Subculture Of Consumption

Question 1

Define subculture of consumption

Answer 1

“A distinct subgroup of society that self selects on the basis of a shared commitment to a particular product class, brand or consumption” - Schouten and McAlexander 1995

Question 2

What is a brand community?

Answer 2

“A community formed on the basis of attachment to a product” - Ibert Muniz + Thomas O’Guinn 1995

Question 3

What is a reference group?

Answer 3

“Any individual or a group of individuals that can significantly influence your behaviour” - Bearden + Etzel 1982

Question 4

What are the three reference group influences?

Answer 4

Informational influence - desire to make informed decisions, they seek info from sources such as reference groups

Utilitarian influence - comply with wishes of others, hope to achieve reward or avoid punishment

Value expressive - desire to enhance self concept

Question 5

How do you relate reference groups to decision making?

Answer 5

Conformity - changes in belief due to group pressure (Asch experiment) Easy to target a group rather than individuals.

Price - loss of freedom, time commitment, financial commitment

Rewards - Acceptance, advancement within group, prestige gained

Question 6

How do reference groups relate to marketing?

Answer 6

Behaviour in groups is more predictable than individuals

Maslows hierarchy of needs

An example is football fans, they all buy similar brands of clothing, easier to target with the marketing mix

Question 7

Name the three types of reference groups

Answer 7

Aspirational

Associative

Dissociative