10
Consumer Identity 1:
Sex Roles &Subcultures
CONSUMER BEHAVIOR
Buying, Having, and
Being
ELEVENTH EDITION
Michael R. Solomon
Copyright © 2015 Pearson Education 10-1
, Chapter Objectives
1. Consumer identity derives from “we” as well as
“I”.
2. Gender identity is a very important component
of a consumer’s self-concept.
3. Our memberships in ethnic, racial, and religious
subcultures often play a big role in guiding our
consumption behaviors.
Copyright © 2015 Pearson Education
10-2
, Chapter Objectives (Cont.)
4. Marketers increasingly use religious and
spiritual themes when they talk to consumers.
5. We have many things in common with others
because they are about the same age.
6. Teens are an important age segment for
marketers.
Copyright © 2015 Pearson Education
10-3
, Chapter Objectives (Cont.)
7. Baby Boomers are the most powerful age
segment economically.
8. Seniors are a more important market
segment than many marketers realize.
9. Birds of a feather flock together.
Copyright © 2015 Pearson Education 10-4
Consumer Identity 1:
Sex Roles &Subcultures
CONSUMER BEHAVIOR
Buying, Having, and
Being
ELEVENTH EDITION
Michael R. Solomon
Copyright © 2015 Pearson Education 10-1
, Chapter Objectives
1. Consumer identity derives from “we” as well as
“I”.
2. Gender identity is a very important component
of a consumer’s self-concept.
3. Our memberships in ethnic, racial, and religious
subcultures often play a big role in guiding our
consumption behaviors.
Copyright © 2015 Pearson Education
10-2
, Chapter Objectives (Cont.)
4. Marketers increasingly use religious and
spiritual themes when they talk to consumers.
5. We have many things in common with others
because they are about the same age.
6. Teens are an important age segment for
marketers.
Copyright © 2015 Pearson Education
10-3
, Chapter Objectives (Cont.)
7. Baby Boomers are the most powerful age
segment economically.
8. Seniors are a more important market
segment than many marketers realize.
9. Birds of a feather flock together.
Copyright © 2015 Pearson Education 10-4
