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Marketing Research > Q3 Group Influences on Consumer Behavior > Flashcards

Q3 Group Influences on Consumer Behavior Flashcards

1
Q

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another

A

Group

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2
Q

A group whose presumed perspectives or values are being used by an individual as his basis for his/her current behavior.

A

Reference Group

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3
Q

____________________ family or friend with strong ties & frequent interaction.

A

Primary Group

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4
Q

________________________ professional or HOAs with weaker ties & less frequent interaction

A

Secondary Group

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5
Q

What are the four criteria that are particularly useful in classifying groups?

A
  1. Membership
  2. Strength of Social Tie
  3. Type of Contact
  4. Attraction
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6
Q

One can be a member or not a member of a group.
Leads to sense of belongingness, confidence or security to a group.

A

Membership

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7
Q

The closeness or intimacy of the group/linkages.

A

Strength of Social Tie

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8
Q

Whether the interaction is direct or indirect

A

Type of Contact

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9
Q

Desirability the membership have for the individual. Negative or positive.

A

Attraction

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10
Q

Three Types of Groups

A
  1. Consumption Subcultures
  2. Brand Community
  3. Online Communities and Social Networks
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11
Q

They have a set of shared beliefs or values as well as unique jargon, rituals, and modes of expression.

A

Consumption Subcultures

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12
Q

They adopt consumption patterns in large part to affirm their unique identity

A

Consumption Subcultures

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13
Q

They add value to the ownership of the product. They are characterized by intense loyalty.

A

Brand Community

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14
Q

They engage in activities facilitated by both the brand and brand owners to enhance brand value.

A

Brand Community

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15
Q

They are community that interacts around a topic of interest on the internet.

A

Online Communities and Social Networks

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16
Q

Three things to remember when Using Social Media in Marketing

A

1 Be transparent
2 Be part of the community
3 Take advantage of the unique capabilities of each venue

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17
Q

Give example of

Consumption Subcultures
Brand Community
Online Communities and Social Networks

A

Consumption Subcultures (Sneakerheads, Hypebeast)
Brand Community(Harley Davidson Owners Group, Jeep Enthusiast Community)
Online Communities and Social Networks (Sepora’s Beauty Insider)

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18
Q

Two Reference Group Influence on the Consumption Process

A
  1. The Nature of Reference Group Influence
  2. Degree of Reference Group Influence
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19
Q

These are the characteristics or features of reference groups

A

The Nature of Reference Group Influence

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20
Q

To which degree a reference group influence consumer behavior

A

Degree of Reference Group Influence

21
Q

According to the Nature of Reference Group Influence, a reference group influence can take three forms:

A

Informational Influence
Normative Influence (Utilitarian Influence)
Identification Influence (Value-expressive influence)

22
Q

A reference group influnce that persuade consumers through similarity or expertise.

A

Informational Influence

23
Q

Conforming to group norms to fit in or gain approval. It’s about wanting to be liked or accepted by others.

A

Normative Influence (Utilitarian Influence)

24
Q

Copying behaviors or beliefs of someone they admire to show their own values. Happens when people adopt a group’s values.

A

Identification Influence (Value-expressive influence)

25
Q

According to the Degree of Reference Group Influence:

All of these:
Visible usage
High relevance of product to group
Low individual purchase confident
Strong individual connection to the group
Unnecessary item

Results to what?

A

High Degree of reference to group reference.

26
Q

Marketing Strategies Based on Reference Group Influences:

Advertisers show their product attached with certain values, like Coca-Cola ads showing it as perfect for family gatherings, to appeal to consumers who share those values.

A

Identification influence

27
Q

Give the four Communications within Groups and Opinion Leadership

A
  1. Word-of-mouth communications
  2. Opinion Leaders
  3. Market Mavens
  4. Marketing Strategies
28
Q

In Communications within Groups, It is considered the most effective form of advertising

A

Word-of-mouth communications

29
Q

In Communications within Groups, they are the “go to person” for specific types of information.

A

Opinion Leaders

30
Q

These persons are considered specialists that filters, interprets, and passes along information within a group

A

Opinion Leaders

31
Q

They are generalized market influencer.

A

Market Mavens

32
Q

Give the Four Marketing Strategies

A

Advertising
Product Sampling
Retailing/Personal Selling
Creating Buzz

33
Q

An online “pass-it-along” strategy where brand messages spread quickly through electronic communication, like email, among a large network of buyers.

A

Viral marketing

34
Q

Marketing with a limited budget using nonconventional communication strategies.

A

Guerrilla marketing

35
Q

Two Examples of Creating Buzz

A

Creating Buzz
Guerrilla marketing

36
Q

Attempt to stimulate WOM by generating interest and excitement.

A

Advertising

37
Q

Give out free sample products customers can try before buying.

A

Product Sampling

38
Q

Selling directly to consumers through stores or direct persuasion

A

Retailing/Personal Selling

39
Q

Generating excitement and interest around something to get people talking about it and increase awareness.

A

Creating Buzz

40
Q

Is an idea, practice, or product perceived to be new by the relevant individual or group

A

Innovation

41
Q

Give the Three Categories of Innovation

A
  1. Continuous Innovation
  2. Dynamically Continuous Innovation
  3. Discontinuous Innovation
42
Q

Adoption of this type of innovation requires relatively minor changes in behavior(s) that are unimportant to the consumer.

A

Continuous Innovation

43
Q

Adoption of this type of innovation requires a moderate change in an important behavior or a major change in a behavior of low or moderate importance to the individual.

A

Dynamically Continuous Innovation

44
Q

Adoption of this type of innovation requires major changes in behavior of significant importance to the individual or group

A

Discontinuous Innovation

45
Q

Give the Five Stages in Adoption Process

A

1 Awareness
2 Interest
3 Evaluation
4 Trial
5 Adoption

46
Q

Give the Five Steps in Extended Decision Making

A

1 Problem Recognition
2 Information Search
3 Alternative Evaluation
4 Purchase
5 Post Purchase Evaluation

47
Q

Factors Affecting the Spread of Innovation

A

Rate of Diffusion

48
Q

Give the Five Adopter Categories

A

Innovators
Early Adopters
Early Majority
Late Majority
Laggards

Marketing Research (1 decks)

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