Consumer Behavior Ch 13 & 14 - Culture & Subculture
Baby Boomers
People born between 1946-1964
Collecting
Refers to the systematic acquisition of a particular object or set of objects.
Culture Production System
Set of individuals and organizations that create and market a cultural product.
Culture
The accumulation of shared meanings, rituals, values norms, and traditions among members of an organization or society. Continually evolving, not static.
Gray Market
The economic potential created by the increasing numbers of affluent elderly consumers.
African Americans
12% of U.S. population; watch 10 hours of tv daily; representation in mainstream media is changing; account for 25% of people depicted in commercials; heavy readers of morning daily newspapers
Subculture
A group whose members share beliefs and common experiences that set them apart from others.
Custom
A norm that controls basic behaviors, such as division of labor in a household or how we practice particular ceremonies.
Ethnic Subculture
A self-perpetuating group of consumers who share common cultural or genetic ties, where both its members and others recognize it as a distinct category.
Ritual
A set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically. (Ex. starbucks trip everyday; sunday brunch; gift giving; grooming)
Myth
A story with symbolic elements that represents a culture's ideals.
Tweens
Consumers between 8-14 years old.
Gift-giving rituals
Consumers procure the perfect object, meticulously remove the price tag, carefully wrap it then deliver it to recipient.
Crescive norms
Custom; More; Conventions
Rules of engagement for young consumers
Don't talk down to the. Don't try to be what you're not. Stay true to your brand image. Entertain them. Make it interactive and keep the sell short. Show that you know what they're going through, but keep it light. Show that you're authentic and that you give back.
Functional Areas of a Cultural System
Ecology; Social Structure; Ideology
High context culture
Group members tend to be tightly knit, and they infer meanings that go beyond the spoken word.Symbols and gestures, rather than words, carry much of the weight of the message.
Microculture
Groups that form around strong shared identification with an activity or art form.
Progressive learning model
Helps us to understand the acculturation process. Assumes that people gradually learn a new culture as they increasingly come in contact with t.
Holiday Rituals
Holidays are based on a myth with a character at the center of story (Christmas) Marketers find ways to encourage gift giving(secretary day) Retailers elevate minor holidays to major ones to provide merchandising opportunities (Cingo de mayo)
Characteristics of Hispanic Consumer
Identity from country of origin Strong sense of pride Self-expression Family devotion Assertive Role Models Cuabn Americans - wealthiest Mexican Americans - fastest growing
Cultural Gatekeepers
Individuals who are responsible for determining the types of messages and symbolism to which members of mass culture are exposed.
Profane Consumption
Involves consumer objects and events that are ordinary and not special.
Sacred Consumption
Involves objects and events that are set apart from normal activities; treated with respect or awe.
Hispanic Americans
Largest ethnic subculture (12.5%). 2nd largest consumer market; Young market - the median age is 23.6, while the U.S. average is 32 Average family is 3.5 people, compared to only 2.7 for other U.S. households; brand loyal
Subculture & Marketing (consumer variables)
Level & types of media exposure Food preferences Wearing distinctive apparel Political Behavior Leisure activities Willingness to try new products
Ethnic & Racial Stereotypes
Many subcultures have powerful stereotypes associated with them which can be positive or negative The use of subtle (and sometimes not so subtle) ethnic stereotypes in movies illustrates the media's involvement
Monomyth
Myth with relevance to many cultures
New Ethnic Groups
New immigrants are likely to be Asian or Hispanic and are best marketed to in their native language They tend to cluster together geographically which makes them easy to reach (Geodemography)
Conventions
Norms that regulate how we conduct our everyday lives. Often deal with the subtleties of consumer behavior.
Sacralization
Occurs when ordinary objects, events and people take on sacred meaning. (Super Bowl)
Objectification
Occurs when we attribute sacred qualities to mundane items.
Desacralization
Occurs when we remove a sacred item or symbol from its special place or duplicate it in mass quantities so that it loses its specialness and becomes profane. (religious events)
Acculturation Agents
People and institutions that teach the ways of a culture.
Low context culture
People are more literal. Focus is on what you say. Words carry a lot of weight of the message.
Gen X
People born between 1965-1985; consists of 46 million Americans.
Gen Y
People born between 1986-2002; also known as millennials and echo boomers; tends to hold traditional values and prefer to fit in
Ideology
The mental characteristics of a people and the they relate to their environment and social groups.
Cultural Selection
The process by which some alternatives are selected over others by cultural gatekeepers
Acculturation
The process of movement and adaptation to one country's cultural environment by a person from another country.
Ecology
The way a system adapts to its habit. (Ex. Technology a culture uses to obtain and distribute resources)
Social Structure
The way people maintain an orderly social life. Includes the domestic and political groups that dominate the culture.
More (mor-ay)
A custom with a strong moral overtone. Often involves a taboo or forbidden behavior, such as incest or cannibalism.
Big 3 American Ethnic Subcultures
African Americans; Hispanic Americans; Asian Americans
4 Basic Conflicts common to all teens
Autonomy vs. belonging Rebellion vs. conformity Idealism vs. pragmatism Narcissism vs. Intimacy
Characteristics of a Myth
Conflict between opposing forces Outcome is moral guide for people Reduces anxiety by providing guidelines
Age cohort
Consists of people of similar ages who have similar experiences.
Asian Americans
Fastest growing racial group.
Halal Food
Food and other products whose usage is permissible according to the laws of Islam