CBCH 14-Ethnic, Racial n Religious Sub Cultures

8/11/2019 CBCH 14-Ethnic, Racial n Religious Sub Cultures

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Chapter 14 Ethnic, Racial, and Religious Subcultures

By Michael R. Solomon

Consumer BehaviorBuying, Having, and Being

Sixth Edition


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Opening Vignette: Maria

Why does Marias mother refuse touse convenience products?

What would you guess is Mariasethnic background?

Is the family gathering indicative at allof her culture?

What activities does she undertakethat identify her with a culture?


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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 beyondthe spoken word.


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Mountain Men

Contemporary Mountain Men share a strong

sense of identity and community.


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Marketing to Subcultures
http://www.startrekfanclub.com/


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Is Ethnicity a Moving Target?

De-ethnicization Refers to the process whereby a product formerly

associated with a specific ethnic group is detachedfrom 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


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Tiger Woods

Tiger Woods multiracial background illustrates the

complexity of ethnic identity in the United States.


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De-ethnicization of Bagels

Bagels have been de-ethnicized and arenow part ofmainstream culture.


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Advertisers frequently tryto depict the big threeconsuming their productsas this ad for The

Childrens Place clothingdoes. What are the benefits of

using multi-ethnic modelsin advertisements? Doesthis advertisement do agood job reflecting ethnicdiversity of the targetaudience?

Discussion Question


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African Americansand Hispanic Americans

African Americans: 12.3 percent of the U.S. population (2000 Census)

Differences between blacks and whites inconsumption 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%


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African Americans in Advertising

Many national brands routinely use African Americanmodels.


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Distinguishing Characteristicsof 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


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Ethnic Products

Hispanic celebritiessuch as Shakira, RickyMartin, and GloriaEstefan areincreasingly successfulin popular music.


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Hispanic Web Portals
http://www.quepasa.com/


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Levels of Acculturation:Understanding Hispanic Identity

Accul tu ra t ion : Refers to the process of movement and adaptation to one

countrys cultural environment by a person from anothercountry.

Ethnography : The study of immigrants as they adapt to life in a new

country.

Ac cul tu rat ion Ag en t s : People and institutions that teach the ways of a culture.

Culture of Origin Cultur e of I mmigration


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Segmenting Hispanics by Acculturation


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A Model of Consumer Acculturation

Figure 14.2


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Processes of Immigrant Adaptation

Movement : Refers to the factors motivating people to physically uprootthemselves from one location to another.

Transla t ion: Attempting to master a set of rules for operating in the new

environment. Adapta t ion:

Cultural learning that leads to new consumption patterns Ass imi la t ion :

When immigrants adopt products, habits, and values thatare identified with the mainstream culture.

M aintenance Resistance

Segregation


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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


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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 veryeffective in reaching this group


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YesAsia.com
http://www.yesasia.com/


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VIDEO: Intel

Intel understands thatdifferent culturesneed the same

product for differentreasons.

Click image to play video.


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Asians are often depictedusing high-technologyproducts as in this ad for

McAfee Security software. Why are Asians a goodtarget audience for thisproduct? What otherproducts would do well totarget the Asian segmentof the population?

Discussion Question


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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


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Megachurches

Some U.S.megachurches havemore than 20,000

members.


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Meeting the Needs of Subcultures

Specialized ethnicmedia, like thismagazine for Muslimwomen, are springingup to meet the needsof underserved

American subcultures.


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Influence of Religious Groups

Religious groups caninfluence companiesdecisions byencouraging theirmembers to boycottproducts or stageprotests.

CBCH 14-Ethnic, Racial n Religious Sub Cultures

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