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Consumer Behaviour – Chapter 13: Subcultures I Michael R. Solomon!

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Welcome to the new series of Consumer Behaviour by Michael R. Solomon!, you’re one-stop-shop for all things marketing, consumer behaviour, marketing strategy, and community.

In chapter 13, I am going to cover the following learning objectives:
13.1 Consumer identity derives from “we” as well as “I”.
13.2 Our memberships in ethnic, racial, and religious subcultures often play a big role in guiding our consumption behaviors.
13.3 Marketers increasingly use religious and spiritual themes when they talk to consumers.
13.4 Our traditional notions about families are outdated.
13.5 Birds of a feather flock together in place-based subcultures.



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