MKT 310- Exam 2 Flashcards
One to which a person either belongs or would qualify for membership (ex: group of poker)
membership group
One in which an individual is not likely to receive membership despite acting like a member (ex: professional tennis player)
symbolic group
A person or group that serves as a point of comparison for an individual in the formation of either general or specific values, attitudes, or behavior
reference group
development of basic codes of behavior
normative reference groups
- a group of individuals whom you compare yourself against & may strive to be like
- influence the expression of specific consumer attitudes and behavior
- informal
ex: celebrities and hereos
comparative reference groups
individuals or groups with whom a person identifies does not have direct face-to-face contacts, such as movie stars, sports heroes, political leaders, or TV personalities
- celebrity endorsement
indirect reference groups
leader brands can encourage reference __
conformity (considered safe)
new brands or market followers can encourage ________
being different (considered unsafe)
- relative wealth (amount of economic assets)
- power (degree of influence over others)
- prestige (degree of recognition received from others)
social status
- consumers endeavor to increase their social standing through consumption
- very important for luxury goods
- is different from conspicuous consumption (for being seen)
status consumption
Parents, and grandparents (normative group) is passing ______ to their children.
(national) superego
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society
culture
large number of verbal statements that reflect a person’s assessment on something
beliefs
Few in number, guide appropriate behavior, enduring and difficult to change, not tied to objects, and widely accepted by members of society.
values
usual and acceptable ways of behaving
- routinized behaviors
customs
a type of symbolic activity consisting of a series of steps with a fixed sequence and repeated
- extend over the human life cycle
- marketers realize that … often involves products (artifacts)
ritual
A distinct cultural group that exists as an identifiable segment within a larger, more complex society
subculture
(nations within broader nations)
In Europe, subcultures are created by _____ and ____ (ex: Catalonia in Spain)
history; geography
In the US, subcultures are created by ______ ____
ethnic orgin
ways to segment a nationality culture
Combination of:
- self-identification
- degree of identification
someone who has been living in paris, has a morocco origin, but also is from the EU…. you will have to decide what “layer” you want to identify with
the process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers
- peer influence in teenagers
- coshopping with mothers and children
consumer socialization
The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes.
social class
the shift in an individual’s social status from one status to another
social mobility
The US and many Western countries based their aspirations on upward _____________
– Reference groups were the upper class
- “Pezzi a novanta” (The Godfather)
- American dream
social mobility
recent evidence shows signs of ____ ____ and ____ in social mobility
downward mobility; decrease
- The “___” 50 percent of household incomes
- Households made up of college-educated adults (who use computers; are involved in children’s education)
- based on income, education, and occupation
middle class
- Households earning $40,000 or less control more than 30 percent of the total income in the U.S.
- These consumers tend to be more brand loyal than other consumers
- illegal immigrants constitute a growing class in the U.S. and many other Western countries
lower class (also known as working class)
the learning of one’s own culture
- normally learned when you’re a kid
enculturation
the learning of a new or foreign culture
(being exposed)
acculturation
The process by which one person informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients
opinion leadership
- informal flow of information from one consumer to the other
- No one represents a commercial selling source gaining something out of the transaction
- based on friendship; family links
- Roles can change over time: opinion leaders can become seekers or recipients
word-of-mouth
- Self-confirmation and self-involvement
- Social involvement
- Product involvement
- Message Involvement
needs of opinion leaders
- new product or new usage information
- reduction of perceived risk
- Reduction of search time
- Receiving the approval of the opinion leader
needs of opinion receivers
The ____ _____ process usually takes place among friends, neighbors, and work associates that hold informal product-related conversations
- These conversations usually occur naturally in the context of the product-category usage
opinion leadership
interpersonal flow of communication (2)
- two-step flow
- multistep flow
A communication model that portrays opinion leaders as direct receivers of information from mass media sources who, in turn, interpret and transmit this information
two-step flow
A revision of the traditional two-step theory that shows multiple communication flows
multistep flow
The stages through which an individual consumer passes in arriving at a decision to try (or not to try), to continue using (or discontinue using) a new product.
adoption process (micro-process)
- firm-oriented definitions
- product-oriented definitions
- market-oriented definitions
- consumer-oriented definitions
innovations (defining)
Innovations:
Product is “new” to the company
firm-oriented definitions
Innovations:
___: continuous, dynamically continuous, discontinuous
product-oriented definitions
Innovations:
___: based on consumer exposure
market-oriented definitions
Innovations:
___: consumer judges it as “new” regardless of the physical features or market realities
consumer-oriented definitions
time vs sales
adopter categories
adopter categories: ____
- the gatekeeper of the market
- decides the destiny of the product
- not common consumers (behaves more as a B2B → choose a product based on price, quality, performance)
- very important because if they don’t buy it the first time you won’t have a market
innovators
adopter categories: ___
look at innervation but also the ‘cool’ technology → becomes B2C where physiological factors (social status, etc.) play a role in choosing a product
Early adopters
adopter categories: ___
use the technology because they will be left out without it
Laggards
- defining the consumer innovator (the relatively small group of consumers who are the earliest purchasers of a new product)
- interest in the product category (very interested)
- the innovator is an opinion leader (provides other consumers with information and advice)
- personality traits (more open than non-innovators; need for uniqueness; variety-seeking; inner-directed)
Issues in profiling consumer innovators
the shift in an individual’s social status from one status to another
social mobility
Is the primitive and instinctual part of the mind that contains sexual and aggressive drives and hidden memories
id
operates as a moral conscience
super-ego
is the realistic part that mediates between the desires of the id and the super-ego
ego
