chapter 10 flashcards
what is Market Maven?
it has been proposed to describe people who are actively involved in transmitting marketplace information of all types.
They come closer to the function of a generalized opinion leader, because they tend to have a solid overall knowledge of how and where to produce products
what is Conformity?
a change in beliefs or actions as a reaction to real or imagined peer pressure
what type of rules do we conform to?
rules that include…
- gift giving
- gender roles
- and personal hygiene
what type of pressure does Conformity conflict with?
the need to be unique.
we can reconcile these goals bye lining up one dimension, and differentiating ourselves by another by choosing a unique attribute
what are some common factors that makes it more likely that we’ll conform?
- cultural pressures
- fear of deviance
- commitment
- group unanimity, size, and expertise
- susceptibility to interpersonal influence
- environmental cues
what is Word of Mouth Communication?
a lot of consumption gets shared between individuals, rather than coming from the brand
why is WOM more powerful?
WOM tends to be more reliable and trustworthy than recommendations we get through more formal marketing channels and is often backed up by social pressure to conform with these recommendations. it influences two thirds of all consumer good sales.
is negative WOM weighted more heavily by consumers than positive?
yes, especially when making a decison about trying a new product or service, the consumer is more likely to pay attention to negative info than positive info and to relate news of this information to others
