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
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
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
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
5
Q
Theories of fashion leadership
Economic 3 types
A
supply and demand
snob effect
veblin effect
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
7
Q
Theories of fashion leadership
economic snob effect
A
lower prices reduce demand
8
Q
Theories of fashion leadership
economic veblin effect
A
high prices create demand
9
Q
Theories of fashion leadership
psychological 2 types
A
shifting of erogenous zones and meme models
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
11
Q
Theories of fashion leadership
psychological : meme models
A
monkey see monkey do, transferred from one to another ( like a virus)
12
Q
fashion
A
a style that has been accepted by a large number of people in a given time
13
Q
style
A
a particular combination of attributes that distinguishes others in a category (many styles of skirt)
14
Q
Fads
A
short-lived fashion becomes popular quickly and disappears may be popular only with one segment of poulation
15
Q
classics
A
stele that are always acceptable or in good taste any time, may be simple indesign, does not get dated
16
Q
mass fashion
A
sold in large quantities at fast fashion retailers
17
Q
bridge goods
A
designers’ secondary lines less expensive than their collections
18
Q
budget goods
A
or opening, or lower price, popular goods
19
Q
moderate goods
A
lower in price and quality that better but higher than budget
20
Q
better goods
A
lower price than bridge
21
Q
order of fashion starting with designer
A
designer bridge better moderate budget
22
Q
prêt a-porter
A
french ready to wear
23
Q
taste
A
the prevailing opinion on what is attractive and appropriate for any given occasion james laver’s coding
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)
25
fashion cycle
innovation, rise, acceleration, general acceptance, decline, obsolescence
26
trend/trendy
a general direction or movement
| new or fashion foreword, may be faddish
27
popular culture
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
28
Recurring fashion
some feel if you keep your clothes long enough they will come back in fashion
29
positivism
modernism
there is an objective truth
uses questionnaires, predict results and causes
30
Interpretivism
postmodern
meanings socially constructed
many truths
context depended, semiotics, study of meanings, importance of symbolic
31
zeitgeist
spirit of the times
32
fashion is under coded in semiotic terms
| what does that mean
symbols and importance of symbols
33
society
people living together
34
culture
behaviors and ideas of people
35
subcultures
groups of people with specific characteristics in society (age groups, ethnic groups, dance groups)
36
Aspects of culture
ecology, social structure and ideology
37
Aspects of culture
| ecology
non-material
| the way we live in our environment
38
Aspects of culture
| social structure
nonmaterial
| norms, laws, family structure, convention/folkways, holidays
39
norms
rules of societies, some have sanctions: rewards or punishments
40
gift giving
loss of value, symbolic exchange
41
Aspects of culture
| ideology
non material
values beliefs, ideas of fairness, moral principles, mores
myth
42
myth
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,
43
myth, binary oposition
conflict between opposing fortress
44
monomyths
ex: superman, good over evil
45
Material culture
clothes food artifacts, ritual artifacts
46
fortress brands
become embedded in our rituals, upset when not available
47
sacred vs profane consumption
special vs ordinary
48
sacred places
home, ground zero princess diana grave
49
sacred people
celebrities, jackie o princess diana, john lennon
50
sacred events
prom, going to disneyland, tourism
51
desacraliztion
sacred items or symbols becomes common or kitschy
| souvenirs, or religious symbols being worn as fashion
52
sacralization
ordinary becomes special: stamp collection
53
etic and emic
prespectives to global marketing
54
etic
global strategy which focus' on commonalities
55
emic
localized strategy which takes into account the local/national flavor
mcdonalds beer in germany
56
creolization
foreign influences are absorbed and integrated into culture with local meaning
57
postmodernirty
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
58
culture shock
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
59
example of a subculture influencing mass market
hip hop
60
what does it mean that alexandra is wearing the hip hop style
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
61
cooptation
original meanings transformed by outsiders
62
levels of cultural production systems
creative subsystems, managerial subsystems, communications subsystem, cultural gate keepers
63
ex of creative subsystem
designers
64
ex of managerial subsystem
managers of companies
65
ex of communications subsystem
media wwd magaiznes
66
ex of cultural gatekeepers,
wwd, buyers, friends
67
art
object of aesthetic contemplation
68
craft
has functional value
69
popular culture
mass culture
70
cultural formulas
follow certain patterns to appeal to mass tastes
| ex: detective stories and romance novels
71
reality engineering
elements of popular culture used by marketers for promotions ec: ripped jeans
72
product placement
blurred boundaries between reality and marketing
73
diffusion of innovation
how it spreads through a population
74
innovation
any product or service perceived as new by consumers
75
adoption process
knowledge, persuasion, decision, involvement, confirmation
76
types of adopters
, innovators, early adopters, early majority, late majority, laggards
77
innovation types
continuous, dynamically continuous, discontinuous
78
continuous innovation
new and improved, modification of existing product
79
dynamically continuous innovation
more pronounced change to existing product, cordless phone
80
discontinous innovation
major change in the way we live, cell phones,
81
characteristics of innovations
compatibility, trainability, complexity, observability, relative advantage
82
are knock offs new?
knock off is a style copies and modified often with the intention for the larger market
83
compatibilityCharacteristics of innovations
works with your lifestyle
84
Characteristics of innovations
| trial ability
can be experimented with or tried on
85
Characteristics of innovations
| complexity
not took difficult to figure out, simplicity is easiest
86
Characteristics of innovations
| observability
more easily communicated if it is observable
87
Characteristics of innovations
| relative advantage
the use with provide a benefit over preexisting products
88
motivation
refers to the process that lead people to behave as they do. different theories associated with motivation
89
theories associated with motivation
drive theory, expectancy theory, motivational conflicts
90
drive theory
biological need = hungry
91
expectancy theory
we have expectations of achieving a good outcome
92
motivational conflicts
goals hav valencies positive or negative, and some can conflict
93
motivational conflicts 3 types
approach/approach, approach./ avoidance and avoicance/avoidance conflicts
94
approach approach conflict
both positive but can't do both
95
cognotive dissonance
based on need for consistency in our lives we convince ourselves of things
96
approach avoidance conflict
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
avoidance avoidance conflict
two undesirable alternatives
98
needs
discrepancy between consumer's present state and an ideal state,m something is missing
99
types of needs
psychogenic vs biogenic
utilitarian (practical) vs hedonic (emotional, personal, self centered, fantasy)
others: achievement, affiliation, power, uniqueness
100
wants vs needs
personal and cultural factors define wants which are manifestations of needs
101
maslows hierarchy of needs
```
physiological (food, water, sleep)
safety (shelter, protection, security)
belongingness (love acceptance by others)
ego (prestige, status, accomplishment)
self-actualization (self-fulfillment)
```
102
consumer involvement
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
positive addiction
totally engrossed in an activity
104
levels of involvement
inertia (decision made from habit)
| addiction/passion, cult products ( consumers fiercely loyal)
105
product involvement
related to consumers level of interest in a particular product the more involved the more apt to purchase
106
message response involvement
consumers play a role, consumer generated content like mass customization
107
purchase situation involvement
how much do you care about a purchase
108
market strategies to increase involvement
appeal to hedonic needs be interactive use prominent stimuli (loud music) use celebrities, personalize the product, build loyalty programs
109
measures of involvement
sign value (close to self-concept), pleasure value, subjective probability of mispurchase,,importance of negative consequences
110
values
fundamental beliefs that direct or motivate out behavior and decision making
111
core values within a culture
ex us youthfulness and freedom
112
measures of values
spranger-type
rokeach;'s value survey
List of values
113
spranger type
theoretical, economic, aesthetic, social, political
114
rokeach's value survey
teminal (desired states of existence, ex freedom) and instrumental (actions need to achieve terminal ; ex honesty and ambitious)
115
List of Values (LOV)
sense of belonging, warm relationships with other, security, self-respect, sense of accomplishment, self fulfillment, being well respected, fun and enjoyment of life
116
self/selfconcept
refers to thebeliefs a person holds about their atributes
117
components of the self concept
```
self as a structure
self as a process
self perception or self image
social compairison
self definition
symbolic self completion
self esteem
```
118
self as a structur
Organizes qualities of self "like me" or not like me"
119
self as a process
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
self perception or self image
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
social compairison
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
self definition
roles in society (e.g. career)
123
symbolic self -completion
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
self esteem
posotivity or negativity of self. how much we value our worth.
125
high self esteem
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
low self esteem
do not expect to preform well, lack confidence
| appearance is important as adaptive functioning using clothing as a means of social approval
127
measuring self concept
("I am ") fill in 20 answers
Kuhn (1960) found respondents divided into groups
physical, social roles, personality traits, existential
128
self esteem advertising
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
measuring self esteem
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
ideal self
how we would like to be
131
real self
who we really are
132
what happens if real and ideal self are not close?
we use coping strategies
133
public self
concerned with how others see us. we manage our appearance , self presentation
134
private self
may not be communicated to others, could be a secret self
135
avatars
idealized alter egos you can create online
136
measuring multiple selves/identities
" i am" we are different selves depending on the situation
137
looking glass self
(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
loss of self
william james : social self, material self, spiritual self
| loss of possessions feels like loss of self
139
self-image congruence model
we generally choose products that match our self-image
140
extended self
we use props and setting to define our selves and in a sense become a part of the self
different levels
141
levels of extended self
```
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
sex roles/ gender identity
sexual identity is an important part of our self concept
| androgyny, self product congruemnct, sex-typed products, cheesecake/beefcake ads
143
agentic goals vs communal goals
agentic: male expected to stress self assertion and master
communal: girls foster addition and harmonious relations
144
body image
persons subjective evaluation of their physical body
145
cathaxis
emotional significance of something e.g. your body
146
ideals of beauty
culturally defined and change over time
not universal
fatism heightism : bias against those who are overweight obese or short
cosmetic surgery/body art
147
Age and race subcultures
group membership, members share common beliefs and experiences
what important event do you remeber
148
demographics
as basis for segmentation
age ethnicity
income
social class
149
age cohorts
people of similar ages have undergone similar experiences common memories, cultural heroes ec
150
teens tweens
teenager first used in 1950s
151
milenials
wired grew uo with computers
152
gen x
least parented and nurtured
| raising families
153
baby boomers
beefing ages
older bb retired
lots of discretionary income
154
grey set
very old spending children's enheritence
155
nostolgia
adults over 30 bare susceptible to this feeling but we are all influenced by events of the past
156
multigenerational marketing
attempts to appeal to more than one age group
157
population growth ( which groups )
hispanic, african americans, asian americans, immigrants in general
158
psychological age
procieved vs chronological ( how old is old)
159
feel age
how old do you feel
160
look age
how old do you look
161
race
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
ethnicity
relates to cultural factors such as nationality culture ancestry shared history language and beliefs
163
asain american sub culture
generally most addluent best educated
status oriented
not brand loyal
petite figure
164
hispanic american subcultuer
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
african american subculture
```
not homogenous
differences may be to do income and social class rather than ethnicity
```
166
de-ethnicitization of products
refers to producs formally associated with ethnic heritage becoming mainstream ( hairstyles food )
167
marketing strategies (subcultures )
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
levels of acculturation
process of movements and adaptation to one countries cultural enviro meant by a person from another country
169
acculturation agents
teach the ways of a culture: schools, media local buisnesses
170
outcomes of acculturation
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
discretionairy income
money available after necessities are paid for
172
in recession discretionary income is
decreaced
173
when consumer confidence is down savings is
up
174
when the economy and stock market are profiting spending
increaces
175
how money is spent from $40,000 income after taxes
```
houseing 33%
transportation
food
life insurance, pensions, ss
health car
entertainment
apparel (4%)
```
176
money has different meanings
equated with success or failure, social acceptability, security
money personalities
177
money personalities
huntr, gatherer, protector, splurged, striver, nester, idealist
178
suptuary laws
restrictions that regulated style of dress ( controlled by law)
179
consumer confidence
a consumer's belief about what the future holds
180
consumer confidence reflects
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
social class
social standing or rank in society
182
social class is measured by
income education family background and occupation
183
hollingshead
measures social class with 2 factor index education (4x) and occupation (7x)
184
social stratification
creation of artificial division in a society
185
status hierarchy
middle class, lower class upper class
186
status
position in hierarchy (neutral ), high status or low ststus
187
achieved status
earned
188
ascribed status
you are born with it
189
mass class
global consumers who enjoy a level of purchasing power sufficient that they can affor high quality products affordible lucuries
190
mastige shift
combination of mass and prestige
| high end designers at low end retailers
191
social mobility
```
passage of individuals from one social class to another
fashion used to imitate those from a class higher than one's own
```
192
overprivlidged condition
make more than 25% of your class, sudden wealth syndrome, lottery winners, do not know how to handle new wealth
193
underprivileged condition
make less than class
194
house hold incomes in US
```
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
conspicuous consumption
prominent visible evidence of ones ability to afford luxury goods
196
potlatch
a ceremony that shows off ones wealth. used as a social weapon: guests were expected to reciprocate forcing them into bankrupcy
197
parody display
avoid status symbol by mocking them : reverse snobbery, , jeeps for the upper class
198
conditional hedonism
affluent consumer rationalized luxury spending, its an investment, it may become an heirloom
199
cross shopping
todys consumer shop at neiman marcus and costco
200
trading down
obtaining the best value at the best price
201
trading up
buying at high end store
