Exam 3 - 9,11,13,14 Flashcards
The Five Stages in Consumer Decision Making
- Need for recognition
- Information Research
- Evaluation of Alternatives
- Purchase Decision
- Post Purchase Behavior
Purchase Momentum
influences decision making - like a spending spree!
Consumer Hyperchoice
too many choices can become a problem, repeated decisions drain our or psychological energy and decreases our ability to make smart choices
Three Types of Consumer Decision Making
- Cognitive (deliberate, rational, sequential)
- Habitual (behavioral, unconscious, automatic)
- Affective (emotional, instantaneous)
What is a mental budget?
my preset expectations of how much i intend to spend on shopping/intent to consume
The “morning morality effect”
easier to self-regulate and control decisions in the morning - harder as the day goes on
evaluative criteria
the dimensions we use to judge the merits of competing options
determinant features
what we use to differentiate our choices
2 types of decision making in family
- consensual purchase decision
- accommodative purchase decision
consensual purchase decision
agree on the “what”, need to solve the “how”
accommodative purchase decision
disagreement, use bargaining, coercion, and/or compromise
factors in group decision making that create conflict
interpersonal need
power
responsibility
product involvement and utility
The Synoptic Ideal
spouses act as joint decision makers (this is JUST an ideal!)
Social Identity Theory
an “I” but also a “we”, each of us have several “selves” that relate to groups
Social Power
one person admires another’s qualities and copies that behavior
Minimal Group Paradigm
Even when group assignment is random, we still favor our group
Other Types of Power
- Information Power
- Legitimate Power
- Expert Power
- reward Power
- Coercive Power
Reference Groups
- Membership - knows people, advertised as “ordinary people”
- Avoidance - distance yourself from them (the freaks)
- Aspirational - you don’t know but admire, like a celebrity
Reasons we conform
- cultural presence
- fear of deviance
- being one with the group (unanimity)
- interpersonal influence
negative word of mouth is stronger than positive word of mouth
True
Opinion Leaders
- people who are knowledgeable, they influence others behaviors/attitudes
What types of power do opinion leaders have?
- social power
they might have…
-expert/knowledge/legitimate power - first to get a product, similar to the consumer, and they’re socially active
Sociometric Method
trace communication in groups
- most precise method
- but expensive and difficult to implement
What is a subculture?
a group that shares beliefs and preferences (age, religion, gender, ethnicity, etc.)
4 Basic Conflicts (Gen Y and Gen Z)
- Autonomy vs. Belonging
- Rebellion vs. Conformity
- Idealism vs. Pragmatism
- Narcissism vs. Intimacy
The Big 3 American Subcultures
- Black
- Hispanic
- Asian
Social Identity id intersubjective
how a person thinks of themselves and how others think of them
Dominant vs. Non-Dominant Identities
dominant identities - normal (mainstream) and normative (aspirational)
Models of non-dominant identities
- cultural normalization model (non-dominant are represented exactly like dominant, i.e. using black people instead of white but no cultural reference)
- cultural appropriation model (borrowing stereotypical representations of non-dominate identities - appeals to people who Aren’t part of that identify)
- effortful accommodation model (uses culture in advertising i.e. the Hispanic wells Fargo commercial)
Culture is…
a society’s personality , shared meanings, rituals, norms
IN ORDER TO UNDERSTAND CONSUMPTION YOU MUST UNDERSTAND CULTURE
The 3 components of a cultural system
- ecology - how culture adapts to it’s surroundings
- social structures - how do people maintain an orderly social life?
- Ideology - what are the mental characteristics of a people?
Myths
stories with symbolic elements that represent a culture’s ideals
Rituals
- a set of multiple, symbolic behaviors that occur in a fixed sequence and is repeated periodically
- can symbolize a transition from 1 status to another (gifting, holidays)
