Skip to main content

Ethnicity and Acculturation

 Marketers take into account consumer's ethnicity and racial differences. Research has discover that members in a minority group will find a spokesperson from their own group more trustworthy. It is more likely for them to consider purchasing the product. Although the research is true, marketers need to be cautious about assuming all members of an ethnic or racial group are the same. This is not the case. Consumers may find certain ads offensive when they are geared towards their ethnic or racial group. If they find it offense, then the marketers did not succeed in trying to target them and convince them to buy their products.

When individuals immigrate to a new country, they may go through acculturation. This is a process in which the individual learns the beliefs and behaviors endorsed by another culture. These people choose to assimilate to their environment. Others may choose to resist the blending process and stick to their cultures and traditions. They do not want to blend in to the new society and culture. There are people who assist individuals who immigrate to a new country. They are called, acculturation agents. Many immigrants undergo assimilation during the acculturation process. They adopt products, habits, and values of the mainstream culture. Although they still hold on to and practice their culture of origin as well They may cook food from their culture and celebrate holidays. 

The United States has benefited greatly from immigration. The introduction of new foods, products, holidays, and traditions has made the U.S. very diverse and accepting of many cultures. Some products that were linked to ethic groups have detached themselves from the group and appeal to other groups as well. Some examples are bagels from Jewish culture, burritos from Mexico and threading from India. 



Comments

Post a Comment

Popular posts from this blog

Perception

 There are three stages to perception. They are: exposure, attention, and interpretation. The first stage, exposure, is when the individual comes into contact with the stimulus. In our case, advertisements. Individuals may see an ad while scrolling through social media or while driving on the expressway. But they may not register the ad or pay attention to it. If the ad makes a conscious impact on a person's awareness that would be the sensory threshold. Some companies try to camouflage their product's price increases by shrinking the size of the package instead of increasing the price. That is quite clever. Can you think of any products that you have bought for years and noticed that you are getting less for your money? I have noticed that Snickers used to sell on huge candy bar but now the package is filled with two smaller snicker bars.  The second stage is attention. Ads must appeal to your senses, more specifically your sight and sound. But how many ads are too many? Acco...
Post a Comment
Read more

Money Makes the World Go Round

 Every consumer needs to have money in order to buy goods and services. They need a job to have income and be able to spend money on necessities such as groceries, transportation, and shelter. If they have dependents such as children and pets, they need money to support them as well. A survey was done in the U.S. with 450,000 respondents and the majority agreed that making $75,000 annually would give them a comfortable life. As prices continue to rise, this number may rise eventually. The money that individuals have left over after living comfortably is called discretionary income.  After the Great Recession of  2009, consumers have been wary about the health of the economy. Recently, stocks have declined due to COVID-19. The pandemic has left many individuals without jobs and many businesses to permanently shut their doors. There tend to be two extreme type of spenders. The first are called tightwads. They hate spending money. Generally men, older people, and individuals...
Post a Comment
Read more