1. 13-1 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Chapter 13 Ethnic, Racial, and Religious Subcultures CONSUMER BEHAVIOR, 9e Michael R. Solomon

2. 13-2 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Chapter Objectives When you finish this chapter, you should understand why: Additional influences come from our identification with microcultures that reflect a shared interest in some organization or activity. Our memberships in ethnic, racial, and religious subcultures often play a big role in guiding our consumption behaviors.

3. 13-3 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Chapter Objectives (continued) Many marketing messages appeal to ethnic and racial identity. 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.

4. 13-4 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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

5. 13-5 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Ethnic and Racial Subcultures An ethnic subculture is a self-perpetuating group of consumers who share common cultural or genetic ties where both its members and others recognize it as a distinct category. In countries like Japan, ethnicity is synonymous with the dominant culture because most citizens claim the same cultural ties.

6. 13-6 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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

7. 13-7 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall The Context of Culture High-Context Low-Context

8. 13-8 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Is Ethnicity a Moving Target? Defining/targeting an ethnic group is not always so easy (“melting pot” society) Deethnicization occurs when a product we associate with a specific ethnic group detaches itself from its roots and appeals to other groups as well Example: bagels

9. 13-9 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Figure 13.1 America’s Newest Markets

10. 13-10 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Discussion Locate current examples of marketing stimuli that depend on an ethnic or religious stereotype to communicate a message. How effective are these appeals?

11. 13-11 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall What is Acculturation? Acculturation is the process of movement and adaptation to one country’s cultural environment by a person from another country. Acculturation occurs, at least in part, with the influence of acculturation agents Family Friends Church organizations Media

12. 13-12 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall The Progressive Learning Model Assumes that people gradually learn a new culture as they increasingly come into contact with it When people acculturate they will blend their original culture and the new one Consumers who retain much of their original ethnic identity differ from those who assimilate

13. 13-13 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Figure 13.2 A Model of Consumer Acculturation

14. 13-14 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Discussion Locate one or more consumers (perhaps family members) who have emigrated from another country. How did they adapt to their host culture? In particular, what changes did they make in their consumption practices over time?

15. 13-15 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall The “Big Three” American Subcultures African Americans Hispanic Americans 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)

16. 13-16 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall African Americans Overall spending patterns of blacks and whites are roughly similar Household income and educational levels rising for African Americans Differences in consumption behaviors subtle but important

17. 13-17 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Hispanic Americans “Hispanic” = many different backgrounds Hispanics are: Brand loyal Highly concentrated geographically by country of origin (easy to reach)

18. 13-18 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Distinguishing Characteristics of the Hispanic Market 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

19. 13-19 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Asian Americans Fastest-growing group Most affluent, best educated Most likely to hold technology-related jobs Most brand-conscious but least brand loyal Made up of culturally diverse subgroups that speak many different languages/dialects

20. 13-20 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Religious Subcultures and Product Demand Religious themes can spill over into everyday consumption “Cult products” Marketing opportunity among religious subcultures due to dress and food requirements

21. 13-21 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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?

22. 13-22 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall The Born-Again Boom Born-Again Christians are 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

23. 13-23 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 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?

24. 13-24 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Chapter Summary People share an identification with microcultures as well as subcultures and cultures. Membership in ethnic, racial, and religious subcultures plays a role in our consumption decisions. African Americans, Hispanic Americans, and Asian Americans are the three most important ethnic/racial subcultures in the U.S.