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Consumer Behavior > Test 2 > Flashcards

Test 2 Flashcards

1
Q

Define subculture

A

A segment of a larger culture whose members share distinguishing values and patterns of behavior

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2
Q

What are common subcultures?

A

Ethnic groups
Religion
Geographic regions
Generations

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3
Q

Ethnic subcultures define

A

When shared behaviors are based on a common racial, language, or national background

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4
Q

Event marketing

A

Creating or sponsoring an event that has a particular appeal to a market segment

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5
Q

What’re are all the ethnic sub cultures?

A 
African Americans
Hispanics
Asian Americans 
Native Americans
Asian Indian Americans
Arab Americans
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6
Q

What’re African Americans buying power?

A

1.1 trillion

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7
Q

African American demographics

A

Younger, less educated, lower income

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8
Q

Marketing to African Americans

A

Buy more national brands

Shop as a form of recreation

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9
Q

Where are African Americans most largely populated?

A

South, north east, and Midwest

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10
Q

Acculturation define

A

The degree which an immigrant has adapted to his new culture

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11
Q

Hispanic Americans buying power

A

1.2 trillion

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12
Q

Marketing to Hispanic Americans

A

Extremely brand loyal, and less receptive to advertisements

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13
Q

Hispanic consumer groups

A 
First generation (migrated to America, have both cultures)
Second generation (bilingual)
Third generation (speak English as first language)
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14
Q

Asian Americans

A

Highest educated, largest income
Believes in saving, buys in small quantities
Most diverse group

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15
Q

Asian American buyin power

A

713 billion

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16
Q

Asian Indian American consumer groups

A

Place high value on education
Concerned with financial security
Husbands have dominant decision making roles

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17
Q

Arab Americans consumer group

A

Tired of negative stereotyping about their culture

Majority identify as Christians

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18
Q

Religious subcultures

A

Christian

Non Christian

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19
Q

Christian subcultures

A

Roman Catholic
Protestant
Borne again Christian

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20
Q

Non Christian sub cultures

A

Jewish
Muslim
Buddhist

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21
Q

Religion subcultures arise as a following of…

A

Climate conditions
Natural environment
Characteristics of various immigrant groups
Political events

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22
Q

Define household

A

All the people who occupy a housing unit

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23
Q

What’re the types of households?

A

Family house hold

Non family household

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24
Q

Family household define

A

Having at least two members related by brith, marriage of adoption

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25
Q

Nonfamily household define

A

Householder living alone or with roommates

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26
Q

Multigenerational household

A

Household containing two adult generations or a grandparent and another generation

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27
Q

Household life cycle

A

Younger (35)
Middle aged (35-64)
Older (64)

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28
Q

Younger stage in HLC

A

Single 1 (recreational and leisure items)
Young couples: no children
Full nest 1
Single parent 1

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29
Q

Middle aged stage in HLC

A 
Middle-aged single
Empty nest 1 
Delayed full nest 1
Full nest 2
Single parent 2
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30
Q

Older stage in HLC

A

Empty nest 2

Older single

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31
Q

Family purchase roles(6)

A 
Initiators 
Information gathers
Influencers
Decision maker
Purchaser
User
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32
Q

Determinants of family purchase roles

A

Culture
Role specialization
Involvement
Personal characteristics (education and income)

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33
Q

Conflict resolution

A 
Bargaining 
Impression management (lying about facts)
Use of authority 
Reasoning
Playing on emotion
Additional information
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34
Q

The content of consumer socialization (3)

A

Consumer skills
Consumption related preferences
Consumption related patterns

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35
Q

Consumer skills define

A

Capabilities necessary for purchases to occur such as understanding money, budgeting, product evaluation

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36
Q

Consumption related preferences define

A

Knowledge, and values that cause people to frat house different evaluations to products and brands

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37
Q

Consumption related attitudes

A

Cognitive orientations towards advertisement, sales people and warranties

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38
Q

Reference group

A

A group that an individual uses as a guide for behavior in a specific situation

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39
Q

Groups are classified by these variables

A

Membership
Strength of social ties
Type of contact
Attraction

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40
Q

What is dichotomous ?

A

The membership criteria (either you’re a member or you’re not)

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41
Q

Strength of social ties

A 
Primary groups (strong ties)
Secondary groups (weaker ties)
42
Q

Type of contact

A

Refers to wether the interaction is direct or indirect

43
Q

Attraction

A

Desirability the membership in the group has for the individual.
Can be negative or positive
Dissociative (negative)
Aspiration (positive)

44
Q

Consumption subculture

A

Self selects on basis of shared commitment to a particular brand
Identifiable social structure
Shared beliefs
Modes of symbolic expression

45
Q

Seeding define

A

Free samples are given away to influential members of social networks

46
Q

Brand community

A

Community bases on social relationships among owners of a brand

47
Q

Communities are defined by

A

Consciousness of kind
Rituals and traditions
Moral responsibility

48
Q

How marketers use social media (guidelines)

A

Transparency
Be apart of the community
Take advantage of the unique capabilities of each venue

49
Q

The nature of reference group influence

A

Informational
Normative
Identification

50
Q

Informational influence

A

When an individual uses the behaviors and options of reference group as useful information

Ex track team and energy bar

51
Q

Normative (utilitarian) influence

A

Occurs when an individual fulfills group expectations to gain avoid sanction

Ex: wearing clothes to fit in

52
Q

Identification (self expression) influence

A

Occurs when individuals have internalized the groups values and norms

53
Q

Degree of reference group influence (3)

A

More commitment to the group, more they will conform to group values

The more relevant a particular activity is

Confidence in the purchase situation

54
Q

ASCH phenomenon

A

A friend who is the weak target can be used to ci five the other friends to buy a product

55
Q

Opinion leader define

A

Go to person person for specific categories

56
Q

Two step flow of communication

A

Process of one person receiving information from the mass media and passing it on to others

57
Q

Multistep flow of communications

A

Opinion leaders seek info from sources and interpret the info

58
Q

Market mavens

A

Have info about a lot of brands, generalized market influencers

59
Q

Crowdsourcing

A

Relying on other customers for knowledge

60
Q

Influentials

A

Represent 10 percent of the population

61
Q

Marketing strategies to generate WOM

A

Advertising
Product sampling
Personal selling
Creating buzz

62
Q

3 types of opinion leaders

A

Market mavens
Influentials
E-fluentials

63
Q

Advertising as an influence

A

Stimulation (creating exciting advertisement to refer products)

Simulation (having opinion leaders endorse products)

64
Q

Guerrilla marketing

A

Marketing with a limited budget that tries to create a buzz (coca cola vending machines)

65
Q

Innovation

A

An idea or product perceived to be new. Basically anything new

66
Q

Group phenomenon

A

The manner by which a new product spreads through the market

67
Q

Categories of innovation

A

Continuous
Dynamically continuous
Discontinuous

68
Q

Continuous innovation

A

Requires small changes in behavior. Ex adding a gps to a car

69
Q

Dynamically continuous innovation

A

Requires a moderate change in a behavior. Example would be Uber’s

70
Q

Discontinuous innovation

A

Requires major changes in behavior. Examples include self driving cars

71
Q

Stages in the adoption process

A 
Awareness (problem recognition)
Interest (info search)
Evaluation (alternative evaluation)
Trial (purchase)
Adoption (postpurchase evaluation)
72
Q

Adopter categories

A 
Innovators
Early adopters
Early majority
Late majority 
Laggards
73
Q

Innovators percentage

A

2.5, try it first, risk takers

74
Q

Early adopters percentage

A

13.5

Opinion leaders

75
Q

Early majority percentage

A

34

Cautious about the product

76
Q

Late majority percentage

A

34

77
Q

Laggards percentage

A

16, don’t want to change

78
Q

Four major steps in information processing

A

Exposure (random, deliberate)
Attention (low, high )
Interpretation (low, high)
Memory

79
Q

Perceptual defense

A

Individuals are not passive recipients of marketing messages

80
Q

Types of exposure(2)

A

Selective

Voluntary

81
Q

Types of selective exposure

A

Zipping (fast forwarding)
Zapping (changing channels)
Muting

82
Q

Types of voluntary exposure

A

Infomercials

Permission-based marketing

83
Q

Attention is determined by what factors(3)

A

Stimulus
Individual
Situation

84
Q

Stimulus factors of attention

A 
Size
Intensity
Attractive visuals
Color and movement
Position
Isolation
Format
Contrast/ expectations
Interestingness
Information quantity
85
Q

Adaption level theory define

A

If a stimulus doesn’t change over time we adapt to it and begging to notice it less

86
Q

Individual factors of attention

A

Motivation

Ability

87
Q

Situational factors of attention

A

Clutter

Program involvement

88
Q

Cocktail party effect define

A

An individual engaged in a conversation with a friend isn’t consciously aware of other conversation until someone calls their name

89
Q

Nonfocused attention

A

Hemispheric lateralization

Subliminal stimuli

90
Q

What influences interpretation?

A

Individual characteristics
Situational characteristics
Stimulus characteristics

91
Q

Important aspects of interpretation

A

Perceptual relativity (hard to interpreter without a reference point)
It’s subjective
Cognitive thinking

92
Q

Define cognitive interpretation

A

Stimuli is placed into memory. Example people use to think DVDs were VCRs

93
Q

Affective interpretation define

A

The emotional response triggered by a stimulus such as an ad

94
Q

Types of individual characteristics

A

Traits
Learning and knowledge
Expectations

95
Q

Contextual cues define

A

Play a role in interpretation aside from the actual stimulus

Color
Nature of programming

96
Q

Stimulus characteristics

A

Traits
Organization
Changes

97
Q

Rhetorical figures define

A

Involve the use of an unexpired twist in how a message is communicated

98
Q

Types of organization

A

Stimulus organization (physical arrangement of stimulus)
Proximity (stimuli positioned close are perceived to be together)
Ambush marketing (activity that implies a firm is a part of an event that they aren’t )
Closure (presenting an open ended stimulus)
Figure ground (presenting the stimulus as a focal point)

99
Q

Sensory discrimination

A

Ability to distinguish between similar stimuli

100
Q

Jnd (just noticeable difference)

A

Minimum that a brand can differ from another with the difference being notices

Consumer Behavior (3 decks)

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