1. Consumer CultureConsumer Culture
Dr. E G. Ong,Esq., Ph.D., DBA, DPADr. E G. Ong,Esq., Ph.D., DBA, DPA
Reporter: Mylene M. Salem-BacaniReporter: Mylene M. Salem-Bacani

2. What Is Consumer
Culture?
 refers to a theory that human society is strongly influenced,
even predominantly influenced, by consumerism. This
concept states that economic and social cultures are based
on the purchasing of commodities and services and that
social functioning and behaviour is bound up with the
fostering a desire for these goods.
 It is also intricately bound up with notions of advertising and
globalization.
 Is closely to tied capitalism, because it is driven by money.
What distinguishes it, though, is that it is not focused so
much on the power of money as it is on the happiness that
can be attained through buying and owning personal
property.

3. Brief HistoryBrief History
The concept of "consumer cultures" is generally considered
to have originated in the early twentieth century, during the
period known as Modernism.
This was a time when advancements in production
methods and communication, which had begun during the
Industrial Revolution at the end of the nineteenth century,
led to a great deal of questioning about the ordering of
society.
Mass migration to work in new factories producing such
items as automobiles created a more fluid, less provincial
society, less defined by rigid class structures, that became
defined by increasing prosperity and thus the ability to buy
more and more goods.
Advertising and free market politics were developed to
exploit this ability.

5. Aspects Of CultureAspects Of Culture
 Culture is not static.Culture is not static.
 1. Ecology1. Ecology
The way in which a system is adapted to its habitat.The way in which a system is adapted to its habitat.
Ex: The Japanese, greatly value products that are designedEx: The Japanese, greatly value products that are designed
for efficient use of space.for efficient use of space.
2. Social Structure2. Social Structure
The way in which orderly social life is maintainedThe way in which orderly social life is maintained
Ex: nuclear family VS extended familyEx: nuclear family VS extended family
3. Ideology3. Ideology
The mental characteristics of a people and the way in whichThe mental characteristics of a people and the way in which
they relate to their environment and social group.they relate to their environment and social group.
Ex: nuclear family VS extended familyEx: nuclear family VS extended family

6. Reality EngineeringReality Engineering
Reality EngineeringReality Engineering Occurs as Elements of Popular
Culture are Appropriated by Marketers and Converted to
Vehicles for Promotional Strategies.
Reality Engineering is Accelerating due
to the Popularity of Product Placement.
Reality Engineering is Accelerating due
to the Popularity of Product Placement.
Product Placement is the Insertion of
Specific Products/ Brand Names in Movies & TV.
Product Placement is the Insertion of
Specific Products/ Brand Names in Movies & TV.
Media Images Appear to Significantly
Influence Consumers’ Perceptions of Reality.
Media Images Appear to Significantly
Influence Consumers’ Perceptions of Reality.

7. 77
Cultural Categories:Cultural Categories:
 Age?Age?
 Genders?Genders?
 Sexual Preferences?Sexual Preferences?
 Regional/Demographics?Regional/Demographics?
 Social Classes?Social Classes?
In a
consume
r culture,
you don't
sell
products,
but
promises
of a
lifestyle.

8.  Age trends in the USAAge trends in the USA
– The median age of US consumers was 32.9 inThe median age of US consumers was 32.9 in
1990 and was 35.3 in 2000.1990 and was 35.3 in 2000.
– American adults (18+) make up more than 74American adults (18+) make up more than 74
percent of the overall population.percent of the overall population.
– The senior market is a growing segment withThe senior market is a growing segment with
significant buying power.significant buying power.
– Younger adults age 20-34 is shrinking.Younger adults age 20-34 is shrinking.
Age and ConsumerAge and Consumer
IdentityIdentity

9.  TeensTeens
– Are considered thrifty and savvy shoppers.Are considered thrifty and savvy shoppers.
– Are particular about how they spend their moneyAre particular about how they spend their money
– Shop mostly on weekends with the females shoppingShop mostly on weekends with the females shopping
more than males.more than males.
– Find friends as a major source of information aboutFind friends as a major source of information about
products.products.
– Advertising often incorporates symbols, issues andAdvertising often incorporates symbols, issues and
language which they can relate.language which they can relate.
– Music and sports are commonly used because they fallMusic and sports are commonly used because they fall
into the universal language of teenagers.into the universal language of teenagers.
– Process information faster than earlier generations andProcess information faster than earlier generations and
prefer short, snappy, phrases to long-winded explanations.prefer short, snappy, phrases to long-winded explanations.
Age and ConsumerAge and Consumer
IdentityIdentity

10.  Generation XGeneration X
– Individuals born form 1965-1976Individuals born form 1965-1976
– Stereotyped as feeling alienated andStereotyped as feeling alienated and
resentful due to difficulties in careerresentful due to difficulties in career
placement and advancement.placement and advancement.
– Many believe in “status panic”.Many believe in “status panic”.
– Called Boomerang kidsCalled Boomerang kids
Age and ConsumerAge and Consumer
IdentityIdentity

11.  Baby BoomersBaby Boomers
– Born between 1946-1964Born between 1946-1964
– Largest demographic segment 78 millionLargest demographic segment 78 million
– Heavy consumers of financial servicesHeavy consumers of financial services
– Delayed child rearing (parents of someDelayed child rearing (parents of some
Xer’s and most Gen Y)Xer’s and most Gen Y)
– Focus on staying youngFocus on staying young
Age and ConsumerAge and Consumer
IdentityIdentity

12. Gender and SexualGender and Sexual
OrientationOrientation
 GenderGender refers to a biological state (male or female).refers to a biological state (male or female).
 Sexual orientationSexual orientation reflects a person’s preferencereflects a person’s preference
toward certain masculine or feminine behaviors.toward certain masculine or feminine behaviors.
 Masculine individualsMasculine individuals whether male or femalewhether male or female
display male oriented traits.display male oriented traits.
 Feminine individuals display female oriented traits.display female oriented traits.
 Androgynous individualsAndrogynous individuals display both male anddisplay both male and
female traits.female traits.

13. Word of mouth influenceWord of mouth influence
(Percent of men and women who seek advice
regarding selected products and services)
Men
50%
40%
30%
20%
10%
Men
Women
Men
Women
Men
Women
Women
Men
Women
Car
mechanic
Where to
eat out
What movies
to see
What car
to buy
Where to get
hair cut
40%
49%
39% 38%
26%
28%
15%
22%
10%
24%

14. How HouseholdHow Household
Influence ConsumerInfluence Consumer
BehaviorBehavior
 Households are the most importantHouseholds are the most important
unit of analysis for consumer behaviorunit of analysis for consumer behavior
because most decisions forbecause most decisions for
acquisition, usage and disposition areacquisition, usage and disposition are
made by households rather thanmade by households rather than
individuals.individuals.

15. Types of HouseholdsTypes of Households
 HouseholdHousehold is a single person living alone or ais a single person living alone or a
group of individuals who live together in a commongroup of individuals who live together in a common
dwelling, regardless of whether they are related.dwelling, regardless of whether they are related.
 This term include cohabitating couples: unmarriedThis term include cohabitating couples: unmarried
opposite sex, same sex or roommates.opposite sex, same sex or roommates.
 The traditional stereotype of the family consisted ofThe traditional stereotype of the family consisted of
a husband a the primary wage earner, a wife whoa husband a the primary wage earner, a wife who
was a non-wage earner at home, and two childrenwas a non-wage earner at home, and two children
under the age of 18.under the age of 18.
 Female single head of households have increasedFemale single head of households have increased
three times the number of two-parent households.three times the number of two-parent households.

16. Roles that HouseholdRoles that Household
Members PlayMembers Play
 Household decision rolesHousehold decision roles refers to the rolesrefers to the roles
that different members play in householdthat different members play in household
decisions.decisions.
1.1. GatekeeperGatekeeper
2.2. InfluencerInfluencer
3.3. DeciderDecider
4.4. BuyerBuyer
5.5. UserUser
– Each role can be performed by differentEach role can be performed by different
household members and by a single individual,household members and by a single individual,
subset of individuals or the entire household.subset of individuals or the entire household.

17. Where children between the ages of 4 and 12Where children between the ages of 4 and 12
spend their moneyspend their money
27%
Play items
33%
Food and
beverages
15%
Clothes
6%
Video
arcades
8%
Movies
&
sports
11%
Other

18. Electronic Media HaveElectronic Media Have
ChangedChanged
Behavior & ConsumptionBehavior & Consumption
 Amount of time spentAmount of time spent
– Listening to the radio, watching television, onListening to the radio, watching television, on
the computerthe computer
– Engaged in physical activityEngaged in physical activity
 Purchasing predilectionsPurchasing predilections
– More money spent in restaurants than groceriesMore money spent in restaurants than groceries
– $600 jeans, $100,000 cars$600 jeans, $100,000 cars
 Ratio between doing & watchingRatio between doing & watching
 Activities we actually performActivities we actually perform

19. 1919
Sacred Consumption:Sacred Consumption:
 Involves objects and events that areInvolves objects and events that are
“set apart” from normal activities, and“set apart” from normal activities, and
are treated with some degree ofare treated with some degree of
respect or awe.respect or awe.
Ex: - Sacred place (Bethlehem;Ex: - Sacred place (Bethlehem;
Mecca;Mecca;
Stonehenge)Stonehenge)
- Sacred people (Princess Di;- Sacred people (Princess Di;
John Lennon; ElvisJohn Lennon; Elvis

20. 2020
Race And EthnicRace And Ethnic
SubculturesSubcultures
 A group of consumers who are heldA group of consumers who are held
together by common cultural and/ortogether by common cultural and/or
genetic ties.genetic ties.
 Marketers can no longer ignore theMarketers can no longer ignore the
stunning diversity of cultures.stunning diversity of cultures.
 Recently, several minority groupsRecently, several minority groups
have caught the attention ofhave caught the attention of
marketers.marketers.

21. 2121
Consumer Spending AndConsumer Spending And
Economic BehaviorEconomic Behavior
 Social class (status symbol).Social class (status symbol).
 Money and how consumption (incomeMoney and how consumption (income
pattern).pattern).

22. 2222
Social ClassSocial Class
 Economic conditions and social status oftenEconomic conditions and social status often
determine the type of clothing we select.determine the type of clothing we select.
 Social class, determined by a complex set ofSocial class, determined by a complex set of
variables including:variables including:
- income- income
- family background- family background
- occupation- occupation

23. The Fashion SystemThe Fashion System
Fashion is the Process of Social Diffusion by Which a
New Style is Adopted by Some Group(s) of Consumers.
Cultural
Categories
Affect Many
Different Products
and Styles
Costumes Worn by
Celebrities Can
Affect Fashion
Cultural
Categories
Affect Many
Different Products
and Styles
Costumes Worn by
Celebrities Can
Affect Fashion
Collective
Selection
Process by Which
Certain Symbolic
Alternatives are
Chosen Over Others
Group Products by
Categories
Collective
Selection
Process by Which
Certain Symbolic
Alternatives are
Chosen Over Others
Group Products by
Categories

24. CommodificationCommodification
 Professional sports became big after WWIIProfessional sports became big after WWII
 TV has had a tremendous recent influenceTV has had a tremendous recent influence
 US sport seen most broadly across the world:US sport seen most broadly across the world:
WWFWWF
 Childhood opportunities or regimentation?Childhood opportunities or regimentation?
Cultural Quirks
•Cultures can find some advertisements offensive to their nation.
For example: China found an advertisement that showed a U.S. basketball star
battling two cartoon kung fu warriors offensive and banned the
commercial.
Cultural Quirks
•Cultures can find some advertisements offensive to their nation.
For example: China found an advertisement that showed a U.S. basketball star
battling two cartoon kung fu warriors offensive and banned the
commercial.

25. Popular Culture & ValuesPopular Culture & Values
 More tolerant world?More tolerant world?
 More profane world?More profane world?
 More politically correct world?More politically correct world?
 More profit-oriented world?More profit-oriented world?

26. Return to FragmegrationReturn to Fragmegration
 Globalization and its effectsGlobalization and its effects
– How are we more alike? Integrated?How are we more alike? Integrated?
– How do we continue to be different?How do we continue to be different?
Fragmented?Fragmented?

27. The Diffusion of WesternThe Diffusion of Western
Consumer CultureConsumer Culture
Creolization Occurs When Foreign Influences
are Absorbed and Integrated With Local Meanings
Creolization Occurs When Foreign Influences
are Absorbed and Integrated With Local Meanings
The West is a Net Exporter of Popular CultureThe West is a Net Exporter of Popular Culture
The U.S. Invades AsiaThe U.S. Invades Asia
Signs That the Western Culture Invasion is SlowingSigns That the Western Culture Invasion is Slowing
Emerging Consumer Cultures in Transitional EconomiesEmerging Consumer Cultures in Transitional Economies

28. Thank you!Thank you!