Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Consumer Behaviour - Clinton > Chapter 15 > Flashcards

Chapter 15 Flashcards

1
Q

Compatibility

A

Matching an innovation or product with the consumer’s lifestyle.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Innovators

A

People who are always on the lookout for novel developments and will be the first to try a new offering (Cath’s brother is an example).

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Reality Engineering

A

The process whereby elements of popular culture are appropriated by marketers and become integrated into marketing strategies.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Fashion Lifecycle

A

The stages in the life of a fashion as it progresses from introduction to obsolescence.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Product Placement

A

The insertion of specific brands or the use of brand names in movie and television scripts.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Cultural Production Systems

A

The set of individuals and organizations responsible for creating and marketing a cultural product.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Fad

A

A very short-lived fashion.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Dynamic Discontinuos Innovation

A

A product change or new product that requires a moderate amount of adaption by the adopter.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Early Adopters

A

People receptive to new styles because they are involved in the product category and place high value on being in fashion.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Trialability

A

The ability of consumers to try a product before they purchase it.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Continuous Innovation

A

A product change or new product that requires relatively little adaptation by the adopter.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Advergaming

A

The merging of online game with interactive advertisements featuring real products.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Fashion System

A

Those people and organizations involved in creating symbolic means and transferring these meanings to cultural goods.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Cultural Formula

A

A media event in which certain roles and props tend to occur consistently.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Observability

A

The level of product visibility.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Diffusion of Innovation

A

The process whereby a new product, service, or idea spreads through a population.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Discontinuous Innovation

A

A product change or new product that requires a significant amount of adaptation by the adopter.

18
Q

Relative Advantage

A

The benefits a product can provide over other competing products.

19
Q

Complexity

A

The level of product difficulty to understand or use.

20
Q

What is “culture”?

A

Culture is society’s personality and the shared meanings, rituals, norms and traditions among the member of an organization or society.

21
Q

Instruments of “Movement of Meaning?”

A
  1. Advertising and Fashion Systems

2. Consumption Rituals

22
Q

Destinations of Movement of Meaning?

A

Cultural Values and Symbols –> Consumer Goods –> Individual Consumer

23
Q

What are some characteristics of fashion/popular culture?

A
  1. Evolving choices
  2. Style begins as risky by small group, but begin to spread.
  3. Cultural products travel widely
  4. Influential media people decide which will succeed (Ie. OPRAH)
  5. Most styles eventually wear out or are replaced.
24
Q

Three major Culture Production Systems (CPS)?

A
  1. Creative system - Ex. Music, movie etc.
  2. Managerial subsystem - Ex. Producer, manager etc. (Warner Records)
  3. Communications subsystem Ex. Advertising and publicity agencies
25
Q

Examples of Cultural Gatekeepers?

A

Casting directors, textbook authors, opinion leaders, friends, family etc.

26
Q

_________ __________ are responsible for filtering the overflow of information and materials for customers.

A

Cultural Gatekeepers

27
Q

Example of high and low culture blending together

A

Costco sells fine art prints of Picasso

28
Q

______ _______ churns out products for a mass market; aiming to lease average taste of undifferentiated audience

A

Mass culture. An example of this is “No Name” brand products which are meant for mass market use.

29
Q

What makes advergaming successful?

A
  1. Marketers can track usage and conduct market research.
  2. Games and products can be tailored to user profiles
  3. Gamers are more sophisticated and represent the general population.
  4. Format gives advertisers great flexibility
  5. Online games are merging with interactive ads - better targeting
30
Q

Types of Adopters

A
  1. Innovators
  2. Early Adopters
  3. Early Majority
  4. Late Majority
  5. Laggards
31
Q

These type of adopters are traditionalists, locally orientated in terms of their networks and are less educated and older.

A

Laggards

32
Q

These type of adopters are venturesome, less risk averse, younger, higher income, better educated and active information seekers.

A

Innovators

33
Q

These type of adopters are skeptical consumers, doubtful of the benefits of adoption.

A

Late Majority

34
Q

These type of adopters are highly involved with trends. Opinion leaders within local reference groups.

A

Early Adopters

35
Q

These type of adopters are deliberative decision makers. They rely heavily in interpersonal information sources.

A

Early Majoirty

36
Q

List the five prerequisites for successful adoption.

A
  1. Compatibility
  2. Trialability
  3. Complexity
  4. Observability
  5. Relative Advantage
37
Q

What are “Cultural Categories”?

A

Culture makes distinctions between different times, leisure and work, and gender. Ex. The Western Look, Novelle Cousine, New Wave, Modern.

38
Q

The Economical Models of Fashion?

A

Supply and demand - parody display, prestige-exclusivity effect and the snob effect.

39
Q

The six steps in the “Normal Fashion Cycle”

A
  1. Innovation
  2. Rise
  3. Acceleration
  4. General Acceptance
  5. Decline
  6. Obsolescence
40
Q

Guidelines for long-term trends (not fads).

A
  1. Fits in with basic lifestyle changes
  2. Real benefit should be evident
  3. Can be personalized
  4. Not a side effect of carryover effect
    Important market segments adopt change.

Consumer Behaviour - Clinton (2 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions