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