Consumer Behavior 6

Unit VI: Subcultures

Course Learning Objectives for Unit VI

3. Explain how consumers interpret information about products and people. 3.1 Evaluate how consumers’ interpretation of a situation within a company affected buying.

5. Describe how self-perception influences consumers’ actions. 5.1 Explain how self-perception affects the consumer decision-making process in a company.

8. Analyze how consumers evaluate product selections. 8.1 Describe how a consumer would evaluate product or service choices within an industry.

Consumer Identity

• Social identity: The part of the self that our group memberships define

• Gender identity: People conforming to their culture’s expectations about how those of their gender should act

• Gender socialization: Advertisements that show the benefit of interacting with both genders

Sex-Typed Products

• Reflect stereotypical masculine or feminine attributes

• Ethnic subculture: A self-perpetuating group of consumers who share common cultural or genetic ties

• High-context culture vs. low-context culture

• Acculturation: The process of movement and adaptation to one country’s cultural environment by a person from another country

The Big Three American Ethnic Subcultures

• African Americans

• Hispanic Americans

• Asian Americans

• Other subcultures

– Religious subcultures (i.e., organized religion)

– Age subcultures: The era in which you were born into, bonding you with millions of others

Language school students (534131, 2015)

Children as Decision Makers

• Primary market, influence market, future market

• Youth market (i.e., teenagers and tweens)

• Millennials and echo boomers

• Advertising to college campuses

• Autonomy, connectedness, altruism

Supermarket aisle (Executioner, 2008)

Place-Based Subcultures

• Geodemography: Analytical techniques that combine data on consumer expenditures and other socioeconomic factors

Street view of city (Kirkandmimi, 2016)

References

Executioner. (2008). Cereal section [Photograph]. Retrieved from https://commons.wikimedia.org/wiki/File:Cereal_section_a t_Best_Price.jpg

534131. (2015). Students language school [Photograph]. Retrieved from https://pixabay.com/en/students-language- school-702094/

Kirkandmimi. (2016). Rome Spanish steps [Photograph]. Retrieved from https://pixabay.com/en/rome-spanish- steps-street-alley-2093606/

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