schiffman13_im 中山大学吴柏林教授 “广告心理学(清华大学出版社2010)”绝密资料.docVIP

CHAPTER 13 Subcultures and Consumer Behavior LEARNING OBJECTIVES After studying this chapter students should be able to: Define subculture. Discuss the methods used for defining and segmenting the various subcultures in America. Outline the geographic impact of nationality subcultures. Explain the importance of the prominent religious subcultures. Identify the consequence of regional and geographic subcultures. Identify the major racial subcultures. Define and discuss the Generation Y, Generation X, baby boomers, and the older consumer markets. Describe the relationship of sex roles and