1. 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”