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The Family and Its Social Class Standing. CHAPTER TEN. Learning Objectives. To Understand the Changing Nature of U.S. Families, Including Their Composition and Spending Patterns. To Understand the Socialization Process and Other Roles of the Family.

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The Family and Its Social Class Standing

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    1. The Family and Its Social Class Standing CHAPTER TEN

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

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

    4. Learning Objectives (continued) • To Appreciate the Distinctive Profiles of Specific Social Class Groupings. • To Understand the “Ups and Downs” of Social Class Mobility. • To Understand the Relationship Between Social Class and Geodemographic Clusters. • To Understand the Affluent Consumer. Chapter Ten Slide

    5. Learning Objectives (continued) • To Understand the Middle-Class Consumer. • To Understand the Working Class and Other Nonaffulent Consumers. • To Understand the Nature and Influence of the “Techno-Class.” • To Understand How Social Class Is Used in Consumer Research Studies. Chapter Ten Slide

    6. As You See It, What Is the Main “Family Message” of This Ad? Chapter Ten Slide

    7. It Reminds Parents of the Importance of Creating “Quality Time.” Chapter Ten Slide

    8. The Changing U.S. Family • Types of families • Nuclear • Extended • Single-parent • Changes in household spending patterns Chapter Ten Slide

    9. Evidence of the Dynamic Nature of U.S. Households - Figure 10-2 Chapter Ten Slide

    10. Relative Influence In Decision Making Wife Dominant Car 1 Autonomic Car 2 Joint Retirement House Husband Dominant

    11. Consumer Socialization The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers. Chapter Ten Slide

    12. Discussion Questions • How do marketers influence consumer socialization? • Does this seem unethical? At what point would it be unethical? Chapter Ten Slide

    13. What Is the Name and Definition of the Process Depicted in This Ad? Chapter Ten Slide

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

    15. A Simple Model of the Socialization Process - Figure 10.4 Chapter Ten Slide

    16. Other Functions of the Family • Economic well-being • Emotional support • Suitable family lifestyles Chapter Ten Slide

    17. 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 Chapter Ten Slide

    18. Framework of 10-year-old InfluencerFigure 10.5 18 Chapter Ten Slide

    19. 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 Chapter Ten Slide

    20. To Which Stage of the Family Life Cycle Does This Ad Apply, and Why? Chapter Ten Slide

    21. Bachelorhood – The Target Consumer Is Not Yet Married Chapter Ten Slide

    22. Which Subgroup of “Empty Nesters” Does This Ad Most Likely Target? Chapter Ten Slide

    23. The ones who are would like to pursue new interests and fulfill unsatisfied needs Chapter Ten Slide

    24. Nontraditional FLC Family Stages Chapter Ten Slide

    25. Dual Spouse Work Involvement (DSWI) Chapter Ten Slide

    26. 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. Chapter Ten Slide

    27. Social Class Measure and DistributionTable 10.8 Chapter Ten Slide

    28. Social Class Measurement • Subjective Measures • individuals are asked to estimate their own social-class positions • Objective Measures • individuals answer specific socioeconomic questions and then are categorized according to answers Chapter Ten Slide

    29. Objective Measures Chapter Ten Slide

    30. 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? Chapter Ten Slide

    31. Social Class Mobility • Upward mobility • Downward mobility • Rags to riches? 31 Chapter Ten Slide

    32. 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

    33. Prizm ClustersFigure 10.10a, b Chapter Ten Slide

    34. 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 income Chapter Ten Slide

    35. The Affluent Consumer Three Segments of Affluent Customers’ Average Household Expenditures - Figure 10.12 Chapter Ten Slide

    36. What Is the Name of the Segment Targeted by This Ad, and Why Is the Appeal Shown Here Used? Chapter Ten Slide

    37. This Ad was Used Because it is Effective for the Affluent Consumer. Chapter Ten Slide

    38. 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” Chapter Ten Slide

    39. 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. Chapter Ten Slide

    40. 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? Chapter Ten Slide

    41. 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 Chapter Ten Slide

    42. In What Ways Have the Prestige and Status of Geeks Been Changing? Chapter Ten Slide

    43. The Change is Due to the Importance of Computers. Chapter Ten Slide

    44. Consumer Behavior and Social Class • Clothing, Fashion, and Shopping • The Pursuit of Leisure • Saving, Spending, and Credit • Social Class and Communication Chapter Ten Slide