slides that could be relevant 8 Flashcards
social class
A status hierarchy in which individuals and groups are classified on the basis of esteem and prestige acquired mainly through economic success and accumulation of wealth
social class differ in terms of
Distributional channels and promotional efforts that can reach them
Product attributes they care about/benefits they seek out
Norms and values
–> need to match marketing mix to social class
conspicuous vs inconspicuous signals of social status
gucci bag vs high quality but not overpriced brand bag
who buys counterfeits and why
People with high status needs but low income to attempt upwards social mobility
high income and high social status need may buy conspicious signals in order to
avoid downward social mobility
low status need and high income leads to
horizontal social mobility
conformity
Changing ones behavior in response to information or pressure from others
Goal of conformity
Align ourselves with the standards of the group
why do we conform
To learn and to be included
increasing attention #1Repeat
To create brand awareness
but also to increase liking = positive habituation = mere exposure effect
–> most pronounced for complex stimuli and short delays
but, too much exposure leads to boredom = negative habituation = advertising wear-out
But use different executions
Increasing attention #2 Choose the right place
Primacy vs recency effect
Increasing attention # 3 make it more intense
Move, big, surprising, novel, different
increasing attention #4 make it sexy
but be careful
sex sells tho
Increasing attention #5 use other senses
Vision (e.g. size and shape of product package
Touch (e.g. product haptic)
Hearing (e.g. jingles, product sounds)
Taste (e.g. specific product taste)
Smell (e.g. product or store scent)
sensory marketing
Process of systematically managing consumers perception and experiences of marketing stimuli by appealing to the five senses
