External Influences Flashcards
Comparative ref group
Benchmarks for attitude and behaviour
Reference group
Serves as point of comparison
Normative reference group
General or broadly defined values and behaviour
The expert
Because of job or special training they help consumers evaluate the product
Trade characters
Celebrity endorsers
Common person appeals
Ordinary people
Repetition
Important factor in learning, credibility for low involvement purposes. Can lead to ad wear out
Four elements of diffusion process
Innovation
Communication
Target market
Period of time
Opinion leaders
Reduce their own post purchase dissonance
Enjoy discussing product
Enjoy helping others
Important ref group
Opinion receivers
Reduces search time
Receive approval from opinion leader
Reduces perceived risk
Easy way to obtain info
Adoption percentages
Laggards 16
Late and early majority 34
Early adopters 13.5
Innovators 2.5
Subjective measures
Based on self perception. Usually middle class
Reputation all measures
Judge social class of others
Objective measures
Demo obtained from surveys
Occupation
Income
Education
Socioeconomic status score
Us bureau occupation family and income
Colemans status index
Education occupation are of residence and in come
Supranational level
Reflects cultures across broad regional areas
National level
Reflects culture of particular country
Group level
Cultural divisions that contain groups of individuals
Formal learning
Explicitly passing information
Informal learning
From observation
Technical learning
Teaching in formats school environment
Four cultural problems
Product problems
Pricing problems
Economic problems
Distribution problems
