Chapter 8-12 (minus 10) Flashcards
Chapter 8: CH8: What are our primary reference groups? (6)
Primary group - includes members who have frequent, direct contact with one another Secondary group - Interaction within the group is much less frequent than in a primary group Formal group - A group in which a consumer formally becomes a member Informal group - A group that has no membership or application requirements Aspirational group - A group in which a consumer desires to become a member Dissociative group - A group to which a consumer does not want to belong
CH8: What is conformity?
Occurs when an individual yields to the attitudes and behaviors of other consumers
CH8: What is peer pressure?
Pressure an individual feels to behave in accordance with group expectations •Can greatly influence behavior Negative peer pressure •Consumers sometimes succumb to group pressures that encourage counterproductive or unethical—perhaps illegal—behaviors E.G. The media’s projections create negative or positive peer pressure among the youth
CH8: What are the social powers? (5)
•Referent power: consumer admires qualities of group and emulates their behavior. E.g. mother will join local MOPS (mother of preschoolers group) •Legitimate power: specific agreements made regarding membership and punishment for non-conformity is understood. E.g. neighborhood association has power to annually increase membership fees •Expert power: groups possess knowledge that members, prospective members, or other consumers seek. E.g. consumers seek medical info from groups such as American Dental Association •Reward power: groups have power to reward members for various behaviours. E.g. weight loss clubs give prizes for weight loss goals •Coercive power: groups have power to sanction group members for breaking rules or failing to follow expectations. E.g. member of a professional association is excused for breaking a code of conduct
CH8: What is the difference between utilitarian and hedonic value
External influences have a direct impact on the value of many activities ▮Utilitarian value - A means to a valued end state ▮Hedonic value - Value is an end in itself
CH8: What is word of mouth?
Information about products, services, and experiences that is transmitted from consumer to consumer ▮Two types: •Organic •Amplified Positive and negative word of mouth: ▮Satisfied consumers are more likely to spread positive word-of-mouth ▮Negative word-of-mouth is very influential Example: ▮Rolex hires Roger Federer as a brand ambassador because of his remarkable standing in the world of sports •This association helps develop a positive word-of-mouth for the high-quality watch manufacturer Value and word of mouth: ▮Word-of-mouth is affected largely by the perceived value that consumers receive from products and services ▮The more value that consumers receive, the more likely they are to tell others about their experiences Word of mouth in the digital age: ▮Consumers seek out other online users for advice on all kinds of issues •Texting is a popular method for spreading word-of-mouth
CH8: What are the 3 types of people that partake in word of mouth?
Opinion leaders: •Consumers who have great influence on the behavior of others relating to product adoption and purchase Surrogate consumer: •Hired by another consumer to provide input into a purchase decision Market Maven: •A consumer who spreads information about all types of products and services
CH8: What are the household purchase roles? (5)
▮Influencer - The person in the household who ¬recognizes a need •Provides information about a potential purchase to ¬others ▮Gatekeeper - The person who controls information flow into the household ▮User - The actual user of the product under ¬consideration ▮Decision maker - The person who makes the final decision regarding product purchase or nonpurchase ▮Purchaser - The person who actually buys the ¬product under consideration
CH8: What is consumer socialization?
•Young consumers develop attitudes •Learn skills that help function in the marketplace
CH9: What are the cultural norms and sanctions?
CULTURAL NORMS Rule that specifies the appropriate behavior in a given situation within a specific culture CULTURAL SANCTIONS Penalty associated with performing a non-gratifying or culturally inconsistent behavior
CH9: What are the dimensions of cultural values? (5) (hofstedes)
- Individualism - Masculinity - Power distance - Uncertainty avoidance - Long term orientation
CH9: What is enculturation? What is Acculturation?
Enculturation - The way a person learns his or her native culture Acculturation - Process by which consumers come to learn a culture other than their native culture
CH9: What is ethnic identification? What is consumer ehtnocentrism?
- Ethnic identification - Degree to which consumers feel a sense of belonging to their culture
- Consumer ethnocentrism - Belief among consumers that the products that come from their native land are superior to other products
CH9: What are the 4 institutions that shape consumer culture?
1.School: studying – lower classmen follow study habits of upperclassmen. If Thursday = party, chances are you don’t study then 2.Family: table manners – children observe parents and learn how to behave at table 3.Church: prayer – people observe others in church to learn appropriate way to behave when in church 4.Media: language – consumers learn slang by repeating terms learned through TV, movies, music, and internet media
CH11: How does time affect consumer behavior?
-Time pressure SENSE OF URGENCY -Time of year SEASONALITY -Time of day CIRCADIAN CYCLE Example of seasonality: ▮A pair of woolen gloves is worth more to a consumer on a cold, winter night than it might be on a warm, sunny afternoon
