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566 Consumer Behavior > Midterm > Flashcards

Midterm Flashcards

1
Q

Theories of fashion leadership

trickle down

A

Subordinates try to adopt status symbols of the group above them as they attempt to climb the social ladder. Upper class abandons the fashion as it loses status and adopts something new and expensive

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2
Q

Theories of fashion leadership

Trickle up

A

grassroots innovators trickles up to higher classes from below
ex: jeans from farmers, often subculture influence :goth

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3
Q

Theories of fashion leadership

Mass market/trickle across

A

class structure cannot account for the wide range of styles that are simultaneously available in society

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4
Q

Theories of fashion leadership

Collective selection/ collective behavior

A

wave of social conformity, the tipping point, suddenly everyone is wearing it. Cultural gate keepers draw on a common set of ideas and are influenced by the same cultural phenomena
ex: wartime, recession, prosperity

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5
Q

Theories of fashion leadership

Economic 3 types

A

supply and demand
snob effect
veblin effect

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6
Q

Theories of fashion leadership

economic supply and demand

A

items limited in supply have high value and those readily available are less desirable

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7
Q

Theories of fashion leadership

economic snob effect

A

lower prices reduce demand

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8
Q

Theories of fashion leadership

economic veblin effect

A

high prices create demand

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9
Q

Theories of fashion leadership

psychological 2 types

A

shifting of erogenous zones and meme models

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10
Q

Theories of fashion leadership

psychological erogenous zones

A

flugel, the more the part of a body is hidden the more exciting when uncovered

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11
Q

Theories of fashion leadership

psychological : meme models

A

monkey see monkey do, transferred from one to another ( like a virus)

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12
Q

fashion

A

a style that has been accepted by a large number of people in a given time

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13
Q

style

A

a particular combination of attributes that distinguishes others in a category (many styles of skirt)

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14
Q

Fads

A

short-lived fashion becomes popular quickly and disappears may be popular only with one segment of poulation

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15
Q

classics

A

stele that are always acceptable or in good taste any time, may be simple indesign, does not get dated

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16
Q

mass fashion

A

sold in large quantities at fast fashion retailers

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17
Q

bridge goods

A

designers’ secondary lines less expensive than their collections

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18
Q

budget goods

A

or opening, or lower price, popular goods

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19
Q

moderate goods

A

lower in price and quality that better but higher than budget

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20
Q

better goods

A

lower price than bridge

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21
Q

order of fashion starting with designer

A 
designer
bridge
better
moderate
budget
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22
Q

prêt a-porter

A

french ready to wear

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23
Q

taste

A

the prevailing opinion on what is attractive and appropriate for any given occasion james laver’s coding

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24
Q

james laver taste/ what is beautiful

A

indecent (10+), shameless(+5), daring(+1), smart(now), dowdy(-1), hideous(-10), ridiculous(-20), amusing(-50), charming(-70), romantic(-100), beautiful(-150)

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25
Q

fashion cycle

A

innovation, rise, acceleration, general acceptance, decline, obsolescence

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26
Q

trend/trendy

A

a general direction or movement

new or fashion foreword, may be faddish

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27
Q

popular culture

A

consisting of clothes music movies sports books celebrities and other forms of entertainment consumed by the mass market, is both a product of and an inspiration for marketers

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28
Q

Recurring fashion

A

some feel if you keep your clothes long enough they will come back in fashion

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29
Q

positivism

A

modernism
there is an objective truth
uses questionnaires, predict results and causes

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30
Q

Interpretivism

A

postmodern
meanings socially constructed
many truths
context depended, semiotics, study of meanings, importance of symbolic

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31
Q

zeitgeist

A

spirit of the times

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32
Q

fashion is under coded in semiotic terms

what does that mean

A

symbols and importance of symbols

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33
Q

society

A

people living together

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34
Q

culture

A

behaviors and ideas of people

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35
Q

subcultures

A

groups of people with specific characteristics in society (age groups, ethnic groups, dance groups)

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36
Q

Aspects of culture

A

ecology, social structure and ideology

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37
Q

Aspects of culture

ecology

A

non-material

the way we live in our environment

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38
Q

Aspects of culture

social structure

A

nonmaterial

norms, laws, family structure, convention/folkways, holidays

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39
Q

norms

A

rules of societies, some have sanctions: rewards or punishments

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40
Q

gift giving

A

loss of value, symbolic exchange

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41
Q

Aspects of culture

ideology

A

non material
values beliefs, ideas of fairness, moral principles, mores
myth

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42
Q

myth

A

stories that share ideas of a culture, explain origins of existence maintain social order or provide a model for conduct, invented or fact
ex: waffle maker : nike
tire in Alaska nordstrom,

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43
Q

myth, binary oposition

A

conflict between opposing fortress

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44
Q

monomyths

A

ex: superman, good over evil

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45
Q

Material culture

A

clothes food artifacts, ritual artifacts

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46
Q

fortress brands

A

become embedded in our rituals, upset when not available

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47
Q

sacred vs profane consumption

A

special vs ordinary

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48
Q

sacred places

A

home, ground zero princess diana grave

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49
Q

sacred people

A

celebrities, jackie o princess diana, john lennon

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50
Q

sacred events

A

prom, going to disneyland, tourism

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51
Q

desacraliztion

A

sacred items or symbols becomes common or kitschy

souvenirs, or religious symbols being worn as fashion

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52
Q

sacralization

A

ordinary becomes special: stamp collection

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53
Q

etic and emic

A

prespectives to global marketing

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54
Q

etic

A

global strategy which focus’ on commonalities

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55
Q

emic

A

localized strategy which takes into account the local/national flavor
mcdonalds beer in germany

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56
Q

creolization

A

foreign influences are absorbed and integrated into culture with local meaning

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57
Q

postmodernirty

A

new sort of society emerging around consumers and consumption; multiple possibilities of shaping identity, combining many looks management of style that is more tolerant of diversity and ambiguity, exploritory

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58
Q

culture shock

A

many of the assumptions we had taken for granted about the clothes we wear the food we eat or the way we address others no longer seems to apply. the effect can be extreme

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59
Q

example of a subculture influencing mass market

A

hip hop

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60
Q

what does it mean that alexandra is wearing the hip hop style

A

original meaning lost, it’s lost its innovativeness, and sifted down to the masses. no longer new, but is able to connect symbolically with other young consumers wearing the same style originated far away

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61
Q

cooptation

A

original meanings transformed by outsiders

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62
Q

levels of cultural production systems

A

creative subsystems, managerial subsystems, communications subsystem, cultural gate keepers

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63
Q

ex of creative subsystem

A

designers

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64
Q

ex of managerial subsystem

A

managers of companies

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65
Q

ex of communications subsystem

A

media wwd magaiznes

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66
Q

ex of cultural gatekeepers,

A

wwd, buyers, friends

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67
Q

art

A

object of aesthetic contemplation

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68
Q

craft

A

has functional value

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69
Q

popular culture

A

mass culture

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70
Q

cultural formulas

A

follow certain patterns to appeal to mass tastes

ex: detective stories and romance novels

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71
Q

reality engineering

A

elements of popular culture used by marketers for promotions ec: ripped jeans

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72
Q

product placement

A

blurred boundaries between reality and marketing

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73
Q

diffusion of innovation

A

how it spreads through a population

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74
Q

innovation

A

any product or service perceived as new by consumers

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75
Q

adoption process

A

knowledge, persuasion, decision, involvement, confirmation

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76
Q

types of adopters

A

, innovators, early adopters, early majority, late majority, laggards

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77
Q

innovation types

A

continuous, dynamically continuous, discontinuous

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78
Q

continuous innovation

A

new and improved, modification of existing product

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79
Q

dynamically continuous innovation

A

more pronounced change to existing product, cordless phone

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80
Q

discontinous innovation

A

major change in the way we live, cell phones,

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81
Q

characteristics of innovations

A

compatibility, trainability, complexity, observability, relative advantage

82
Q

are knock offs new?

A

knock off is a style copies and modified often with the intention for the larger market

83
Q

compatibilityCharacteristics of innovations

A

works with your lifestyle

84
Q

Characteristics of innovations

trial ability

A

can be experimented with or tried on

85
Q

Characteristics of innovations

complexity

A

not took difficult to figure out, simplicity is easiest

86
Q

Characteristics of innovations

observability

A

more easily communicated if it is observable

87
Q

Characteristics of innovations

relative advantage

A

the use with provide a benefit over preexisting products

88
Q

motivation

A

refers to the process that lead people to behave as they do. different theories associated with motivation

89
Q

theories associated with motivation

A

drive theory, expectancy theory, motivational conflicts

90
Q

drive theory

A

biological need = hungry

91
Q

expectancy theory

A

we have expectations of achieving a good outcome

92
Q

motivational conflicts

A

goals hav valencies positive or negative, and some can conflict

93
Q

motivational conflicts 3 types

A

approach/approach, approach./ avoidance and avoicance/avoidance conflicts

94
Q

approach approach conflict

A

both positive but can’t do both

95
Q

cognotive dissonance

A

based on need for consistency in our lives we convince ourselves of things

96
Q

approach avoidance conflict

A

there are negative consequences for the product or swerve we want it but we want to avoid it at the same time, fought furs?

97
Q

avoidance avoidance conflict

A

two undesirable alternatives

98
Q

needs

A

discrepancy between consumer’s present state and an ideal state,m something is missing

99
Q

types of needs

A

psychogenic vs biogenic
utilitarian (practical) vs hedonic (emotional, personal, self centered, fantasy)
others: achievement, affiliation, power, uniqueness

100
Q

wants vs needs

A

personal and cultural factors define wants which are manifestations of needs

101
Q

maslows hierarchy of needs

A 
physiological (food, water, sleep)
safety (shelter, protection, security)
belongingness (love acceptance by others)
ego (prestige, status, accomplishment)
self-actualization (self-fulfillment)
102
Q

consumer involvement

A

relationships with products/services (personal relevance of an object based on needs,values) as involvement increases the consumer devotes more attention to ads and focuses on product related information

103
Q

positive addiction

A

totally engrossed in an activity

104
Q

levels of involvement

A

inertia (decision made from habit)

addiction/passion, cult products ( consumers fiercely loyal)

105
Q

product involvement

A

related to consumers level of interest in a particular product the more involved the more apt to purchase

106
Q

message response involvement

A

consumers play a role, consumer generated content like mass customization

107
Q

purchase situation involvement

A

how much do you care about a purchase

108
Q

market strategies to increase involvement

A

appeal to hedonic needs be interactive use prominent stimuli (loud music) use celebrities, personalize the product, build loyalty programs

109
Q

measures of involvement

A

sign value (close to self-concept), pleasure value, subjective probability of mispurchase,,importance of negative consequences

110
Q

values

A

fundamental beliefs that direct or motivate out behavior and decision making

111
Q

core values within a culture

A

ex us youthfulness and freedom

112
Q

measures of values

A

spranger-type
rokeach;’s value survey
List of values

113
Q

spranger type

A

theoretical, economic, aesthetic, social, political

114
Q

rokeach’s value survey

A

teminal (desired states of existence, ex freedom) and instrumental (actions need to achieve terminal ; ex honesty and ambitious)

115
Q

List of Values (LOV)

A

sense of belonging, warm relationships with other, security, self-respect, sense of accomplishment, self fulfillment, being well respected, fun and enjoyment of life

116
Q

self/selfconcept

A

refers to thebeliefs a person holds about their atributes

117
Q

components of the self concept

A 
self as a structure
self as a process
self perception or self image
social compairison
self definition
symbolic self completion
self esteem
118
Q

self as a structur

A

Organizes qualities of self “like me” or not like me”

119
Q

self as a process

A

symbolic interactionism: the self is developed through interactions with others. responses to our behavior or appearance affect feelings about self. we continually examine and refine perceptions of self

120
Q

self perception or self image

A

we make self-attributions of qualities based on our observations of our self. does not necessarily reflect reality. we choose appearance based on how we want to appear to others or how we see our self

121
Q

social compairison

A

we compare our self to others in society ( Lennon rudd model : if appearance is not close to idea we engage in coping strategies such as trying harder or changing the standard)

122
Q

self definition

A

roles in society (e.g. career)

123
Q

symbolic self -completion

A

if self concept shows inadequacies or incompleteness, one tried to reduce this dissonance by finding a symbol to complete the self (e.g. fashion)

124
Q

self esteem

A

posotivity or negativity of self. how much we value our worth.

125
Q

high self esteem

A

expect to do well feel good about themselves are self confident accept self as is don’t worry about what others thing, may take more risks
pay attention to appearance

126
Q

low self esteem

A

do not expect to preform well, lack confidence

appearance is important as adaptive functioning using clothing as a means of social approval

127
Q

measuring self concept

A

(“I am “) fill in 20 answers
Kuhn (1960) found respondents divided into groups
physical, social roles, personality traits, existential

128
Q

self esteem advertising

A

marketing can influence a persons self esteem
they supply idealized images which are used in social comparison
attempts to stimulate positive feeling about self
challenge one’s self esteem then link product

129
Q

measuring self esteem

A

rosenberg scale: 10 questions such as i am satisfied with myself
TAT test: thematic apperception test: neutral cartoon or drawing you read into it your personality and self-concept

130
Q

ideal self

A

how we would like to be

131
Q

real self

A

who we really are

132
Q

what happens if real and ideal self are not close?

A

we use coping strategies

133
Q

public self

A

concerned with how others see us. we manage our appearance , self presentation

134
Q

private self

A

may not be communicated to others, could be a secret self

135
Q

avatars

A

idealized alter egos you can create online

136
Q

measuring multiple selves/identities

A

” i am” we are different selves depending on the situation

137
Q

looking glass self

A

(taking the role of another)
process of imagining reactions of others towards us
change our behavior based on our evaluation of what we think people think of us

138
Q

loss of self

A

william james : social self, material self, spiritual self

loss of possessions feels like loss of self

139
Q

self-image congruence model

A

we generally choose products that match our self-image

140
Q

extended self

A

we use props and setting to define our selves and in a sense become a part of the self
different levels

141
Q

levels of extended self

A 
individual level (cars, clothes, jewelry)
family level (includes house, furnishings, central aspect of identity)
community level ( I'm from san francisco)
Group level ( i am an SF 49er fan)
142
Q

sex roles/ gender identity

A

sexual identity is an important part of our self concept

androgyny, self product congruemnct, sex-typed products, cheesecake/beefcake ads

143
Q

agentic goals vs communal goals

A

agentic: male expected to stress self assertion and master
communal: girls foster addition and harmonious relations

144
Q

body image

A

persons subjective evaluation of their physical body

145
Q

cathaxis

A

emotional significance of something e.g. your body

146
Q

ideals of beauty

A

culturally defined and change over time
not universal
fatism heightism : bias against those who are overweight obese or short
cosmetic surgery/body art

147
Q

Age and race subcultures

A

group membership, members share common beliefs and experiences
what important event do you remeber

148
Q

demographics

A

as basis for segmentation
age ethnicity
income
social class

149
Q

age cohorts

A

people of similar ages have undergone similar experiences common memories, cultural heroes ec

150
Q

teens tweens

A

teenager first used in 1950s

151
Q

milenials

A

wired grew uo with computers

152
Q

gen x

A

least parented and nurtured

raising families

153
Q

baby boomers

A

beefing ages
older bb retired
lots of discretionary income

154
Q

grey set

A

very old spending children’s enheritence

155
Q

nostolgia

A

adults over 30 bare susceptible to this feeling but we are all influenced by events of the past

156
Q

multigenerational marketing

A

attempts to appeal to more than one age group

157
Q

population growth ( which groups )

A

hispanic, african americans, asian americans, immigrants in general

158
Q

psychological age

A

procieved vs chronological ( how old is old)

159
Q

feel age

A

how old do you feel

160
Q

look age

A

how old do you look

161
Q

race

A

refers to a person’s physical appearance such as skin color eye color hair color bown/jaw structure ext ( cuacasian race asian race) some people find it offensive , i am human race

162
Q

ethnicity

A

relates to cultural factors such as nationality culture ancestry shared history language and beliefs

163
Q

asain american sub culture

A

generally most addluent best educated
status oriented
not brand loyal
petite figure

164
Q

hispanic american subcultuer

A

about same size ace african american
young market median age 24 avg for us is 34
families are larger than average us (3.5 compared to 2.7)
tend to be brand loyal
more time and money shopping and clothes
family and religious important

165
Q

african american subculture

A 
not homogenous
differences may be to do income and social class rather than ethnicity
166
Q

de-ethnicitization of products

A

refers to producs formally associated with ethnic heritage becoming mainstream ( hairstyles food )

167
Q

marketing strategies (subcultures )

A

spokes person : from their minority group is seen as more trustworthy leading to more positive brand attitudes
high context cultures: minority groups. the context is important to interpret meanings / strong oral traditions, perceivers are more sensitive to nuances in messages
low-context cultures: anglos more literal

168
Q

levels of acculturation

A

process of movements and adaptation to one countries cultural enviro meant by a person from another country

169
Q

acculturation agents

A

teach the ways of a culture: schools, media local buisnesses

170
Q

outcomes of acculturation

A

assimilation: adopt products identified with mainstream
maintenance of practices from the culture of origin
resistance: resent the pressure to submerge their cultural identity and take on a new one
segregation: live and shop in places that are physically separated from mainstream anglo consumers

171
Q

discretionairy income

A

money available after necessities are paid for

172
Q

in recession discretionary income is

A

decreaced

173
Q

when consumer confidence is down savings is

A

up

174
Q

when the economy and stock market are profiting spending

A

increaces

175
Q

how money is spent from $40,000 income after taxes

A 
houseing 33%
transportation
food
life insurance, pensions, ss
health car
entertainment
apparel (4%)
176
Q

money has different meanings

A

equated with success or failure, social acceptability, security
money personalities

177
Q

money personalities

A

huntr, gatherer, protector, splurged, striver, nester, idealist

178
Q

suptuary laws

A

restrictions that regulated style of dress ( controlled by law)

179
Q

consumer confidence

A

a consumer’s belief about what the future holds

180
Q

consumer confidence reflects

A

optimism or pessimism about the future of the economy and their position in it
how much money will be spent on things that they wanted not needed
if pessimistic they cut back
if optimistic they spend more

181
Q

social class

A

social standing or rank in society

182
Q

social class is measured by

A

income education family background and occupation

183
Q

hollingshead

A

measures social class with 2 factor index education (4x) and occupation (7x)

184
Q

social stratification

A

creation of artificial division in a society

185
Q

status hierarchy

A

middle class, lower class upper class

186
Q

status

A

position in hierarchy (neutral ), high status or low ststus

187
Q

achieved status

A

earned

188
Q

ascribed status

A

you are born with it

189
Q

mass class

A

global consumers who enjoy a level of purchasing power sufficient that they can affor high quality products affordible lucuries

190
Q

mastige shift

A

combination of mass and prestige

high end designers at low end retailers

191
Q

social mobility

A 
passage of individuals from one social class to another 
fashion used to imitate those from a class higher than one's own
192
Q

overprivlidged condition

A

make more than 25% of your class, sudden wealth syndrome, lottery winners, do not know how to handle new wealth

193
Q

underprivileged condition

A

make less than class

194
Q

house hold incomes in US

A 
0-25k----------28%
25-50k---------26%
50-75k---------18%
75-100k---------10%
100k or more--------15%
---------------------------
100-1499999-----9%
150k-1999999-------3%
200k-249999-------1.3%
250k+ = 1.5%
195
Q

conspicuous consumption

A

prominent visible evidence of ones ability to afford luxury goods

196
Q

potlatch

A

a ceremony that shows off ones wealth. used as a social weapon: guests were expected to reciprocate forcing them into bankrupcy

197
Q

parody display

A

avoid status symbol by mocking them : reverse snobbery, , jeeps for the upper class

198
Q

conditional hedonism

A

affluent consumer rationalized luxury spending, its an investment, it may become an heirloom

199
Q

cross shopping

A

todys consumer shop at neiman marcus and costco

200
Q

trading down

A

obtaining the best value at the best price

201
Q

trading up

A

buying at high end store

566 Consumer Behavior (1 decks)

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