Chapter 13:

Subculture
and
Social Class

Types of subcultures
Demographic
Characteristic

Examples of Subcultures

Age

Adolescent, young adult, middleaged, elderly

Ethnic Origin

African, Hispanic, Asian, European

Gender

Female, male

Race

Black, Caucasian, Oriental

Income Level

Affluent, middle income, poor,

destitute

Types of subcultures
Demographic
Characteristic

Examples of Subcultures

Nationality

French, Malaysian, Australian,

Canadian

Religion

Jewish, Catholic, Mormon, Buddhist,

Muslim

Family Type

Single parent, divorced/no kids,

two parents/kids

Occupation

Mechanic, accountant, priest,

professor, clerk

Types of subcultures
Demographic
Characteristic

Examples of Subcultures

Geographic
region

New England, Southwest, Midwest

Community

Rural, small town, suburban, city

Social Class Groups

Social Class
UPPER
AMERICANS

(UPPER-UPPER,
LOWER-UPPER,
UPPER-MIDDLE)
(14 % of
population)

General Consumer Behavior

Quality merchandise is prized
Special Attention is paid to
prestige brands
Spending with good taste

Self expression
Neighborhood is important

Social Class Groups

Social Class
MIDDLE
CLASS

General Consumer Behavior

Want to do the right thing
Buy whats popular

(32 % of
population)

Follow recommendations of
experts

Spending on worthwhile
experiences for children
Live in better side of town

Social Class Groups

Social Class

General Consumer Behavior

WORKING
CLASS

Depend on relatives for economic

and emotional support

(38 % of
population)

Emphasis on family ties

Rising incomes in some cases

Keeping up with the times

Ease of labor and leisure

Social Class Groups

Social Class
LOWER
AMERICANS

(16 % of
population)

General Consumer Behavior

Some prone to instant gratification
Others to resisting worldly
temptations
Diversity in values and
consumption