's answer
Teacher guidance: This is herd mentality.
(Slide Show) 1. Consumption induced by conformity psychology: characteristics, evaluation and attitude.
Slide: Situation (2) "Is my hairstyle trendy?"
Setting question: What kind of psychological consumption is this? Student's answer
Students are divided into three groups to discuss the consumption psychology of dad, Xiaoming and mom respectively.
Teacher's guidance: This is a psychology of seeking difference.
(Slide Show) 2. Consumption caused by seeking difference: characteristics, evaluation and attitude.
Slide: Scenario (3) "Showing the luxury wedding of the stars"
Setting question: What kind of consumer psychology is this? Student's answer
The teacher concluded: This is comparative psychology.
(Slide Show) 3. Consumption induced by comparison psychology: characteristics, evaluation and attitude
Slide Show: Scenario (4) "Show a dialogue scenario material"
Setting question: What kind of consumer psychology is this? Student's answer
Teacher guidance: This is a realistic psychology.
(Slide Show) 4. Consumption led by realistic psychology: characteristics, evaluation and attitude
Teachers and students sum up together:
(Transition) Through the above study, we have learned several common consumer psychology that affects consumer behavior, including scientific and unscientific. To be a rational consumer in daily consumption, we must adhere to scientific consumption psychology, establish a correct consumption concept and practice correct consumption principles.
2. Be a rational consumer (blackboard writing)
(Slide) Cooperation, Exploration and Communication 1
Student's answer
(Slide Show) 1. Live within our means and spend moderately.
Setting question: Is it contradictory to advocate loan consumption and live within our means and moderate consumption? Why?
Student's answer
The teacher concluded that "living within our means" refers to both the current income and the expected income in the future. As long as a person's current loan amount does not exceed his repayment ability, he will still live within his means and spend moderately. Therefore, loan consumption and moderate consumption are not contradictory.
(Slide) Cooperation, Exploration and Communication II
Student's answer
(Slide Show) 2. Avoid blindly following rational consumption.
How to achieve rational consumption? Teachers and students read a passage in the textbook P2 1 and stick to the "three taboos".
Transition: China has long banned the production of non-degradable plastic bags and lunch boxes. , and implement plastic limit.
Why does the country do this?
(Slide): Scene picture: Grassland degradation, white garbage and smoke pollution.
Please answer "What can we do to save resources and protect the environment in our daily consumption?"
Student's answer
(Slide Show) 3. Environmental protection and green consumption.
Setting question: What is green consumption? What are the requirements? (Teachers and students read the textbook P22 together to summarize the meaning and characteristics of green consumption)
(Slide): Situational picture: "Can we spend money like this?"
Students discuss and answer briefly.
The teacher concluded: although our country's economy has developed and people's lives have gradually become richer, the country is still not very developed, and some regions and families are in poverty. Therefore, if our country wants to become rich and strong, and we want to make some achievements ourselves, we must work hard and diligently.
(slide show): 4. Diligence and hard work
Write on the blackboard.
blackboard-writing design
3-2. Establish a correct view of consumption
1. Various aspects of consumer psychology
1. Consumption caused by conformity psychology
2. Consumption caused by the psychology of seeking differences
3. Consumption caused by comparison psychology
4. Consumption led by realistic psychology
2. Be a rational consumer
1. Live within our means and spend moderately.
2. Avoid blind obedience and rational consumption.
3. Environmental protection and green consumption
4. Be thrifty and work hard
Part II Teaching Preparation
Teaching objectives
(A) knowledge objectives
1, remember the meaning of four kinds of consumer psychology.
2. Understand how to treat and evaluate various consumer psychology correctly.
3. Understand the connotation of the four consumption principles.
Understand that efforts are not out of date today.
5. According to the principle of rational consumption, simulate a family consumption plan. Combined with personal behavior, talk about how to be a rational consumer.
(2) Ability goal
1. When learning "consumption principle", let students simulate a family consumption plan according to their own reality, so as to improve their ability to participate in economic life.
(3) Emotion, attitude and values
1. Through the study in this box, students are educated in hard work, diligence and thrift, so that students can establish a correct view of consumption.
2. Through the study in this box, enable students to establish the concept of environmental protection and green consumption, and guide students to establish the concept of sustainable development in view of today's environmental pollution and other problems.
Through the study in this box, students can develop the consumption concept of moderate consumption and living within their means, and become rational consumers.
Emphasis and difficulty in teaching
Teaching focus
Be a rational consumer and establish a correct view of consumption.
Teaching difficulties
Moderate consumption
teaching tool
courseware
teaching process
First, the introduction of new courses.
Through the last lesson, we learned about the types of consumption, the changes of consumption structure, and also focused on the factors affecting consumption. We know that our daily consumption is influenced by objective factors such as residents' income, consumer price, commodity performance, appearance and quality. In fact, our daily consumption is not only influenced by objective factors, but also by consumer psychology. Under the influence of these factors, what kind of consumption concept should we establish?
Second, implement the new curriculum.
(A) establish a correct view of consumption
1, consumer psychology
Teacher's guidance: Our consumption is often influenced by objective factors such as natural conditions, social environment and personal experience. These external factors often affect the psychological activities in the process of consumption, making consumption complicated.
(1) Consumption induced by conformity psychology
Teacher's comment: People with herd mentality can't help but join in when they see many people doing the same thing. This kind of consumption will be influenced by the behavior and evaluation of others. People's follow-up psychology can often lead to the pursuit of certain types and styles of goods, forming a fashion trend. Merchants often use this kind of psychology of consumers to promote the summarized goods. Therefore, whether to consume should proceed from reality and not blindly follow the crowd.
(2) Consumption caused by the psychology of seeking differences
Teacher activities: Should we treat this kind of consumption behavior?
Teacher's comment: Young people should have their own personality, and the display of personality is often reflected through their own consumption behavior. Although this has promoted the emergence of new technologies and new products, social recognition and cost need to be considered when displaying personality. It is not worth advocating to be too unconventional in order to show one's uniqueness.
(3) Consumption caused by comparison psychology.
(4) Consumption caused by realistic psychology.
Teacher's activities: that is, when consuming, we should comprehensively consider the price, quality, after-sales service and other aspects of goods, and proceed from reality, rather than buying with the wind and comparing with others.
In a word, people's consumption behavior is often influenced by a variety of consumption psychology. Of course, there are differences and connections between different consumer psychology, and they often affect people's consumption behavior together. Therefore, we should establish correct consumption psychology in our daily life, make our consumption develop in a reasonable, healthy and civilized direction, and be a rational consumer.
(2) Be a rational consumer.
(1) Live within our means and consume moderately.
The teacher asked: What is moderate consumption? How to understand living within our means and moderate consumption?
Student activities: read the contents of the textbook carefully and discuss it enthusiastically, and answer your different opinions.
The teacher concluded that the principle of living within our means and moderate consumption is to require people's consumption to adapt to their own economic affordability.
To understand this principle, we should pay attention to: on the one hand, consumption expenditure should be adapted to our own income, including both the current income level and the expectation of future income, that is, we should consider the dynamic factors of income ability. Because credit consumption is directly related to people's expectation of future income. On the other hand, within the scope of one's own economic affordability, we should advocate active and reasonable consumption, rather than restrain consumption, otherwise, on the one hand, it will affect the quality of personal life, on the other hand, it will also affect the development of social production. Especially at present, China has formed a buyer's market, so we should give full play to the driving role of consumption in production.
(2) Avoid blind obedience and rational consumption.
Teacher's activities: After summarizing the previous questions, continue to ask: What other factors affect people's consumption under the condition of a certain income level? What problems should we pay attention to in consumption?
Teachers' activities: From the previous study, we know that people's consumption behavior is always influenced by consumption psychology, such as conformity psychology and comparison psychology, and these psychology are often interrelated and jointly affect people's consumption. Therefore, in consumption, we should try to avoid the influence of some unhealthy consumption psychology and make reasonable consumption. What do you think we should pay attention to?
Student activities: Students discuss the questions raised and express their opinions.
Teacher activities: comment and summarize students' opinions;
First of all, pay attention to avoid blindly following the crowd in consumption.
Blind conformity is a common psychological phenomenon in consumption, which also affects ordinary consumers. Because people's consumption behavior is always influenced by consumption psychology, such as conformity psychology and comparison psychology, and these psychology are often interrelated and jointly affect people's consumption. Therefore, in consumption, we should try to avoid the influence of some unhealthy consumption psychology and adhere to rational consumption based on individual actual needs.
Secondly, we should try to avoid emotional consumption. Personal consumption is influenced by emotions and makes irrational consumption choices. It is often a whim, and my mind is not calm for a while. Afterwards, I found that this consumption choice was not suitable for my own needs. So when spending, we should pay attention to keep calm.
Finally, we should avoid the tendency of emphasizing material consumption over spiritual consumption. Because, with the improvement of living standards, people's consumption structure is constantly changing and improving, and our choice should also be conducive to people's all-round development.
Teachers' activities: Foam plastic boxes and plastic bags are often used in restaurants in our school, which causes a lot of waste of resources and environmental pollution. What do you think of this time?
Student activities: Students discuss the questions raised and express their opinions.
Teacher activities: comment and summarize students' opinions;
(3) Environmental protection and green consumption
Green consumption refers to all kinds of consumption behaviors aimed at protecting consumers' health and saving resources, which meet the standards of human health and environmental protection, and the core is sustainable consumption. Because, with the development of economy, it has brought serious environmental pollution and serious shortage of resources, China has put forward the implementation of "sustainable development" and "Scientific Outlook on Development". Everyone should also proceed from themselves, maintain the harmonious development between man and nature, and engage in green consumption, that is, save resources and reduce pollution; Green life, environmental protection procurement; Reuse and reuse; Classified recycling, recycling; Protect nature and all things coexist. I hope students can really apply what they have learned, practice and be green consumers.
Teacher's activity: We debate: Do you want to persist in your efforts? Is hard work out of date?
Student activities: According to your own point of view, it is automatically divided into two sides: the debate and the opposition, and a heated debate is held on the above issues. Once again, it stimulated students' enthusiasm and interest.
Teachers' activities: comment and summarize students' debates;
(4) Diligence and hard work
Diligence and thrift are the traditional virtues of our country and a national spirit, not a specific consumption behavior. As a spirit, it will never be out of date. China, in particular, is still in the primary stage of socialism, with a relatively low level of productivity and the pressure of population and resources. We should carry forward the fine style of thrift and hard work. From the perspective of personal ideological and moral cultivation, it is conducive to the formation of personal excellent moral character and the cultivation of sentiment, and it is a mental state that a conscientious person should have. Of course, thrift, hard work and reasonable consumption cannot be opposed. Thrift is not to curb consumption, but to say not to waste.
In short, the above four principles are the specific requirements of the scientific consumption concept. We should understand and master these principles and use them to guide our consumption behavior, which is beneficial to both individuals and society and will promote the healthy development of individuals and the sustainable development of society.
Third, the class summary, comments
In this lesson, we mainly studied several kinds of consumption psychology and several scientific consumption views that affect people's consumption.
Fourth, case study.
[Example 1] At present, in some countries in Europe and America, people advocate green consumption, and the correct understanding is ()
A. Green consumption is a kind of consumption caused by seeking differences, which is imitative and blind.
B. Green consumption is a kind of consumption caused by comparison psychology, which is not conducive to personal life and social development.
C. Green consumption is a kind of consumption triggered by realistic psychology, which conforms to reality, is conducive to improving the quality of personal life and the sustainable development of society, and is worth popularizing and advocating.
D. People advocate that green consumption is conformity, which cannot be triggered by the unity of scientific understanding.
Answer: c
[Example 2] A consumer who is going to buy a car said, "As soon as a new car is licensed, it becomes a used car and begins to depreciate. For me, the car is just a tool to serve me. It doesn't matter what brand. The key is good quality and real price. " From the perspective of consumer psychology, this is a kind of ()
A. Comparative Psychology B. Realistic Psychology
C. moderate consumption D. blindly follow the crowd
Answer: b
In recent years, there are more and more obese teenagers. This mainly shows that ()
A kind of living consumption must adapt to the economic affordability, advocate moderate consumption and oppose extravagance and waste.
B. Material consumption and spiritual consumption should develop in harmony.
C. It is necessary to change bad living habits, ways and concepts and improve the rationality of consumption.
We should carry forward the spirit of thrift and hard work and oppose eating and drinking.
Answer: c
[Example 4] In recent years, it has become a common practice for residents in many big cities to recharge their batteries at night and in TV universities on weekends and holidays, and the per capita education expenditure of urban families has increased substantially. This consumption trend of urban residents ()
Answer: it is moderate consumption within our means.
B, I see that knowledge is power and the fundamental way to get rich.
C, is the embodiment of herd mentality, with blindness.
D, understand the coordinated development of material consumption and spiritual consumption.
Answer: d
V. Homework
1. Go deep into social reality and write a survey report: a survey of middle school students' consumption psychology.
2. Write a short paper: My views on whether efforts are outdated and moderate consumption.
Summary after class
What did you learn from this lesson?
homework
Complete synchronization exercises after class.
Write on the blackboard.
Establish a correct view of consumption