Solomon Ch - 14 Revised

Solomon Ch - 14 Revised - Chapter 14 Ethnic, Racial, and...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
14 - 1 Chapter 14 Ethnic, Racial, and Religious Subcultures By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
14 - 2 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 beyond the spoken word.
Background image of page 2
14 - 3 Marketing to Subcultures
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
14 - 4 Is Ethnicity a Moving Target? De-ethnicization Refers to the process whereby a product formerly associated with a specific ethnic group is detached from 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
Background image of page 4
14 - 5 Tiger Woods Tiger Woods’ multiracial background illustrates the complexity of ethnic identity in the United States.
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 19

Solomon Ch - 14 Revised - Chapter 14 Ethnic, Racial, and...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online