Consumer Behavior MKTG 301 Chapter 11 Discussion Topic
Consumer Behavior [MKTG. 301] Chapter 11 Discussion Topic: MY-SPACE SOCIAL NETWORKING SITES Chapter 11: WHICH CULTURE CONCEPT EXPLAINS THE MARKET FOR ETHNIC TOY FIGURES? (A) CULTURE INFLUENCES • Ethnicity/Race • Religion/Belief • Region/Nationality (B) CULTURAL OUTCOMES • Abstract/Behavioral (values, norms, rituals, symbols) • Physical/Material (artifacts, technology, infrastructure) Bratz success is influenced by ETHNIC, BELIEF & REGIONAL factors • Ethnic children from more permissive single parent homes without regular faith-based association • Ethnic and youth exposure to less traditional and less structured styles – including exposure to some “at risk” behaviors for dating, socializing, & dress • Rising materialistic values among youth that measure happiness by popularity, personality and “bling” Dolls reflect BOTH: • What IS (Bratz as a environment reality) … as well as … • What IS ASPIRED TO (Barbie as mainstream success goal) (C) VALUES TRANSFUSION • Family • Religious Institution • Education • Media (D) CORE & ETHNIC VALUES • Anglo/Euro American • African American • Arab American • Asian American • French-Canadian • Latino American (E) SOCIAL CLASS VALUES • Economic Variables • Interaction Variables • Political Variables Education as an affirmative value is reflected in “career” Barbie Mycene as preferred ethnic cultural version of “Barbie’s” classic attributes versus Bratz Preference for Barbie’s middle-classic appearance and upwardly mobile professional roles [Cultural Transfusive Triad+1] Barbie has stronger virtues (Faith -based/Religious principles) Generational “Family” bonds represented by shared mother/daughter Barbie stories Bratz as REVERSE “Family Transfusion” for children seeking difference from parents (“old”) by pushing style limits (“young”) Media appeal to teens/tweens as “they are” and “Hip-Hop” urban culture influences Bratz appeal Accurate representation of ETHNIC culture not merely surface characteristics
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