Consumer Consumer CultureCultureDr. E G. Ong,Esq., Ph.D., DBA, DPADr. E G. Ong,Esq., Ph.D., DBA, DPA

Reporter: Mylene M. Salem-BacaniReporter: Mylene M. Salem-Bacani

What Is Consumer Culture?

refers to a theory that human society is strongly influenced, even predominantly influenced, by consumerism. This concept states that economic and social cultures are based on the purchasing of commodities and services and that social functioning and behaviour is bound up with the fostering a desire for these goods.

It is also intricately bound up with notions of advertising and globalization.

Is closely to tied capitalism, because it is driven by money. What distinguishes it, though, is that it is not focused so much on the power of money as it is on the happiness that can be attained through buying and owning personal property.

Brief HistoryBrief HistoryThe concept of "consumer cultures" is generally

considered to have originated in the early twentieth century, during the period known as Modernism.

This was a time when advancements in production methods and communication, which had begun during the Industrial Revolution at the end of the nineteenth century, led to a great deal of questioning about the ordering of society.

Mass migration to work in new factories producing such items as automobiles created a more fluid, less provincial society, less defined by rigid class structures, that became defined by increasing prosperity and thus the ability to buy more and more goods.

Advertising and free market politics were developed to exploit this ability.

Aspects Of CultureAspects Of Culture

Culture is not static.Culture is not static. 1. Ecology1. Ecology The way in which a system is adapted to its habitat.The way in which a system is adapted to its habitat.

Ex: The Japanese, greatly value products that are Ex: The Japanese, greatly value products that are designed for efficient use of space.designed for efficient use of space.

2. Social Structure2. Social Structure The way in which orderly social life is maintainedThe way in which orderly social life is maintained

Ex: nuclear family VS extended family Ex: nuclear family VS extended family

3. Ideology3. Ideology The mental characteristics of a people and the way in The mental characteristics of a people and the way in

which they relate to their environment and social which they relate to their environment and social group.group.

Ex: nuclear family VS extended familyEx: nuclear family VS extended family

Reality EngineeringReality EngineeringReality Engineering Reality Engineering Occurs as Elements of Popular Culture

are Appropriated by Marketers and Converted to Vehicles for Promotional Strategies.

Reality Engineering is Accelerating dueto the Popularity of Product Placement.

Reality Engineering is Accelerating dueto the Popularity of Product Placement.

Product Placement is the Insertion of Specific Products/ Brand Names in Movies & TV.

Product Placement is the Insertion of Specific Products/ Brand Names in Movies & TV.

Media Images Appear to Significantly Influence Consumers’ Perceptions of Reality.

Media Images Appear to Significantly Influence Consumers’ Perceptions of Reality.

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Cultural Categories:Cultural Categories:

Age?Age? Genders?Genders? Sexual Preferences?Sexual Preferences? Regional/Demographics?Regional/Demographics? Social Classes?Social Classes?

In a consumer culture, you don't sell products, but promises of a lifestyle.

Age trends in the USAAge trends in the USA– The median age of US consumers was 32.9 The median age of US consumers was 32.9

in 1990 and was 35.3 in 2000.in 1990 and was 35.3 in 2000.

– American adults (18+) make up more than American adults (18+) make up more than 74 percent of the overall population.74 percent of the overall population.

– The senior market is a growing segment The senior market is a growing segment with significant buying power.with significant buying power.

– Younger adults age 20-34 is shrinking.Younger adults age 20-34 is shrinking.

Age and Consumer Age and Consumer IdentityIdentity

TeensTeens– Are considered thrifty and savvy shoppers.Are considered thrifty and savvy shoppers.– Are particular about how they spend their moneyAre particular about how they spend their money– Shop mostly on weekends with the females shopping Shop mostly on weekends with the females shopping

more than males.more than males.– Find friends as a major source of information about Find friends as a major source of information about

products.products.– Advertising often incorporates symbols, issues and Advertising often incorporates symbols, issues and

language which they can relate.language which they can relate.– Music and sports are commonly used because they Music and sports are commonly used because they

fall into the universal language of teenagers.fall into the universal language of teenagers.– Process information faster than earlier generations Process information faster than earlier generations

and prefer short, snappy, phrases to long-winded and prefer short, snappy, phrases to long-winded explanations.explanations.

Age and Consumer Age and Consumer IdentityIdentity

Generation XGeneration X– Individuals born form 1965-1976Individuals born form 1965-1976– Stereotyped as feeling alienated and Stereotyped as feeling alienated and

resentful due to difficulties in career resentful due to difficulties in career placement and advancement.placement and advancement.

– Many believe in “status panic”.Many believe in “status panic”.– Called Boomerang kidsCalled Boomerang kids

Age and Consumer Age and Consumer IdentityIdentity

Baby BoomersBaby Boomers– Born between 1946-1964Born between 1946-1964– Largest demographic segment 78 Largest demographic segment 78

millionmillion– Heavy consumers of financial servicesHeavy consumers of financial services– Delayed child rearing (parents of Delayed child rearing (parents of

some Xer’s and most Gen Y)some Xer’s and most Gen Y)– Focus on staying youngFocus on staying young

Age and Consumer Age and Consumer IdentityIdentity

Gender and Sexual Gender and Sexual OrientationOrientation

GenderGender refers to a biological state (male or refers to a biological state (male or female).female).

Sexual orientationSexual orientation reflects a person’s preference reflects a person’s preference toward certain masculine or feminine behaviors.toward certain masculine or feminine behaviors.

Masculine individualsMasculine individuals whether male or female whether male or female display male oriented traits.display male oriented traits.

Feminine individuals display female oriented display female oriented traits.traits.

Androgynous individualsAndrogynous individuals display both male and display both male and female traits.female traits.

Word of mouth influenceWord of mouth influence

(Percent of men and women who seek advice regarding selected products and services)

Men

50%

40%

30%

20%

10% M

en

Wom

en

Men

Wom

en

Men

Wom

en

Wom

en

Men

Wom

en

Carmechanic

Where toeat out

What moviesto see

What carto buy

Where to gethair cut

40%

49%

39%38%

26%28%

15%

22%

10%

24%

How Household How Household Influence Consumer Influence Consumer

BehaviorBehavior Households are the most Households are the most

important unit of analysis for important unit of analysis for consumer behavior because most consumer behavior because most decisions for acquisition, usage decisions for acquisition, usage and disposition are made by and disposition are made by households rather than households rather than individuals.individuals.

Types of HouseholdsTypes of Households

HouseholdHousehold is a single person living alone or a is a single person living alone or a group of individuals who live together in a group of individuals who live together in a common dwelling, regardless of whether they are common dwelling, regardless of whether they are related.related.

This term include cohabitating couples: This term include cohabitating couples: unmarried opposite sex, same sex or roommates.unmarried opposite sex, same sex or roommates.

The traditional stereotype of the family consisted The traditional stereotype of the family consisted of a husband a the primary wage earner, a wife of a husband a the primary wage earner, a wife who was a non-wage earner at home, and two who was a non-wage earner at home, and two children under the age of 18.children under the age of 18.

Female single head of households have increased Female single head of households have increased three times the number of two-parent three times the number of two-parent households.households.

Roles that Household Roles that Household Members PlayMembers Play Household decision rolesHousehold decision roles refers to the roles refers to the roles

that different members play in household that different members play in household decisions.decisions.

1.1. GatekeeperGatekeeper2.2. InfluencerInfluencer3.3. DeciderDecider4.4. BuyerBuyer5.5. UserUser– Each role can be performed by different Each role can be performed by different

household members and by a single household members and by a single individual, subset of individuals or the entire individual, subset of individuals or the entire household.household.

Where children between the ages of 4 and Where children between the ages of 4 and 12 spend their money12 spend their money

27%Play items

33%Food andbeverages

15%Clothes

6%Video

arcades

8%Movies

&sports

11%Other

Electronic Media Have Electronic Media Have ChangedChangedBehavior & ConsumptionBehavior & Consumption Amount of time spentAmount of time spent

– Listening to the radio, watching television, Listening to the radio, watching television, on the computeron the computer

– Engaged in physical activityEngaged in physical activity Purchasing predilectionsPurchasing predilections

– More money spent in restaurants than More money spent in restaurants than groceriesgroceries

– $600 jeans, $100,000 cars$600 jeans, $100,000 cars Ratio between doing & watchingRatio between doing & watching Activities we actually performActivities we actually perform

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Sacred Consumption:Sacred Consumption:

Involves objects and events that Involves objects and events that are “set apart” from normal are “set apart” from normal activities, and are treated with activities, and are treated with some degree of respect or awe.some degree of respect or awe.

Ex: - Sacred place (Bethlehem; Ex: - Sacred place (Bethlehem; Mecca; Mecca;

Stonehenge)Stonehenge) - Sacred people (Princess Di; - Sacred people (Princess Di;

John Lennon; Elvis John Lennon; Elvis

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Race And Ethnic Race And Ethnic SubculturesSubcultures A group of consumers who are A group of consumers who are

held together by common cultural held together by common cultural and/or genetic ties.and/or genetic ties.

Marketers can no longer ignore Marketers can no longer ignore the stunning diversity of cultures.the stunning diversity of cultures.

Recently, several minority groups Recently, several minority groups have caught the attention of have caught the attention of marketers.marketers.

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Consumer Spending Consumer Spending And Economic And Economic BehaviorBehavior Social class (status symbol).Social class (status symbol). Money and how consumption Money and how consumption

(income pattern).(income pattern).

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Social ClassSocial Class

Economic conditions and social status Economic conditions and social status often determine the type of clothing we often determine the type of clothing we select.select.

Social class, determined by a complex Social class, determined by a complex set of variables including:set of variables including:

- income- income

- family background- family background

- occupation- occupation

The Fashion SystemThe Fashion SystemFashion is the Process of Social Diffusion by Which a New

Style is Adopted by Some Group(s) of Consumers.

CulturalCategories

Affect Many Different Products

and Styles

Costumes Worn byCelebrities CanAffect Fashion

CulturalCategories

Affect Many Different Products

and Styles

Costumes Worn byCelebrities CanAffect Fashion

Collective Selection

Process by WhichCertain SymbolicAlternatives are

Chosen Over Others

Group Products by Categories

Collective Selection

Process by WhichCertain SymbolicAlternatives are

Chosen Over Others

Group Products by Categories

CommodificationCommodification

Professional sports became big after Professional sports became big after WWIIWWII

TV has had a tremendous recent TV has had a tremendous recent influenceinfluence

US sport seen most broadly across the US sport seen most broadly across the world: WWFworld: WWF

Childhood opportunities or Childhood opportunities or regimentation?regimentation?

Cultural Quirks

•Cultures can find some advertisements offensive to their nation. For example: China found an advertisement that showed a U.S. basketball star battling two cartoon kung fu warriors offensive and banned the commercial.

Cultural Quirks

•Cultures can find some advertisements offensive to their nation. For example: China found an advertisement that showed a U.S. basketball star battling two cartoon kung fu warriors offensive and banned the commercial.

Popular Culture & ValuesPopular Culture & Values

More tolerant world?More tolerant world? More profane world?More profane world? More politically correct world?More politically correct world? More profit-oriented world?More profit-oriented world?

Return to FragmegrationReturn to Fragmegration Globalization and its effectsGlobalization and its effects

– How are we more alike? Integrated?How are we more alike? Integrated?– How do we continue to be different? How do we continue to be different?

Fragmented?Fragmented?

The Diffusion of Western The Diffusion of Western Consumer CultureConsumer Culture

Creolization Occurs When Foreign Influences are Absorbed and Integrated With Local Meanings

Creolization Occurs When Foreign Influences are Absorbed and Integrated With Local Meanings

The West is a Net Exporter of Popular CultureThe West is a Net Exporter of Popular Culture

The U.S. Invades AsiaThe U.S. Invades Asia

Signs That the Western Culture Invasion is SlowingSigns That the Western Culture Invasion is Slowing

Emerging Consumer Cultures in Transitional EconomiesEmerging Consumer Cultures in Transitional Economies

Thank you!Thank you!