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Consumer Behavior Test 2 > Chapter 7 > Flashcards

Chapter 7 Flashcards

1
Q

What you wore to a party last weekend, and you based your decision in part on the anticipated responses of the other individuals : This represents…..

A

Group influences and expectations

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2
Q

Group

A

Is defined as two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent.

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3
Q

Reference Group

A

a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. Guide for behavior.

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4
Q

Classification of Groups

A

1) Membership
2) strength of social tire
3) type of contact
4) attraction

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5
Q

Primary Groups

A

family and friends, involve strong ties and frequent interaction. They are also hold a considerable influence.

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6
Q

Secondary Groups

A

professional and neighborhood associations, involve weaker tires and less frequent interaction

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7
Q

the internet is an example of what type of reference group

A

indirect reference group

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8
Q

Desirability to be a member of a group is

A

Attraction

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9
Q

Groups with negative desirability are ….(state type and example)

A

Dissociative reference groups- can influence behavior just as those with positive desirability do. Ex: teenagers tend to avoid clothing styles associated with older customers.

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10
Q

nonmembership groups with a positive attraction are… (state type and an example)

A

Aspiration reference groups-exert a strong influence. Individuals usually purchase products thought to be used by a desired group in order to achieve actual or symbolic membership to that group

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11
Q

Consumption Subculture

A

a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity.
ex: hip hop, gardening, skydiving

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12
Q

Consumption Subculture Characteristics

A

1) identifiable, hierarchical social social structure
2) set of shared beliefs or values
3) unique jargon, rituals, and modes of symbolic expression

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13
Q

Members in consumption subcultures way in their …

A

commitment to and interpretation of the group’s values and norms

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14
Q

Consumption subcultures develop rituals and symbolic communication … an example of this is …

A

Golfers, the uniform they wear, hats, shoes.

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15
Q

Marketers need to identify consumption subculture trends too..

A

identify the key influencers and use this to influence in the mass market

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16
Q

Brands using slang to appeal to a certain market is an example of what?

A

consumption subculture appeal

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17
Q

Brand Community

A

non-geographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm

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18
Q

Community

A

characterized by consciousness of kind, shared rituals and traditions, and a sense of moral responsibility.

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19
Q

Jeep - brand community -explain

A

the functional and symbolic benefits associated with owning a jeep. they gain confidence, belongingness in ht larger group in social interactions, a positive association with their jeep

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20
Q

Brand Communities

A

create value through sets of activities or practices that create brand engagement

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21
Q

Examples of Value Creation Activities

A
  • Social Networking through empathizing
  • Community engagement thought milestoning
  • Brand use through grooming the brand
  • Impression management through evangelizing
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22
Q

online community

A

is a community that interacts over time around a topic of interest on the internet. Ex: blogs, nonprofit websites

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23
Q

online social network site

A

is a web based service that allows individuals to 1)construct a public or semipublic profile within a bound 2) articulate a list of the users with whom they share a connection 3) view and traverse their list of connections and those mades by others within the system
ex: facebook, brand-toyota friend, events-nascar hookup

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24
Q

Why are online and social network communities attractive :

A
  • Consumer use is high and rising
  • Sites are used to share information
  • High customer acquisition
  • More likely to recall the brand after interacting via social media
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25
Q

General Guiding principles for social media

A
  • transparent (state all brand connections)
  • be part of the community (provide more than just sales pitches)
  • take advantage of the unique capabilities of each venue (post ads and banners)
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26
Q

Reference group take place in three forms:

A

informational, normative, and identification

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27
Q

Informational influence

A

occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information. (based on similarity of group members to the individual or the expertise of the influencing group member, EX: when a biker uses a clif bar and you then buy it because “fit” people eat it )

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28
Q

Normative influence

A

sometimes referred to as utilitarian, occurs when an individual fulfills group expectations to gain direct reward or to avoid a sanction. The stronger the ties, the stronger the product involvement is. (EX: purchasing a particular brand of wine to win approval from a colleague)

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29
Q

Identification influence

A

value-expressive influence, occurs when individuals have internalized the group’s values and norms. This then guides the behaviors without any thought to rewards. (EX: Tim sees Ads that iPads are used by smart young people, He then buys an iPad)

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30
Q

Two Consumption Situation Characteristics

A

Visible- strong reference group influence on brand, Private-weak reference group influence on brand

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31
Q

When is group influence the strongest?

A

when the use of product or brand is visible to the group

32
Q

When are people most likely to conform by group influences?

A

The more commitment an individual feels to a group, the more the individual will conform to the group norms, relevant the activity is, and the individuals confidence in the purchase situation.

33
Q

Asch Phenomenon

A

When the naive subject almost always agrees with the incorrect judgement of others. (pressure to conform after hearing the stated opinions of other group members)

34
Q

Word of Mouth Communications

A

individuals sharing information with other individuals in a verbal form, including face-to-face, on the phone , and over the internet. (EX: social media and internet are PERSONAL COMMS AND WOM)

35
Q

Who do consumers trust more?

A

Consumers trust the opinions of people like friends, family, and acquaintances-more than marketing communications

36
Q

What are two ways people learn about new products?

A
  • observing/participating

- receiving advice and information

37
Q

Negative WOM compared to positive WOM

A

Negative WOM- told to twice as many people, that’s why companies focus so much on relaying “delighting” messages or positive responses

38
Q

Opinion leader

A

“go to person” for specific types of information. They actively filter, interpret, or provide product and brand relevant information to their family, friends, and colleagues.

39
Q

Two-step flow of communication

A

The process of one person receiving information form the mass media or other sources and passing it along to others. Aspects of communication within groups, but it is too simplistic to account for most communication flows.

40
Q

Multistep flow of communication

A

involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources (EX: social media - opinion leaders passing info to market segment, then back to opinion leaders)

41
Q

The exchange of advice and information between group members can occur indirectly and directly-give examples

A

Directly-WOM, individual seeks information, individual volunteers information.

Indirectly- observation as a byproduct of normal group interaction

42
Q

Example: Buying a product in a different product category(sound system, bike)- you would do what….

A

Seek out opinion leader for info, and this is a high involvement purchase

43
Q

How do people provide observable behavior information

A

ex: a stylish individual wearing something on campus, and celebs in mass media

44
Q

example of observation and WOM together

A

noticing someone using a Olympus camera, and then you start talking about it and where to find the best deals

45
Q

enduring involvement

A

leads to enhanced knowledge about and experience with the product category or activity

46
Q

offline opinion leaders

A

nike- targets and subscribes to the runners world - many of those subscribers are avid runners or joggers

47
Q

online opinion leaders

A

social media- bloggers

48
Q

market mavens

A

provide significant amount of information to others across a wide array of products-generalized market influencers

49
Q

influentials

A

10% of population but they influence the attitudes and behaviors of 90% of the population

50
Q

internet mavens/e-fluentials

A

influence family decisions that their parents make by operating as important gatekeepers to information on the web. 10% of adult online community but influence both online and offline ppl

51
Q

Advertising - promotes stimulation - Ex: Dove- AD/WOM

A

Dove ran a campaign that stimulated a “pas-it on” movement that ran an ad that if you referred a friend you would get free soap

52
Q

Product sampling

A

“seeding”- getting the product in the hands of a group of potential customers.- get it in the hands of WOM opinion leaders

53
Q

ex: of personal selling/retailing opinion leaders

A

fashion advisory boards- referral reward programs

54
Q

creating buzz

A

happens when word spreads like wildfire- with no or limited mass media

55
Q

guerrilla marketing

A

a limited budget using nonconventional communications strategies
ex: blue cross blue shield - blue crew in areas- then linked to the campaign

56
Q

issues with guerrilla marketing

A

consumer, ethical, and legal issues with stealth or covert marketing efforts

57
Q

Viral marketing

A

online “pass it along” strategy - it uses electronic communications to trigger brand messages throughout a widespread network of buyers- often involves email

58
Q

blogs

A

personalized journals where people and organizations can keep a running dialogue - can be used in several ways 1) place banner and package ads . 2) product sampling 3) use blogs to observe important blog sites

59
Q

innovation

A

an idea, practice, or product perceived to be new by the relevant individual or group.how it is accepted or spreads though a market - determined by the perceptions of the potential market

60
Q

continuous innovation

A

relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer. Ex: crest vivid white night toothpaste

61
Q

Dynamically continuous innovation

A

moderate change in a n important behavior or a major change in a behavior ex: using shout color catcher would require a major change in a n area of moderate importance for most individuals

62
Q

discontinuous innovation

A

major changes in behavior of significant importance to the individual or group ex: becoming a vegetarian

63
Q

adoption process

A

awareness, interest, evaluation, trial, adoption

64
Q

extended decision making

A

problem recognition, information search, alternative evaluation, purchase, post purchase evaluation

65
Q

continuous improvement ex

A

glad microwave steam bags- not a high involvement

66
Q

diffusion process

A

manner in which innovations spread throughout a market-some degree of regularity

67
Q

factors affecting the spread of innovations

A

type of group, type of decision, marketing effort, fulfillment of felt need, and compatibility, relative advantage, complexity, observability, trainability, perceived risk

68
Q

adopter categories

A

innovators, early adopters, early majority, late majority, laggards

69
Q

ex of innovators

A

commercial media and sales personnel sources in learning of new products

70
Q

ex of early adopters

A

provide information to others, willing to take a risk on an innovation, but also are concerned with the risk of failure

71
Q

ex of early majority

A

somewhat older, innovation has to be somewhat successful

72
Q

ex of late majority

A

members are skeptical about innovations, less social status and mobility than those who adopt earlier

73
Q

laggards

A

locally oriented and engage in limited social interaction, dogmatic and oriented toward the past

74
Q

market segmentation

A

“moving target approach”- after selecting a target market, focus on individuals within the market that are innovators or early adopters

75
Q

diffusion enhancement strategies

A

analyze the innovation from the target market’s perspective. this will indicate potential obstacles-diffusion inhibitors- to rapid market

Consumer Behavior Test 2 (4 decks)

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