Chapter 13: Subculture and Social Class

Types of subcultures Examples of Subcultures Demographic Characteristic Examples of Subcultures Age Ethnic Origin Gender Race Income Level Adolescent, young adult, middle- aged, elderly African, Hispanic, Asian, European Female, male Black, Caucasian, Oriental Affluent, middle income, poor, destitute

Types of subcultures Examples of Subcultures Demographic Characteristic Examples of Subcultures Nationality Religion Family Type Occupation French, Malaysian, Australian, Canadian Jewish, Catholic, Mormon, Buddhist, Muslim Single parent, divorced/no kids, two parents/kids Mechanic, accountant, priest, professor, clerk

Types of subcultures Examples of Subcultures Demographic Characteristic Examples of Subcultures Geographic region Community New England, Southwest, Midwest Rural, small town, suburban, city

Social Class Groups General Consumer Behavior Social Class UPPER AMERICANS (UPPER-UPPER, LOWER-UPPER, UPPER-MIDDLE) (14 % of population) Quality merchandise is prized Special Attention is paid to prestige brands Spending with good taste Self expression Neighborhood is important

Social Class Groups General Consumer Behavior Social Class MIDDLE (32 % of population) Want to do the “right thing” Buy “what’s popular” Follow recommendations of “experts” Spending on “worthwhile experiences for children” Live in “better side of town”

Social Class Groups General Consumer Behavior Social Class WORKING (38 % of population) Depend on relatives for economic and emotional support Emphasis on family ties Rising incomes in some cases “Keeping up with the times” Ease of labor and leisure

Social Class Groups General Consumer Behavior Social Class LOWER AMERICANS (16 % of population) Some prone to instant gratification Others to resisting worldly temptations Diversity in values and consumption