cbch 14-ethnic, racial n religious sub cultures
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Chapter 14 Ethnic, Racial, and Religious Subcultures
By Michael R. Solomon
Consumer BehaviorBuying, Having, and Being
Sixth Edition
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Opening Vignette: Maria
Why does Marias mother refuse touse convenience products?
What would you guess is Mariasethnic background?
Is the family gathering indicative at allof her culture?
What activities does she undertakethat identify her with a culture?
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Subcultures and Consumer Identity
Subcultures Group memberships within society at large
Ethnic and Racial Subcultures Ethnic Subculture: A self-perpetuating group of consumers
who are held together by common cultural or genetic ties,and is identified both by its members and by others as
being a distinguishable category.
Ethnicity and Marketing Strategies High-context Culture: Group members tend to be tightly
knit, and they are likely to infer meanings that go beyondthe spoken word.
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Mountain Men
Contemporary Mountain Men share a strong
sense of identity and community.
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Marketing to Subcultures
http://www.startrekfanclub.com/ -
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Is Ethnicity a Moving Target?
De-ethnicization Refers to the process whereby a product formerly
associated with a specific ethnic group is detachedfrom its roots and marketed to other subcultures.
The Big Three American Subcultures African Americans Hispanic Americans
Asian Americans New Ethnic Groups Ethnic and Racial Stereotypes
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Tiger Woods
Tiger Woods multiracial background illustrates the
complexity of ethnic identity in the United States.
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De-ethnicization of Bagels
Bagels have been de-ethnicized and arenow part ofmainstream culture.
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Advertisers frequently tryto depict the big threeconsuming their productsas this ad for The
Childrens Place clothingdoes. What are the benefits of
using multi-ethnic modelsin advertisements? Doesthis advertisement do agood job reflecting ethnicdiversity of the targetaudience?
Discussion Question
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African Americansand Hispanic Americans
African Americans: 12.3 percent of the U.S. population (2000 Census)
Differences between blacks and whites inconsumption are very subtle
Hispanic Americans:
Hispanic describes people of many backgrounds 60 percent of Hispanic Americans are Mexican Puerto Ricans are the next biggest group at 10%
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African Americans in Advertising
Many national brands routinely use African Americanmodels.
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Distinguishing Characteristicsof the Hispanic Market
Youth: Median Age is 23.6 (U.S. average: 32)
Family Size:
Average household is 3.5 people (U.S. average:2.7)
Importance of Family: Preference to spend time with family affects
consumption activities Going to the movies is a family event Convenience products are not as important
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Ethnic Products
Hispanic celebritiessuch as Shakira, RickyMartin, and GloriaEstefan areincreasingly successfulin popular music.
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Hispanic Web Portals
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Levels of Acculturation:Understanding Hispanic Identity
Accul tu ra t ion : Refers to the process of movement and adaptation to one
countrys cultural environment by a person from anothercountry.
Ethnography : The study of immigrants as they adapt to life in a new
country.
Ac cul tu rat ion Ag en t s : People and institutions that teach the ways of a culture.
Culture of Origin Cultur e of I mmigration
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Segmenting Hispanics by Acculturation
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A Model of Consumer Acculturation
Figure 14.2
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Processes of Immigrant Adaptation
Movement : Refers to the factors motivating people to physically uprootthemselves from one location to another.
Transla t ion: Attempting to master a set of rules for operating in the new
environment. Adapta t ion:
Cultural learning that leads to new consumption patterns Ass imi la t ion :
When immigrants adopt products, habits, and values thatare identified with the mainstream culture.
M aintenance Resistance
Segregation
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Perspectives on Ethnic Adaptation
Ethnic Pluralism: Argues that ethnic groups differ from the
mainstream in varying degrees, and that adaptation
to the larger society occurs selectively. Progressive Learning Model:
Assumes that people gradually learn a new culture
as they increasingly come in contact with it. Host Culture
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Asian Americans
Chi: An invisible energy current that is believed to bring good or
bad luck
Feng Shui: Translated literally as the wind and the water
Fastest growing minority group in the U.S. The most affluent, best educated, and most likely to hold
technology jobs of any ethnic subculture Prosperous Asians tend to be very status conscious
Advertising featuring celebrities can be veryeffective in reaching this group
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YesAsia.com
http://www.yesasia.com/ -
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VIDEO: Intel
Intel understands thatdifferent culturesneed the same
product for differentreasons.
Click image to play video.
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Asians are often depictedusing high-technologyproducts as in this ad for
McAfee Security software. Why are Asians a goodtarget audience for thisproduct? What otherproducts would do well totarget the Asian segmentof the population?
Discussion Question
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Religious Subcultures
The Rise of Spirituality: Explosion of religion in popular culture
Old and New Religions The Impact of Religion on
Consumption: Not studied extensively in marketing (too taboo) Religious affiliation has the potential to be a
valuable predictor of consumer behavior
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Megachurches
Some U.S.megachurches havemore than 20,000
members.
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Meeting the Needs of Subcultures
Specialized ethnicmedia, like thismagazine for Muslimwomen, are springingup to meet the needsof underserved
American subcultures.
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Influence of Religious Groups
Religious groups caninfluence companiesdecisions byencouraging theirmembers to boycottproducts or stageprotests.