Test 1 Flashcards
Who studies consumer behavior?
Marketers, social organizations, public policy makers, consumers, academics
Advertising, sales promos, publicity, special events, email, websites, cell phone social media wrt social influence
Lower in credibility, higher in reach
News, critiques, external endorsements, program content, cultural heroes, clubs, social media
High in reach and credibility
Salespeople, service reps, customer service agents
Low in credibility and reach
Family, friends, acquaintances, coworkers
High in credibility and low in reach
Someone who acts as info broker between mass media and opinions and behaviors of individual group
Opinion leader
MAP TRIP
Motivated, activities, process, timing and complexity, rolls, influenced by external factors, people (diff for different people)
A group that we admire and desire to be like
Aspirational reference group
Group of people we compare ourselves with for information regarding behavior and attitudes or value
Reference group
The group to which we currently belong, family, friends
Associative reference group
The group we do not want to emulate
Dissociative reference group
Characteristics of reference groups
Degree of contact, formality, Homophily, group attractiveness, density, degree of identification
Process by which we learn to become consumers income to know the value of money
Consumer socialization
To meet other people’s expectations to conform to others behaviors
Normative influence
Make a small request and then a larger one
Foot in the door technique
First make large request then a small one
Door in the face technique
Extent to which sources of influence consumers by simply providing information, word of mouth, packaging
Informational influence
Smallest percentage of US population
Ages 18 to 24
Largest percentage of US population
ages 45 to 64
goal that stresses self assertiveness, self-efficacy, strength and no emotion, masculine
agentic goal
Goal stresses affiliation and fostering her movies relationships with others submissiveness emotionality and home orientation, femenine
Communal goal
Woman acquisition and consumption behavior
Deliberate and thorough research
Male acquisition and consumption behavior
Driven by themes simple heuristics
True or false it is more important to cater to males masculinity than females femininity
True
Grouping consumers according to common characteristics using statistical techniques, consumers in the same neighborhood’s tend to buy similar cars homes appliances
Clustering
Learning how to adopt to a new culture via social interaction, modeling behavior, reinforcement for certain behaviors
Acculturation
Strategies used to appeal to variety of cultures at the same time
Multicultural marketing
The more everyone puts forth and trying to communicate with the group the more positive the reaction
Accommodation Theory
Changing trends in US households structures
Delayed marriage, cohabitation, dual-career families, divorce, smaller families, same-sex couples
Roles that relate to tasks affecting the buying decision
Instrumental rolls
Roles that involve indication of the family norms
Expressive roles
Household member who collects and controls information important to the decision
Gatekeeper
Household members who try to express their opinions and influence the decision
Influencer
Person or persons who actually determine which product or service will be chosen
Decider
Household member who physically acquires the product or service
Buyer
Household members who consume the product
User
Decision equally likely to be made by husband and wife but not both
Autonomic decision
Decision made jointly by husband and wife
Syncratic decision
Trends that star in the upper classes and then are copied by lower classes
Trickle-down effect
A hierarchal division of a society into relatively distinct and homogeneous groups with respect to attitudes values and lifestyles
Social class system
Once position relative to others on one or more dimensions valued by society
Societal rank
Degree or prestige attached to his position in society, Brands used as cue for positioning
Social status
How to achieve upward mobility
Education
What causes downward mobility
Job loss
Fear that kids will be in as high of a social class
Status panic
Disappearance of class distinctions and causes
Social class fragmentation…blurred class divisions, mass media exposing to other classes, advances in technology
Acquisition and display of us is to show off one status
Conspicuous consumption
Product or service that tells others about someone’s social class standing
Status symbol
Status symbols that start in the lower social class and move upward
Parody display, trucker hat
Symbol that becomes widely adopted that it loses its status
Fraudulent symbol, subtler coach logo
Consumer behavior of buying products or services to upset frustration or difficulties in life, restoring self-esteem
Compensatory consumption
True or false: positive emotions when buying an experienced last longer than the good feelings they have from acquiring and owning a material possession
True
Description of consumers on the basis of their psychological and behavioral characteristics
Psychographics
How do marketers use psychographics?
To gain more detailed understanding of consumer behavior then they can from demographic variables
Components of personality
Psycho analytic approaches, trait theories, phenomenological approaches, social psychological approaches, behavioral approaches
Seek for thrill
Optimal stimulation level
Resistance to change and new ideas
Dogmatism
Desire for novelty to purchase use and disposition of products and services
Need for uniqueness
Trait that describes how much people think
Need for cognition
Degree to which individuals look to others for cues on how to behave
Self-monitoring behavior
Abstract in during beliefs about what is right important or good or bad
Values
Total set of values and their relative importance
Value system
Do something inconsistent with one value but consistent with another equally important value
Value conflict
A person’s most enduring strongly held values the holding many situations, global values
Maturity, security, prosocial, restrictive conformity, enjoyment, achievement, self-direction
Highly desired end states such as social recognition and pleasure
Terminal values
The values needed to achieve the desired and states such as ambition and cheerfulness
Instrumental values
Western culture values
Materialism, home, work and play, individual, family and children, health, hedonism, authenticity, the environment, technology
Values that differ in different cultures
Individualism versus collectivism, uncertainty avoidance, masculinity versus femininity, power distance
Patterns of people’s behavior
Lifestyle
Three components of lifestyles
Activities interests and opinions
Val’s analyzes the behavior of US consumers to create segments based on what two factors
Resources and primary motivation
The totality of consumers decisions with respect to acquisition, consumption, and disposition of goods, services, ideas
Consumer behavior
