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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