Social and Cultural Identity

Social and Cultural Identity

Prior to beginning work on this discussion forum, review

• Chapter 11: Social and Cultural Identity from the course textbook, Consumer Behavior: Buying, Having, and Being. (attached)

Discussion Prompts

• Initial Response
• There are five facets to social identity: family, ethnicity/race, places, religion /politics, generation/age groups. Refer to Figure 11.1 on page 321 of your course textbook, Consumer Behavior: Buying, Having, and Being. (attached)
• In your post, address the following:
  • Analyze any 2 of these facets to address how do each of these aspects of our social identity influence our consumer behavior.
    To shape your analysis, answer the following questions under the categories you selected.
  • Family
    1. How does parenting style influence the choice of products or services?
    2. What impact does the family lifecycle stage (young family, empty nesters, no-kids family) have on consumption patterns?
    3. How do family traditions or extended family (including pets) affect consumer behavior?
  • Ethnicity/Race
    African Americans, Hispanic Americans, and Asian Americans are the “big three” American ethnic subcultures. Put on your consumer behavior hat and assume you are on a team tasked with creating an advertisement for a brand of your choice. Address the following in your post:
    1. Pick two of these ethnicities.
    2. How does the purchasing behavior of this ethnic group differ from the general population?
    3. Explain two consumer behavior and subcultural elements that you would include in your ad so it resonates well to that subculture.
  • Places
    1. How do climate and geography affect consumer behavior?
    2. Provide an example of a brand that you use for which geography plays an important role.
    3. Find an advertising that used geodemographic segmentation to target its audience. Include the advertisement image in your post
    4. Discuss how you find the advertisement effective.
  • Age Group and Generations
    Pick two from the four age groups and compare and contrast their consumer behavior characteristics. Also, include social media and globalization in your analysis.
    An age cohort consists of people of similar ages who have similar experiences. Commonly accepted age cohorts (for those who are born post–World War 2 with rough estimations) are as follows:
    1. The baby boom generation: People born between 1946 and 1964
    2. Generation X: People born between 1965 and 1985
    3. Generation Y: People born between 1986 and 2002
    4. Generation Z: People born 2003 and later
  • Religion/Politics
    1. How do religious beliefs influence the choice and consumption of this product?
    2. In what ways does political orientation affect consumer preferences?
    3. How does the brand navigate religious or political sensitivities in its marketing and product development?

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