Week 7 - Social Influence

Question 1

marketing sources

Answer 1

advertising, sales promotions, publicity, special events, direct mail, cell phone

Question 2

non-marketing sources

Answer 2

news, reviews, clubs, family, friends

Question 3

gatekeepers

Answer 3

people who are knowledgeable about a product, heavy users of mass media, buy new products when introduces, and are perceived as credible

Question 4

marketing implications of gatekeepers

Answer 4

a source to refer customers to, used in marketing communications, and a target

Question 5

types of reference groups

Answer 5

aspirational –> associate products with, what I want to do next
associative –> an accurate representation, people we associate with like us
dissociative –> avoid using

Question 6

characteristics of reference groups

Answer 6

formality - frats, you know who they are
homophily - similarity among members
group attractiveness - attractiveness (think country club)
density - how close the members identify with each other
degree of identity - how close members identify

Question 7

trickle-down effect

Answer 7

lower classes copy the trends of the upper classes

Question 8

status float

Answer 8

when trends start in the lower/middle class and spread upward

Question 9

conspicuous consumption

Answer 9

when people display wealth (the extremely wealthy don’t do this)

Question 10

why would some classes like a logo to be really prominent but others don’t want that

Answer 10

elite class wants to maintain their exclusivity so much that their symbols are very subtle (birkin bags don’t have logos)

Question 11

parody display

Answer 11

rebelling against the conventional status symbol (ripped jeans)

Question 12

fraudulent of symbols

Answer 12

symbols so widely adopted that they lose their status

Question 13

why is social class NOT the best segmentation variable?

Answer 13

there are many factors that determine social class

- occupation, education, inherited status, earned status

Question 14

household types

Answer 14

nuclear –> two parents and two children (“typical”)
extended –> consists of two or more adults who are related living in the same home
single person living alone
group of individuals living together

Question 15

how have family structures changed in recent years

Answer 15

Not the traditional “mom, dad, and two kids” anymore, much more of a variety including:

• divorced families
• smaller families
• cohabitation
• dual-career families
• delayed marriage

Question 16

What cultural trends have led to family structure changes

Answer 16

collectivism vs. individualism
collectivism - Hispanic families
Americans - individualistic