Global Consumer Culture

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Global Consumer Culture

• Culture Gender Roles, Subcultures

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Self-Concept
The beliefs a person holds about his or her own
attributes and how he or she evaluates these
qualities
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SEX
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Sex vs. Gender
Sex Biological differences between men and
women Gender A social construct (related to the
social expectations of men and women)
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Sex Identity
Gender Goals Expectations Men Agentic
Goals Self-assertion, mastery Women Communal
Goals Affiliation, harmony
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Sex Roles
Societys assumptions about the appropriate
behaviors, attitudes, dress, etc of men and
women
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Sex and Marketing
Macho Marketers? Would a woman make up the
terms Market Penetration Competitive
Thrusts
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Evolution of Sex Roles

• Femininity
• Masculinity

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Gender Stereotypes
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Satirical Ad of Exploitation
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Feminism Survey
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A Mans Man
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Metrosexual
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Sex-typed Products

• Many products are sex typed
• they take on masculine or feminine attributes
• consumers often associate them with one sex or
  another
• The sex typing of products is often created or
  perpetuated by marketers
• Even brand names appear to be sex-typed--those
  containing alphanumerics are assumed to be
  technical and hence masculine.

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Androgyny
Masculinity and femininity are not opposite ends
of the same dimension Androgyny the possession
of both masculine and feminine traits
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Gay and Lesbian Consumers

• Gender vs. sexual identity
• 96 of US counties have a same-sex couple with a
  child under 18.
• About 6 of American adults identify themselves
  as gay/homosexual/lesbian.

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Gay Clout
Gays are fiercely loyal to brands that advertise
directly to them
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Lesbian Chic

• Lesbian consumers have recently been in the
  cultural spotlight
• Companies targeting the lesbian consumer
• American Express
• Stolichnaya vodka
• Atlantic Records
• Naya bottled water

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Social Class Subcultures
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Social Class
The overall rank of people in a
society Homogamy Tendency to marry into a
similar social class
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How we determine social class

• Discretionary Income
• The money available to a household over and above
  that required for a comfortable standard of living

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Social Stratification

• Status hierarchy
• Structure in a social group in which some members
  are better off than others
• Social Stratification
• Creation of artificial divisions in a society
• Achieved vs Ascribed Status
• Achieved status Status earned through hard work
  or diligent study
• Ascribed status Status one is born with

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Ascribed vs. Achieved
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Affluenza

• Many well-off consumers seem to be stressed or
  unhappy despite their wealth

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Social Class

• A Universal Pecking Order
• Dominance-submission hierarchy Each individual
  in the hierarchy is submissive to those higher in
  the hierarchy and is dominant to those below them
  in the hierarchy
• Social Class Affects Access to Resources
• Clothing Regulates Social Status
• Sumptuary Laws restrictions that regulated style
  of dress

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Status Symbols

• The Billboard Wife
• The decorative role women play when showered with
  expensive clothes, etc.
• Leisure Class
• People for whom productive work is taboo
• Conspicuous Waste
• Using up resources in nonconstructive pursuits

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Status Symbols Are ALWAYS in Flux
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Parody Display
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Social Class Affects Leisure
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Social Mobility

• The passage of individuals from one social class
  to another
• Horizontal Mobility
• Movement from one position to another roughly
  equivalent in social status
• Downward Mobility
• Movement from one position to another position
  that is lower in social status
• Upward Mobility
• Movement from one position to another position
  that is higher in social status

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Old vs. New Money

• Old Money
• Families which live primarily on inherited funds
• The Nouveau Riches
• Consumers who have achieved extreme wealth and
  are relatively recent members of upper class
• Status Anxiety
• Concern that one is being consistent with the
  cultural environment of being wealthy
• Symbolic Self-Completion
• Excessive flamboyant consumption to make up for
  insecurity

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Adapting to Social Status
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American Class Structure
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Components of Social Class

• Occupational Prestige
• The worth of people based on what they do for a
  living
• Linked to how a person uses resources and time
• Single best indicator of social class
• Income
• Distribution of wealth is important to marketers
  because it determines buying power and market
  potential

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• We can see differences a major difference when we
  look at different social classes worldview the
  world they live in.

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Class Differences in Worldview

• A major social class difference involves the
  worldview of consumers
• Working class
• More focused on immediate needs than long-term
  goals
• Depend more heavily on relatives for emotional
  support
• Orient themselves toward community rather than
  the world
• More likely to be conservative and family
  oriented
• Higher classes
• Focus on the long-term

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Status Symbols

• Status Symbols
• Products that serve as markers of social class
• Invidious distinction
• Use of products to inspire envy in others through
  a display of wealth or power
• Conspicuous consumption
• Peoples desire to provide prominent visible
  evidence of their ability to afford luxury goods

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Age Subcultures
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Generational Cohorts
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Generational Cohorts
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Teens Gen Y

• Teenage the term hits the scene
• The concept of a teen is a fairly new cultural
  construction
• Echo Boomers or the Digital Wired or Y Generation

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The US Teen Population
Figure 15.2
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Generation Y Teens

• Have been characterized as shopaholics and
  fashion addicts
• Collectively spent 172B in 2001
• 42 have credit card in own name/11 have parents
• Spend 1.2B online per year
• What are they buying?
• They're the best consumers you'll find

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Saatchi Saatchi Teen Conflicts

• Autonomy vs. Belonging
• Rebellion vs. Conformity
• Idealism vs. Pragmatism
• Narcissism vs. Intimacy

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Marketing to Gen Y

• Rule 1 Dont Talk Down
• Rule 2 Dont Try to be What Youre Not. Stay
  True to Your Brand Image.
• Rule 3 Entertain Them. Make it Interactive and
  Keep the Sell Short.
• Rule 4 Show That You Know What Theyre Going
  Through, but Keep it Light.

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The College Market - Gen Y

• The average student has about 200 per month to
  spend gt 20B
• Advertisers spend more than 100M/yr
• As one marketing executive observed, This is the
  time of life where theyre willing to try new
  products . . . . This is the time to get them in
  your franchise.
• Attractive market because they have yet to form
  brand loyalties
• College students are tough to reach via
  conventional media

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Generation X

• The cohort of consumers born between 1966 and
  1976.
• Stereotyped inaccurately as alienated, cynical,
  and lazy
• Desire stable families
• Baby Busters in their twenties are estimated to
  have an annual spending power of 125 billion.

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Generation X

• Cynical Disdainers - the most pessimistic and
  skeptical about the world.
• Traditional Materialists - young people are
  upbeat, optimistic about the future
• Hippies Revisited - tends to espouse the
  non-materialistic values of the Sixties.
• Fifties Machos - young Republicans stereotyped
  gender roles, politically conservative, least
  accepting of multiculturalism.

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Gen X Around the World

• Creation of a global youth culture
• Middle Easterners watch the most television (3.6
  hours per day) North Americans watch 2.9 hours
  per day, and Western Europeans log in at 2.5
  hours.
• Many young consumers learn about the U.S.A. by
  watching American television.

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Baby Boomers

• People born between 1946 and 1965 large segment
• Sheer size of this generation has made it the
  source of many cultural and economic changes
• More active and physically fit than previous
  generations
• Baby boomlet The new upsurge in the number of
  children born in comparison to that of the
  original baby boom.

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Boomers The Search for Youth
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WWW Generation

• THEY NUMBER more than 150 million, more than 70
  million of them from generation Y and the rest
  almost evenly split between generation X and
  younger baby boomers. They were born after 1956
  and fall into the www generation. They rescued
  Apple they prefer to check in at the airport
  using self-service machines they use automated
  check-out registers at Home Depot or automated
  check-in devices at hotels. They've grown
  accustomed to using the Internet as their main
  way to get news, entertainment, and to do their
  shopping. They are comfortable with Web
  self-service and demand it from ...

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They Gray Market

• Gray Power Seniors Economic Clout
• Account for more than half of all discretionary
  spending in the U.S.
• In many product categories, seniors outspend
  other age groups
• Key values for marketing strategies
• Autonomy
• Connectedness
• Altruism
• Personal Growth

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The Gray Market

• Perceived Age Youre Only as Old as You Feel
• Chronological age Actual number of years lived
• Perceived Age How old a person feels
• Feel-age How old a person feels
• Look-age How old a person looks
• Many marketers emphasize product benefits rather
  than age appropriateness

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Ethnic or Racial Subcultures

• Ethnic Subculture
• 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
• Subcultural membership shapes needs and wants
• Will find advertising spokesperson from own group
• Influences the way marketing messages are
  communicated

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Acculturation

• Process of learning the value system of another
  culture
• Refers to the process of movement and adaptation
  to one countrys cultural environment by a person
  from another country

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Levels of Acculturation

• People and institutions that teach the ways of a
  culture.
• Culture of Origin
• Culture of Immigration
• Progressive learning model
• People gradually learn a new culture as they
  increasingly come in contact with it.
• Differences due to ethnic identification

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Model of Consumer Acculturation
Figure 14.2
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Is Ethnicity a Moving Target?

• De-ethnicitization
• The process whereby a product formerly associated
  with a specific ethnic group is detached from its
  roots and marketed to other subcultures.
• Sushi
• Tex Mex
• Mexican Food
• Chinese Food

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Ethnic Groups

• The Big Three American Subcultures
• African Americans
• Hispanic Americans
• Asian Americans
• New Ethnic Groups
• More likely to be Asian or Hispanic
• Best marketed to in native language
• Tend to cluster geographically
• Local community is primary source for information

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African Americans

• 12 percent of US population
• Differences in consumptive behaviors
• Fashion/Clothing/Retailing differences

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Hispanic Americans

• Describes people of different backgrounds
• Attractive Market Segment
• Distinguishing Characteristics
• Youth
• Family Size
• Importance of Family

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Asian Americans

• Fastest growing minority group in the U.S.
• Culturally diverse and speak many languages
• The most affluent
• Best educated
• Most likely to hold technology jobs of any ethnic
  subculture
• Prosperous Asians tend to be very status
  conscious
• The Asian-American Consumer
• More Asian women love to shop than any other
• Do not show brand loyalty even to Asian brands
• Conservative

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Power Distance
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History of Ethnic Strife
Native Americans America as a melting pot Civil
War Tuskeegee University Lewis Adams George
W. Campbell Booker T. Washington George W.
Carver Ellis Island WWII (antisemitism, Japanese
internment camps, McCarthyism) Civil Rights
Movement Desegregation Busing Rosa Parks
(December 1, 1955) Martin Luther King Sit Ins
August 28, 1963
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Recent History
1992 Los Angeles Riots (Rodney King) Indian
Reservations 9/11 Racial Profiling Reverse
Discrimination Title IX (1972 gender
discrimination) Affirmative Action (JFK,
1961) Auburn University (Delta Sigma Phi Beta
Theta Pi) Don Imus VA Tech Shootings Jena 6 Other
Nations