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CONSUMER BEHAVIOR, 9e
Michael R. Solomon
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Chapter Objectives
When you finish this chapter, you should understand why:
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Influence of inner-city teens Hip-hop/black urban culture Outsider heroes, anti-oppression messages,
and alienation of blacks
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Cultural Gatekeepers
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Discussion
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Reality Engineering
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Advergaming
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Trialability
Complexity
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Psychological
Economic
Sociological Medical
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Sexual attraction
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Discussion
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Does it fit with basic lifestyle changes? Are there benefits? Can we personalize it? Is it a trend or a side effect? Is it a carryover effect? Who adopted the change?
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Peruvian boys carry rocks painted like radios Chivas Regal wrappers on drums in highland
Papua New Guinea
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Chapter Summary
Styles are like a mirror that reflect culture. We can distinguish between high and low
forms of culture.
Marketers are also reality engineers. New products spread through the
population. Certain characteristics make it more likely that they will be adopted.
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Chapter Summary
Fashion follows cycles. Products that succeed in one culture may fail
in another due to cultural differences.
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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