消费基础及其行为 7

ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter11SocialandCulturalIdentityCopyright©2024

PearsonEducation,Inc.AllRightsReservedLearningObjectives(1of2)11.1

Explainhowthedynamicsofsocialidentityinfluenceourdailylivesandconsumerbehavior.11.2

Describehowourfamilycanshapeouridentityandoftenguideourconsumptionchoices.11.3Discusshowage-relatedlifeeventsshapeouridentityandoftenguideourconsumptionchoices.LearningObjectives(2of2)11.4

Summarizehowourethnicityandraceshapeouridentityandoftenguideourconsumptionchoices.11.5

Explainhowourreligiousandpoliticalbeliefsaffecthowwethinkandoftenguideourconsumptionchoices.11.6

Describehow“birdsofafeatherflocktogether”inplace-basedsubcultures.LearningObjective11.1Explainhowthedynamicsofsocialidentityinfluenceourdailylivesandconsumerbehavior.TheDynamicsofSocialIdentityFigure11.1FacetsofOurSocialIdentityThedynamicsofidentityTheDynamicsofIdentitySalientIdentityCuesIdentitymindsetsSocialidentityprimingThreatstoSocialIdentityAreYouwithMeorNot?IngroupbiasSocialdominancebiasIdentitysynergy“There’snoplacelikehome”IntersectionalitySocietalconsequencesofidentity-basedtreatmentLearningObjective11.2Describehowourfamilycanshapeouridentityandoftenguideourconsumptionchoices.TheFamilyTheMeaningoffamilyGoingnuclear?ThestructureofhouseholdsevolveNuclearfamilyreplacesextendedfamilyVoluntarilychildlessD

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SCohabitationBoomerangkidsSandwichgenerationTheFamilyLifeCycleFamilylifecycle(F

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C)combinestrendsinfamilycompositionwiththechangesthecompositionmakesonconsumptionTheF

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Cisalifecoursemodelthataccountsforlifeeventexperiencesthatcreatephysical,social,andemotionaldemandsandcircumstancestowhichpeoplemustadaptForReflection(1of6)Forthefollowingproducts,discusshowhavingchildrenornotmightaffectthechoicesacouplemakesWhatdosuchvariationsmeanformarketers?GroceriesCarsVacationsFigure11.2

FourTypesofParentingStylesParentingandConsumerBehaviorAsof2022,70percentofU.S.householdsownapetAmericansspendmorethan$100billionperyearonpetfood,toys,andothersuppliesTheextendedfamily:PetsLearningObjective11.3Discusshowage-relatedlifeeventsshapeouridentityandoftenguideourconsumptionchoices.AgeandGenerationsTeenagersAutonomyversusbelongingRebellionversusconformityIdealismversuspragmatismNarcissismversusintimacy“Tweens”Kidsages8to14ConsumersatretirementandbeyondTheUnitedNationssaysthatpeopleolderthan60arethefastest-growingagegrouponEarth700millionnow,and2billionbymidcenturyForReflection(2of6)Isitpracticaltoassumethatpeople60andoverconstituteonelargeconsumermarket(i.e.,thegraymarket)?Howcanmarketerssegmentthisagesubculture?AgeCohortsTheInterbellumGenerationTheSilentGenerationTheWarBabyGenerationTheBabyBoomGenerationGenerationXGenerationYGenerationZGenerationAlphaTable11.1CharacteristicsofFourMajorAgeCohortsBlankBabyBoomerGenXGenY(Millennial)GenZContextPostwarPoliticaltransitionCapitalismandmeritocracydominateGlobalizationEconomicstabilityEmergenceofinternetMobilityandmultiplerealitiesSocialnetworksDigitalnativesBehaviorIdealismRevolutionaryCollectivistMaterialismCompetitiveIndividualisticGlobalistQuestioningOrientedtoself?UndefinedI

D“Communaholic”“Dialoguer”RealisticConsumptionIdeologyVinylandmoviesStatusBrandsandcarsLuxuryarticlesExperienceFestivalsandtravelUniqueness“MoreLiquid”(Sharingeconomy)EthicalGettingtoKnowGenZBorninthelate1990’stoearly2000’sMostdiversegenerationDigitalnativesGettingtoKnowGenYBornbetween1986and2002AlsoknownasmillennialsandechoboomersMakeupaboutonequarteroftheU.S.populationSpend$170billionayearFirsttogrowupwithcomputersintheirhomesandina500-channelT

VuniverseGettingtoKnowGenXSubcultureof46millionAmericansbornbetween1965and1985AdvertisersfellalloverthemselvestocreatemessagesthatwouldnotturnofftheworldlyGenerationXcohortToday,manyareresponsibleformanyculture-changingproductsandcompaniesTheMatureMarket:Boomers&SeniorsTwosubgroupsLeading-edgeboomersBornbetween1946and1955Trailing-edgeboomersBornbetween1956and1964ActiveandphysicallyfitCurrentlyinpeakearningyearsStartingtoretireForReflection(3of6)Whatshouldmarketersknowaboutthebabyboomersthatyouknow?Whatmighttheybeneglecting?LearningObjective11.4Summarizehowourethnicityandraceshapeouridentityandoftenguideourconsumptionchoices.EthnicandRacialIdentitiesEthnicidentificationTheextenttowhichweareemotionallyattachedtoourownethnicgroupandtowhichwefindourmembershipinthatgrouptobeasignificantpartofouridentityEthnicandRacialDiversityintheU.S.Asof2015,themajorityofbabiesborninAmericaarenon-CaucasianOverthenext45years,theHispanicpopulationwillmorethandoubleBy2060,almostoneinthreeAmericanswillidentifyasHispanicTheAsianpopulationwilldoubleduringthesameperiodBy2050,peoplewhoidentifythemselvesasmultiracialwillmakeupalmost4percentoftheU.S.populationHispanicAmericans:ParaEspanol,OprimaElNúmero9NearlyoneinfiveAmericanisHispanicHispanicsarenowthenation’ssecond-largestconsumermarketafterwhitenon-Hispanics$1.7trillioninpurchasingpowerPrimacyoffamilyButfamilystructuresarechangingDesireforgreatereconomicstabilityandhighereducationForReflection(4of6)Identifysomeofthesubculturestowhichyoubelong.Howdoyouidentifywiththesesubcultures?AfricanAmericansBlackAmericansstillfaceracialstigmainthemarketplaceOftendeniedaccesstofinancingortreateddifferentlybasedonskincolorRecentfindings:Oftenseekthe“cool”factorinproductsMajoritystillprefertoshopinstoresMorelikelytoagreethatadvertisingprovidesmeaningfulinformationonmostplatformsAsianAmericansFastest-growinggroupintheUnitedStatesSimilartothediversityofLatinx,AsiansareaverydiversegroupMultipleoriginsandlanguagesAboutthree-quartersare“proficient”inEnglishShowingRespect:EthnicandRacialSymbolsEthnicandracialsymbolsareladenwithculturalconnectionsandrelevanceInthepast,itwascommonformarketerstouse

racialorethnicsymbolismtoconveycertainproductattributesAsthecivilrightsmovementgavemorepowertominoritygroups,negativestereotypesbegantodisappearForReflection(5of6)Identifyproductswhichhavebeendeethnicized.Howshouldtheseproductsbemarketednow?LearningObjective11.5Explainhowourreligiousandpoliticalbeliefsaffecthowwethinkandoftenguideourconsumptionchoices.ReligiousandPoliticalIdentityPeoplewhoarereligiouscelebrateandadaptcherishedtraditionsandholidaysthroughactsofconsumptionMarketingtoMuslimsHalalfoodsHalalfoods,orfoodspermissibleunderthelawsofIslam,alsomayappealtomainstreamconsumersModestfashionTheveil,anessentialelementoftheIslamreligion,isalsooftenafashionsymbolPoliticalIdentityPoliticalorientationaffectswhatwebuyLiberalsandconservativesdifferinmanywaysForReflection(6of6)Shouldmembersofareligiousgroupadaptmarketingtechniquesthatmanufacturerscustomarilyusetoincreasemarketsharefortheirproducts?Whyorwhynot?LearningObjective11.6Describehow“birdsofafeatherflocktogether”inplace-basedsubcultures.Community(GeographicandPlace-BasedSubculturesGeodiversityGeodemographyDiversityintheU.S.BirdsofaFeatherFlockTogether:GroupingConsumersbyZipCodesHowcanmarketerstailortheireffortstorecognizethesegeographicaldifferences?OnepopulartechniqueisNielsen’sP

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MsystemTable11.2AComparisonofTwoDifferentYouth-OrientedP

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MClustersSegment#4:YoungDigeratiSegment#24:Up-and-ComersTech-savvyconsumerswholiveintrendyurbanneighborhoodsfilledwithfitnessclubs,boutiques,andmicrobreweries.Atransitionsegmentforyoung,middle-classsinglesbeforetheymarryandestablishfamilies.Primarilyliveinmid-sizecitiesandincludesmanyrecentcollegegraduateswhoareintoathleticactivities,technology,andnightlifeMuchmorelikelythantheaverageconsumerto:

ShopatBloomingdale’s

TraveltoAsia

ReadDwell

WatchIndependentFilmChannel

DriveanAudiA3Muchmorelikelythantheaverageconsumerto:

OrderfromP

TraveltoSouthAmerica

ReadCigarAficionado

WatchSouthPark

DriveaNissanAltimaHybrid

ChapterSummaryConsumer