Chapter 13 - 1) Chapter 13-ethnic, Racial, and religious...

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1) Chapter 13-ethnic, Racial, and religious subcultures a) Subculture i) A group whose members share beliefs and common experiences that set them apart from others (1) Age, race, ethnic background, or place of residence b) Microculture i) People who freely identify with a lifestyle or aesthetic preference (1) “Tuners” (a) People who modify cars to maximum performance for pleasure c) Consumer Identity i) The pattern of consumption a consumer may have that reflects the identity he or she wishes to convey (1) I.E.: hipster, gangster, wealthy, redneck etc. d) Ethnic and racial subcultures i) A self-perpetuating group of consumers who share only racial or ethnic backgrounds in their patterns of consumption e) High VS Low context of Culture i) High Context (1) Group is tightly knit, and base their interactions more off of things that go beyond spoken word (a) Symbols and gestures carry much more weight than verbal messages ii) Low context culture (1) Spoken word is more important, and surface interactions are more valuable than unspoken ones f) Deethnicization i) When a product formerly associated with a single culture expands its’ market to
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Chapter 13 - 1) Chapter 13-ethnic, Racial, and religious...

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