Chapter 10 & 11

Question 1

Issues related to purchase and post-purchase activities

Answer 1

This illustrates that many contextual factors affect our choices.
Antecedent states (time pressure, mood, shopping orientation)
-> Purchase environment (point of purchase stimuli, experience, sales interation)
-> Post-purchase process (Consumer satisfaction)

Question 2

In-store decision making

Answer 2

Spontaneous shopping:
- Unplanned buying (it was not in the list) vs Impulse buying (more focus on emotions)

Point of purchase stimuli:
(a well design store can increase impulse for buying)

Question 3

The social power of groups

Answer 3

The capacity to alter the actions of others:

• Referent power: I am fan of someone and try to copy her referent’s behavior.
• Legitimate power: power given by the law. eg. policeman
• Reward power: eg. teacher. She gives us points and marks.
• Information power: she knows something we would like to know.
• Expert power: expert in the field.
• Coercive power: opposite of reward power. A person with the ability to punish.

Question 4

Type of reference groups

Answer 4

Some groups have more influence power than others:

• Cultural figure
• Parents and family
• Large, formal organization (we belong to HY uni since we pay tuitition)
• Small and informal groups (mates we make in the uni)
• Brand communities and consumer tribes. eg. BTS)

Question 5

Brand communities and consumer tribes

Answer 5

• Brand community is a group of consumers, who share a set of social relationships based upon usage or interest in a product.
• Consumer tribes: they share emotions, moral beliefs, styles of life and affiliated products (eg. fountain pen users) pluma.

–> Internet and social media help both of them to be hot topics for marketers.

Question 6

Conformity

Answer 6

A change in beliefs or actions as a reaction to group pressure.
Some are more vulnerable than others to this pressure.

Question 7

Why do we conform?

Answer 7

• Cultural pressure
• Fear of deviance (individuals think the group apply sanctions to punish noncomforming behaviors)
• Commitment (the least committed has more power, since he does not care if others reject him)
• Susceptibility to interpersonal influence (person’s need to have others think highly of him/her)

Question 8

Word of mouth (WOM)

Answer 8

product information transmitted by individuals directly to individuals.

• Most reliable, chepeast form of marketing.
• Use social pressure to facilitate conformity.
• Influences 2/3 of sales
• We rely upon WOM more in later stages of product adoption/ mature products.
• Especially powerful when we are unfamiliar with the product.

Question 9

Negative WOM

Answer 9

negative WOM has more impact on us than positive WOM.

And we have more focus on avoiding the “negative” option.

Question 10

Opinion leadership

Answer 10

• Opinion leader influence others attitudes and behaviors.
• They are good info sources because they:
• -may be expert
• -provide neutral/unbiased evaluation
• -are socially active and popular
• -are similar to the consumer.
• -are usually among the first to buy (i.e. “adopters” or “innovators”)
• -absorb risk.

Question 11

Market maven

Answer 11

Market mavens actively involved in accumulating and diemination marketplace info of all types.

• -know how and where to get stuff.
• -may not actually buy products!

Question 12

Surrogate consumers

Answer 12

is the marketing intermediary since coonsumers need help to make a decision making due to the big amount of variety.

Question 13

Marketing implications

Answer 13

• BUZZ: noise of WOM. What is trend now?
• Influencers
• Viral marketing
• YouTube revolution