CH01 An Intro to Consumer Behaviour Flashcards
define consumption communities
consumption communities are web groups in which members share views and product recommendations online (eg. tiktok)
define consumer behaviour
consumer behaviour are the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
define an exchange
an exchange is the process whereby two or more organizations or people give and receive something of value
define market segmentation
market segmentation identifies groups of consumers who are similar to one another in one or more ways and then devises marketing strategies that appeal to one or more groups
define psychographics
psychographics uses psychological, sociological, and anthropological factors to construct market segments
define relationship marketing
relationship marketing is the process of creating, maintaining, and enhancing strong, value-laden relationships with customers (eg. Sephora provides its most loyal customers with rewards, personalized beauty recommendations, and even special gifts on their birthdays)
define database marketing
database marketing focuses on tracking specific consumers’ buying habits very closely and crafting products and messages tailored precisely to people’s wants and needs based on this information
define some types of relationships a person might have with a product
- self-concept attachment: the product helps establish the user’s identity
- nostalgic attachment: the product serves as a link with a past self
- interdependence: the product is a part of the user’s daily routine
- love: the product elicits emotional bonds of warmth, passion, or other strong, positive feelings
define pop culture
pop culture consists of the music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market
define user-generated content (UGC)
user-generated content (UGC) in any context – text, videos, images, reviews, etc. – created by people, rather than brands (eg. micro-influencers aka mommy mel <3)
define business ethics
business ethics are the rules of conducts, that guide actions in the marketplace; the standards against which most people in a culture judge what is right or wrong
define parental yielding
parental yielding occurs when the parent surrenders or gives in to a child’s request (think if the child throwing a tantrum)
define anti-consumption
anti-consumption are the actions taken by consumers that involve the deliberate defacement or mutilation of products (eg. “buy nothing day” or “tv turnoff week”)
define social corporate responsibility (CPR)
corporate social responsibility (CSR) are corporate activities that benefit the community in some way through a positive social, ethical, or environmental impact (eg. LUSH and fighting animal testing, Bell’s Let’s Talk media campaign)
define cause-related marketing
cause-related marketing is a type of marketing that involves collaboration between a for-profit business and a non-for-profit organization for mutual benefit; cause marketing differs from corporate giving (or philanthropy) in that cause marketing is not solely base don donations
define green marketing
green marketing is a marketing strategy involving an emphasis on protecting the natural environment
define social marketing
social marketing refers to the promotion of causes and ideas (social products), such as energy conservation, charities, and population control
define transformative consumer research (TCR)
transformative consumer research (TCR) promotes research projects that include the goal of helping people or bringing about social change
define addiction
addiction is a condition in which a person is unable to stop using a substance or engaging in a behaviour (eg. of a addictive product: video games)
define compulsive consumption
compulsive consumption is the process of repetitive, often excessive, shopping used to relieve tension, anxiety, depression, or boredom; centers around the process of buying and not necessarily the product itself
define counterfeiting
counterfeiting is when companies or individuals sell fake versions of real products (eg. faux designer bags)
define primary research
primary research is research conducted to specifically address the research question at hand
define secondary research
secondary research is research conducted by another party that can be utilized or applied to the research question at hand
define consumer insights
consumer insights draws important info about the consumer in ways that probe deeper to understand the underlying motivations for a given behaviour, as opposed to simply just observing or describing what consumers are doing
