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Subcultures Course Learning Objectives for Unit VI 3. Explain how consumers interpret information about products and people. 3.1 Evaluate how consumers’ interpretation of a situation within a company affected buying. 5 . Describe how self -perception influences consumers’ actions. 5.1 Explain how self -perception affects the consumer decision -making process in a company. 8 . Analyze how consumers evaluate product selections. 8.1 Describe how a consumer would evaluate product or service choices within an industry. Consumer Identity • Social identity : The part of the self that our group memberships define • Gender identity : People conforming to their culture’s expectations about how those of their gender should act • Gender socialization : Advertisements that show the benefit of interacting with both genders Sex - Typed Products • Reflect stereotypical masculine or feminine attributes • Ethnic subculture : A self -perpetuating group of consumers who share common cultural or genetic ties • High -context culture vs. low -context culture • Acculturation : The process of movement and adaptation to one country’s cultural environment by a person from another country The Big Three American Ethnic Subcultures • African Americans • Hispanic Americans • Asian Americans • Other subcultures – Religious subcultures (i.e., organized religion) – Age subcultures: The era in which you were born into, bonding you with millions of others Language school students (534131, 2015) Children as Decision Makers • Primary market, influence market, future market • Youth market (i.e., teenagers and tweens) • Millennials and echo boomers • Advertising to college campuses • Autonomy, connectedness, altruism Supermarket aisle (Executioner, 2008) Place - Based Subcultures • Geodemography : Analytical techniques that combine data on consumer expenditures and other socioeconomic factors Street view of city (Kirkandmimi , 2016) References Executioner. (2008). Cereal section [Photograph]. Retrieved from https://commons.wikimedia.org/wiki/File:Cereal_section_a t_Best_Price.jpg 534131. (2015). Students language school [Photograph]. Retrieved from https://pixabay.com/en/students -language - school -702094/ Kirkandmimi . (2016). Rome Spanish steps [Photograph]. Retrieved from https://pixabay.com/en/rome -spanish - steps -street -alley -2093606 / This presentation is copyrighted by Columbia Southern University. Use of this video without the express written consent of Columbia Southern University is prohibited.