Chapter 10 notes.docx - Market Behavior Chapter 10 \u2013 Microcultures Microculture and consumer behavior o Microculture \u2013 group of people who share

Chapter 10 notes.docx - Market Behavior Chapter 10 –...

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Market Behavior Chapter 10 – Microcultures Microculture and consumer behavior o Microculture – group of people who share similar values and tastes that are absorbed within a larger culture (subculture) Smaller but no way less significant in terms of potential influence on consumer behavior o Culture is Hierarchical Consumer belongs to one large, overall culture and then to many smaller cultural groups existing and interlinking within the overall culture There are role expectations for members. Role conflict – situation involving conflicting expectations based on cultural role expectations Goth may hide the fact that they like a few country songs because it doesn’t fit in with the expectations of their group o Microcultural Roles and Value Divergence – situation in which consumers choose membership in Microcultures in an effort to stand out or define themselves from the crowd Major U.S. Microcultures o Types of Microcultures in the US – regional, sex role, age-based, generational, religious, ethnic, income/social class and street Microcultures o Regional Microculture North American regions (Nine-nation approach) – the empty quarter, ecotopia, breadbasket, MexAmerica, Dixie, The Islands, The Foundry, New England, Quebec Borderland – covers southwestern US states that share border with mexico Dixie – south – value security and self-respect MexAmerica – west – value warm relationships with others and self- fulfillment New England – Northeast – value self-fulfillment and achievement Breadbasked – Midwest – value security and warm relationships o Sex Roles and Microculture Sex roles – societal expectations for men and women among members of a cultural group Division of sex roles in eastern cultures are more obvious Societal role expectations Men and women share purchasing responsibilities differently from culture to culture Male and female segments
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