Chapter 13

Ethnic, Racial, and Religious

Subcultures

CONSUMER
BEHAVIOR, 9e
Michael R. Solomon

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Chapter Objectives
When you finish this chapter, you should
understand why:

Additional influences come from our

identification with microcultures that reflect a
shared interest in some organization or
activity.

Our memberships in ethnic, racial, and

religious subcultures often play a big role in
guiding our consumption behaviors.
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Chapter Objectives (continued)

Many marketing messages appeal to ethnic

and racial identity.

African Americans, Hispanic Americans, and

Asian Americans are the three most
important ethnic/racial subcultures in the
United States.

Marketers increasingly use religious and

spiritual themes when they talk to
consumers.
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Subcultures, Microcultures,
and Consumer Identity

Consumers lifestyles are affected by group

membership within the society-at-large
Subcultures of age, race/ethnicity, place of
residence

Microcultures share a strong identification

with an activity or art form
Have own unique set of norms, vocabulary,
and product insignias

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Ethnic and Racial Subcultures

An ethnic subculture is a self-perpetuating

group of consumers who share common
cultural or genetic ties where both its
members and others recognize it as a
distinct category.

In countries like Japan, ethnicity is

synonymous with the dominant culture
because most citizens claim the same
cultural ties.

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Ethnicity and Marketing Strategies

Subcultural memberships help shape

peoples needs/wants

Minorities find an advertising spokesperson

from their own group more trustworthy

Ethnic subculture affects level/type of media

exposure, food/apparel preferences, political
behavior, leisure activities, willingness to try
new products

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The Context of Culture

High-Context

Low-Context

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Is Ethnicity a Moving Target?

Defining/targeting an ethnic
group is not always so easy
(melting pot society)

Deethnicization occurs when a

product we associate with a
specific ethnic group detaches
itself from its roots and appeals
to other groups as well
Example: bagels
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Figure 13.1 Americas Newest Markets

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Discussion

Locate current examples of marketing stimuli

that depend on an ethnic or religious
stereotype to communicate a message.

How effective are these appeals?

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What is Acculturation?

Acculturation is the process of movement and

adaptation to one countrys cultural
environment by a person from another
country.

Acculturation occurs, at least in part, with the

influence of acculturation agents
Family
Friends
Church organizations
Media
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The Progressive Learning Model

Assumes that people gradually learn a new

culture as they increasingly come into
contact with it

When people acculturate they will blend their

original culture and the new one

Consumers who retain much of their original

ethnic identity differ from those who
assimilate

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Figure 13.2 A Model of

Consumer Acculturation

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Discussion

Locate one or more consumers (perhaps

family members) who have emigrated from
another country.

How did they adapt to their host culture?

In particular, what changes did they make in
their consumption practices over time?

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The Big Three American Subcultures

African Americans
Hispanic Americans
Asian Americans

Hispanic population
is now the largest
ethnic subculture
(12.5%)

Asian Americans
(3.6%) are the
fastest-growing
racial group (due to
immigration)

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African Americans

Overall spending patterns

of blacks and whites are
roughly similar

Household income and

educational levels rising
for African Americans

Differences in
consumption behaviors
subtle but important
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Hispanic Americans

Hispanic = many
different backgrounds

Hispanics are:
Brand loyal
Highly concentrated
geographically by
country of origin (easy
to reach)

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Distinguishing Characteristics of the

Hispanic Market

Looking for spirituality, stronger family ties,

and more color in their lives

Large family size of Hispanic market

Spend more on groceries
Shopping is a family affair
Regard clothing children well as matter of

pride
Convenience/saving time is not important
to Hispanic homemaker

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Asian Americans

Fastest-growing group
Most affluent, best educated
Most likely to hold
technology-related jobs

Most brand-conscious but

least brand loyal

Made up of culturally diverse

subgroups that speak many
different languages/dialects
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Religious Subcultures
and Product Demand

Religious themes can spill over into everyday

consumption
Cult products

Marketing opportunity among religious

subcultures due to dress and food
requirements

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Discussion

Should members of a religious group adapt

marketing techniques that manufacturers
customarily use to increase market share for
their products? Why or why not?

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The Born-Again Boom

Born-Again Christians are

those who follow literal
interpretations of the Bible
and who acknowledge being
born again through belief in
Jesus

Fastest-growing religious
affiliations in United States

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Discussion

Born-again Christian groups have been

instrumental in organizing boycotts of
products advertised on shows they find
objectionable, especially those they feel
undermine family values.

Do religious groups have a right or a

responsibility to dictate what advertising a
network should carry?

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Chapter Summary

People share an identification with

microcultures as well as subcultures and
cultures.

Membership in ethnic, racial, and religious

subcultures plays a role in our consumption
decisions.

African Americans, Hispanic Americans, and

Asian Americans are the three most
important ethnic/racial subcultures in the
U.S.
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

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