Families and age subcultures Flashcards
What are salient identity cues?
Signals that highlight aspects of a person’s identity in a given context.
What are identity mindsets?
Ways in which individuals perceive and interpret their own social identity.
What is social identity priming?
The activation of a particular social identity through environmental or contextual cues.
What are threats to social identity?
Challenges that undermine a person’s perceived membership or status within a social group.
What is ingroup bias?
Favoring members of one’s own group over outsiders.
What is social dominance bias?
The preference for hierarchical group structures and social inequality.
What are the key roles in family decision-making?
Initiator, gatekeeper, influencer, decider, buyer, preparer, user, maintainer, disposer.
What are some changes in family structure?
Increase in diverse family types (e.g., same-sex parents, mixed cultures), shifting household concepts, and the use of technology to stay connected.
How does geographic dispersion affect family life?
Families use technology (e.g., WhatsApp) to maintain connections.
What factors influence family size?
Education level, birth control availability, and religion.
What is the sandwich generation?
Adults caring for both their children and aging parents.
Who are boomerang kids?
Adult children who return to live with their parents.
How are preferences and loyalties transferred between generations?
Through shared consumption habits and values.
What is family identity?
A family’s sense of continuity, present situation, and character.
What are the components of a communicative (network) approach to identity?
Individual identity, relational identity, and collective identity.
What is the family life cycle (FLC)?
A model describing the stages a family goes through, affecting consumption patterns.
What are transition points in the FLC?
Times when consumers are more likely to switch brand preferences and be open to marketing efforts.
What are the key characteristics of the Bachelor Phase?
Young, single adults (20-35 years old)
Establishing independence, launching careers
Moderate discretionary income
Focus on socializing and fun
What are the key characteristics of Young Couples (no children)?
Dual-income, climbing earnings
Self-indulgent purchases (cars, furniture, appliances)
Enjoyment and togetherness appeals
What defines Full Nest I (children under 6)?
Reduced discretionary income (one spouse may work less)
Spending on first home, daycare, toys
Economy, durability, and safety appeals
What defines Full Nest II (children 6+ but still dependent)?
Rising income, full-time working parents
Increased spending on children, college, retirement
Comfort and long-term enjoyment appeals
What defines Full Nest III (teen or young adult children at home)?
Higher family income
Parents focus on career, children work part-time
Luxury and comfort appeals
What defines Empty Nest I (children moved out, mid-40s to mid-60s)?
High discretionary income
Spending on travel, home improvements, luxury goods
Self-gratification appeals
What defines Empty Nest II (older couples, late 50s+)?
Reduced income (retirement, part-time work)
Spending shifts to health care, travel, grandchildren
Appeals focus on affordability and comfort
What defines Solitary Survivor I?
One spouse has passed away
May continue working or move to assisted living
Spending on vacations, clothing, health care
How do people treat pets in marketing?
Name-brand pet products
Lavish kennel clubs
Pet accessories
What are consensual purchase decisions?
Decisions made jointly by family members with mutual agreement.
What are accommodative purchase decisions?
Decisions requiring compromise due to conflicting preferences.
What factors lead to decision conflicts in families?
Interpersonal need, product involvement, responsibility, and power.
What is an autonomic decision?
A decision made by one spouse alone.
What is a syncratic decision?
A decision made jointly by both partners.
What factors affect decision-making patterns among couples?
Sex role stereotypes, experience, spousal resources, and socioeconomic status.
What is the influence market? (Children as decision makers)
Parents buy what their kids ask for (parental yielding).
What is the primary market? (Children as decision makers)
Kids spending their own money.
What is the future market?
(Children as decision makers)
Kids buying items usually associated with adults.
What are some tactics children use to influence family purchases?
Pressure, exchange, coalition tactics, rational persuasion, inspirational appeals.
What is consumer socialization?
The process by which young people acquire marketplace skills and knowledge.
What influences children’s purchasing behavior?
Parents, family, teachers, TV, toys, and culture.
How does purchasing influence differ between pre-adolescents and teenagers?
Pre-adolescents: Influence from family
Teenagers: Influence from peers, often rejecting parental preferences
What is reverse socialization?
When younger generations influence older generations.
What are the four parenting styles?
Authoritative (restrictive but warm)
Authoritarian (restrictive and hostile)
Indulgent (lenient, accepting, nonpunitive)
Neglecting (permissive but uninvolved)
What are the stages of cognitive development?
Under 6: Limited understanding
6-11: Cued understanding
11+: Strategic understanding
What are key ethical concerns in marketing to children?
No misleading claims, no unrealistic expectations, no unsafe portrayals, no pressure tactics.
Who are tweens?
Ages 8-14, balancing childhood and adolescence, prefer “feel-good” products.
What characterizes the teen market (14-17)?
More independence, conflict between autonomy vs. belonging, rebellion vs. conformity.
What defines Gen Z?
Digital natives, most diverse generation.
What defines Millennials (Gen Y)?
Prefer interactive marketing and personally relevant promotions.
What are common myths about the elderly market?
That they are inactive and spend little, when in reality they can be cash-rich and time-rich consumers.
What are key values of older consumers?
Autonomy, connectedness, altruism.
What are major product categories for older consumers?
Health & beauty, travel, financial services, technology.
