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Chapter14Ethnic,Racial,andReligiousSubculturesCONSUMERBEHAVIORFourthEditionMichaelR.Solomon第一页，共十九页。SubculturesandConsumer
IdentityEthnicSubculturesRacialSubculturesReligiousSubculturesDifferentTypesofSubculturesSubculturesareGroupsWhoseMembersShareBeliefsandCommonExperiencesThatSetThemApartFromOthers.第二页，共十九页。EthnicityandMarketingStrategiesSubculturesareVeryImportantinShapingPeople’sNeedsandWantsandMembershipisOftenPredictiveofConsumerVariablesSuchAs:Level&TypeofMediaExposureFoodPreferencesWearingDistinctiveApparelPoliticalBehaviorLeisureActivitiesWillingnesstoTryNewProducts第三页，共十九页。EthnicandRacialSubculturesEthnicandRacialStereotypesManysubcultureshavepowerfulstereotypesassociatedwiththemwhichcanbepositiveornegative.Theuseofsubtle(andsometimesnotsosubtle)ethnicstereotypesinmoviesillustratesthemedia’sinvolvement.NewEthnicGroupsNewimmigrantsarelikelytobeAsianorHispanicandarebestmarketedtointheirnativelanguage.Theytendtoclustertogethergeographicallywhichmakesthemeasytoreach.第四页，共十九页。AfricanAmericanSubcultureAfricanAmericanscompriseasignificantracialsubcultureandaccountfor12%oftheU.S.population.Black/Whiteconsumptiondifferencesthatmarketersshouldbeawareofinclude,AfricanAmericansbuying:only2%oftrucksandvans;25%onmasstransit,10%ofTV’s,radios,andsoundequipment,17%ofallencyclopediasandreferencebooks,28%morethanotherAmericanconsumersonbabyproducts,27%morecookingingredientsthanaverage,morethan50%ofthecognac,19%ofthemarketfortoiletriesandcosmeticsand34%forhaircareproducts,第五页，共十九页。AfricanAmericansand
MainstreamMediaWatch10HoursofTVaDayUsuallyonMajorandCableNetworksHeavyReadersofLocalMorningDailyNewspapersHaveNotBeenWellRepresentedinMainstreamAdvertising,ButThisisChangingNowAccountfor25%ofthePeopleDepictedinCommercialsWhichareMoreRaciallyIntegrated第六页，共十九页。Black-OrientedMediaDepictBlacksMorePositivelyThanGeneralMediaHaveSpecificRomanceNovelsNewGenerationofMagazinesRetailersareTargetingAfricanAmericansBlackSportsandCelebrityFiguresareIncreasingBlack-OrientedMedia第七页，共十九页。TheAllureoftheHispanic
MarketDemographically,twoimportantcharacteristicsoftheHispanicmarketareworthnoting:Itisayoungmarket-themedianageis23.6,whiletheU.S.averageis32.TheaverageHispanicfamilycontains3.5people,comparedtoonly2.7forotherU.S.households.Thereareover19millionHispanicconsumersintheU.S.andanumberoffactorsmakethismarketsegmentextremelyattractive:Largeexpendituresongroceries,Brandloyal,Concentratedgeographicallybynationalorigin,Educationlevelsareincreasingdramatically.第八页，共十九页。AppealingtoHispanicSubculturesFamilyDevotionAssertiveRoleModelsMexicanAmericans-FastestGrowingSelf-ExpressionAStrongSenseofPrideIdentityFromCountryofOriginCubanAmericans-WealthiestANeedforStatusCharacteristicsofHispanicConsumers第九页，共十九页。UnderstandingHispanicIdentityRoleoftheChurchRoleoftheCatholicchurchisveryimportanttotheaverageHispanicfamily.However,oneinfivenowpracticessomeformofevangelicalProtestantism.RoleoftheFamilyPreferencestospendtimewithfamilyinfluencethestructureofmanyconsumptionactivities.Productappealsthatstressone’sabilitytoprovidewellforthefamilyareimportantinthissubculture.LevelofAcculturationAcculturationreferstotheprocessofmovementandadaptationtoonecountry’sculturalenvironmentbyapersonfromanothercountry.ProgressiveLearningModel-peoplegraduallylearnanewcultureastheyincreasinglycomeincontactwithit.第十页，共十九页。ImmigrationandAcculturationIndividualDifferencesConsumerAcculturationAgents1.DemographicVariables2.Language-Spanish/English3.RecencyofArrival4.EthnicIdentity5.EnvironmentalFactorsCultureofOriginFamilyFriends MediaInstitutions
MovementTranslationAdaptationAssimilationMaintenanceResistanceSegregationConsumerAcculturationOutcomesConsumerAcculturationProcessesCultureofImmigrationFamilyFriends MediaInstitutions 第十一页，共十九页。AsianAmericansAsianAmericansaretheFastestGrowingMinorityGroupintheU.S.CollegeGraduationRateisTwiceThatofWhitesandQuadrupleThatofAfricanAmericansandHispanics.AverageHouseholdIncomeis$2,000GreaterThanWhites,$7,000-$9,000MoreThanAfricanAmericansandHispanics.第十二页，共十九页。SegmentingAsianAmericansChineseistheLargest,FollowedbyFilipinoandJapaneseDiverseLanguagesandDialectsIncreasingBirthRate,ButStillRepresentOnly2%ofPopulationSaveMoreofTheirIncome,BorrowLess,ConservativeStatusConscious,BuyPremiumBrandsandHigh-TechProducts第十三页，共十九页。ReachingtheAsianAmerican
Consumer
OverlookedComplexDifferencesAmongAsianSubculturesTranslatingAdvertisingMessagesIntoAsianMediaLackofMediaAvailabletoReachAsianAmericansBeenInsensitivetoCulturalPracticesProblemsEncounteredbyAmericanMarketers第十四页，共十九页。TheImpactofReligionon
ConsumptionPersonalityAttitudesTowardSexualityPoliticalAttitudesBirthratesandHouseholdFormationIncome第十五页，共十九页。CharacteristicsofReligious
Subcultures25%ofAmericansMoreChildrenLowerSocioeconomicStatusCollectiveDecisionMakingManyareConservative
CatholicSubculture
ProtestantSubculture10%ofAmericansStressIndustriousnessandHardWorkPartofthePowerEliteManyinScience,Education,Government&Military第十六页，共十九页。CharacteristicsofReligious
Subcultures33%ofAmericansMostlyWomenandOlderCitizensDemarketingofCertainProductsP
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