1. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 10 Microcultures

2. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Outcomes Apply the concept of microculture as it influences consumer behavior Know the major U.S. microcultural groups Realize that microculture is not a uniquely American phenomenon Perform a demographic analysis Identify major cultural and demographic trends

3. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Microculture and Consumer Behavior Culture is hierarchical. Smaller cultural groups (microcultures) link to one larger cultural group – Microculture – a group of people who share similar values and tastes that are subsumed within a larger culture

4. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

5. Microcultural Roles and Value Each microculture has certain role expectations for its members – Role conflict: A situation where a consumer experiences conflicting expectations based on cultural expectations – Divergence: A situation in which consumers choose membership in microcultures in order to stand out or define themselves

6. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Regional Microculture Consumer preferences vary by region In 1981, Garreau identified the nine nation approach to segmentation One significant area in the U.S. is the “borderland” region, or the states that share a border with Mexico

7. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

9. Sex Roles and Microculture Sex roles refer to the societal expectations for men and women among members of a cultural group Marketers must be aware of sex-roles because they are linked to purchasing behavior Cognitive structuring is a term that refers to the reliance on schema-based heuristics in making decisions

10. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Age-based Microculture It describes the finding that people of the same age end up sharing many of the same values This is especially true if it seems to apply across nations leading to a world teen culture

11. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

12. Generation Microculture Cohort – A group of people who have lived the same major experiences, which end up shaping their core values Greatest Generation Silent GenerationBaby Boomers Generation XMillennialsGeneration Z

13. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Religious and Ethnic Microculture Religious microculture – Stigmatization means that the consumer is marked in some way that indicates their place in society Ethnic microculture – Hispanic Culture – African-American Culture – Asian Culture

14. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

16. Income and Social Class Microculture Social class : Culturally defined group to which a consumer belongs Habitus: Mental and cognitive structures through which individuals perceive the world Homogamy: Marriages comprised of people from similar classes ­ Social stratification: Division of society into classes that have unequal access to scarce and valuable resources

17. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Street Microcultures SportsGamingMusicGothVirtual

18. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Demographic Analysis Demographics – observable, statistical aspects of populations such as age, gender or income Demographic Analysis – A profile of a consumer group based on their demographics

19. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

20. Major Cultural and Demographic Trends Declining BirthratesIncreasing Consumer Affluence Increasing Life Expectancy and the ­Aging Consumer Increasing Cultural Diversity