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

2. 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.

3. 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.

4. 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.

5. Regional Consumption Differences
5-4
Northeast North Central South West
Media
Cosmopolitan
Outdoor Life
Vibe
Premiere
Religious radio
“Nick at Nite”
Hobbies/Activities
Hunting (with rifle)
Tennis
Movie attendance
Attend high school sports
100 = Average consumption or usage.
Source: Mediamark Spring (New York: Mediamark Research Inc., 1997)

6. Regional Consumption Differences
5-4 (II)
Northeast North Central South West
Product Use
Imported wine
Domestic wine
Diet cola drinks
Regular cola drinks
Mouthwash
Laptop/notebook
Restaurants/Shopping
Fast-food restaurants
Kmart
The Gap
Eddie Bauer
Banana Republic
100 = Average level of use, purchase, or consumption
Source: Mediamark Spring (New York: Mediamark Research Inc., 1997)