Chapter 11 Discussion Topic: Consumer Behavior [MKTG. 301] Chapter 11 Discussion Topic: EVOLVING ETHNIC MULTI-CULTURAL VALUES, EXPRESSION & STYLE Chapter 11: WHICH CULTURE CONCEPT EXPLAINS THE SUCCESS OF BRATZ vs. BARBIE (A) CULTURE INFLUENCES Ethnicity/Race Religion/Belief Region/Nationality (B) CULTURAL OUTCOMES Abstract/Behavioral (values, norms, rituals, symbols) Physical/Material (artifacts, technology, infrastructure) (C) VALUES TRANSFUSION [Cultural Transfusive Triad+1] Family Religious Institution Education Early Childhood/Media (D) CORE & ETHNIC VALUES Anglo/Euro American African American Arab American Asian American French-Canadian Latino American (E) SOCIAL CLASS Economic Variables Interaction Variables Political Variables Mostly Ethnicity Regional Patterns * Urban (Bratz) * Suburban (Barbie) Bratz Most Important – a) Portrays “abstract/behaviors” -- independence, freedom, sassy, and materialism (shopping) b) Portrays “physical/material” artifacts like face features, hair, body type, clothes, “bling” Barbie 2nd Important – a) Portrays “abstract/behaviors” – social accomplishment, family roles, and affluence b) Portrays “physical/material” artifacts like face features, hair, body type, clothes, accessories Barbie values/norms aligned with traditional culture “triad” (family, religion, education) Bratz values/norms aligned with newer non-traditional culture transfusion (media & trends/fads) Bratz 2nd Important because of the inclusive range of non-European ethnic features & styles Barbie Most Important because it epitomizes the upscale affluent status, professions, and active lifestyle conveyed Bratz expresses the popularity and growing appeal of urban lower social class style known as “ghetto-fabulous”