Consumer Behavior [MKTG. 301]

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Consumer Behavior MKTG. 301 Chapter 11
Discussion Topic EVOLVING ETHNIC MULTI-CULTURAL
VALUES, EXPRESSION STYLE
Chapter 11 WHICH CULTURE CONCEPT EXPLAINS THE SUCCESS OF BRATZ vs. BARBIE Chapter 11 WHICH CULTURE CONCEPT EXPLAINS THE SUCCESS OF BRATZ vs. BARBIE Chapter 11 WHICH CULTURE CONCEPT EXPLAINS THE SUCCESS OF BRATZ vs. BARBIE Chapter 11 WHICH CULTURE CONCEPT EXPLAINS THE SUCCESS OF BRATZ vs. BARBIE Chapter 11 WHICH CULTURE CONCEPT EXPLAINS THE SUCCESS OF BRATZ vs. BARBIE
(A) CULTURE INFLUENCES Ethnicity/Race Religion/Belief Region/Nationality (B) CULTURAL OUTCOMES Abstract/Behavioral (values, norms, rituals, symbols) Physical/Material (artifacts, technology, infrastructure) (C) VALUES TRANSFUSION Cultural Transfusive Triad1 Family Religious Institution Education Early Childhood/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
Mostly Ethnicity Regional Patterns Urban (Bratz) Suburban (Barbie) Bratz Most Important a) Portrays abstract/behaviors -- independence, freedom, sassy, and materialism (shopping) b) Portrays physical/material artifacts like face features, hair, body type, clothes, bling Barbie 2nd Important a) Portrays abstract/behaviors social accomplishment, family roles, and affluence b) Portrays physical/material artifacts like face features, hair, body type, clothes, accessories Barbie values/norms aligned with traditional culture triad (family, religion, education) Bratz values/norms aligned with newer non-traditional culture transfusion (media trends/fads) Bratz 2nd Important because of the inclusive range of non-European ethnic features styles Barbie Most Important because it epitomizes the upscale affluent status, professions, and active lifestyle conveyed Bratz expresses the popularity and growing appeal of urban lower social class style known as ghetto-fabulous