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Chapter 10 Microcultures

Chapter 10 Microcultures. Learning Outcomes. Apply the concept of microculture as it influences consumer behavior Know the major U.S. microcultural groups Realize that microculture is not a uniquely American phenomenon Perform a demographic analysis

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Chapter 10 Microcultures

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  1. Chapter 10Microcultures

  2. Learning Outcomes • Apply the concept of microculture as it influences consumer behavior • Know the major U.S. microculturalgroups • Realize that microculture is not a uniquely American phenomenon • Perform a demographic analysis • Identify major cultural and demographic trends

  3. Microculture and Consumer Behavior • Culture is hierarchical. Smaller cultural groups (microcultures) link to one larger cultural group • Microculture – a group of people who share similar values and tastes that are subsumed within a larger culture

  4. Microcultural Roles and Value • Each microculture has certain role expectations for its members • Role conflict:A situation where a consumer experiences conflicting expectations based on cultural expectations • Divergence: A situation in which consumers choose membership in microcultures in order to stand out or define themselves

  5. Regional Microculture • Consumer preferences vary by region • In 1981, Garreau identified the nine nation approach to segmentation • One significant area in the U.S. is the “borderland” region, or the states that share a border with Mexico

  6. Sex Roles and Microculture • Sex roles refer to the societal expectations for men and women among members of a cultural group • Marketers must be aware of sex-roles because they are linked to purchasing behavior • Cognitive structuring is a term that refers to the reliance on schema-based heuristics in making decisions

  7. Age-based Microculture • It describes the finding that people of the same age end up sharing many of the same values • This is especially true if it seems to apply across nations leading to a world teen culture

  8. Generation Microculture • Cohort – A group of people who have lived the same major experiences, which end up shaping their core values Greatest Generation Silent Generation Baby Boomers Generation X Millennials Generation Z

  9. Religious and Ethnic Microculture • Religious microculture • Stigmatizationmeans that the consumer is marked in some way that indicates their place in society • Ethnic microculture • Hispanic Culture • African-American Culture • Asian Culture

  10. Income and Social Class Microculture • Social class: Culturally defined group to which a consumer belongs • Habitus: Mental and cognitive structures through which individuals perceive the world • Homogamy: Marriages comprised of people from similar classes ­ • Social stratification: Division of society into classes that have unequal access to scarce and valuable resources

  11. Street Microcultures

  12. Demographic Analysis • Demographics – observable, statistical aspects of populations such as age, gender or income • Demographic Analysis – A profile of a consumer group based on their demographics

  13. Major Cultural and Demographic Trends

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