Chapter 13: Subcultures

Question 1

Subculture

Answer 1

A group whose members share beliefs and common experiences that set them apart from others.

Question 2

Microculture

Answer 2

Exhibit their own unique set of norms, vocabulary, and product insignias

Question 3

High-Context Culture

Answer 3

Group members are tightly knit and they infer meanings that go beyond the spoken word. Symbols and gestures are used instead of words to carry the weight of the message.

Question 4

Low-Context Culture

Answer 4

People are more literal. Generally less sensitive to nuances in advertising.

Question 5

Deethnicization

Answer 5

Occurs when a product we associate with a specific ethnic group detaches itself from its roots and appeals to other groups as well.Example: Bagels. Lol Britta.

Question 6

Acculturation

Answer 6

The process of movement and adaptation to one country’s cultural environment by a person from another country.

Question 7

Agents of Acculturation Influence?

Answer 7

Family, Friends, Church organizations, Media.

Question 8

Progressive Learning Model

Answer 8

Assumes that people gradually learn a new culture as they increasingly come into contact with it.

Question 9

The “Big Three” American Subcultures

Answer 9

African Americans, Hispanic Americans, Asian Americans.

Question 10

African Americans

Answer 10

Household income and educational levels rising. Overall spending patterns of blacks and whites are roughly similar with a few important differences.

Question 11

Hispanic Americans

Answer 11

“Hispanic” = many different backgrounds. Brand loyal, highly concentrated geographically by country of origin (easy to reach).

Question 12

Characteristics of Hispanic Market

Answer 12

Looking for spirituality, stronger family ties, and more color in their lives.
Large family size.

Question 13

Asian Americans

Answer 13

Fastest-growing group. Most affluent, best educated. Most likely to hold technology-related jobs. Most brand-conscious but least brand loyal. Made up of culturally diverse subgroups that speak many different languages/dialects.

Question 14

Religious Subcultures

Answer 14

Marketing opportunity due to dress and food requirements.

Question 15

Born-Again Christians

Answer 15

Those who follow literal interpretations of the Bible and who acknowledge being born again through belief in Jesus. Fastest-growing religious affiliations in the US.