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Chapter 14
Ethnic, Racial, and Religious Subcultures
By Michael R. Solomon
Consumer Behavior
Buying, Having, and Being
Sixth Edition
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Opening Vignette: Maria
Why does Marias mother refuse to
use convenience products?
What would you guess is Marias
ethnic background?
Is the family gathering indicative at all
of her culture?
What activities does she undertake
that identify her with a culture?
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Subcultures and Consumer Identity
Subcultures
Group memberships within society at large
Ethnic and Racial Subcultures
Ethnic Subculture: A self-perpetuating group of consumers
who are 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
High-context Culture: Group members tend to be tightly
knit, and they are likely to infer meanings that go beyond
the spoken word.
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Mountain Men
Contemporary Mountain Men share a strong
sense of identity and community.
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Marketing to Subcultures
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Ethnic Products
Tex-Mex cuisine is
popular in
Scandinavia. This ad
appeared in a Swedish
magazine.
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Is Ethnicity a Moving Target?
De-ethnicization
Refers to the process whereby a product formerly
associated with a specific ethnic group is detached
from its roots and marketed to other subcultures.
The Big Three American Subcultures
African Americans
Hispanic Americans
Asian Americans
New Ethnic Groups
Ethnic and Racial Stereotypes
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Tiger Woods
Tiger Woods multiracial background illustrates the
complexity of ethnic identity in the United States.
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De-ethnicization of Bagels
Bagels have been de-
ethnicized and are
now part of
mainstream culture.
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Advertisers frequently try
to depict the big three
consuming their products
as this ad for The
Childrens Place clothing
does.
What are the benefits of
using multi-ethnic models
in advertisements? Does
this advertisement do a
good job reflecting ethnic
diversity of the target
audience?
Discussion Question
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African Americans
and Hispanic Americans
African Americans:
12.3 percent of the U.S. population (2000 Census)
Differences between blacks and whites in
consumption are very subtle
Hispanic Americans:
Hispanic describes people of many backgrounds
60 percent of Hispanic Americans are Mexican
Puerto Ricans are the next biggest group at 10%
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African Americans in Advertising
Many national brands routinely use African American
models.
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Distinguishing Characteristics
of the Hispanic Market
Youth:
Median Age is 23.6 (U.S. average: 32)
Family Size:
Average household is 3.5 people (U.S. average:
2.7)
Importance of Family:
Preference to spend time with family affects
consumption activities
Going to the movies is a family event
Convenience products are not as important

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Ethnic Products
Hispanic celebrities
such as Shakira, Ricky
Martin, and Gloria
Estefan are
increasingly successful
in popular music.
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Hispanic Web Portals
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Levels of Acculturation:
Understanding Hispanic Identity
Acculturation:
Refers to the process of movement and adaptation to one
countrys cultural environment by a person from another
country.
Ethnography:
The study of immigrants as they adapt to life in a new
country.
Acculturation Agents:
People and institutions that teach the ways of a culture.
Culture of Origin
Culture of I mmigration
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Segmenting Hispanics by Acculturation
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A Model of Consumer Acculturation
Figure 14.2
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Processes of Immigrant Adaptation
Movement:
Refers to the factors motivating people to physically uproot
themselves from one location to another.
Translation:
Attempting to master a set of rules for operating in the new
environment.
Adaptation:
Cultural learning that leads to new consumption patterns
Assimilation:
When immigrants adopt products, habits, and values that
are identified with the mainstream culture.
Maintenance
Resistance
Segregation
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Perspectives on Ethnic Adaptation
Ethnic Pluralism:
Argues that ethnic groups differ from the
mainstream in varying degrees, and that adaptation
to the larger society occurs selectively.
Progressive Learning Model:
Assumes that people gradually learn a new culture
as they increasingly come in contact with it.
Host Culture
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Asian Americans
Chi:
An invisible energy current that is believed to bring good or
bad luck
Feng Shui:
Translated literally as the wind and the water
Fastest growing minority group in the U.S.
The most affluent, best educated, and most likely to hold
technology jobs of any ethnic subculture
Prosperous Asians tend to be very status conscious
Advertising featuring celebrities can be very
effective in reaching this group

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YesAsia.com
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VIDEO: Intel
Intel understands that
different cultures
need the same
product for different
reasons.
Click image to play video.
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Asians are often depicted
using high-technology
products as in this ad for
McAfee Security software.
Why are Asians a good
target audience for this
product? What other
products would do well to
target the Asian segment
of the population?
Discussion Question
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Religious Subcultures
The Rise of Spirituality:
Explosion of religion in popular culture
Old and New Religions
The Impact of Religion on
Consumption:
Not studied extensively in marketing (too taboo)
Religious affiliation has the potential to be a
valuable predictor of consumer behavior
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Megachurches
Some U.S.
megachurches have
more than 20,000
members.
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Meeting the Needs of Subcultures
Specialized ethnic
media, like this
magazine for Muslim
women, are springing
up to meet the needs
of underserved
American subcultures.
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Influence of Religious Groups
Religious groups can
influence companies
decisions by
encouraging their
members to boycott
products or stage
protests.

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