Professional Documents
Culture Documents
TEN
The Family and Its
Social Class Standing
Learning Objectives
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 3
Learning Objectives (continued)
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Learning Objectives (continued)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 5
As You See It, What Is the Main
“Family Message” of This Ad?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 6
It Reminds Parents of the Importance
of Creating “Quality Time.”
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 7
The Changing U.S. Family
• Types of families
– Nuclear
– Extended
– Single-parent
• Changes in household spending patterns
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 8
Evidence of
the Dynamic
Nature of U.S.
Households -
Figure 10-2
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 9
The process by which
children acquire the
Consumer
skills, knowledge, and
Socialization
attitudes necessary to
function as consumers.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 10
Discussion Questions
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 11
What Is the Name and Definition of
the Process Depicted in This Ad?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 12
Consumer Socialization - the Process by Which
Children Acquire the Skills, Knowledge, Attitudes, and
Experiences Necessary to Function as Consumers
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 13
A Simple Model of the
Socialization Process - Figure 10.4
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 14
Other Functions of the Family
• Economic well-being
• Emotional support
• Suitable family lifestyles
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 15
Family Decision Making
• Dynamics of Husband-Wife
Decision Making
– Husband-Dominated
– Wife-Dominated
• Expanding Role of Children In Family Decision
Making
– Choosing restaurants and items in supermarkets
– Teen Internet mavens
– Pester power
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 16
Framework of 10-year-old Influencer
Figure 10.5
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The Family Life Cycle
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To Which Stage of the Family Life
Cycle Does This Ad Apply, and Why?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 19
Bachelorhood – The Target Consumer
Is Not Yet Married
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 20
Which Subgroup of “Empty Nesters”
Does This Ad Most Likely Target?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 21
The ones who are would like to pursue
new interests and fulfill unsatisfied needs
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 22
Nontraditional FLC Family Stages
Alternative FLC Stage Definition/Commentary
Childless couples Increasingly acceptable with more career-
oriented married women and delayed
marriages
Couples who marry later in life Likely to have fewer or no children
Couples with first child in late 30’s or later Likely to have fewer children. Want the
best and live quality lifestyle
Single parents I High divorce rate - about 50% lead to this
Single parents II Child out of wedlock
Single parents III Single person who adopts
Extended family Adult children return home. Divorced
adult returns home. Elderly move in with
children. Newlyweds live with in-laws.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 23
Dual Spouse Work Involvement (DSWI)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 24
The division of
members of a society
into a hierarchy of
distinct status classes,
Social Class so that members of
each class have either
higher or lower status
than members of other
classes.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 25
Social Class Measure and Distribution
Table 10.8
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 26
Social Class Measurement
• Subjective Measures
– individuals are asked to estimate their own social-
class positions
• Objective Measures
– individuals answer specific socioeconomic
questions and then are categorized according to
answers
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 27
Objective Measures
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Discussion Questions
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Social Class Mobility
• Upward mobility
• Downward mobility
• Rags to riches?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 30
A composite
segmentation
strategy that uses
both geographic
variables (zip codes,
Geodemographic
Clusters
neighborhoods) and
demographic
variables (e.g.,
income, occupation)
to identify target
markets.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 31
Prizm Clusters
Figure 10.10a, b
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 32
The Affluent Consumer
• Growing number
of households can
be classified as
“mass affluent”
with incomes of at
least $75,000
• Some researchers
are defining
affluent to include
lifestyle and
psychographic
factors in addition
to income
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 33
The Affluent Consumer
Three Segments
of Affluent
Customers’
Average
Household
Expenditures -
Figure 10.12
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 34
What Is the Name of the Segment Targeted by This
Ad, and Why Is the Appeal Shown Here Used?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 35
This Ad was Used Because it is
Effective for the Affluent Consumer.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 36
What Is the Middle Class?
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The Working Class?
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Discussion Questions
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The Techno Class
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In What Ways Have the Prestige and
Status of Geeks Been Changing?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 41
The Change is Due to the
Importance of Computers.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 42
Consumer Behavior and
Social Class
• Clothing, Fashion, and Shopping
• The Pursuit of Leisure
• Saving, Spending, and Credit
• Social Class and Communication
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 43
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mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Slide 44