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CHAPTER 5
THE CHANGING AMERICAN SOCIETY:
SUBCULTURES
LEARNING OBJECTIVES
LO1: Understand subcultures and their influence on unique market behaviors
LO2: Analyze the African American subculture and the unique marketing aspects it entails
LO3: Analyze the Hispanic subculture and the unique marketing aspects it entails
LO4: Analyze the Asian-American subculture and the unique marketing aspects it entails
LO5: Analyze the Native American, Asian-Indian, Arab American subcultures and the
unique marketing aspects they entail
LO6: Describe the various religious subcultures and their implications for marketing
LO7: Explain the role of geographic regions as subcultures
SUMMARY
LO1: Understand subcultures and their influence on unique market behaviors
The United States is becoming increasingly diverse. Much of this diversity is fueled by
immigration and an increase in ethnic pride and by identification with non-European heritages
among numerous Americans. Most members of a culture share most of the core values, beliefs,
and behaviors of that culture. However, most individuals also belong to several subcultures. A
LO2: Analyze the African American subculture and the unique marketing aspects it entails
African Americans represent a substantial non-European ethnic group at roughly 13 percent of
LO3: Analyze the Hispanic subculture and the unique marketing aspects it entails
Hispanics represent the largest and fastest-growing ethnic subculture in the United States. Even
LO4: Analyze the Asian-American subculture and the unique marketing aspects it entails
Asian Americans are the most diverse of the major ethnic subcultures. They are characterized by
LO5: Analyze the Native American, Asian-Indian, Arab American subcultures and the
unique marketing aspects they entail
Native Americans, Asian-Indian Americans, and Arab Americans are smaller but important
LO6: Describe the various religious subcultures and their implications for marketing
Although the United States is a relatively secular society, roughly 82 percent of American adults
LO7: Explain the role of geographic regions as subcultures
Regional subcultures arise as a result of climatic conditions, the natural environment and
LECTURE TIPS AND AIDS
1) This is usually a fun chapter for the students. If your class is ethnically diverse, you can generate a
2) Generational and acculturation issues are an important aspect to highlight in class discussions. For
Asian-Americans and Hispanics, where immigration is a major driver of growth, language,
3) Assign and/or prepare one or more of the CB PRESS HIGHLIGHTS articles for class discussion.
The searchable CB Press Highlights Database can be found in the Instructor Resources in Connect.
4) Build a recent news story or commercial into your PowerPoints. The searchable Video and
Commercial Links Database can be found in the Instructor Resources in Connect.
REVIEW QUESTIONS
1) What is a subculture?
A subculture is a segment of a larger culture whose members share distinguishing values and patterns
2) What determines the degree to which a subculture will influence an individual’s behavior?
The degree to which an individual behaves in a manner unique to a subculture depends on the extent
3) Is the American culture more like a soup or a salad?
The traditional view was that America was a melting pot or a soup. Immigrants from various
countries would come to America and quickly surrender their old languages, values, behaviors, and
4) What is an ethnic subculture?
5) How large are the major ethnic subcultures in America? Which are growing most rapidly?
Non-European ethnic groups constitute a significant and growing part of our population (from 38
6) What regions are the major sources of America’s immigrants?
7) Are the various ethnic subcultures homogeneous or heterogeneous?
They are very heterogeneous not only in terms of demographics but also in terms of their
8) Describe the influence of education on the Internet use of African Americans. What are the
marketing implications?
One recent estimate is that 81 percent of African American adults are online, which is only
9) Describe the African American consumer groups found by the Yankelovich group.
New Middle Class (5 percent) – Younger (25-44), highest education and income (1 in 4 earns
$100k or more), most suburban, high tech use (55 hours a week internet), positive about
future, self-describe as Black, feel “Black slang” should be avoided.
Broadcast Blacks (17 percent) – Middle age (2 in 3 over 44), female, lowest income (71
technology as blogs and IM.
Digital Networkers (7 percent) – Younger (teens and early twenties), school or early career
phase, unmarried, male, suburban, middle/upper income, heavy tech including social
networking and IM, less in touch with Black solidarity, less confident attitudes, less
religious, prefer to shop online.
class, have positive attitude about future, don’t feel they have to hide their Blackness, use
internet but not tech forward.
Sick and Stressed (8 percent) – Trend older (45-65), male, suburban, parents, lower-middle
income (40 percent earn less than $25k), less optimistic, stressed about health and finances,
least likely to lead healthy lifestyle and have health insurance.
10) What are the basic principles that should be followed in marketing to an African American market
segment?
Marketing to African Americans should be based on the same principles as marketing to any other
11) To what extent is the Spanish language used by American Hispanics? How does language and
acculturation affect Internet use among Hispanics?
Seventy-two percent of first generation Hispanic adults consider Spanish to be their primary
born outside the U.S. and thus typically less acculturated, internet use is at about 50 percent.
12) Can Hispanics be treated as a single market?
No. The Hispanic market is quite diverse. Care must be taken in the language and advertising
13) Describe the three Hispanic generational groups identified by the Pew Hispanic Center.
First Generation Adults (63 percent) are those born outside the U.S. This generation has the lowest
income and education, is most likely to identify themselves as Hispanic (including country of origin),
is most likely to have Spanish as their primary language (72 percent), and is most likely to possess
14) How homogeneous are Asian Americans?
15) To what extent do Asian Americans use their native language?
16) Describe three emerging aspects that may make the Asian American population somewhat easier to
target.
1. Geographic concentration seems to be increasing.
17) Why is the United States considered to be a secular society?
The educational system, government, and political process are not controlled by a religious group and
18) Describe the Roman Catholic subculture.
Roughly 21 percent of American adults are Roman Catholic. The Catholic church is highly
structured and hierarchical. The pope is the central religious authority, and individual interpretation of
scripture and events is minimal. A basic tenet of the Catholic church is that a primary purpose of a
marital union is procreation. Therefore, the use of birth control devices is prohibited, though many
19) Describe the born-again Christian subculture.
Born-again Christians have been referred to as the Christian Right, Religious Right, Conservative
Christians, Evangelical Christians, and Fundamentalist Christians. Born-again Christians are
characterized by a strong belief in the literal truth of the Bible, a very strong commitment to their
20) Describe the Jewish subculture.
Judaism represents 2 percent of American adults and is unique in that historically it has been an
inseparable combination of ethnic and religious identity. Historically, Jews in America tended to
marry other Jews, although that has changed somewhat over time. In fact a recent study of Match.com
21) Describe the Muslim subculture.
Muslims in America (representing roughly .6 percent of the American adult population) are culturally
diverse including Arab Americans, African Americans, Asian Americans, and Hispanics. Like the
Protestants, there are a variety of Muslim sects with varying belief patterns, though all are based on
22) Describe the Buddhist subculture.
There are nearly as many Buddhists in America as there are Muslims. They are primarily Asian
American or white, although Asian Americans are more likely to be Christian (roughly 43 percent)
23) What is a regional subculture? Give some examples.
It is a geographic region with behaviors and values that differ from other areas of the country. The
Discussion Questions
24) Examine Table 5-1. Which of these differences are mainly caused by ethnicity or race and which are
caused by other factors?
It is likely that students can find multiple influences for all or most products. They should be
25) Do you agree that America is becoming more like a salad than a soup in terms of the integration of
ethnic groups? Is this good or bad?
26) Do you agree with the following statement made at one point in time by a Miller Brewing
representative regarding ethnicity? For what types of products is this view most correct? Least
correct?
“We used to have an ethnic marketing department up until several years ago.... [But now we believe]
27) Most new immigrants to America are non-European and have limited English-language skills. What
opportunities does this present to marketers? Does this raise any ethical issues for marketers?
These consumers can become very brand loyal if provided value and consideration. This requires
28) Does a firm’s social responsibility play a role in marketing to consumers from various ethnic
subcultures whose incomes fall below the poverty line? If so, what?
This can be a sensitive question that may elicit strong feelings among some students.
The fundamental debate is between the responsibility of the firm versus that of the larger society
located and accessible. Appropriate products need to be developed and properly positioned.
29) Respond to the questions in Consumer Insight 5-1.
Open the discussion of the Hispanic culture with a focus on teenagers leading the teen market.
Students will show a wide range of opinions primarily based on their personal experience with the
30) Although some of the following have very limited incomes, others are quite prosperous. Does
marketing to prosperous members of these groups require a marketing mix different from the one
used to reach other prosperous consumers?
a) African Americans
31) Describe how each of the following firms’ product managers should approach the (i) African
American, (ii) the Hispanic, (iii) the Asian American, (iv) the Asian-Indian American, (v) the Arab
American, or (vi) the Native American markets.
a. Pepsi
e. The United Way
32) What, if any, unique ethical responsibilities exist when marketing to ethnic subcultures?
Point out that the first responsibility occurs in general marketing activities, particularly advertising.
ethnic groups should be respectful of the group’s culture and focus on meeting their unique needs.
33) Do you agree that the United States is a secular society? Why or why not?
This can generate a good discussion. Compared to strict Muslim countries, some predominantly
34) Describe how each of the following firms’ product managers should approach the (i) Catholic, (ii)
Protestant, (iii) born-again Christian, (iv) Jewish, (v) Muslim, and (vi) Buddhist subcultures.
a. Red Bull
e. The United Way
35) Will regional subcultures become more or less distinct over the next 20 years? Why?
There are countervailing forces at work here. Local and regional media seem to be gaining popularity
36) Select one product, service, or activity from each category in Table 5-3 and explain the differences in
consumption for the item across the regions shown.
The New Yorker: The demographics of the Northeast are part of the explanation as are the more liberal
social attitudes that this magazine reflects.
