Report 17 consumer culture report mylene salem-bacani

Consumer CultureConsumer Culture
Dr. E G. Ong,Esq., Ph.D., DBA, DPADr. E G. Ong,Esq., Ph.D., DBA, DPA
Reporter: Mylene M. Salem-BacaniReporter: Mylene M. Salem-Bacani

What Is Consumer
Culture?
 refers to a theory that human society is strongly influenced,
even predominantly influenced, by consumerism. This
concept states that economic and social cultures are based
on the purchasing of commodities and services and that
social functioning and behaviour is bound up with the
fostering a desire for these goods.
 It is also intricately bound up with notions of advertising and
globalization.
 Is closely to tied capitalism, because it is driven by money.
What distinguishes it, though, is that it is not focused so
much on the power of money as it is on the happiness that
can be attained through buying and owning personal
property.

Brief HistoryBrief History
The concept of "consumer cultures" is generally considered
to have originated in the early twentieth century, during the
period known as Modernism.
This was a time when advancements in production
methods and communication, which had begun during the
Industrial Revolution at the end of the nineteenth century,
led to a great deal of questioning about the ordering of
society.
Mass migration to work in new factories producing such
items as automobiles created a more fluid, less provincial
society, less defined by rigid class structures, that became
defined by increasing prosperity and thus the ability to buy
more and more goods.
Advertising and free market politics were developed to
exploit this ability.

Aspects Of CultureAspects Of Culture
 Culture is not static.Culture is not static.
 1. Ecology1. Ecology
The way in which a system is adapted to its habitat.The way in which a system is adapted to its habitat.
Ex: The Japanese, greatly value products that are designedEx: The Japanese, greatly value products that are designed
for efficient use of space.for efficient use of space.
2. Social Structure2. Social Structure
The way in which orderly social life is maintainedThe way in which orderly social life is maintained
Ex: nuclear family VS extended familyEx: nuclear family VS extended family
3. Ideology3. Ideology
The mental characteristics of a people and the way in whichThe mental characteristics of a people and the way in which
they relate to their environment and social group.they relate to their environment and social group.
Ex: nuclear family VS extended familyEx: nuclear family VS extended family

Reality EngineeringReality Engineering
Reality EngineeringReality Engineering Occurs as Elements of Popular
Culture are Appropriated by Marketers and Converted to
Vehicles for Promotional Strategies.
Reality Engineering is Accelerating due
to the Popularity of Product Placement.
Reality Engineering is Accelerating due
to the Popularity of Product Placement.
Product Placement is the Insertion of
Specific Products/ Brand Names in Movies & TV.
Product Placement is the Insertion of
Specific Products/ Brand Names in Movies & TV.
Media Images Appear to Significantly
Influence Consumers’ Perceptions of Reality.
Media Images Appear to Significantly
Influence Consumers’ Perceptions of Reality.

77
Cultural Categories:Cultural Categories:
 Age?Age?
 Genders?Genders?
 Sexual Preferences?Sexual Preferences?
 Regional/Demographics?Regional/Demographics?
 Social Classes?Social Classes?
In a
consume
r culture,
you don't
sell
products,
but
promises
of a
lifestyle.

 Age trends in the USAAge trends in the USA
– The median age of US consumers was 32.9 inThe median age of US consumers was 32.9 in
1990 and was 35.3 in 2000.1990 and was 35.3 in 2000.
– American adults (18+) make up more than 74American adults (18+) make up more than 74
percent of the overall population.percent of the overall population.
– The senior market is a growing segment withThe senior market is a growing segment with
significant buying power.significant buying power.
– Younger adults age 20-34 is shrinking.Younger adults age 20-34 is shrinking.
Age and ConsumerAge and Consumer
IdentityIdentity

IdentityIdentity
 TeensTeens
– Look to develop a distinct identity and self-image.Look to develop a distinct identity and self-image.
 Rock, hip-hop and rap music symbolizing rebellion are veryRock, hip-hop and rap music symbolizing rebellion are very
popular.popular.
 Clothing establishes an identity, a way of labelingClothing establishes an identity, a way of labeling
individuals.individuals.
– Have a need to gain acceptance from peers.Have a need to gain acceptance from peers.
 Want independence but will not deviate from a group for fearWant independence but will not deviate from a group for fear
of rejection.of rejection.
– Have sophisticated decision making skills because they comeHave sophisticated decision making skills because they come
from two career families or single parent families and they arefrom two career families or single parent families and they are
required to make more decisions for themselves.required to make more decisions for themselves.
– Are very tech savvy, using internet, cell phones, computers andAre very tech savvy, using internet, cell phones, computers and
other digital devices to communicate, play games, do homeworkother digital devices to communicate, play games, do homework
and shop.and shop.
– Many earn their own money gaining financial independenceMany earn their own money gaining financial independence
earlier than previous generations.earlier than previous generations.

 TeensTeens
– Are considered thrifty and savvy shoppers.Are considered thrifty and savvy shoppers.
– Are particular about how they spend their moneyAre particular about how they spend their money
– Shop mostly on weekends with the females shoppingShop mostly on weekends with the females shopping
more than males.more than males.
– Find friends as a major source of information aboutFind friends as a major source of information about
products.products.
– Advertising often incorporates symbols, issues andAdvertising often incorporates symbols, issues and
language which they can relate.language which they can relate.
– Music and sports are commonly used because they fallMusic and sports are commonly used because they fall
into the universal language of teenagers.into the universal language of teenagers.
– Process information faster than earlier generations andProcess information faster than earlier generations and
prefer short, snappy, phrases to long-winded explanations.prefer short, snappy, phrases to long-winded explanations.
IdentityIdentity

 Generation XGeneration X
– Individuals born form 1965-1976Individuals born form 1965-1976
– Stereotyped as feeling alienated andStereotyped as feeling alienated and
resentful due to difficulties in careerresentful due to difficulties in career
placement and advancement.placement and advancement.
– Many believe in “status panic”.Many believe in “status panic”.
– Called Boomerang kidsCalled Boomerang kids
IdentityIdentity

 Generation Xer’sGeneration Xer’s
– $120 plus billion in spending$120 plus billion in spending
– Prefers customized offeringsPrefers customized offerings
– Key segment for music, movies, travel, alcohol, fastKey segment for music, movies, travel, alcohol, fast
food, clothing, cosmeticsfood, clothing, cosmetics
– Twenty-four percent of budget spend on eating out.Twenty-four percent of budget spend on eating out.
– Cynical about obvious marketing techniquesCynical about obvious marketing techniques
– Objectionable ads may contain: exaggerated claims,Objectionable ads may contain: exaggerated claims,
stereotypes, cigarettes , alcohol, sexually explicitstereotypes, cigarettes , alcohol, sexually explicit
content and political, religious or social messages.content and political, religious or social messages.
IdentityIdentity

 Baby BoomersBaby Boomers
– Born between 1946-1964Born between 1946-1964
– Largest demographic segment 78 millionLargest demographic segment 78 million
– Heavy consumers of financial servicesHeavy consumers of financial services
– Delayed child rearing (parents of someDelayed child rearing (parents of some
Xer’s and most Gen Y)Xer’s and most Gen Y)
– Focus on staying youngFocus on staying young
IdentityIdentity

 BoomersBoomers
– Young AgainYoung Again: Individuals from age 50: Individuals from age 50
to 65 tend to think of themselves as aboutto 65 tend to think of themselves as about
15 years younger than they really are in15 years younger than they really are in
terms of cognitive age.terms of cognitive age.
– Gray marketGray market: consumers over 65: consumers over 65
IdentityIdentity

 Boomers represent a critical growing marketing forBoomers represent a critical growing marketing for
health-related and medical products and services,health-related and medical products and services,
 Already spend more than twice the nationalAlready spend more than twice the national
average on prescription drugs, accounting for moreaverage on prescription drugs, accounting for more
than 40 percent of all pharmaceutical sales.than 40 percent of all pharmaceutical sales.
 Boomers have an active lifestyle, they buy leisureBoomers have an active lifestyle, they buy leisure
based products and services such as educationalbased products and services such as educational
seminars, travel and sporting goods.seminars, travel and sporting goods.
 Grandparents spend as much as $30 billion onGrandparents spend as much as $30 billion on
clothing, toys and other goods and services for theirclothing, toys and other goods and services for their
grandchildren.grandchildren.
IdentityIdentity

How Gender and SexualHow Gender and Sexual
Orientation affect ConsumerOrientation affect Consumer
BehaviorBehavior
 Men and Women behave based on sex-Men and Women behave based on sex-
roles learned early in childhood and definedroles learned early in childhood and defined
by their culture.by their culture.
– In Western Societies men previously wereIn Western Societies men previously were
guided byguided by agentic goalsagentic goals that stress mastery,that stress mastery,
self-efficacy, strength, and assertiveness;self-efficacy, strength, and assertiveness;
characterized as being emotionless.characterized as being emotionless.
– Women, in western societies have been guidedWomen, in western societies have been guided
byby communal goalscommunal goals that stress affiliation andthat stress affiliation and
fostering harmonious relations with others;fostering harmonious relations with others;
characterized as being submissive, emotionalcharacterized as being submissive, emotional
and home oriented.and home oriented.

Men vs. WomenMen vs. Women
 MenMen
– CompetitiveCompetitive
– IndependentIndependent
– Externally motivatesExternally motivates
– Risk takersRisk takers
– SportsSports
– HuntingHunting
– FishingFishing
– Mechanical tasksMechanical tasks
 WomenWomen
– CooperativeCooperative
– InterdependentInterdependent
– IntrinsicallyIntrinsically
motivatedmotivated
– ArtsArts
– Activities fosteringActivities fostering
social tiessocial ties

Changing Sex RolesChanging Sex Roles
 Women delay marriage and child-bearing in favor ofWomen delay marriage and child-bearing in favor of
building a career and working in fields that werebuilding a career and working in fields that were
traditionally male dominated, such a management,traditionally male dominated, such a management,
engineering and law.engineering and law.
 In dual-career families, some husbands areIn dual-career families, some husbands are
assuming greater responsibility for household tasksassuming greater responsibility for household tasks
and child rearing, although a significant number stilland child rearing, although a significant number still
fail to do their share.fail to do their share.
 Men express emotions, be more sensitive and moreMen express emotions, be more sensitive and more
caring and loving fathers.caring and loving fathers.

Gender and SexualGender and Sexual
OrientationOrientation
 GenderGender refers to a biological state (male or female).refers to a biological state (male or female).
 Sexual orientationSexual orientation reflects a person’s preferencereflects a person’s preference
toward certain masculine or feminine behaviors.toward certain masculine or feminine behaviors.
 Masculine individualsMasculine individuals whether male or femalewhether male or female
display male oriented traits.display male oriented traits.
 Feminine individuals display female oriented traits.display female oriented traits.
 Androgynous individualsAndrogynous individuals display both male anddisplay both male and
female traits.female traits.

Gender and SexualGender and Sexual
 According to Census Bureaus statistics the US hasAccording to Census Bureaus statistics the US has
more than 601,000 same sex households (304,000more than 601,000 same sex households (304,000
gay male couples and 297,000 lesbian couples).gay male couples and 297,000 lesbian couples).
 Gay and lesbian consumers are likely to distrust adGay and lesbian consumers are likely to distrust ad
messages more than heterosexual consumers.messages more than heterosexual consumers.
 They respond well to sexual orientation symbolsThey respond well to sexual orientation symbols
and ads that reflect their lives and culture.and ads that reflect their lives and culture.

Men vs. Women Differences inMen vs. Women Differences in
Acquisition & ConsumptionAcquisition & Consumption
BehaviorsBehaviors
 MenMen
– Selective examination ofSelective examination of
ad messagesad messages
– Decisions based onDecisions based on
heuristicsheuristics
– Agentic goalsAgentic goals
– Pay attention to positivePay attention to positive
emotions in purchaseemotions in purchase
decisionsdecisions
 WomenWomen
– Detailed examination ofDetailed examination of
ad messagesad messages
– Decisions based onDecisions based on
attributesattributes
– Communal goalsCommunal goals
– Pay attention toPay attention to
negative emotions innegative emotions in
purchase decisionspurchase decisions
– Compensatory eatingCompensatory eating

Word of mouth influenceWord of mouth influence
(Percent of men and women who seek advice
regarding selected products and services)
Men
50%
40%
30%
20%
10%
Men
Women
Men
Women
Men
Women
Women
Men
Women
Car
mechanic
Where to
eat out
What movies
to see
What car
to buy
Where to get
hair cut
40%
49%
39% 38%
26%
28%
15%
22%
10%
24%

Marketing ImplicationsMarketing Implications
Based on Gender & SexualBased on Gender & Sexual
 Products are becoming less sex-typed asProducts are becoming less sex-typed as
sex roles evolve.sex roles evolve.
 Marketers still target particular gendersMarketers still target particular genders
 Ads are depicting more modern images forAds are depicting more modern images for
both men and women.both men and women.
 Cause Marketing is an effective way toCause Marketing is an effective way to
reach women.reach women.

How HouseholdHow Household
Influence ConsumerInfluence Consumer
BehaviorBehavior
 Households are the most importantHouseholds are the most important
unit of analysis for consumer behaviorunit of analysis for consumer behavior
because most decisions forbecause most decisions for
acquisition, usage and disposition areacquisition, usage and disposition are
made by households rather thanmade by households rather than
individuals.individuals.

Types of HouseholdsTypes of Households
 HouseholdHousehold is a single person living alone or ais a single person living alone or a
group of individuals who live together in a commongroup of individuals who live together in a common
dwelling, regardless of whether they are related.dwelling, regardless of whether they are related.
 This term include cohabitating couples: unmarriedThis term include cohabitating couples: unmarried
opposite sex, same sex or roommates.opposite sex, same sex or roommates.
 The traditional stereotype of the family consisted ofThe traditional stereotype of the family consisted of
a husband a the primary wage earner, a wife whoa husband a the primary wage earner, a wife who
was a non-wage earner at home, and two childrenwas a non-wage earner at home, and two children
under the age of 18.under the age of 18.
 Female single head of households have increasedFemale single head of households have increased
three times the number of two-parent households.three times the number of two-parent households.

 FamilyFamily is usually defined as a group ofis usually defined as a group of
individuals living together who are related byindividuals living together who are related by
marriage, blood, or adoption.marriage, blood, or adoption.
 Nuclear familyNuclear family is a father, mother andis a father, mother and
children (traditional family unit).children (traditional family unit).
 Extended familyExtended family is the nuclear family plusis the nuclear family plus
relatives such as a grandparents, aunts,relatives such as a grandparents, aunts,
uncles and cousins.uncles and cousins.

 Households are also termed based on family lifeHouseholds are also termed based on family life
cycle:cycle:
 SinglesSingles
 Young marriedYoung married
 ParentsParents
 Empty nestersEmpty nesters
 Many households consider pets to be familyMany households consider pets to be family
membersmembers
 60% of American families own pets60% of American families own pets
– 59 million dogs59 million dogs
– 75 millions cats75 millions cats
– 25 million birds25 million birds
– 250 million fish250 million fish
– 125 million other animals125 million other animals

Changing Trends inChanging Trends in
HouseholdsHouseholds
 Five factors have altered the basicFive factors have altered the basic
structure and characteristics ofstructure and characteristics of
households:households:
1.1. Delayed marriageDelayed marriage
2.2. CohabitationCohabitation
3.3. Dual careersDual careers
4.4. DivorceDivorce
5.5. Smaller familiesSmaller families

 Delayed marriageDelayed marriage
– Many individuals are delaying marriage or not marrying at allMany individuals are delaying marriage or not marrying at all
– Never married individuals age 30-34 has risen 9.4% for menNever married individuals age 30-34 has risen 9.4% for men
6.2% for women.6.2% for women.
– Married couple under the age of 25 has decreased by 1/3Married couple under the age of 25 has decreased by 1/3
since 1980.since 1980.
 CohabitationCohabitation
– More individuals live with one another outside the bonds ofMore individuals live with one another outside the bonds of
marriage.marriage.
– Defining aspect is that they view personal possessions asDefining aspect is that they view personal possessions as
personal property and leave the possibility of the relationshippersonal property and leave the possibility of the relationship
not lasting.not lasting.
– Leads to greater discretionary incomeLeads to greater discretionary income

 Dual Career Families – 2 typesDual Career Families – 2 types
1.1. The woman is concerned about careerThe woman is concerned about career
advancement and personal fulfillmentadvancement and personal fulfillment
2.2. Woman works out of financial necessity andWoman works out of financial necessity and
considers her employment “just a job”.considers her employment “just a job”.
– Increased discretionary incomeIncreased discretionary income
– Increased burden of family and career (roleIncreased burden of family and career (role
overload)overload)
– Husbands are taking on more nontraditionalHusbands are taking on more nontraditional
roles in the family.roles in the family.

 DivorceDivorce
– Divorce rate have more than doubled sinceDivorce rate have more than doubled since
1960.1960.
– Four out of ten marriages end in divorce.Four out of ten marriages end in divorce.
– Influences household structure/ creates singleInfluences household structure/ creates single
parent familiesparent families
– One out of three families in the USA are oneOne out of three families in the USA are one
parent households.parent households.
– Remarry with greater frequency creatingRemarry with greater frequency creating
stepfamilies which ½ end up in divorce as well.stepfamilies which ½ end up in divorce as well.

 Smaller familiesSmaller families
– Boomers and Xer’s are having fewerBoomers and Xer’s are having fewer
childrenchildren
– Average family size is 3.14Average family size is 3.14
– Childless families are one of the fastestChildless families are one of the fastest
growing types of householdsgrowing types of households

Roles that HouseholdRoles that Household
Members PlayMembers Play
 Household decision rolesHousehold decision roles refers to the rolesrefers to the roles
that different members play in householdthat different members play in household
decisions.decisions.
1.1. GatekeeperGatekeeper
2.2. InfluencerInfluencer
3.3. DeciderDecider
4.4. BuyerBuyer
5.5. UserUser
– Each role can be performed by differentEach role can be performed by different
household members and by a single individual,household members and by a single individual,
subset of individuals or the entire household.subset of individuals or the entire household.

 Household decision roles can beHousehold decision roles can be instrumentalinstrumental
meaning that they are related to tasks affectingmeaning that they are related to tasks affecting
the buying decision.the buying decision.
 Roles are alsoRoles are also expressiveexpressive which means theywhich means they
indicate family norms such as choice of color orindicate family norms such as choice of color or
style.style.
 The process ofThe process of bargainingbargaining which involves awhich involves a
fair exchange of preferences orfair exchange of preferences or concessionconcession inin
which the spouse gives in on some points towhich the spouse gives in on some points to
get what her or she wants in other areasget what her or she wants in other areas
couples tend to make equitable decisions thatcouples tend to make equitable decisions that
result from compromises.result from compromises.

 Household decision roles can create conflict:Household decision roles can create conflict:
1.1. Reason for buyingReason for buying
2.2. Who should make the decisionWho should make the decision
3.3. Which option to chooseWhich option to choose
4.4. Who gets to use the product or serviceWho gets to use the product or service
– Households can resolve conflicts through problemHouseholds can resolve conflicts through problem
solving, persuasion, bargaining, and politicssolving, persuasion, bargaining, and politics
(persuasion and problem solving are used most(persuasion and problem solving are used most
frequently).frequently).
 Joint decisions are most likely to be made when:Joint decisions are most likely to be made when:
– Perceive risk is highPerceive risk is high
– The decision is an important oneThe decision is an important one
– Time is not limitedTime is not limited
– Household is youngHousehold is young

 The role of spouses:The role of spouses:
– Husband dominant decisionsHusband dominant decisions
– Wife dominant decisionsWife dominant decisions
– Autonomic decisionsAutonomic decisions
– Syncratic decisionsSyncratic decisions
 SpousesSpouses
– As spouses get nearer a final decision theAs spouses get nearer a final decision the
process moves towards syncratic (two decidingprocess moves towards syncratic (two deciding
together) decision making.together) decision making.
– If the family has strong traditional sex-roleIf the family has strong traditional sex-role
orientation, tasks are stereotypical in nature andorientation, tasks are stereotypical in nature and
more husband-dominate decisions are made.more husband-dominate decisions are made.

 ChildrenChildren
– Children nag parents.Children nag parents.
 More likely to influence parents on child-related products i.e.More likely to influence parents on child-related products i.e.
cereal, cookies, snacks, ice cream, pizza, vacations etc.cereal, cookies, snacks, ice cream, pizza, vacations etc.
 Less likely to influence families who are more traditional andLess likely to influence families who are more traditional and
conservative.conservative.
 Parents are more likely to give in to children if both work.Parents are more likely to give in to children if both work.
– The more TV children watch the more they try to influenceThe more TV children watch the more they try to influence
parents.parents.
– The older the child the more influence he or she will exert.The older the child the more influence he or she will exert.
– Older children generate income on their own creatingOlder children generate income on their own creating
power.power.
– Children use techniques such as bargaining, persuasion,Children use techniques such as bargaining, persuasion,
emotional appeals and requests.emotional appeals and requests.

Where children between the ages of 4 and 12Where children between the ages of 4 and 12
spend their moneyspend their money
27%
Play items
33%
Food and
beverages
15%
Clothes
6%
Video
arcades
8%
Movies
&
sports
11%
Other

Electronic Media HaveElectronic Media Have
ChangedChanged
Behavior & ConsumptionBehavior & Consumption
 Amount of time spentAmount of time spent
– Listening to the radio, watching television, onListening to the radio, watching television, on
the computerthe computer
– Engaged in physical activityEngaged in physical activity
 Purchasing predilectionsPurchasing predilections
– More money spent in restaurants than groceriesMore money spent in restaurants than groceries
– $600 jeans, $100,000 cars$600 jeans, $100,000 cars
 Ratio between doing & watchingRatio between doing & watching
 Activities we actually performActivities we actually perform

4040
Myths:Myths:
 That define the cultureThat define the culture
 A myth:A myth:
is a story containing symbolicis a story containing symbolic
elements that expresses the sharedelements that expresses the shared
emotions and ideals of a culture.emotions and ideals of a culture.
Ex: M for McDonald’sEx: M for McDonald’s

4141
Myths:Myths:
 Serve four interrelated functions:Serve four interrelated functions:
1. Metaphysical1. Metaphysical
Help explain the origins of existence.Help explain the origins of existence.
2. Cosmological2. Cosmological
Emphasize that all components of theEmphasize that all components of the
universe are part of a single picture.universe are part of a single picture.
3. Sociological3. Sociological
Maintain social order by authorizing a socialMaintain social order by authorizing a social
code.code.
4. Psychological4. Psychological
Provide models for personal conduct.Provide models for personal conduct.

4242
Rituals:Rituals:
 Is a set of multiple, symbolic behaviorsIs a set of multiple, symbolic behaviors
that occur in a fixed sequence and thatthat occur in a fixed sequence and that
tend to be repeated periodically.tend to be repeated periodically.
Ex: wear prom dressEx: wear prom dress
tuxedostuxedos
graduation gownsgraduation gowns
wedding gownswedding gowns
Halloween gownsHalloween gowns

4343
Sacred Consumption:Sacred Consumption:
 Involves objects and events that areInvolves objects and events that are
“set apart” from normal activities, and“set apart” from normal activities, and
are treated with some degree ofare treated with some degree of
respect or awe.respect or awe.
Ex: - Sacred place (Bethlehem;Ex: - Sacred place (Bethlehem;
Mecca;Mecca;
Stonehenge)Stonehenge)
- Sacred people (Princess Di;- Sacred people (Princess Di;
John Lennon; ElvisJohn Lennon; Elvis

4444
Race And EthnicRace And Ethnic
SubculturesSubcultures
 A group of consumers who are heldA group of consumers who are held
together by common cultural and/ortogether by common cultural and/or
genetic ties.genetic ties.
 Marketers can no longer ignore theMarketers can no longer ignore the
stunning diversity of cultures.stunning diversity of cultures.
 Recently, several minority groupsRecently, several minority groups
have caught the attention ofhave caught the attention of
marketers.marketers.

4545
Consumer Spending AndConsumer Spending And
Economic BehaviorEconomic Behavior
 Social class (status symbol).Social class (status symbol).
 Money and how consumption (incomeMoney and how consumption (income
pattern).pattern).

4646
Individual AttitudesIndividual Attitudes
Toward MoneyToward Money
Profiles:
1.1. Takes risks to get a headTakes risks to get a head
2.2. Is better safe than sorry (thrifty, and tries to minimizeIs better safe than sorry (thrifty, and tries to minimize
borrowing).borrowing).
3.3. Puts others first (money is a means of protectingPuts others first (money is a means of protecting
loved ones).loved ones).
4.4. Travels first class or not at all (buy luxury items)Travels first class or not at all (buy luxury items)
5.5. Is controlled by money (equates money with power).Is controlled by money (equates money with power).
6.6. Needs just enough to take care of self (is not veryNeeds just enough to take care of self (is not very
interested in money).interested in money).
7.7. Believe there’s more to life than money.Believe there’s more to life than money.

4747
Social ClassSocial Class
 Economic conditions and social status oftenEconomic conditions and social status often
determine the type of clothing we select.determine the type of clothing we select.
 Social class, determined by a complex set ofSocial class, determined by a complex set of
variables including:variables including:
- incomeincome
- family background- family background
- occupation- occupation

4848
Social ClassesSocial Classes
Structure:Structure:
1.1. Upper UpperUpper Upper
2.2. Lower UpperLower Upper
3.3. Upper MiddleUpper Middle
4.4. Lower MiddleLower Middle
5.5. Upper LowerUpper Lower
6.6. Lower LowerLower Lower

Components Of SocialComponents Of Social
ClassClass
Three major ones are:Three major ones are:
1.1. Occupational prestigeOccupational prestige
2.2. IncomeIncome
3.3. Educational achievement.Educational achievement.
Fashion is often used as a status symbols
to communicate real or desired social class.
Fashion is often used as a status symbols
to communicate real or desired social class.

The Fashion SystemThe Fashion System
Fashion is the Process of Social Diffusion by Which a
New Style is Adopted by Some Group(s) of Consumers.
Cultural
Categories
Affect Many
Different Products
and Styles
Costumes Worn by
Celebrities Can
Affect Fashion
Cultural
Categories
Affect Many
Different Products
and Styles
Costumes Worn by
Celebrities Can
Affect Fashion
Collective
Selection
Process by Which
Certain Symbolic
Alternatives are
Chosen Over Others
Group Products by
Categories
Collective
Selection
Process by Which
Certain Symbolic
Alternatives are
Chosen Over Others
Group Products by
Categories

CommodificationCommodification
 Professional sports became big after WWIIProfessional sports became big after WWII
 TV has had a tremendous recent influenceTV has had a tremendous recent influence
 US sport seen most broadly across the world:US sport seen most broadly across the world:
WWFWWF
 Childhood opportunities or regimentation?Childhood opportunities or regimentation?
Cultural Quirks
•Cultures can find some advertisements offensive to their nation.
For example: China found an advertisement that showed a U.S. basketball star
battling two cartoon kung fu warriors offensive and banned the
commercial.
Cultural Quirks
•Cultures can find some advertisements offensive to their nation.
For example: China found an advertisement that showed a U.S. basketball star
battling two cartoon kung fu warriors offensive and banned the
commercial.

Popular Culture & ValuesPopular Culture & Values
 More tolerant world?More tolerant world?
 More profane world?More profane world?
 More politically correct world?More politically correct world?
 More profit-oriented world?More profit-oriented world?

Return to FragmegrationReturn to Fragmegration
 Globalization and its effectsGlobalization and its effects
– How are we more alike? Integrated?How are we more alike? Integrated?
– How do we continue to be different?How do we continue to be different?
Fragmented?Fragmented?

The Diffusion of WesternThe Diffusion of Western
Consumer CultureConsumer Culture
Creolization Occurs When Foreign Influences
are Absorbed and Integrated With Local Meanings
Creolization Occurs When Foreign Influences
are Absorbed and Integrated With Local Meanings
The West is a Net Exporter of Popular CultureThe West is a Net Exporter of Popular Culture
The U.S. Invades AsiaThe U.S. Invades Asia
Signs That the Western Culture Invasion is SlowingSigns That the Western Culture Invasion is Slowing
Emerging Consumer Cultures in Transitional EconomiesEmerging Consumer Cultures in Transitional Economies

Report 17 consumer culture report mylene salem-bacani

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