BUAD 345 Consumer Behaviour textbook summarized notes from chapter 9-12. Includes definitions, screenshots of exhibits, and additional notes.
Chapter 9: Microculture and Consumer Behaviour
Chapter 10: Group and Interpersonal Influence
Chapter 11: Consumers in Situations
Chapter 12: Decision M...
Chapter 9: Microculture and Consumer Behaviour
Microculture: as a group of people who share similar values and tastes that are
subsumed within a larger culture. Subculture is also used, however, microculture is used
to portray the idea that the group is smaller but in no way less significant. Note: Culture is
hierarchical.
Each microculture brings with it role expectations for its members. The role provides a
signal as o the behaviours that one should perform to truly belong.
Role Conflict: a situation involving conflicting expectations based on cultural role
expectations.
Divergence: situation in which consumers choose membership in microcultures in an
effort to stand out or define themselves from the crowd.
,Note: this system will have some weaknesses, but this type of approach can provide
marketers with useful insight into the motivations that underlie Canadian behaviour.
Sex Roles: are the societal expectations for men and women among members of a
cultural group. Sex roles are ubiquitous in society, and inconsistency with them can be a
source of sanctions.
Age based microculture: people of the same age end up sharing many of the same values
and develop similar consumers preferences.
Teen Culture: speculations that teenagers around the world are more similar to each
other than to people from other generations in the same culture.
Cohort: is a group of people who have lived the same major experiences in their life, and
the experiences end up shaping their core values.
Generation Microculture
• Baby boomer
• Gen X
• Gen Y
Ethnic Microculture
• Francophone
• Aboriginal
• Western European
• South Asian Chinese
Stigmatization: means that the consumer is marked in some way that indicated their
place in society.
Two very important topics in consumer behaviour are income and social class.
• Social Class: is a culturally defined group to which a consumer belongs based on
resources like prestige, income, occupation, and education. Income and occupation
are two of the most recognizable determinants of social class.
• Habitus: mental and cognitive structures through which individuals perceive the
world based largely on their standing in a social class.
Homogamy: the finding that most marriages comprise people from similar classes.
(Assortative mating).
Social Satisfaction: can be defined as the division of society into classes that have
unequal access to scarce and valuable resources.
, Status symbols: products or objects that are used to signal one’s place in society.
Street Microculture
Music
Fashion
Sport
Gaming
Virtual
Note: realize that microculture is not a uniquely Canadian phenomenon.
Demographic Analysis
Demographic analysis develops a profile of consumer group based on their demographics.
• Demographics: observable, statistical aspects of populations such as age,
gender, or income.
• Geodemographics: study of people based on the fact that people with similar
demographics tend to live close to one another.
Note: Notable trends include declining birth rates, increased consumer affluence, increasing
life expectancy, and increasing cultural diversity worldwide.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller manuelaspatar. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $11.48. You're not tied to anything after your purchase.
