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Consumer behaviour > External Influences > Flashcards

External Influences Flashcards

1
Q

Comparative ref group

A

Benchmarks for attitude and behaviour

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2
Q

Reference group

A

Serves as point of comparison

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3
Q

Normative reference group

A

General or broadly defined values and behaviour

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4
Q

The expert

A

Because of job or special training they help consumers evaluate the product

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5
Q

Trade characters

A

Celebrity endorsers

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6
Q

Common person appeals

A

Ordinary people

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7
Q

Repetition

A

Important factor in learning, credibility for low involvement purposes. Can lead to ad wear out

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8
Q

Four elements of diffusion process

A

Innovation
Communication
Target market
Period of time

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9
Q

Opinion leaders

A

Reduce their own post purchase dissonance

Enjoy discussing product

Enjoy helping others

Important ref group

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10
Q

Opinion receivers

A

Reduces search time

Receive approval from opinion leader

Reduces perceived risk

Easy way to obtain info

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11
Q

Adoption percentages

A

Laggards 16
Late and early majority 34
Early adopters 13.5
Innovators 2.5

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12
Q

Subjective measures

A

Based on self perception. Usually middle class

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13
Q

Reputation all measures

A

Judge social class of others

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14
Q

Objective measures

A

Demo obtained from surveys
Occupation
Income
Education

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15
Q

Socioeconomic status score

A

Us bureau occupation family and income

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16
Q

Colemans status index

A

Education occupation are of residence and in come

17
Q

Supranational level

A

Reflects cultures across broad regional areas

18
Q

National level

A

Reflects culture of particular country

19
Q

Group level

A

Cultural divisions that contain groups of individuals

20
Q

Formal learning

A

Explicitly passing information

21
Q

Informal learning

A

From observation

22
Q

Technical learning

A

Teaching in formats school environment

23
Q

Four cultural problems

A

Product problems
Pricing problems
Economic problems
Distribution problems

Consumer behaviour (2 decks)

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