schiffman13im 中山大学吴柏林教授 广告心理学清华大学出版社绝密资料.docx
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schiffman13im中山大学吴柏林教授广告心理学清华大学出版社绝密资料
CHAPTER13
SubculturesandConsumerBehavior
LEARNINGOBJECTIVES
Afterstudyingthischapterstudentsshouldbeableto:
1.Definesubculture.
2.
3.DiscussthemethodsusedfordefiningandsegmentingthevarioussubculturesinAmerica.
4.
5.Outlinethegeographicimpactofnationalitysubcultures.
6.
7.Explaintheimportanceoftheprominentreligioussubcultures.
8.
9.Identifytheconsequenceofregionalandgeographicsubcultures.
10.
11.Identifythemajorracialsubcultures.
12.
13.DefineanddiscusstheGenerationY,GenerationX,babyboomers,andtheolderconsumermarkets.
14.
15.Describetherelationshipofsexrolesandconsumerbehavior.
16.
17.DiscusshowmarketerssegmenttheWorkingWomanmarket.
18.
SUMMARY
Subculturalanalysisenablesmarketerstosegmenttheirmarketstomeetthespecificneeds,motivations,perceptions,andattitudessharedbymembersofaspecificsubculturalgroup.Asubcultureisadistinctculturalgroupthatexistsasanidentifiablesegmentwithinalarger,morecomplexsociety.Itsmemberspossessbeliefs,values,andcustomsthatsetthemapartfromothermembersofthesamesociety;atthesametime,theyholdtothedominantbeliefsoftheoverallsociety.Majorsubculturalcategoriesinthiscountryincludenationality,religion,geographiclocation,race,age,andsex.Eachofthesecanbebrokendownintosmallersegmentsthatcanbereachedthroughspecialcopyappealsandselectivemediachoices.Insomecases（suchastheelderlyconsumer）,productcharacteristicscanbetailoredtothespecializedneedsofthemarketsegment.Becauseallsubculturalgroups,themarketermustdeterminefortheproductcategoryhowspecificsubculturalmembershipsinteracttoinfluencetheconsumer’spurchasedecisions.
CHAPTEROUTLINE
INTRODUCTION
1.Culturehasapotentinfluenceonallconsumerbehavior.
2.
3.Individualsarebroughtuptofollowthebeliefs,values,andcustomsoftheirsocietyandtoavoidbehaviorthatisjudged“unacceptable”orconsideredtaboo.
4.
a）Inadditiontosegmentingintermsofculturalfactors,marketersalsosegmentoverallsocietiesintosmallersubgroups（subcultures）thatconsistofpeoplewhoaresimilarintermsoftheirethnicorigin,theircustoms,and/orthewaystheybehave.
b）
c）Thesesubculturesprovideimportantmarketingopportunitiesforastutemarketingstrategists.
d）
5.Thesubculturaldivisionsdiscussedarebasedonavarietyofsocioculturalanddemographicvariables,suchasnationality,religion,geographiclocality,race,age,sex,evenworkingstatus.
6.
WhatisSubculture?
1.Membersofspecificsubculturespossessbeliefs,values,andcustomsthatsetthemapartfromothermembersofthesamesociety.
2.
3.Subcultureisdefinedasbeingadistinctculturalgroupthatexistsasanidentifiablesegmentwithinalarger,morecomplexsociety.
4.
*****UseKeyTermsubcultureHere;UseLearningObjective#1Here*****
5.Aculturalprofileofasocietyornationisacompositeoftwoelements:
6.
a）Theuniquebeliefs,values,andcustomssubscribedtobyitsmembers.
b）
c）Thecentralorcoreculturalthemessharedbythemajorityofthepopulation,regardlessofspecificsubculturalmemberships.
d）
7.Eachsubculturehasitsownuniquetraits.
8.
9.Subculturalanalysisenablesthemarketingmanagertofocusonsizableandnaturalmarketsegments.
10.
a）Whencarryingoutsuchanalyses,themarketermustdeterminewhetherthebeliefs,values,andcustomssharedbymembersofaspecificsubgroupmakethemdesirablecandidatesforspecialmarketingattention.
b）
*****UseDiscussionQuestion#1and#2Here;UseTable13-1Here;UseFigure13-1and
13-2Here;UseExercise#1Here*****
NationalitySubcultures
1.Formanypeople,nationalityisanimportantsubculturalreferencethatguideswhattheyvalueandwhattheybuy.
2.
3.AlthoughmostU.S.citizensarebornintheUnitedStates,somestillretainaprideandidentificationwiththelanguageandcustomsoftheirancestors.
4.
a）Thisidentificationcanmanifestitselfinconsumptionbehavior.
b）
5.Whenitcomestoconsumerbehavior,ancestralprideismanifestedmoststronglyintheconsumptionofethnicfoods,intraveltotheir“homeland,”andinthepurchaseofnumerousculturalartifacts.
6.
7.AgoodillustrationoftheimportanceofethnicoriginasasubculturalmarketsegmentistheHispanicAmericansubculture.
8.
*****UseKeyTermsnationalityandHispanicAmericansubcultureHere;UseLearning
Objective#2Here*****
HispanicSubcultures
1.HispanicAmericansrepresentalmost12percentoftheUnitedStatespopulation（35.5millionpeople,withbuyingpowerof$452billion）.
2.
3.HispanicAmericansareyounger（themedianageofHispanicsisabout10yearsyoungerthanthemedianageofnon-Hispanicwhites）,theyaremembersoflargerfamilies,andtheyaremorelikelytoliveinan“extendedfamily”household—consistingofseveralgenerationsoffamilymembers.
4.
a）NotonlyareHispanichouseholdsmorelikelythanblackornon-Hispanicwhitefamiliestocontainchildren,Hispanicsspendmoretimecaringfortheirchildren.
b）
5.WiththenumberofHispanicAmericansexpectedtogrowtoover38millionbytheyear2005,thissubcultureisanticipatedtocomprisethelargestminorityintheUnitedStatesbythattime.
6.
7.ThetenmetroareaswiththelargestHispanicpopulationsarealsohometo58percentoftheHispanicpopulationoftheUnitedStates.
8.
9.Thereare12HispanicsubgroupsnowidentifiedintheUnitedStates.
10.
a）ThethreelargestHispanicsubculturalgroupsconsistofMexican-Americans（about64percentoftotalHispanic-Americans）,PuertoRicans（approximately10percentofthetotal）,andCubans（about4percentofthetotal）.
b）
c）Thesesubculturesareheavilyconcentratedgeographically,withmorethan70percentoftheirmembersresidinginCalifornia,Texas,NewYork,andFlorida;LosAngeles,alone,ishometoone-fifthoftheHispanicpopulationoftheUnitedStates.
d）
e）Althoughmorethan60percentofallMexican-Americans（thelargestHispanicgroup）werebornintheUnitedStates,72percentofCuban-AmericanswereborninCuba.
f）
UnderstandingHispanicConsumerBehavior
1.HispanicandAngloconsumersdifferintermsofavarietyofimportantbuyerbehaviorvariables.
2.
3.Hispanicsubcultureisdynamicandevolving.
4.
a）MoreandmoreHispanicsarefoodshoppinginnon-Hispanicsupermarkets,forexample.
b）
c）Theyappeartobeintheprocessofacculturation.
d）
*****UseTable13-2Here*****
DefiningandSegmentingtheHispanicMarket
1.TheHispanicmarket（inadditiontousingself-identificationanddegreeofidentificationsegmentation）mightbesegmentedbyusingacombinationofthecountryoforiginandgeographicconcentrationintheUnitedStates.
2.
3.LanguageprovidesstillanotherbasisforsegmentingtheHispanic-Americanmarket,eventhoughtherearesignificantvariationsregardingtheirlanguagepreferences.
4.
5.Hispanicsseemtoprefermediainthefirstlanguagetheylearnedtospeak.
6.
7.Thereisalsosomeevidencethat“Hispanicassimilationisamyth.”
8.
a）SecondandthirdgenerationHispanicsintheUnitedStates,peoplewhoarecompletelybilingualandwhospeakEnglishwithoutatraceofanaccent,arebigviewersofSpanish-languagetelevision.
b）
c）AndthisfactseemstoholdtrueregardlessoftheHispanichousehold’sincome.
d）
9.EachofthemajorHispanicsubculturalgroupsappearstohavesomedistinctbeliefs,values,andcustoms;thus,amarketingstrategythatmaybesuccessfulwithPuertoRicansinNewYorkmightfailwithCubansinMiami.
10.
11.Finally,theHispanicmarketmaybesegmentedintermsofthedegreeofacculturationtothedominantAmericanculturalvalues,customs,artifacts,andrituals.
12.
*****UseLearningObjective#2and#3Here;UseTable13-3Here;UseFigure13-3and
13-4Here*****
ReligiousSubcultures
1.TheUnitedStateshasmorethan200differentorganizedreligioussubcultures.
2.
a）Ofthisnumber,Protestantdenominations,RomanCatholicism,andJudaismaretheprincipleorganizedreligiousfaiths.
b）
3.Consumerbehavioriscommonlydirectlyaffectedbyreligionintermsofproductsthataresymbolicallyandritualisticallyassociatedwiththecelebrationofvariousreligiousholidays.
4.
5.Religiousrequirementsorpracticessometimestakeonanexpandedmeaningbeyondtheiroriginalpurpose.
6.
7.Targetingspecificreligiousgroupswithspeciallydesignedmarketingprogramscanbeveryprofitable.
8.
*****UseKeyTermreligioussubcultureHere;UseLearningObjective#2and#4Here;Use
Figure13-5Here*****
GeographicandRegionalSubcultures
1.TheUnitedStatesisalargecountry,onethatenjoysawiderangeofclimaticandgeographicconditions.
2.
3.ItisonlynaturalthatmanyAmericanshaveasenseofregionalidentificationandusethisidentificationasawayofdescribingothers（e.g.,“HeisatrueNewEnglander”）.
4.
5.Thereareregionaldifferencesinconsumptionbehavior,especiallywhenitcomestofoodanddrink.
6.
a）Regionaldifferencesalsoincludebrandpreferences.
b）
*****UseKeyTermregionalHere;UseLearningObjective#3Here*****
7.Consumerresearchstudiesdocumentregionaldifferencesinconsumptionpatterns.
8.
a）Thisdistinctionhelpsredefinelocalmarketsintermsofspecificurbanlifestyle.
b）
*****UseLearningObjective#2,#3,and#5Here;UseDiscussionQuestion#2Here;Use
Table13-5,13-6,and13-7Here*****
RacialSubcultures
1.ThemajorracialsubculturesintheUnitedStatesareCaucasian,AfricanAmerican
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