Exam 3 (nov 17) Flashcards
Deindividuation
individual identities merge with a group. We eat & drink more as a group (e.g., at a party)
Risky shift
roup members show a greater willingness to
consider riskier alternatives during group activities! Drug usage increases in group settings
Decision polarization
after group discussion of an issue,
opinions become more extreme. Escalation of commitment in group purchases
Conformity
individuals change their attitudes, beliefs,
and behaviors. Influence of reference groups on purchases
When does conformity occur?
Informational conformity
Normative conformity
Reference groups
An actual or imaginary individual/group
conceived of having significant relevance upon
an individual’s evaluations, aspirations, or
behaviors
Reference Group’s
Influence is strongest for
Luxuries vs. necessities (e.g., golf clubs)
*Socially conspicuous/visible vs. invisible to
others
*Public goods vs. private goods
(Watch, car vs. toothbrush, mattress)
Reference Group’s
Influence is strongest for
One of the main reasons why we conform to
others is because we are concerned about
our public image.
Reward power
financial incentives
Coercive power
fear (ex nazi party)
Expert power
years of experience in subject (doctors, scientists).
Legitimate power
authority by position (police, CEO’s Gov’t officials).
Information power
Knowing specifics many others do not.
Referent power
stems from the ability to inspire and influence others.
Membership reference groups:
Advertisers use “ordinary people”
Aspirational reference groups:
Use of celebrity spokespeople. people consumers admire
Avoidance (negative) groups
motivation to
distance oneself from other people/groups. A lot of public message campaigns fall into this category
Opinion leaders
influence others’ attitudes and
behaviors
Opinion leaders are good info sources because…
May be experts
*Provide unbiased evaluation
*Are socially active
*Are similar to the consumer
*Are among the first to buy
MArket Mavens
These people are actively involved in
transmitting marketplace information of all types
*Love to shop and highly aware of what’s happening in the marketplace
*Overall knowledge of how and where to get products, market information over a wide range of products and services vs. knowledge based on product experience (other opinion leaders)
*Marketers love these people!
Word of Mouth advertising
Can be more reliable & creditable form of
marketing
*Social pressure to conform
Negative WoM advertising
-Extremely powerful, Brand Sabotage
*We love to spread bad news…
*Wrong negative information – hard to correct
social class is defined by
Social class is determined by income, family background,
education, and occupation
vertical individualistic cultures
-Power = Status, Personal achievement
luxury items.
asian cultures.
Parity Display
deliberately
avoiding status symbols
Imitation of less fortunate
living. Buying torn jeans.
Something worn - damaged even - is
worth more than something new.
Targeting the Poor
Poor people have the same basic needs as others
*Staples/food, health care, rent
*Unfortunately, marketers may not be motivated to
serve them…
Low class
Those in low (vs. middle) social class are less individualistic, independent, analytic.
Racial Matching
Similarity/familiarity enhances
liking/trust and reduces threat.
African A dentist vs Caucasian Dentist.
Hispanic Population in US
Largest sub-group in US (16%)
Asian culture/population in US
Fastest grouping subgroup due to immigration.
African Americans in US
12% of the population
3 largest minority subgroups
African American
Asian
Hispanic
De-ethnicization
a product we
associate with a specific ethnic
group detaches itself from its roots. ex bagels are from poland.
Ethnic targeting
To use the classification of ones ethnicity as a targeting metric. Often immoral use of stereotypes.
