The Changing American Society: Subcultures CHAPTER FIVE The Changing American Society: Subcultures Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Identification with a Subculture Produces Unique Market Behaviors 5-1 Individuals Identification with core culture Identification with a subculture Core culture values and norms Subculture values and norms Mass market behaviors Unique market behaviors Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Ethnic Subcultures in the United States: 1990-2010 5-2 Percent of the Total Population Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Native-Language Use by Asian-American Nationalities 5-3 Percent using native language primarily Total China Taiwan Hong Kong Japan Korea Vietnam Philippines Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Regional Consumption Differences 5-4 Northeast North Central South West Media Cosmopolitan 96 84 106 111 Outdoor Life 97 131 89 88 Vibe 179 100 67 81 Premiere 83 105 83 138 Religious radio 54 109 143 63 “Nick at Nite” 122 110 90 85 Hobbies/Activities Hunting (with rifle) 96 132 92 81 Tennis 100 78 84 151 Movie attendance 107 82 81 145 Attend high school sports 82 148 93 75 100 = Average consumption or usage. Source: Mediamark Spring 1997 (New York: Mediamark Research Inc., 1997)

Regional Consumption Differences 5-4 (II) Northeast North Central South West Product Use Imported wine 136 95 90 87 Domestic wine 118 68 68 171 Diet cola drinks 94 129 95 82 Regular cola drinks 75 87 134 81 Mouthwash 111 100 99 92 Laptop/notebook 111 72 75 161 Restaurants/Shopping Fast-food restaurants 74 110 113 92 Kmart 93 123 91 95 The Gap 162 93 74 93 Eddie Bauer 103 123 59 139 Banana Republic 134 82 75 128 100 = Average level of use, purchase, or consumption Source: Mediamark Spring 1997 (New York: Mediamark Research Inc., 1997)