Apply the concept of microculture as it influences consumer behavior

The chapter begins with an example explaining how a microclimate exists within a climate and is correlated to the concept of microculture.

• Any given culture can contain multiple smaller and more specific microcultures.

• Microculture is defined as a group of people who share similar values and tastes that are subsumed within a larger culture.

• Microculture is a smaller group but in no way less significant in exhibiting potential influence on consumer behavior.

Culture Is Hierarchical

• Culture is a universal phenomenon that explains the habits and idiosyncrasies of all groups of consumers.

• Culture is hierarchical—every consumer belongs to one overall culture and to many smaller cultural groups called microcultures.

• Exhibit 10.1 represents the cultural hierarchy.

• Members of a microculture would need to fulfill certain role expectations.

• A consumer can behave in ways consistent with one group than with other leading to a role conflict.

Microcultural Roles and Value

• Microculture membership changes the value of things.

• Divergence is a phenomenon that occurs when consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd.