Subculture

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Chapter 13 Subculture and Social Class
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Types of subcultures
Demographic Characteristic
Examples of Subcultures
Age Ethnic Origin Gender Race Income Level
Adolescent, young adult, middle- aged,
elderly African, Hispanic, Asian,
European Female, male Black, Caucasian,
Oriental Affluent, middle income, poor,
destitute
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Types of subcultures
Demographic Characteristic
Examples of Subcultures
Nationality Religion Family
Type Occupation
French, Malaysian, Australian,
Canadian Jewish, Catholic, Mormon, Buddhist,
Muslim Single parent, divorced/no kids, two
parents/kids Mechanic, accountant, priest,
professor, clerk
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Types of subcultures
Demographic Characteristic
Examples of Subcultures
Geographic region Community
New England, Southwest, Midwest Rural, small
town, suburban, city
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Social Class Groups
Social Class
General Consumer Behavior
UPPER AMERICANS (UPPER-UPPER, LOWER-UPPER, UPPER
-MIDDLE) (14 of population)
Quality merchandise is prized Special Attention
is paid to prestige brands Spending with good
taste Self expression Neighborhood is
important
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Social Class Groups
Social Class
General Consumer Behavior
MIDDLE CLASS (32 of population)
Want to do the right thing Buy whats
popular Follow recommendations of
experts Spending on worthwhile experiences
for children Live in better side of town
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Social Class Groups
Social Class
General Consumer Behavior
WORKING CLASS (38 of population)
Depend on relatives for economic and emotional
support Emphasis on family ties Rising incomes
in some cases Keeping up with the times Ease
of labor and leisure
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Social Class Groups
Social Class
General Consumer Behavior
LOWER AMERICANS (16 of population)
Some prone to instant gratification Others to
resisting worldly temptations Diversity in
values and consumption