Test 2 Flashcards
Personality
Totality of thoughts, emotions, intentions, and behaviors that are consistently displayed by individuals
Innovativeness
Degree to which consumers are open to new ideas
Competitiveness
Enduring tendency to strive to be better than others
Brand Personality
Human characteristics that can be associated with a brand
Brand Personality; Competence
Responsible, reliable, dependable
Brand Personality; Excitment
Daring, sprited
Brand Personality; Sincerity
Honest, genuine
Brand Personality; Sophistication
Glamorous, charming
Lifestyles
the ways consumers live and spend their time and money
Psychographics
The way consumer lifestyles are measured
PRIZM Geodemographics
Potential Ratings Index by ZIP market, a popular lifestyle analysis technique
Ideal Social Self
Represents the image that a consumer would like other to have about him or her
Extended Self
Represents the various possessions that a consumer owns that help him to form self perceptions
Self-Congruency Theory
Theory states that much of consumer behavior can be explained by the match between a consumer’s self concept and the images presented of typical users of a focal product.
Attitudes
Relatively enduring overall evaluations of objects, products, services, issues, or people.
Persuasive Advertising
Objective is that by changing beliefs or feelings, marketers can also change behavior.
Message Effect
the appeal of a message and its construction affect persuasion
Source Effects
characteristics of the person or character delivering a message that influences persuasion
Recency Effect
occurs when material presented later in the message has the most impact
Primary Group
Group that includes members who have regular, direct contact with one another
Secondary Group
Interaction is much less frequent than primary group interaction
Social Buying
Consumer buying behavior that takes place on social networking sites.
Social Couponing
Type of buying where consumers receive a coupon by joining a special social networking website.
Word-of-mouth
information about products, services, and experiences that is transmitted from consumer to consumer.
Organic
Occurs when consumers truly enjoy a product and want to share their experiences with others.
Apmlified
Occurs when marketers attempt to launch WOM in existing customer circles like blogs
Buzz Marketing/ Gorilla Marketing
marketing a product using unconventional ways
Viral Marketing
Buzz marketing tactic that uses online technologies to facilitate WOM
Opinion Leaders
Consumers who have great influence on the behavior of others relation to product adoption and purchase
Diffusion Process
The way new products are adopted and spread throughout a marketplace
5 Categories of Consumers
- Consumer Innovators
- Early Adopters
- Early Majority
- Late Majority
- Laggards
Extended Family
Three or more generations of family members
Blended Family
Family with previously married spouses and their children
Sandwich Generation
Consumers who must take care of both their children and their aging parents
Influencer
Person in household who recognizes a need and provides information about a potential purchase to others
Gatekeeper
Person who controls information flow into the household
Consumer Culture
Represents the commonly held societal beliefs that define what is socially gratifying within a specific society.
Cultural Norms
Rules that specify the appropriate behavior in a given situation within a specific culture
Role Expectations
Specific expectations that are associated with each type of person within a culture or society
Translational Equivalence
exists when two phrases share the same precise meaning in two different cultures
High- Context Culture
Communication through nonverbal elements
Low-Context Culture
Communication through spoken word
Glocalization
The idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local
Microculture
A group of people who share similar values and tastes that are included within a larger culture
Divergence
A situation in which consumers choose membership in microcultures in order to stand out of define themselves
World Teen Culture
The speculation that teenagers around the world are more similar to each other than to people from other generations
Advertiming
When advertisements timed for when consumers will be most receptive to the message
Experiential Shopping
Recreational-oriented activities designed to provide interest, excitement, relaxation, fun, or some other desired feeling
Impulsive Shopping
Spontaneous activities characterized by a diminished regard for consequences and a desire for immediate self-fulfillment
Retail Personality
The way a retail store is defined in the mind of a shopper based on the combination of functional and affective qualities.
Atmospherics
The emotional nature of an environment
Buying Power
Found in the form of cash on hand, credit card spending limits, or money available by debit card
