Culture and Subcultures
Learning Objectives
In this section, we will learn about the relationship between culture, subcultures, and marketing and ways in which cultural concepts influence consumption.
Upon completing this section, students should:
- Define the terms “culture” and “subculture.”
- Identify the key characteristics of culture and discuss ways in which it is learned and shared.
- Explain the meaning of cultural appropriation and provide examples of how marketers have appropriated cultural aspects to pursue marketing goals.
- Explain the complexities around categorizing gender and ethnic subcultures and how marketers can avoid perpetuating stereotypes in marketing activities.
definition
The sum of learned beliefs, values, and customs that help us know how to behave as members of society.
A group of people with common values, beliefs, language, experiences, etc. that exist within a much larger group (culture).
