Ch2 Conusmer Identity In A Mcs

Multicultural America

Un-American Paranoia

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

Group Labeling

• Others-self

• Self-self

• Self-Other

• Other-other

• Group label less of predictive of individual behavior…. Land of the free.

Change environment / multicultural society

Change in consumer identity

Change in consumer needs/wantsEconomic 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

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.

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

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

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)

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

Ethnic Media

• Ethnic Directory

• Asian American

• Latino Resources