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CHAPTER TENThe Family and Its Social Class Standing

Learning Objectives1. To Understand the Changing Nature of U.S. Families, Including Their Composition and Spending Patterns. 2. To Understand the Socialization Process and Other Roles of the Family. 3. To Understand the Dynamics of HusbandWife Decision Making, as Well as the Influence of Children in Family Consumption Decision Making.Chapter Ten Slide 2

Learning Objectives (continued)4. To Understand How Traditional and Nontraditional Family Life Cycles Impact Consumer Behavior. 5. To Understand What Social Class Is and How It Relates to Consumer Behavior. 6. To Understand the Various Measures of Social Class and Their Role in Consumer Behavior.Chapter Ten Slide 3

Learning Objectives (continued)7. To Appreciate the Distinctive Profiles of Specific Social Class Groupings. 8. To Understand the Ups and Downs of Social Class Mobility. 9. To Understand the Relationship Between Social Class and Geodemographic Clusters. 10. To Understand the Affluent Consumer.

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Learning Objectives (continued)11. To Understand the Middle-Class Consumer. 12. To Understand the Working Class and Other Nonaffulent Consumers. 13. To Understand the Nature and Influence of the Techno-Class. 14. To Understand How Social Class Is Used in Consumer Research Studies.

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As You See It, What Is the Main Family Message of This Ad?

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It Reminds Parents of the Importance of Creating Quality Time.

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The Changing U.S. Family Types of families Nuclear Extended Single-parent

Changes in household spending patterns

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Evidence of the Dynamic Nature of U.S. Households Figure 10-2

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Relative Influence In Decision Making




Consumer Socialization

The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.

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Discussion Questions How do marketers influence consumer socialization? Does this seem unethical? At what point would it be unethical?

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What Is the Name and Definition of the Process Depicted in This Ad?

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Consumer Socialization - the Process by Which Children Acquire the Skills, Knowledge, Attitudes, and Experiences Necessary to Function as Consumers

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A Simple Model of the Socialization Process - Figure 10.4

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Other Functions of the Family Economic well-being Emotional support Suitable family lifestyles

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Family Decision Making Dynamics of Husband-Wife Decision Making Husband-Dominated Wife-Dominated

Expanding Role of Children In Family Decision Making Choosing restaurants and items in supermarkets Teen Internet mavens Pester power

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Framework of 10-year-old Influencer Figure 10.5

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The Family Life Cycle Traditional Family Life Cycle Stage I: Bachelorhood Stage II: Honeymooners Stage III: Parenthood Stage IV: Postparenthood Stage V: Dissolution

Modifications - the Nontraditional FLC

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To Which Stage of the Family Life Cycle Does This Ad Apply, and Why?

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Bachelorhood The Target Consumer Is Not Yet Married

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Which Subgroup of Empty Nesters Does This Ad Most Likely Target?

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The ones who are would like to pursue new interests and fulfill unsatisfied needs

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Nontraditional FLC Family StagesAlternative FLC Stage Childless couples Definition/Commentary Increasingly acceptable with more careeroriented married women and delayed marriages Likely to have fewer or no children Likely to have fewer children. Want the best and live quality lifestyle High divorce rate - about 50% lead to this Child out of wedlock Single person who adopts

Couples who marry later in life Couples with first child in late 30s or later Single parents I Single parents II Single parents III

Extended family

Adult children return home. Divorced adult returns home. Elderly move in with children. Newlyweds live with in-laws.

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Dual Spouse Work Involvement (DSWI)

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Social Class

The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes.

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Social Class Measure and Distribution Table 10.8SOCIAL CLASSES and PERCENTAGE Upper Upper-middle Middle Working Lower 4.3% 13.8% 32.8% 32.3% 16.8%

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Social Class Measurement Subjective Measures individuals are asked to estimate their own socialclass positions

Objective Measures individuals answer specific socioeconomic questions and then are categorized according to answers

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Objective MeasuresSingle-variable indexes Occupation Education Income

Compositevariable indexes Index of Status Characteristics Socioeconomic Status Score

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Discussion Questions What are the advantages to a marketer using the objective method to measure social class? When would the subjective or reputational method be preferred?

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Social Class Mobility Upward mobility Downward mobility Rags to riches?

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Geodemographic Clusters

A composite segmentation strategy that uses both geographic variables (zip codes, neighborhoods) and demographic variables (e.g., income, occupation) to identify target markets.Chapter Ten Slide 32

Prizm Clusters Figure 10.10a, b

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The Affluent Consumer Growing number of households can be classified as mass affluent with incomes of at least $75,000 Some researchers are defining affluent to include lifestyle and psychographic factors in addition to incomeChapter Ten Slide 34

The Affluent ConsumerThree Segments of Affluent Customers Average Household Expenditures Figure 10.12

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What Is the Name of the Segment Targeted by This Ad, and Why Is the Appeal Shown Here Used?

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This Ad was Used Because it is Effective for the Affluent Consumer.

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What Is the Middle Class? The middle 50 percent of household incomes - households earning between $25,000 and $85,000 The emerging Chinese middle class Moving up to more near luxuries

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The Working Class? Households earning $40,000 or less control more than 30 percent of the total income in the U.S. These consumers tend to be more brand loyal than wealthier consumers.

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Discussion Questions What types of products are targeted to the working class? What issues must marketers consider when targeting their ads to the working class?

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The Techno Class Having competency with technology Those without are referred to as technologically underclassed Parents are seeking computer exposure for their children Geeks now viewed as friendly and fun

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In What Ways Have the Prestige and Status of Geeks Been Changing?

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The Change is Due to the Importance of Computers.

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Consumer Behavior and Social Class Clothing, Fashion, and Shopping The Pursuit of Leisure Saving, Spending, and Credit Social Class and Communication

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