American Society: Families and Households

1. American Society: Families and Households

2. The Nature of Households • Households v. Families • Types of Families • Family household • Nonfamily household • Blended family • Nontraditional family

3. Household Life Cycle • Why is it useful? • Single I • Young Couples: No Children • Full Nest I • Single Parent I • Middle-Aged Single

4. Household Life Cycle • Empty Nest I: Middle Aged Married w/o Kids • Delayed Full Nest I: Older Married w/ Yong Children • Full Nest II: Middle Aged Married with Children at Home • Single Parent II: Middle Aged Single with Kids at Home • Empty Nest II: Older Married Couples • Older Single

5. Marketing Strategy Based on HLC • HLC/Occupational Category Matrix

6. Family Decision-Making • Definition • Similarities to organizational buying • Differences • Roles in Family Purchasing • Types • Husband-dominant • Wife-dominant • Joint • Individual

7. Family Decision Making • Child Dominant Decision-making • Direct v. Indirect Influence

8. Family Decision Making • Who makes the decision? • Culture/Subculture • Role Specialization • Degree of Involvement • Personal Characteristics • Conflict Resolution • Six strategies

9. Marketing Strategy & Decision Making • How can marketers use this process?

10. Consumer Socialization • Definition • Piaget’s Stages of children to Learn • Sensorimotor intelligence • Preoperational thoughts • Concrete operations • Formal operations

11. Consumer Socialization • Content of Consumer socialization • Consumer skills • Consumption-related preferences • Consumption-related attitudes • Process of Consumer Socialization • Instrumental training • Modeling • Mediation

12. Observations in Supermarket • Observing • Making Requests • Making Selections • Making Assisted Purchases • Making Independent Purchases

13. The Ethics of Marketing to Children • Unhealthy Products • Limited Information Processing • Direct mail • Internet • Break between programming and commercial