Ch2 Conusmer Identity In A Mcs
- 5. Arab Scarf
- 6. Ethnic Identity in the marketplace Worst Person / Dunkin Donut has a hole Reaction to Dunkin donut Muslim Fashion Muslim Women in America Media How to advertise underwear to Latino Using Spanish language in Ad Americans Immigrants in Mexico Pepsi Ad Godfather version Coke and black consumers Coke and Indians
- 7. Group Labeling Others-self Self-self Self-Other Other-other Group label less of predictive of individual behavior…. Land of the free.
- 8. Change environment / multicultural society Change in consumer identity Change in consumer needs/wants Economic needs Solve problems/meet Performance needs Express preferences Personal style Consumption as cultural communication. Express consumer identity. Reinforce consumer values Consumer adaptation to multicultural society
- 9. Marketing as both economic exchange and culture medium The declining of public institution (church, government, and family) as socializing agent. Shopping malls as a social agent Media shaping our identity Our economic institutions are shaped by our culture.
- 10. Ethnic Consumer consumption of media Define self identity Define other identity Stereotyping Latino are lazy Blacks are hedonics Asians are hard worker Arabs are terrorist
- 11. The American view of self and social identity Americans believe that Individual self distinctive than others What we do define who we are (not what we know). Achievement over knowledge/wisdom Ethnic social/group identity Identity in Multicultural America is chosen and not predetermine, age, geography, stage of life.. Ethnic identity is reflected in behavior in the marketplace. Public and private behavior, dual ethnicity, different product identify with different ethnic, living as a majority or a minority different self identity. Closet gay Germen, Iranian, and Iraqi… war, hostile and Risk
- 12. Is white an ethnic identifier? The issue of power If you are not white you are ethnic Self-reference Jewish, Italian were not identify as white, now are white …Asians are becoming white (economic power)
- 13. Model of social identity and consumer choice in Multicultural America Social force Cultural Identity Family Value School Verbal process Pop cultural Beliefs Government Self perception Marketplace Worldview Media Core symbol Advertising Social perception Religion/ Church Self Identity Consumer choice Symbolic Market choices Group/ / Brands Membership Attitude toward Communication/ marketing Insit. Pattern Marketplace Normative Behavior Social Role
- 14. Ethnic Media Ethnic Directory Asian American Latino Resources