Consumer Identity 1: Sex Roles & Subcultureselearning.kocw.net/KOCW/document/2016/handong/leehyegyu/16.pdf · Benetton tears down pope-kissing ads after Vatican legal threat Clothing

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?