Social Class, Culture and Subculture

  1. Family
    Two or more persons related by blood, marriage or adoption who reside together in the same household
  2. Househould
    Might include individuals who are not related by blood, marriage or adoption, such as unmarried couples, family friends, roommates or boarders.
  3. 8 roles in the family decision making process
    • disposers
    • influencer
    • gatekeeper
    • decider
    • buyers
    • users
    • maintainers
    • preparers
  4. Social Class
    The division of members of a society into a hierarchy of distinct classes, so that members of each class have relatively the same status and members of all other classes have either more or less status.

    ranked in a hierarchy ranging from low to high status
  5. The Measurement of Social Class
    Subjective Measures

    Reputational Measures

    Objective Measures: Occupation Education Income
  6. Culture
    The sum total of learned beliefs, values and customs that serve to regulate the consumer behaviour of members of a particular society.
  7. Beliefs
    “Mental or verbal statements that reflect a person’s particular knowledge and assessment about some idea or thing
  8. Customs
    Overt models of behaviour that constitute culturally acceptable ways of behaving in specific situation
  9. Values
    Relatively enduring beliefs that serve as guides for what is considered ‘appropriate’ behaviour and are widely accepted by the members of a  society
  10. Core Values
    Values that are held by almost every person in a particular society
  11. Enculturation
    The learning of the culture of one’s own society
  12. Acculturation
    The learning of a new or “foreign” culture
  13. Other key culture terms
    • Language
    • Symbols
    • Rituals
  14. Australian Values Segment
    • Basic Needs
    • Fairer Deal
    • Traditional Family Life
    • Conventional Family Life
    • Look at Me
    • Something Better
    • Real Conservatism
    • Young Optimism
    • Visible Achievement
    • Socially Aware
  15. Subculture
    A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
  16. Cultural Profile of a Society: 4 Composite Element
    • 1. The core cultural themes shared by most people irrespective of what subculture(s) they may belong to.
    • 2. Self-identification.
    • 3. The language used.
    • 4. The unique beliefs, values, and customs subscribed to by members of specific subcultures
  17. Age Subcultures
    • Gen Y (1980-1994)
    • Gen X (1965-1979)
    • BB (1946-1964)
    • Seniors (60+)
  18. Cross-cultural analysis
    Involves examining the similarities and differences between consumers in different nations.
  19. Country of Origin Effects
    Where purchase decisions are influenced by where the product originates from (produced).
Card Set
Social Class, Culture and Subculture
Social Class, Culture and Subculture