solomon14.ppt 4933KB Sep 01 2008 12:41:52 AM
Chapter 14
Ethnic, Racial, and Religious Subcultures
By Michael R. Solomon
Consumer Behavior
Buying, Having, and Being
Sixth Edition
14 - 1
Opening Vignette: Maria
• Why does Maria’s mother refuse to
use convenience products?
• What would you guess is Maria’s
ethnic background?
• Is the family gathering indicative at all
of her culture?
• What activities does she undertake
that identify her with a culture?
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.
14 - 3
Mountain Men
• Contemporary Mountain Men share a strong
sense of identity and community.
14 - 4
Marketing to Subcultures
14 - 5
Ethnic Products
• Tex-Mex cuisine is
popular in
Scandinavia. This ad
appeared in a Swedish
magazine.
14 - 6
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
14 - 7
Tiger Woods
• Tiger Woods’ multiracial background illustrates the
complexity of ethnic identity in the United States.
14 - 8
De-ethnicization of Bagels
• Bagels have been deethnicized and are now
part of mainstream
culture.
14 - 9
Discussion Question
• Advertisers frequently try
to depict the “big three”
consuming their products
as this ad for The
Children’s Place clothing
does.
• What are the benefits of
using multi-ethnic models
in advertisements? Does
this advertisement do a
good job reflecting ethnic
diversity of the target
audience?
14 - 10
African Americans
and Hispanic Americans
• African Americans:
– 12.3 percent of the U.S. population (2000 Census)
– Differences between blacks and whites in
consumption are very subtle
• Hispanic Americans:
– “Hispanic” describes people of many backgrounds
– 60 percent of Hispanic Americans are Mexican
– Puerto Ricans are the next biggest group at 10%
14 - 11
African Americans in Advertising
• Many national brands routinely use African American models.
14 - 12
Distinguishing Characteristics
of the Hispanic Market
• Youth:
– Median Age is 23.6 (U.S. average: 32)
• Family Size:
– Average household is 3.5 people (U.S. average:
2.7)
• Importance of Family:
– Preference to spend time with family affects
consumption activities
– Going to the movies is a family event
– Convenience products are not as important
14 - 13
Ethnic Products
• Hispanic celebrities
such as Shakira, Ricky
Martin, and Gloria
Estefan are
increasingly successful
in popular music.
14 - 14
Hispanic Web Portals
14 - 15
Levels of Acculturation:
Understanding Hispanic Identity
• Acculturation:
– Refers to the process of movement and adaptation to one
country’s cultural environment by a person from another
country.
• Ethnography:
– The study of immigrants as they adapt to life in a new
country.
• Acculturation Agents:
– People and institutions that teach the ways of a culture.
• Culture of Origin
• Culture of Immigration
14 - 16
Segmenting Hispanics by Acculturation
14 - 17
A Model of Consumer Acculturation
Figure 14.2
14 - 18
Processes of Immigrant Adaptation
• Movement:
– Refers to the factors motivating people to physically uproot
themselves from one location to another.
• Translation:
– Attempting to master a set of rules for operating in the new
environment.
• Adaptation:
– Cultural learning that leads to new consumption patterns
• Assimilation:
– When immigrants adopt products, habits, and values that are
identified with the mainstream culture.
• Maintenance
• Resistance
• Segregation
14 - 19
Perspectives on Ethnic Adaptation
• Ethnic Pluralism:
– Argues that ethnic groups differ from the
mainstream in varying degrees, and that adaptation
to the larger society occurs selectively.
• Progressive Learning Model:
– Assumes that people gradually learn a new culture
as they increasingly come in contact with it.
• Host Culture
14 - 20
Asian Americans
• Chi:
– An invisible energy current that is believed to bring good or
bad luck
• Feng Shui:
– Translated literally as “the wind and the water”
• Fastest growing minority group in the U.S.
– The most affluent, best educated, and most likely to hold
technology jobs of any ethnic subculture
– Prosperous Asians tend to be very status conscious
• Advertising featuring celebrities can be very
effective in reaching this group
14 - 21
YesAsia.com
14 - 22
VIDEO: Intel
• Intel understands that
different cultures
need the same
product for different
reasons.
Click image to play video.
14 - 23
Discussion Question
• Asians are often depicted
using high-technology
products as in this ad for
McAfee Security software.
• Why are Asians a good
target audience for this
product? What other
products would do well to
target the Asian segment
of the population?
14 - 24
Religious Subcultures
• The Rise of Spirituality:
– Explosion of religion in popular culture
• Old and New Religions
• The Impact of Religion on
Consumption:
– Not studied extensively in marketing (too “taboo”)
– Religious affiliation has the potential to be a
valuable predictor of consumer behavior
14 - 25
Megachurches
• Some U.S.
megachurches have
more than 20,000
members.
14 - 26
Meeting the Needs of Subcultures
• Specialized ethnic
media, like this
magazine for Muslim
women, are springing
up to meet the needs
of underserved
American subcultures.
14 - 27
Influence of Religious Groups
• Religious groups can
influence companies’
decisions by
encouraging their
members to boycott
products or stage
protests.
14 - 28
Ethnic, Racial, and Religious Subcultures
By Michael R. Solomon
Consumer Behavior
Buying, Having, and Being
Sixth Edition
14 - 1
Opening Vignette: Maria
• Why does Maria’s mother refuse to
use convenience products?
• What would you guess is Maria’s
ethnic background?
• Is the family gathering indicative at all
of her culture?
• What activities does she undertake
that identify her with a culture?
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.
14 - 3
Mountain Men
• Contemporary Mountain Men share a strong
sense of identity and community.
14 - 4
Marketing to Subcultures
14 - 5
Ethnic Products
• Tex-Mex cuisine is
popular in
Scandinavia. This ad
appeared in a Swedish
magazine.
14 - 6
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
14 - 7
Tiger Woods
• Tiger Woods’ multiracial background illustrates the
complexity of ethnic identity in the United States.
14 - 8
De-ethnicization of Bagels
• Bagels have been deethnicized and are now
part of mainstream
culture.
14 - 9
Discussion Question
• Advertisers frequently try
to depict the “big three”
consuming their products
as this ad for The
Children’s Place clothing
does.
• What are the benefits of
using multi-ethnic models
in advertisements? Does
this advertisement do a
good job reflecting ethnic
diversity of the target
audience?
14 - 10
African Americans
and Hispanic Americans
• African Americans:
– 12.3 percent of the U.S. population (2000 Census)
– Differences between blacks and whites in
consumption are very subtle
• Hispanic Americans:
– “Hispanic” describes people of many backgrounds
– 60 percent of Hispanic Americans are Mexican
– Puerto Ricans are the next biggest group at 10%
14 - 11
African Americans in Advertising
• Many national brands routinely use African American models.
14 - 12
Distinguishing Characteristics
of the Hispanic Market
• Youth:
– Median Age is 23.6 (U.S. average: 32)
• Family Size:
– Average household is 3.5 people (U.S. average:
2.7)
• Importance of Family:
– Preference to spend time with family affects
consumption activities
– Going to the movies is a family event
– Convenience products are not as important
14 - 13
Ethnic Products
• Hispanic celebrities
such as Shakira, Ricky
Martin, and Gloria
Estefan are
increasingly successful
in popular music.
14 - 14
Hispanic Web Portals
14 - 15
Levels of Acculturation:
Understanding Hispanic Identity
• Acculturation:
– Refers to the process of movement and adaptation to one
country’s cultural environment by a person from another
country.
• Ethnography:
– The study of immigrants as they adapt to life in a new
country.
• Acculturation Agents:
– People and institutions that teach the ways of a culture.
• Culture of Origin
• Culture of Immigration
14 - 16
Segmenting Hispanics by Acculturation
14 - 17
A Model of Consumer Acculturation
Figure 14.2
14 - 18
Processes of Immigrant Adaptation
• Movement:
– Refers to the factors motivating people to physically uproot
themselves from one location to another.
• Translation:
– Attempting to master a set of rules for operating in the new
environment.
• Adaptation:
– Cultural learning that leads to new consumption patterns
• Assimilation:
– When immigrants adopt products, habits, and values that are
identified with the mainstream culture.
• Maintenance
• Resistance
• Segregation
14 - 19
Perspectives on Ethnic Adaptation
• Ethnic Pluralism:
– Argues that ethnic groups differ from the
mainstream in varying degrees, and that adaptation
to the larger society occurs selectively.
• Progressive Learning Model:
– Assumes that people gradually learn a new culture
as they increasingly come in contact with it.
• Host Culture
14 - 20
Asian Americans
• Chi:
– An invisible energy current that is believed to bring good or
bad luck
• Feng Shui:
– Translated literally as “the wind and the water”
• Fastest growing minority group in the U.S.
– The most affluent, best educated, and most likely to hold
technology jobs of any ethnic subculture
– Prosperous Asians tend to be very status conscious
• Advertising featuring celebrities can be very
effective in reaching this group
14 - 21
YesAsia.com
14 - 22
VIDEO: Intel
• Intel understands that
different cultures
need the same
product for different
reasons.
Click image to play video.
14 - 23
Discussion Question
• Asians are often depicted
using high-technology
products as in this ad for
McAfee Security software.
• Why are Asians a good
target audience for this
product? What other
products would do well to
target the Asian segment
of the population?
14 - 24
Religious Subcultures
• The Rise of Spirituality:
– Explosion of religion in popular culture
• Old and New Religions
• The Impact of Religion on
Consumption:
– Not studied extensively in marketing (too “taboo”)
– Religious affiliation has the potential to be a
valuable predictor of consumer behavior
14 - 25
Megachurches
• Some U.S.
megachurches have
more than 20,000
members.
14 - 26
Meeting the Needs of Subcultures
• Specialized ethnic
media, like this
magazine for Muslim
women, are springing
up to meet the needs
of underserved
American subcultures.
14 - 27
Influence of Religious Groups
• Religious groups can
influence companies’
decisions by
encouraging their
members to boycott
products or stage
protests.
14 - 28