Consumer culture refers to a theory that human society is strongly influenced by consumerism and the purchasing of goods and services. It originated in the early 20th century as advancements in production and communication led to questioning of social order. Consumer culture is closely tied to capitalism and is driven by the happiness attained through buying and owning property. It influences various cultural categories like age, gender, social class, and is changing behaviors through increased time spent with electronic media and social comparison through advertising.
The document discusses consumer motivation and subcultures, focusing on Hispanic and African American groups in the US. It notes that Hispanic and African American populations have grown significantly in recent decades and now represent sizable consumer markets. Both groups tend to be younger on average than the overall US population. The document provides insights into the traits, preferences, and purchasing behaviors of Hispanic and African American consumers to help marketers effectively target these important subcultures.
This document provides a market analysis for marketing TELUS mobile services to Gen Y Chinese consumers in Canada. It analyzes the target market, including customer values, segmentation by age group, income statistics, and competition. It then outlines a SWOT analysis and proposes several marketing strategies, including YouTube, TTC, and Google AdWord campaigns to promote a phone giveaway contest for switching to TELUS. The goal is to attract around 1/3 to 1/2 of the 125,000 potential Chinese customers in the GTA aged 25-33.
Consumer Behavior Chapter 13: Subcultures and Social ClassMary-Ann Molar
This document discusses consumer subcultures and social classes in the United States. It identifies several key subcultures including age (dividing older consumers into categories), ethnicity (focusing on Black, Hispanic, and Asian subcultures), and gender. Income levels are used to define three social classes - upper, middle, and lower class. The relationship between social class and income in predicting consumer behavior is also examined.
Increased competition in the pop music industry has led music videos to portray more original storylines and include more product placement. Sex, money, and status have become more apparent in music videos in an effort to increase popularity. Differences in religion, age, gender, personality, upbringing, and other factors influence how people respond differently to modern music videos and their increased nudity and sexual references.
This short document promotes creating presentations using Haiku Deck, stating that users can make their own Haiku Deck presentation on SlideShare and including a button prompting users to "GET STARTED." It highlights the ability to create Haiku Deck presentations and hosts them on SlideShare.
The document appears to be a slide presentation titled "Consumer Culture" presented by Sara Patterson for an English 10F class on May 30, 2011. The presentation discusses the role of consumption in society and includes quotes on the topics of consumption, commodification, human interaction, happiness, and nature. It concludes with 5 cited images.
The document provides an in-depth analysis of how consumer culture uses and constructs identities in a capitalist system. It examines the ideologies surrounding identities, and how this impacts branding and marketing. As an example, it analyzes Dove's "Choose Beautiful" advertisement. The analysis finds that while the ad promotes feminist messages of empowerment and choice, its true purpose is to sell Dove products by linking choosing "beautiful" with their brand. It also argues the ad encourages women to constantly judge themselves.
The document discusses various topics related to popular culture and consumerism. It begins by examining how modern society takes advantage of people's desires through conditioning and making them like their "inescapable social destiny." The document then discusses the concept of isolation and individual choice from quotes by Elizabeth Cady Stanton. It also references propaganda from North Korea and compares the World State in Brave New World to contemporary states. In concluding, the document examines how trapped people can feel in the "American Dream" and consumer culture.
The document discusses consumer motivation and subcultures, focusing on Hispanic and African American groups in the US. It notes that Hispanic and African American populations have grown significantly in recent decades and now represent sizable consumer markets. Both groups tend to be younger on average than the overall US population. The document provides insights into the traits, preferences, and purchasing behaviors of Hispanic and African American consumers to help marketers effectively target these important subcultures.
This document provides a market analysis for marketing TELUS mobile services to Gen Y Chinese consumers in Canada. It analyzes the target market, including customer values, segmentation by age group, income statistics, and competition. It then outlines a SWOT analysis and proposes several marketing strategies, including YouTube, TTC, and Google AdWord campaigns to promote a phone giveaway contest for switching to TELUS. The goal is to attract around 1/3 to 1/2 of the 125,000 potential Chinese customers in the GTA aged 25-33.
Consumer Behavior Chapter 13: Subcultures and Social ClassMary-Ann Molar
This document discusses consumer subcultures and social classes in the United States. It identifies several key subcultures including age (dividing older consumers into categories), ethnicity (focusing on Black, Hispanic, and Asian subcultures), and gender. Income levels are used to define three social classes - upper, middle, and lower class. The relationship between social class and income in predicting consumer behavior is also examined.
Increased competition in the pop music industry has led music videos to portray more original storylines and include more product placement. Sex, money, and status have become more apparent in music videos in an effort to increase popularity. Differences in religion, age, gender, personality, upbringing, and other factors influence how people respond differently to modern music videos and their increased nudity and sexual references.
This short document promotes creating presentations using Haiku Deck, stating that users can make their own Haiku Deck presentation on SlideShare and including a button prompting users to "GET STARTED." It highlights the ability to create Haiku Deck presentations and hosts them on SlideShare.
The document appears to be a slide presentation titled "Consumer Culture" presented by Sara Patterson for an English 10F class on May 30, 2011. The presentation discusses the role of consumption in society and includes quotes on the topics of consumption, commodification, human interaction, happiness, and nature. It concludes with 5 cited images.
The document provides an in-depth analysis of how consumer culture uses and constructs identities in a capitalist system. It examines the ideologies surrounding identities, and how this impacts branding and marketing. As an example, it analyzes Dove's "Choose Beautiful" advertisement. The analysis finds that while the ad promotes feminist messages of empowerment and choice, its true purpose is to sell Dove products by linking choosing "beautiful" with their brand. It also argues the ad encourages women to constantly judge themselves.
The document discusses various topics related to popular culture and consumerism. It begins by examining how modern society takes advantage of people's desires through conditioning and making them like their "inescapable social destiny." The document then discusses the concept of isolation and individual choice from quotes by Elizabeth Cady Stanton. It also references propaganda from North Korea and compares the World State in Brave New World to contemporary states. In concluding, the document examines how trapped people can feel in the "American Dream" and consumer culture.
Consumer culture refers to a theory that human society is strongly influenced by consumerism and the purchasing of goods and services. It originated in the early 20th century as advancements in production and communication led to questioning of social order. Consumer culture is closely tied to capitalism and is driven by the happiness attained through buying personal property. Aspects of culture like ecology, social structure, and ideology are not static and have been influenced by consumer culture through reality engineering using product placement in media which appears to significantly influence consumer perceptions. Cultural categories like age, gender, region, and social class impact consumer identity and behavior in a consumer-driven society.
The document discusses strategies for marketing to baby boomers. It begins by providing statistics showing the size and spending power of the boomer demographic. It then discusses understanding boomers and establishing trust by listening to their needs and desires. The document outlines four approaches to age branding: age-denial, age-adaptive, age-irrelevant, and age-affirmative. It also provides tips for marketing to boomers such as cultivating relationships, being accessible experts, using a "give and go" communication strategy, and community outreach. Females over 40 are highlighted as key decision makers.
This document discusses key concepts in media audience profiling. It describes how audiences can be individuals or groups consuming media in public or private settings. It then covers different ways audiences are demographically profiled, including by factors like gender, age, race, class and more. Psychographic profiling divides audiences into categories based on attitudes, interests and behaviors. Marketers use these profiling techniques to better understand target audiences and effectively advertise products.
This document discusses analyzing consumer markets and buyer behavior. It covers topics such as understanding consumer motivations and influences, the stimulus-response model of consumer behavior, cultural, social, and personal factors that influence decisions. It also describes the different stages of the consumer buying process, including who is involved in decisions and the types of purchases. The key points are that consumer behavior is complex and influenced by many internal and external factors, and that marketers must study these influences to understand target customers and how purchasing decisions are made.
Addiction Internet Essay Student. Online assignment writing service.Lori Gilbert
The document provides instructions for students seeking writing help from the website HelpWriting.net. It outlines a 5-step process: 1) Create an account; 2) Complete an order form with instructions and deadline; 3) Review bids from writers and choose one; 4) Review the completed paper and authorize payment; 5) Request revisions to ensure satisfaction, with a refund offered for plagiarized work.
This document outlines the learning objectives for Unit 524, which focuses on facilitating change in health, social care, or children and young people's settings. The objectives include understanding principles of change management, analyzing internal and external factors driving change, describing theories and approaches that support the change process, and explaining the importance of effective change management. The document also discusses factors like leadership, assets, and financial strength that influence an organization's internal environment and ability to implement strategies and change.
This document explores cultural diversity in America through food, religion, and education. It discusses how immigration has introduced new cuisines that have expanded the food industry. Immigrants have also brought diverse religious beliefs and values. Additionally, foreign nationals have enhanced America's educational development and intellectual standing. Overall, the document argues that cultural diversity has benefited the American economy and society by introducing innovative ideas and global connections.
This document discusses strategies for targeting a specific audience for a documentary production. It will focus on millennials, who value social interaction, loyalty, entertainment and emotion. The production will include music from live performances to connect with audiences emotionally. It will also address issues millennials face, like struggling artists unable to fund themselves due to declines in music purchases. Segmenting audiences using the Mosaic system, the production will target urban, educated young people as their likely readers also consume media like The Guardian. It aims to appeal to audiences who have progressed beyond basic needs in Maslow's hierarchy to self-actualization.
Multicultural marketing strategy by michaelMichael Hong
1. The document discusses a marketing strategy for reaching the Asian segment in the US. It notes that multicultural markets like Hispanics, African Americans, and Asians now make up one-third of the US population and have a total purchasing power of $10.7 trillion.
2. Multicultural marketing involves segmenting the market based on demographics, ethnicity, and lifestyle changes. It requires understanding target segments culturally and communicating through their preferred languages and channels.
3. The strategy outlines assessing cultural dimensions like power distance, individualism vs collectivism, and uncertainty avoidance to better understand Asian target segments. It also provides implications for marketing communication based on these cultural traits.
Age and consumer identity are strongly linked, as people tend to share experiences and preferences with others of similar ages. Marketers recognize age cohorts - groups that have undergone shared experiences based on their age, such as children, teens, Generation X, baby boomers, and the elderly. They modify marketing strategies and messages to effectively target specific age groups. As people move through life stages, their consumption patterns, values, and lifestyles change predictably.
Geert Hofstede developed cultural dimensions theory to analyze differences in national cultures. His theory identifies six dimensions along which cultural values can vary, including power distance, individualism vs collectivism, masculinity vs femininity, uncertainty avoidance, long-term vs short-term orientation, and indulgence vs restraint. Understanding differences across these cultural dimensions is important for effective cross-cultural communication and international business relations.
Issues in Cross-CUltural COmmunication HOfstede's CUltural DImensions THeoryMiro Atanasov
Geert Hofstede developed cultural dimensions theory to analyze differences in national and organizational cultures. His six dimensions of national culture include power distance, individualism vs collectivism, masculinity vs femininity, uncertainty avoidance, long-term vs short-term orientation, and indulgence vs restraint. Understanding these cultural dimensions can help explain differences in values, communication and workplace behaviors between cultures.
The Netflix documentary "Catching Killers" focuses on different murder cases. It includes interviews with investigators and detectives involved in the cases, as well as crime scene photos, evidence, and footage from the trials. The documentary recreates events and uses real footage to immerse viewers in trying to solve who the murderer was. It became popular on Netflix due to this recreated style.
This document provides an analysis of the pros and cons of cord blood banking. It discusses that while cord blood banking can potentially save a baby's life by being a source of stem cells for transplants, there are also limitations. Specifically, it is difficult for adults to be treated with cord blood, and stored cord blood may become diseased and unable to be used if a child later develops cancer or another illness. The essay explores both sides of the complex issue around cord blood banking decisions.
To Kill a Mockingbird by Harper Lee: Interpretive Essay Sample Free .... To Kill A Mockingbird Essay Telegraph. To Kill a Mockingbird Essay English Advanced - Year 11 HSC Thinkswap. To kill a mockingbird essay. An essay on to kill a mockingbird - College Homework Help and Online .... To Kill a Mockingbird Analysis of Power and Responsibility English .... To Kill a Mockingbird Charts. To kill a mockingbird characterization. Characterization of Jem the .... To Kill A Mockingbird Literary Analysis PDF. To Kill A Mockingbird essay about innocence To Kill A Mockingbird .... Essay on To Kill a Mockingbird: Writing Guide for Every Student .... To Kill a Mockingbird Analysis Essay by Samantha Fletcher TpT. To Kill a Mockingbird. To Kill A Mockingbird: A Literary Analysis Essay Example - PHDessay.com. Literary essay for to kill a mockingbird. Literary Analysis Essay To Kill a Mockingbird and Dry September TpT. To Kill a Mockingbird Critical Essay - GCSE English - Marked by .... To Kill A Mockingbird Essay English Academic - Grade 10 OSSD .... to kill a mockingbird essay. Themes Of Prejudice In To Kill A Mockingbird Essay. To kill a mockingbird - Analysis - To Kill A Mockingbird Analytical .... Topic sentence for to kill a mockingbird. 91 To Kill a Mockingbird .... The help and to kill a mockingbird essay. To Kill a Mockingbird Essay. Essays on to kill a mockingbird symbolism in 2021 Essay, Essay .... To Kill A Mockingbird Essay Topics. Descriptive Essay: To kill a mockingbird essay. To Kill A MockingBird Essay English Academic - Grade 10 OSSD .... To Kill a Mockingbird literary essay.doc. To kill a mockingbird analysis essay. To Kill a Mockingbird Essay .... To Kill A Mockingbird Essay Literature - Year 11 WACE Thinkswap. the help and to kill a mockingbird essay. To kill a mockingbird analytical essay. To Kill a Mockingbird .... To Kill a Mockingbird Essay Year 12 HSC - English Advanced Thinkswap To Kill A Mockingbird Analysis Essay To Kill A Mockingbird Analysis Essay
The document provides information on analyzing representations in media texts, including:
- Representations of gender, age, ethnicity, sexuality, class, ability can be stereotypical.
- It identifies common stereotypes of different groups, such as the helpless elderly, criminal youth.
- Textual analysis examines camerawork, editing, sound, and mise-en-scène to understand how representations are constructed.
- Questions may ask to analyze one or more of these technical elements in a provided media extract.
This document discusses how culture and subculture influence consumer behavior. It defines culture as the beliefs, values and customs of a society, while subculture refers to identifiable segments within a larger culture. The document outlines different subcultures like age, ethnicity, region, and examines how they impact consumption patterns. It also looks at how culture is learned, shared and dynamic. Various methods for measuring culture like content analysis, fieldwork and surveys are also summarized.
MKT334 Consumer BehaviorDr. Stella LiAssistant Professor in IlonaThornburg83
MKT334 Consumer Behavior
Dr. Stella Li
Assistant Professor in Marketing
1
Week 11—
Cultural Values & Age Cohorts
1
Understand core American cultural valuesSummarize changes in self-, environment-, and other-oriented valuesDiscuss values as they relate to green marketingDiscuss values as they relate to cause-related marketingDiscuss values as they relate to marketing to gay and lesbian consumersDiscuss values as they relate to gender-based marketing
Learning Objectives
2
L06
L05
L01
L04
L03
L02
Culture
Culture is a set of socially acquired values that society accepts as a whole and transmits to its members through language and symbols.
Reflects a society’s shared meanings and traditions.
Includes language, knowledge, religions, food customs, music, art, technology, work patterns, products, that distinct it from others.
3
Cultural Value
Cultural values are
personally socially worth striving for.
widely held beliefs that affirm what is desirable.
Value systems are the relative importance cultures place on different values.
Asian culture emphasizes “inner harmony”, collectivism.
Western cultures emphasize individual achievement, individualism.
Observable shifts in behavior, including consumption behavior, often reflect underlying shifts in cultural values.
4
Traditional, Current, and Emerging American Values
Changes in American Cultural Values
5
5
Characteristics of Cultural Values (1)
Cultural values are learned
Enculturation—learn the values of one’s own culture since childhood
Family passes values to the next generation
Learn through school, religious institutions.
Acculturation—learn the values of another culture.
A person may adapt the consumption values and behavior of another country.
Learn through observation, word-of-mouth communication, and mass media.
Cultural learning can occur through informal learning (e.g., observation), formal learning (e.g., family), technical learning (e.g., school)
6
Marketers influence our cultural learning
Repetition of marketing messages creates & reinforces cultural beliefs & values.
Example: ads of coffee , Coffee break
7
Product marketing messages enhance informal cultural learning by provding the audience with a model of behavior to imiae. The is true for the visible and conspicuous consumption, where peer evaluation plays a rol.
7
Marketers influence our cultural learning
8
9
Green Marketing
Cause-Related Marketing
Marketing to Gay and Lesbian Consumers
Gender-Based Marketing
Marketing Strategy and Values
Will discuss these more in the lecture about marketing ethics
10
10
The gay market is estimated to be approximately 4% of the adult U.S. population, or approx. 10 million people over age18.
The purchase power of the gay market has been estimated at over $900 billion.
Marketing to Gay and Lesbian Consumers
Getty Images/Westend61
11
11
Marketing to Gay and Lesbian Consumers
Hero Images/Image Source
Many companies find the gay m ...
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
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Consumer culture refers to a theory that human society is strongly influenced by consumerism and the purchasing of goods and services. It originated in the early 20th century as advancements in production and communication led to questioning of social order. Consumer culture is closely tied to capitalism and is driven by the happiness attained through buying personal property. Aspects of culture like ecology, social structure, and ideology are not static and have been influenced by consumer culture through reality engineering using product placement in media which appears to significantly influence consumer perceptions. Cultural categories like age, gender, region, and social class impact consumer identity and behavior in a consumer-driven society.
The document discusses strategies for marketing to baby boomers. It begins by providing statistics showing the size and spending power of the boomer demographic. It then discusses understanding boomers and establishing trust by listening to their needs and desires. The document outlines four approaches to age branding: age-denial, age-adaptive, age-irrelevant, and age-affirmative. It also provides tips for marketing to boomers such as cultivating relationships, being accessible experts, using a "give and go" communication strategy, and community outreach. Females over 40 are highlighted as key decision makers.
This document discusses key concepts in media audience profiling. It describes how audiences can be individuals or groups consuming media in public or private settings. It then covers different ways audiences are demographically profiled, including by factors like gender, age, race, class and more. Psychographic profiling divides audiences into categories based on attitudes, interests and behaviors. Marketers use these profiling techniques to better understand target audiences and effectively advertise products.
This document discusses analyzing consumer markets and buyer behavior. It covers topics such as understanding consumer motivations and influences, the stimulus-response model of consumer behavior, cultural, social, and personal factors that influence decisions. It also describes the different stages of the consumer buying process, including who is involved in decisions and the types of purchases. The key points are that consumer behavior is complex and influenced by many internal and external factors, and that marketers must study these influences to understand target customers and how purchasing decisions are made.
Addiction Internet Essay Student. Online assignment writing service.Lori Gilbert
The document provides instructions for students seeking writing help from the website HelpWriting.net. It outlines a 5-step process: 1) Create an account; 2) Complete an order form with instructions and deadline; 3) Review bids from writers and choose one; 4) Review the completed paper and authorize payment; 5) Request revisions to ensure satisfaction, with a refund offered for plagiarized work.
This document outlines the learning objectives for Unit 524, which focuses on facilitating change in health, social care, or children and young people's settings. The objectives include understanding principles of change management, analyzing internal and external factors driving change, describing theories and approaches that support the change process, and explaining the importance of effective change management. The document also discusses factors like leadership, assets, and financial strength that influence an organization's internal environment and ability to implement strategies and change.
This document explores cultural diversity in America through food, religion, and education. It discusses how immigration has introduced new cuisines that have expanded the food industry. Immigrants have also brought diverse religious beliefs and values. Additionally, foreign nationals have enhanced America's educational development and intellectual standing. Overall, the document argues that cultural diversity has benefited the American economy and society by introducing innovative ideas and global connections.
This document discusses strategies for targeting a specific audience for a documentary production. It will focus on millennials, who value social interaction, loyalty, entertainment and emotion. The production will include music from live performances to connect with audiences emotionally. It will also address issues millennials face, like struggling artists unable to fund themselves due to declines in music purchases. Segmenting audiences using the Mosaic system, the production will target urban, educated young people as their likely readers also consume media like The Guardian. It aims to appeal to audiences who have progressed beyond basic needs in Maslow's hierarchy to self-actualization.
Multicultural marketing strategy by michaelMichael Hong
1. The document discusses a marketing strategy for reaching the Asian segment in the US. It notes that multicultural markets like Hispanics, African Americans, and Asians now make up one-third of the US population and have a total purchasing power of $10.7 trillion.
2. Multicultural marketing involves segmenting the market based on demographics, ethnicity, and lifestyle changes. It requires understanding target segments culturally and communicating through their preferred languages and channels.
3. The strategy outlines assessing cultural dimensions like power distance, individualism vs collectivism, and uncertainty avoidance to better understand Asian target segments. It also provides implications for marketing communication based on these cultural traits.
Age and consumer identity are strongly linked, as people tend to share experiences and preferences with others of similar ages. Marketers recognize age cohorts - groups that have undergone shared experiences based on their age, such as children, teens, Generation X, baby boomers, and the elderly. They modify marketing strategies and messages to effectively target specific age groups. As people move through life stages, their consumption patterns, values, and lifestyles change predictably.
Geert Hofstede developed cultural dimensions theory to analyze differences in national cultures. His theory identifies six dimensions along which cultural values can vary, including power distance, individualism vs collectivism, masculinity vs femininity, uncertainty avoidance, long-term vs short-term orientation, and indulgence vs restraint. Understanding differences across these cultural dimensions is important for effective cross-cultural communication and international business relations.
Issues in Cross-CUltural COmmunication HOfstede's CUltural DImensions THeoryMiro Atanasov
Geert Hofstede developed cultural dimensions theory to analyze differences in national and organizational cultures. His six dimensions of national culture include power distance, individualism vs collectivism, masculinity vs femininity, uncertainty avoidance, long-term vs short-term orientation, and indulgence vs restraint. Understanding these cultural dimensions can help explain differences in values, communication and workplace behaviors between cultures.
The Netflix documentary "Catching Killers" focuses on different murder cases. It includes interviews with investigators and detectives involved in the cases, as well as crime scene photos, evidence, and footage from the trials. The documentary recreates events and uses real footage to immerse viewers in trying to solve who the murderer was. It became popular on Netflix due to this recreated style.
This document provides an analysis of the pros and cons of cord blood banking. It discusses that while cord blood banking can potentially save a baby's life by being a source of stem cells for transplants, there are also limitations. Specifically, it is difficult for adults to be treated with cord blood, and stored cord blood may become diseased and unable to be used if a child later develops cancer or another illness. The essay explores both sides of the complex issue around cord blood banking decisions.
To Kill a Mockingbird by Harper Lee: Interpretive Essay Sample Free .... To Kill A Mockingbird Essay Telegraph. To Kill a Mockingbird Essay English Advanced - Year 11 HSC Thinkswap. To kill a mockingbird essay. An essay on to kill a mockingbird - College Homework Help and Online .... To Kill a Mockingbird Analysis of Power and Responsibility English .... To Kill a Mockingbird Charts. To kill a mockingbird characterization. Characterization of Jem the .... To Kill A Mockingbird Literary Analysis PDF. To Kill A Mockingbird essay about innocence To Kill A Mockingbird .... Essay on To Kill a Mockingbird: Writing Guide for Every Student .... To Kill a Mockingbird Analysis Essay by Samantha Fletcher TpT. To Kill a Mockingbird. To Kill A Mockingbird: A Literary Analysis Essay Example - PHDessay.com. Literary essay for to kill a mockingbird. Literary Analysis Essay To Kill a Mockingbird and Dry September TpT. To Kill a Mockingbird Critical Essay - GCSE English - Marked by .... To Kill A Mockingbird Essay English Academic - Grade 10 OSSD .... to kill a mockingbird essay. Themes Of Prejudice In To Kill A Mockingbird Essay. To kill a mockingbird - Analysis - To Kill A Mockingbird Analytical .... Topic sentence for to kill a mockingbird. 91 To Kill a Mockingbird .... The help and to kill a mockingbird essay. To Kill a Mockingbird Essay. Essays on to kill a mockingbird symbolism in 2021 Essay, Essay .... To Kill A Mockingbird Essay Topics. Descriptive Essay: To kill a mockingbird essay. To Kill A MockingBird Essay English Academic - Grade 10 OSSD .... To Kill a Mockingbird literary essay.doc. To kill a mockingbird analysis essay. To Kill a Mockingbird Essay .... To Kill A Mockingbird Essay Literature - Year 11 WACE Thinkswap. the help and to kill a mockingbird essay. To kill a mockingbird analytical essay. To Kill a Mockingbird .... To Kill a Mockingbird Essay Year 12 HSC - English Advanced Thinkswap To Kill A Mockingbird Analysis Essay To Kill A Mockingbird Analysis Essay
The document provides information on analyzing representations in media texts, including:
- Representations of gender, age, ethnicity, sexuality, class, ability can be stereotypical.
- It identifies common stereotypes of different groups, such as the helpless elderly, criminal youth.
- Textual analysis examines camerawork, editing, sound, and mise-en-scène to understand how representations are constructed.
- Questions may ask to analyze one or more of these technical elements in a provided media extract.
This document discusses how culture and subculture influence consumer behavior. It defines culture as the beliefs, values and customs of a society, while subculture refers to identifiable segments within a larger culture. The document outlines different subcultures like age, ethnicity, region, and examines how they impact consumption patterns. It also looks at how culture is learned, shared and dynamic. Various methods for measuring culture like content analysis, fieldwork and surveys are also summarized.
MKT334 Consumer BehaviorDr. Stella LiAssistant Professor in IlonaThornburg83
MKT334 Consumer Behavior
Dr. Stella Li
Assistant Professor in Marketing
1
Week 11—
Cultural Values & Age Cohorts
1
Understand core American cultural valuesSummarize changes in self-, environment-, and other-oriented valuesDiscuss values as they relate to green marketingDiscuss values as they relate to cause-related marketingDiscuss values as they relate to marketing to gay and lesbian consumersDiscuss values as they relate to gender-based marketing
Learning Objectives
2
L06
L05
L01
L04
L03
L02
Culture
Culture is a set of socially acquired values that society accepts as a whole and transmits to its members through language and symbols.
Reflects a society’s shared meanings and traditions.
Includes language, knowledge, religions, food customs, music, art, technology, work patterns, products, that distinct it from others.
3
Cultural Value
Cultural values are
personally socially worth striving for.
widely held beliefs that affirm what is desirable.
Value systems are the relative importance cultures place on different values.
Asian culture emphasizes “inner harmony”, collectivism.
Western cultures emphasize individual achievement, individualism.
Observable shifts in behavior, including consumption behavior, often reflect underlying shifts in cultural values.
4
Traditional, Current, and Emerging American Values
Changes in American Cultural Values
5
5
Characteristics of Cultural Values (1)
Cultural values are learned
Enculturation—learn the values of one’s own culture since childhood
Family passes values to the next generation
Learn through school, religious institutions.
Acculturation—learn the values of another culture.
A person may adapt the consumption values and behavior of another country.
Learn through observation, word-of-mouth communication, and mass media.
Cultural learning can occur through informal learning (e.g., observation), formal learning (e.g., family), technical learning (e.g., school)
6
Marketers influence our cultural learning
Repetition of marketing messages creates & reinforces cultural beliefs & values.
Example: ads of coffee , Coffee break
7
Product marketing messages enhance informal cultural learning by provding the audience with a model of behavior to imiae. The is true for the visible and conspicuous consumption, where peer evaluation plays a rol.
7
Marketers influence our cultural learning
8
9
Green Marketing
Cause-Related Marketing
Marketing to Gay and Lesbian Consumers
Gender-Based Marketing
Marketing Strategy and Values
Will discuss these more in the lecture about marketing ethics
10
10
The gay market is estimated to be approximately 4% of the adult U.S. population, or approx. 10 million people over age18.
The purchase power of the gay market has been estimated at over $900 billion.
Marketing to Gay and Lesbian Consumers
Getty Images/Westend61
11
11
Marketing to Gay and Lesbian Consumers
Hero Images/Image Source
Many companies find the gay m ...
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
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Consumer culture report mylene salem bacani
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.
4.
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