Chapter 14 Ethnic, Racial, and Religious Subcultures

Chapter 14

Ethnic, Racial, and Religious Subcultures

CONSUMER BEHAVIOR, 8eMichael Solomon

Prentice-Hall, cr 200914-2

Chapter ObjectivesWhen 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.


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.


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


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

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Ethnicity and Marketing StrategiesSubcultural 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)


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


New Ethnic Groups• The dominant American culture exerts pressure on

immigrants to become absorbed in mainstream society

• New immigrants are much more likely to be Asian or Hispanic• Tend to cluster together geographically• Word-of-mouth is especially important


America’s Newest Markets

Figure 14.1


Ethnic and Racial StereotypesMany subcultures have stereotypes associations• Subgroups are assumed to possess certain traits

(often erroneously) which can be cast either positively or negatively

• Marketers in the past have made vast use of ethnic stereotypes to communicate product attributes• Aunt Jemima and Frito Bandito


Discussion• Locate current examples of marketing stimuli that

depend on an ethnic or religious stereotype to communicate a message

• How effective are these appeals?


A Model of Consumer Acculturation• Individual differences affect how rocky adjustment

will be• Acculturation agents include culture of origin and

culture of immigration• Assimilation, maintenance, resistance, and

segregation• Progressive learning model• Consumer behavior as mix of original culture and

host culture• Differences between consumers who retain strong

ethnic identification and more assimilated consumers


A Model of Consumer Acculturation

Figure 14.2


Discussion• Locate one or more consumers (perhaps family

members) who have emigrated from another country• Interview them about how they adapted to their host

culture• In particular, what changes did they make in their

consumption practices over time?


The “Big Three” American Subcultures• African Americans, Hispanic Americans, and Asian

Americans• Hispanic population is now the largest ethnic

subculture (12.5%)• Asian Americans (3.6%) are the fastest-growing

racial group (due to immigration)


African Americans

• The African American market is hardly as homogeneous as many seem to believe

• Overall spending patterns of blacks and whites are roughly similar

• Household income and educational levels are rising for African Americans

• Differences in consumption behaviors can be subtle but still very important


Hispanic Americans

• “Hispanic” = many different backgrounds

• Hispanics are:• Brand loyal• Highly concentrated

geographically by country of origin (easy to reach)

• Many are rushing to sign Hispanic celebrities/actors


Hispanic Americans (cont.)• Some ad campaigns don’t work well among

Hispanics, while Anglos don’t understand some products popular among Hispanics


Distinguishing Characteristics of the Hispanic Market• “Young bicultural” Hispanic consumers• Latino youth are changing mainstream culture

• Looking for spirituality, stronger family ties, and more color in their lives

• Large family size of Hispanic market• Spend more on groceries• Shopping is a family affair• Regard clothing children well as matter of pride• Convenience/saving time is not important to

Hispanic homemaker


Levels of Acculturation: Understanding Hispanic Identity• Acculturation: process of movement and adaptation to one

country’s cultural environment by a person from another country

Segment Size Status Description Characteristics

Established Adapters

17% Upwardly mobile

Older, U.S.-born

Assimilated into U.S. culture

Young Strivers

16% Increasingly important

Younger U.S.-born

Adaptable to U.S. culture

Hopeful Loyalists

40% Largest but shrinking

Working class Slow to adapt to U.S. culture

Recent Seekers

27% Growing Newest Strongest identification with Hispanic background

Table 14.2 (abridged)


Levels of Acculturation (cont.)

• Hispanic consumers are sympathetic to marketing that emphasizes Hispanic cultural heritage

• Many younger Hispanics are searching for their roots and rediscovering the value of ethnic identity


Asian Americans Are…• Fastest-growing population

group• Most affluent and best educated• Most likely to hold technology

job and buy high-tech gadgets• Most brand-conscious but least

brand loyal• Most concerned with keeping up

appearances• Made up of culturally diverse

subgroups that speak many different languages/dialects


Religious Subcultures• The rise of spirituality• Explosion of religion/spirituality in pop culture

• Churches are adopting aggressive marketing• Megachurches

• Religious themes can spill over into everyday consumption• “Cult products”

• Marketing opportunity among religious subcultures


Demographics of Religious Subcultures

Figure 14.3


Discussion• Should members of a religious group adapt

marketing techniques that manufacturers customarily use to increase market share for their products? Why or why not?


Old and New ReligionsLarge variety of flourishing new

religious movements• Scientologists• Wicca• The Raelians• The Ahmadis• The Brahma Kumaris World Spiritual

University• Cao Dai• Soka Gakkai International• The Toronto Blessing• Umbanda

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The Impact of Religion on Consumption• Religion is seen as a taboo subject to marketers• Polygamy Porter beer billboard• Lipton ad mocking the Catholic Church• Pirelli tires ad with Christ the Redeemer statue

• Dietary and dress requirements create demand for certain products

• Religious subcultures affect personality, attitudes toward sexuality, birthrates and household formation, income, and political attitudes• Church leaders can encourage and/or discourage

consumption (e.g., boycott of Disney)


The Born-Again Boom• Those who follow literal

interpretations of the Bible and who acknowledge being born again through belief in Jesus

• Fastest-growing religious affiliations in United States• Christian merchandising

activity is increasing• Christian bookstores• C28 stores/Not of This World

brand Click photo for C28.com

http://www.c28.com/


Discussion• Born-again Christian groups have been instrumental

in organizing boycotts of products advertised on shows they find objectionable, especially those they feel undermine family values

• Do religious groups have a right or a responsibility to dictate what advertising a network should carry?

Chapter 14 Ethnic, Racial, and Religious Subcultures

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