Consumer Behavior [MKTG. 301]

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Consumer Behavior MKTG. 301 Chapter 11
Discussion Topic MY-SPACE SOCIAL NETWORKING SITES
Chapter 11 WHICH CULTURE CONCEPT EXPLAINS THE MARKET FOR ETHNIC TOY FIGURES? Chapter 11 WHICH CULTURE CONCEPT EXPLAINS THE MARKET FOR ETHNIC TOY FIGURES? Chapter 11 WHICH CULTURE CONCEPT EXPLAINS THE MARKET FOR ETHNIC TOY FIGURES? Chapter 11 WHICH CULTURE CONCEPT EXPLAINS THE MARKET FOR ETHNIC TOY FIGURES? Chapter 11 WHICH CULTURE CONCEPT EXPLAINS THE MARKET FOR ETHNIC TOY FIGURES?
(A) CULTURE INFLUENCES Ethnicity/Race Religion/Belief Region/Nationality (B) CULTURAL OUTCOMES Abstract/Behavioral (values, norms, rituals, symbols) Physical/Material (artifacts, technology, infrastructure) (C) VALUES TRANSFUSION Cultural Transfusive Triad1 Family Religious Institution Education Media (D) CORE ETHNIC VALUES Anglo/Euro American African American Arab American Asian American French-Canadian Latino American (E) SOCIAL CLASS VALUES Economic Variables Interaction Variables Political Variables
Bratz success is influenced by ETHNIC, BELIEF REGIONAL factors Ethnic children from more permissive single parent homes without regular faith-based association Ethnic and youth exposure to less traditional and less structured styles including exposure to some at risk behaviors for dating, socializing, dress Rising materialistic values among youth that measure happiness by popularity, personality and bling Dolls reflect BOTH What IS (Bratz as a environment reality) as well as What IS ASPIRED TO (Barbie as mainstream success goal) Education as an affirmative value is reflected in career Barbie Barbie has stronger virtues (Faith-based/Religious principles) Generational Family bonds represented by shared mother/daughter Barbie stories Bratz as REVERSE Family Transfusion for children seeking difference from parents (old) by pushing style limits (young) Media appeal to teens/tweens as they are and Hip-Hop urban culture influences Bratz appeal Mycene as preferred ethnic cultural version of Barbies classic attributes versus Bratz Accurate representation of ETHNIC culture not merely surface characteristics Preference for Barbies middle-class classic appearance and upwardly mobile professional roles