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Consumer Identity 1: Sex Roles & Subcultures ref: Michael R. Solomon (2014), Consumer Behavior 11/e. Global edition. Pearson.
Consumer Identity 1: Sex Roles & Subcultures
ref: Michael R. Solomon (2014), Consumer Behavior 11/e. Global edition. Pearson.
How do you define yourself?
Subcultures
■ The categories that matter in establishing our consumer identity are subcultures.
■ Membership in subcultures often guide our consumption behaviors.
Sex-Typed Products
■ products that take on masculine or feminine attributes
Religious Subcultures: Faith-based Marketing
Religion as Taboo Topics
Perceived Age:
■ “You’re Only as Old as You Feel”
■ Perceived age: how old a person feels as opposed to his or her chronological age
Who Are You?
