solomon_cb08_14 - Chapter 14 Ethnic Racial and Religious...

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Chapter 14 Ethnic, Racial, and Religious Subcultures CONSUMER BEHAVIOR, 8e Michael Solomon
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Prentice-Hall, cr 2009 14-2 Chapter Objectives When you finish this chapter you should understand why: Our memberships in ethnic, racial, and religious subcultures often play a big role in guiding our consumption behaviors. Additional influences come from our identification with microcultures that reflect a shared interest in some organization or activity. Many marketing messages appeal to ethnic and racial identity.
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Prentice-Hall, cr 2009 14-3 Chapter Objectives (cont.) African Americans, Hispanic Americans, and Asian Americans are the three most important ethnic/racial subcultures in the United States. Marketers increasingly use religious and spiritual themes when they talk to consumers.
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Prentice-Hall, cr 2009 14-4 Subcultures, Microcultures, and Consumer Identity Consumers’ lifestyles are affected by group membership within the society-at-large Subcultures of age, race/ethnicity, place of residence Microcultures share a strong identification with an activity or art form Have own unique set of norms, vocabulary, and product insignias
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Prentice-Hall, cr 2009 14-5 Ethnic and Racial Subcultures Ethnic subculture Homogeneous versus heterogeneous cultural societies Marketers cannot ignore the diversity of cultures in society today Ethnic minorities spend more than $600 billion a year on products Click for Crestkids.com
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Prentice-Hall, cr 2009 14-6 Ethnicity and Marketing Strategies Subcultural memberships help shape people’s needs/wants Minorities find an advertising spokesperson from their own group more trustworthy Ethnic subculture affects level/type of media exposure, food/apparel preferences, political behavior, leisure activities, willingness to try new products High-context culture (group members infer meanings from verbal messages) versus low-context culture (group members take words literally)
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Prentice-Hall, cr 2009 14-7 Is Ethnicity a Moving Target? Defining/targeting an ethnic group is not always so easy (“melting pot” society) Many identify with two or more races De-ethnicization: a product we associate with a specific ethnic group detaches itself from its roots and appeals to other groups as well Example: bagels
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