Final
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Topic10-TheFamilyandItsSocialStanding.pdf
Topic 10: The Family and Its Social Standing
2/29/2020
Dr. Alexander Rosado-Serrano, PhD1
▪ BBA 367- Consumer Behavior
▪ Professor: Dr. Alexander Rosado-Serrano, PhD
This Photo by Unknown Author is licensed under CC BY-SA-NC
Consumer Socialization
2/29/2020
Dr. Alexander Rosado-Serrano, PhD3
Pre-adolescent Observe parents and older siblings
Families more reliable than advertising
Teenagers Peers most influential
Like products when parents disapprove
Two Way Process
Socialization Agents
2/29/2020
Dr. Alexander Rosado-Serrano, PhD2
Source: Dr. Pepper Snapple Company
Mothers stronger socialization agents than fathers
Mothers usually:
more involved
control children’s exposure to commercial messages
regulate spending
Mothers’ Socialization-Related Attitudes
Marketing Receptive Marketing Resistant
The Balancer: Married. Career woman. Multitasks and teaches children to become good consumers.
The Protector: Highest income and education. Rational and teaches her children to shop and spend responsibly. Resents the influence of media on her children.
The Nurturer: Focused on her family and often sacrifices her own desires to meet the wants of her children. Trusts well-known companies and brands.
The Struggler: Does not have the money to indulge her children’s requests. Very price and value conscious shopper. Views her life negatively.
The Diva: Self-focused and seeks acceptance from others. Is a conspicuous consumer. Views her children as part of her image and often gives in to children’s requests to make her life easier.
The Stoic: Culturally and socially isolated. Views herself as a caretaker and homemaker. Loves her children but feels emotionally Distanced from them. Deliberates regarding purchases.
Parental Styles and Consumer Socialization
Source: Adapted from Kerrane, Ben, Shona, M. Bettany and Katy Kerrane. 2015. “Siblings as Socialization Agents.” European Journal of Marketing 49(5): 713–735.
Socialization as Learning (1 of 2)
Socialization as Learning (2 of 2)
Intergenerational Socialization
• Socialization is ongoing
• Skepticism increases over time but varies by demographics
• Preferences and loyalties are often transferred between generations
Source: Mothers Against Drunk Driving (MADD), USA
Family's Supportive Roles
2/29/2020
Dr. Alexander Rosado-Serrano, PhD4
ECONOMIC WELL BEING
EMOTIONAL SUPPORT FAMILIES, MEDIA, AND TECHNOLOGY
Husband-Wife Decisions
2/29/2020
Dr. Alexander Rosado-Serrano, PhD4
Husband-dominated decisions
Wife-dominated decisions
Joint decisions
Autonomic decisions
Children's Influence
Tactics
• Pressure
• Exchange
• Rational
• Consultation
• Ingratiation
Children as Three Markets
Children as Influencers Children as Primary Market Children as Future Consumers
Children request products and brands
Examples: items for themselves such as toys, items for the home such as food and cars, items for other family members such as smartphones and laptops, services for the whole family such as Vacations
Children buy things with their own money
Examples: snacks, clothes, toys, games, movies, concerts, music, smartphones, online purchases
Children contemplate future purchases: “When I grow up I will buy myself . . . ”
Examples: cars, houses, smartphones, etc.
Roles and Measurement
2/29/2020
Dr. Alexander Rosado-Serrano, PhD3
Example: Children in dual-income households
Deciders
Buyers
Preparers
Maintainers
Gatekeepers
Influencers
Deciders
Buyers
Preparers
Users
Maintenance
Disposers
Family Life Cycle
▪ Bachelorhood
▪ Honeymooners
▪ Parenthood
▪ Post-parenthood
▪ Dissolution
Targeting
2/29/2020
Dr. Alexander Rosado-Serrano, PhD3
Changes in consumption behavior Advertising decisions
Recognize existence
Avoid alienating conservative traditional households
Taxonomy for Segmentation
Social Class Defined
Division of members of society into a hierarchy of distinct social classes so that members of each class have relatively the same status and members of all other
classes have either higher or lower status.
10 Prestigious US Careers
10 Most Honest US Careers
10 Least Honest U S Careers
2/29/2020
Dr. Alexander Rosado-Serrano, PhD4
Indices Index of Status Characteristics (Warner’s I S C)
Socioeconomic Status Score (S E S)
Measures
2/29/2020
Dr. Alexander Rosado-Serrano, PhD2
Subjective – estimate your social class Objective
Occupation
Education
Income
Multivariable Index
• Index of status characteristics
• Socioeconomic status score
Social Class Profiles
▪ The Upper-Upper Class – Inherited wealth and Privilege
▪ Nouveau Riche – Money is King
▪ Upper-Middle Class – Achieving Professionals
▪ Lower-Middle Class – Faithful Followers
▪ Upper-Lower Class – Security-Minded
▪ The Working Poor – The Insecure
▪ The Underclass – Rock Bottom
Trickle-Down Effect Defined
Originally applied to fashion, the concept states that members of lower classes adopt the fashions of the upper class and maintain them even after the upper class has abandoned
these fashions, presumably because they are no longer exclusive to the upper class.
Affluent Households
• Spending patterns
• Clothing, fashion and shopping
• Saving, spending and credit card usage
• Media consumption
Key Trends from Tracking the Affluent from 1977 to 2016
The Democratization of Luxury
The Abundance of Options The Broadening of Tastes The Transformation of Technology
A much broader segment of the population has access to luxury products and services.
There are many more options in the marketplace and media, which can lead to consumers feeling overwhelmed.
Affluent consumers have a wider variety of preferences in products and brands.
Affluent consumers are traveling less for business due to new communication technologies and are using advanced technologies available in the current marketplace.
Source: Adapted from the Ipsos 40th Annual Survey of the Affluent.
Geo-Demographic Segmentation
2/29/2020
Dr. Alexander Rosado-Serrano, PhD4
COMBINES SOCIOECONOMIC AND
DEMOGRAPHIC FACTORS
EVERY HOUSEHOLD BELONGS TO ONE OF 66
SEGMENTS
URBAN DENSITY AND WEALTH
LIFE STAGE PRODUCT USAGE, MEDIA EXPOSURE, AND OTHER
CONSUMPTION FACTORS
