WEEK 11 Flashcards
are basically defined as having at least two or more individuals who possess the following:
- Share a set of norms, values or beliefs
- Have certain role relationships
- Experience interdependent behavior
GROUPS
These are the small and intimate groups we come together with regularly and with face-to-face interactions. Examples are family and close friends
Primary groups
Compared to primary groups, this one has less intimacy and personal interaction. As such, the extent of influence is lesser. Examples are Community groups, Professional organizations
Secondary groups
These are the organized, hierarchical groups where structure is defined, and roles are outlined; mostly with advocacies to fulfill and
with set of rules to be observed.
Example: School Committee
Formal Groups
These set of groups every so often rise from formal groups, but
may as well develop between neighbors, friends, colleagues and
others. Example: Employees of a fire
Informal Groups
is a function assumed or a part played by an individual in a particular situation. It is an important aspect of group behavior since patterns of behavior are expected of individuals within a given social context.
Role
is simply the relative position of an individual in a group’s social spectrum. Consumers often purchase commodities fitting to their status within a group. Example: Travels, purchase of a new car, joining Rotary club
Status
Are clusters that operate as frames of reference for people in their respective purchase of consumption decisions.
REFERENCE GROUPS
These are groups that influence general or broadly defined values or behavior through direct interaction.
Examples include your parents, siblings, teachers, peers, associates and friends.
Normative Reference Group
These are groups that benchmark specific or narrowly defined attitudes or behaviors. They are the group of individuals whom you compare yourself against and may strive to be like. Examples include your well-off neighbor, your victorious boss, your winning buddy
Comparative Reference Group
These are made up of individuals or groups with whom a person does not have direct contact, such as movie stars, sports heroes and celebrities.
Indirect Reference Group
These are groups that we not only belong to but are also in agreement with regards to attitudes, norms and
behaviors.
Membership Reference Groups
This is a sub-category of a reference group, consisting of individuals with whom a person desires to be associated with (but whom he may not know personally), but to which he does not belong. Thus, person tries to copy the attitudes and behavior of the members of the group.
Aspirational Reference Groups
This group is portrayed by attitudes, values, or behaviors inconsistent with those held by an
individual. With such inconsistencies and feeling uncomfortable, the individual obviously wishes to distance himself from this group.
Dissociative Reference Groups
Marketers use celebrities to reach out to their fans by endorsing their brands.
Celebrity Appeals
A person who, because of his or her occupation, professional training or experience is in a unique position to help consumers evaluate a product or service.
Expert Appeals
Marketers use commercials that are called “slice-of-life commercials”. It shows how an individual or a
family solve real issues that are commonly identified in most households.
Common-Man Appeals
In the workplace, CEOs are really the “man of the hour”
Executive Appeals
has its own share of effects in terms of consumption. The family’s needs and expenditures may be multiplied exponentially based on the following factors:
Number of people in a family
Number of dependents
Age bracket of the family members
Number of employed members
Lifestyle
Family structure
is a sequence of stages or progression through which
a family may have to go through over time. Typical stages in the family development include the following:
Periods of a single young adult
A newly married couple
A family with young children
A family with adolescents
The family life cycle
– the family decides on the desired purchase as agreed to by everyone involved.
Consensual
– decision is made among group members by means of any or a combination of the following means:
Bargaining
Compromising
Coercing
Wielding Power
Accommodative
Purchase decisions made almost exclusively by one or the other spouse.
Autonomic Decision
a purchase decision in which both husbands and wife have equal influence
Syncratic Decision
describes the way in which different groups of people are placed within society.
Stratification
classifications of persons into groups based on shared socio-economic conditions.
Social Stratification
Is defined as the shifting from one social status to another. It is either higher or lower depending on what was achieved or failed to be achieved by the subject individual. It is either upward or
downward.
SOCIAL CLASS MOBILITY
It is the movement from one position to another but within the same social status.
Horizontal Social Mobility
This refers to a person or group’s movement up and down in the status hierarchy.
Vertical Social Mobility
This refers to changes in social status between different generations within
the same family
Inter-Generational Mobility
This refers to the changes in one’s social mobility throughout the course of his/her lifetime.
Intra-Generational Mobility
This is the ease in movement from one job to another.
Occupational Mobility
Lifestyles have been evaluated in terms of activities, interests and opinions– popularly known as the
.
AIOs
is defined as the complex whole of a society. It embraces all that accords a society its distinctive identity.
Culture
also known as Cultural Transmission, are considerably guided and shaped by how a culture socializes with its children and young people.
Cultural learning
A marked cultural group that exists as an exclusive
sector within a grander, more complex society.
SUBCULTURES
Refers to the efforts to ascertain the magnitude of the consumers of two or more nations are
comparable or diverse.
CROSS-CULTURAL CUSTOMER ANALYSIS
are generally people who have the ability to influence others. They
usually deeper expertise in a certain area and are often looked to for help in making consumer decisions.
Opinion leaders
