Term
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Definition
| 2 or more people acting together on a regular basis to accomplish some goal |
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Term
| What is the difference between formal and informal groups? |
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Definition
Formal- official; have a membership list
Informal- unofficial; friends that hang out regularly |
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Term
| What is a reference group? |
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Definition
| The group you refer to when making a purchase or decision |
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Term
| What are the functions of reference groups? |
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Definition
-Provide information
-Give social support
-Point of comparison
-Establish norms and rewards
-Make pressures to conform |
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Term
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Definition
The theory that people do things in a group that they wouldn't do alone
*Impulse purchases |
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Term
| What factors determine level of conformity vs. uniqueness? |
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Definition
-Commitment to the group
-Severity of initiation
-Individual need to stand out |
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Term
| What are 3 types of reference groups? |
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Definition
Negative- do the opposite
Aspiration- not in but you'd like to be, make decisions to become part of group
Symbolic- will never be a part of and make purchases to make it more like reality |
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Term
| What are 4 determinants of a group's influence? |
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Definition
-Knowledge (low know., high influ.)
Perceived risk (high risk, high influ.)
-Conspicuousness (low cons., low influ)
-Credibility/attractiveniss (high influ.) |
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Term
| Describe the Bearden & Etzel model of group influence. |
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Definition
Where Product is consumed
Private Public
Type of product
Necessity Low Influence
Luxury High Influence
Low High |
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Term
| What is opinion leadership? |
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Definition
| the process by which one influences the actions or attitudes of others |
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Term
| Why is opinion leadership important? |
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Definition
Only 14% trust ads
Only 18% of ads have a + ROI
92% prefer WOM recommendation
10% influence buying activity of 90% |
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Term
| What is the two-step flow and how has it changed? |
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Definition
Used to be:
Mass media → Opinion Leader → Opinion Receiver
Today (Multi step flow)
The mass media directly addresses info receivers who have no OL and OR's ask ?'s of the OL's |
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Term
| Why become and opinion leader? |
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Definition
Product reasons: -involvement (interest), dissonance (buyer's remorse)
Self reasons: gain attention, show expertise
Reasons for Others: altruism |
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Term
| What are characteristics of opinion leaders? |
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Definition
| Sociable, innovative, confident, more relevant mass media exposure, NOT celebrities |
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Term
| What is the importance of family? |
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Definition
-Key reference group
-Critical decision making unit
-Socialization force |
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Term
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Definition
A household
Types:
POSSLQ (people of opposite sex sharing living quarters)
Single parent households |
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Term
| Where does conflict arise in household decision making? |
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Definition
-Whether to buy or not
-How much to spend
-Which product/brand to buy |
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Term
| What are 4 family decision styles? |
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Definition
-Husband dominant
-Wife dominant
-Autonomic- h & w are =
-Syncratic- joint decision making |
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Term
| When are syncratic purchases more likely? |
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Definition
-Risk is high
-No time pressure
-Household is young (newlyweds) |
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Term
| What is the initiator consumption role? |
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Definition
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Term
| What is the influencer consumption role? |
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Definition
| Sways the purchase their way (most often children) |
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Term
| What is the gatekeeper consumption role? |
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Definition
| Gives and withholds information based on their purchase preference |
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Term
| What is the decision maker consumption role? |
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Definition
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Term
| What are the 3 types of "kids markets"? |
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Definition
-Primary: use their own money (allowance)
-Influence: spend parents' money
-Future: create brand loyalty |
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Term
| Why are kids more influential today? |
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Definition
-Fewer kids per family
-More single parent households
-More older dual career parents (more $)
-More family democracy (kids have more say) |
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Term
| Who are influences on kids? |
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Definition
-Parents (by observation)
-Peers (real-their friends, symbolic- Hannah Montana)
-Media and advertising |
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Term
| What are some criticisms of marketing to kids? |
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Definition
-Promotes bad products and increases parent-child conflict
-Makes kids more materialistic
-Reinforces sex role stereotypes |
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Term
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Definition
The idea that your possessions are important to you
You measure yourself in terms of what you ahve |
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Term
| What are three components of materialism? |
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Definition
1. Products are focus of life
2. Products create happiness
3. Judge yourself and others based on products |
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Term
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Definition
Degree of interest or concern about a specific product category.
Frequency of thinking about something |
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Term
| What is the difference between situational and enduring involvement? |
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Definition
Situational- goes away, based on risk, you're about to purchase a risky product
Enduring- hobbies, lasting involvement |
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Term
| What are the 5 types of risk? |
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Definition
1. Functional- consequence of product failure
2. Physical- product failure could hurt you
3. Social- risk of embarrassment
4. Time- you'll have product for a long time
5. Financial- expensive |
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Term
| What are origins of enduring involvement? |
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Definition
-Youth fascination
-Family heir (parents)
-Late bloomers |
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Term
| What are positive and negative consequences of enduring involvement? |
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Definition
Positive: Rewards of participation, social benefits, expertise, recognition
Negative: Time & spending, hobby replaces job, product stress |
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Term
| What are the outcomes of enduring involvement? |
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Definition
-Information processing (notice)
-Search (desire to gain expertise)
- Internet activity (creation of content)
-WOM |
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Term
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Definition
| Systematic acquisition of a set of objects |
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Term
| What is the difference between involvement and meaning? |
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Definition
Involvement- product CLASS is of special interest
Meaning- particular possession becomes special |
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Term
| What are 4 sources of product meaning? |
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Definition
-Utilitarian- product is useful
-Hedonic- product is fun
-History- symbol of past experience
-Social- product is social lubricant
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Term
| What characterizes sacred products? |
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Definition
| Strong positive meaning. Marketers can't very well create sacred products but can connect their products to sacred things. Olympics advertisiers |
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Term
| What are the 5 categories of sacred products? |
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Definition
-Times: events, holidays
-Intangibles
-Persons
-Places
-Experiences |
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Term
| What are three segments of sports consumers? |
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Definition
-Primary: go to games
-Secondary: watch games on TV
Tertiary: don't watch, but buy merch |
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Term
| What are fan motives for attendance? |
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Definition
-Self esteem enhancement
-Entertainment and diversion
-Aesthetic value
-Need for affiliation |
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Term
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Definition
Basking In Reflected Glory
Cut Off Reflected Failure |
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Term
| What is fan identification? |
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Definition
| The commitment consumers have to a sports organization |
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Term
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Definition
-Team success
-Commitment to excellence
-Link of team to a community
-Media coverage |
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Term
| What are three fan id levels? |
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Definition
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Term
| What are the effects of fan id? |
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Definition
-More attendance
-Fans are less price sensitive
-Fans are less performance sensitive |
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Term
| How can fan id be increased? |
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Definition
-Comfort and convenience
-Accessibility
-Aesthetics and meaning
-Sacred venues |
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Term
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Definition
| the process by which sensations are absorbed and interpreted by the consumer |
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Term
| What is the perception process? |
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Definition
| Stimuli→ Exposure→ Attention→ Interpretation |
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Term
| What is the adaptation level theory? |
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Definition
| We adapt to any frequently repeated stimulus |
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Term
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Definition
JND (just notable difference)
The difference needed to be notices is a function of initial stimulus size |
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Term
| What is stimulus generalization? |
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Definition
| We respond to a stimulus based on responses to similar stimuli |
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Term
| What is stimulus differentiation? |
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Definition
| We can differentiate similar stimuli |
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Term
| What is classical conditioning? |
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Definition
| The idea that a conditioned response can be created when paired repeatedly with an unconditioned stimulus. |
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Term
| What is operant conditioning? |
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Definition
| Learning based on rewards |
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Term
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Definition
| A lasting general evaluation of something learned over time |
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Term
| How can the link between attitudes and buying be weakened? |
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Definition
-Vagueness of attitude measured
-Impulse buying
-Situational factors |
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Term
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Definition
| What you believe to be true |
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Term
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Definition
|
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Term
| What is the cognitive hierarchy? |
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Definition
| Beliefs--Affect--Behavior |
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Term
| What is behavioral hierarchy? |
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Definition
| Behavior--Affect--Beliefs |
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Term
| What is affective hierarchy? |
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Definition
| Affect--cognition--behavior |
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Term
| What is cognitive consistency? |
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Definition
| The theory that people want to hold attitudes that are consistent with their other attitudes and behaviors |
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Term
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Definition
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Term
| What ways can marketers change a consumers mind about a product? |
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Definition
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Term
| What ways can marketers change a consumers mind about a product? |
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Definition
-Change e (importance) score if b score is high
-Change b score (whether product has) if e score is high
-Drive down opponent's b score
-Add a new favorable determanint attribute |
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Term
| What are three ways reference groups influence us? |
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Definition
Informational-individual seeks information about brand
Utilitarian- individual is influenced by others' preferences in order to please them
Value-expressive- Individual purchases a product to enhance their image |
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Term
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Definition
| The capacity to alter the actions of others |
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Term
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Definition
| A person copies behaviors of a group, because he/she admires the group or those in the group |
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Term
What is information power?
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Definition
| A person who has power based on their knowledge and can influence consumer opinion |
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Term
What is legitimate power?
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Definition
| Power that comes from a position of authority or perceived authority |
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Term
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Definition
| Power from knowledge in a particular area. Critics |
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Term
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Definition
| A group that has the means to provide positive reinforcement, will influence consumer decisions |
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Term
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Definition
| Bully power, only works when the bully or group is present |
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Term
What is the difference between normative and comparative influence?
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Definition
| Normative is more general, comparitive refers to influence regarding specific purchase |
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Term
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Definition
| The theory that the closer people are (physically) the more likely they will be to form relationships |
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Term
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Definition
| The theory that we are more likely to like a stimulus or person with more repetition of that stimulus or person |
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Term
What is group cohesiveness?
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Definition
The degree to which members of a group are attracted to each other and how much each values their membership in this group.
High group cohesiveness = high group influence |
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Term
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Definition
| a process where individual identities become submerged within a group |
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Term
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Definition
| when you don't devote as much time to something because you are doing it as part of a group |
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Term
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Definition
| the degree to which a pair of individuals is similar in terms of education, social status, and beliefs |
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Term
| What is the difference between straight rebuy, modified rebuy, and a new task? |
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Definition
straight rebuy- a habitual decision, automatic choice
modified rebuy- involves some decision making
New task- involves extensive problem solving |
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Term
What are intentional families?
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Definition
| groups of unrelated people who spend holidays together and meet regularly for meals |
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Term
What is the sandwich generation?
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Definition
| Middle-aged people who have to take care of their parents and their kids |
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Term
What is the family life cycle (FLC)?
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Definition
| combines trends in income and family composition with the changes these demands place on this income |
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Term
What factors determine which spouse or if they will jointly make purchase decisions?
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Definition
-Sex role stereotypes- men buy "masculine" things, women buy "feminine" products
-Spousal resources- who makes the money makes decisions
-Experience- couples who have been together longer don't need to make joint decisions
-Socioeconomic status- middle class families make the most joint decisions |
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Term
What is the difference between absolute threshold and differential threshold?
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Definition
Absolute- the minimum amount of stimulation that can be detected on a given sensory channel
Differential- the ability of the sensory system to detect changes (jnd) |
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Term
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Definition
| The technique that uses movement to get attention |
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Term
What is perceptual selection?
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Definition
| People only pay attention to a small portion of stimuli to which they are exposed |
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Term
What are three perceptual filters?
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Definition
perceptual vigilance- we notice what we are looking for (see tv ads if a tv is needed)
perceptual defense- people see what they want to see and don't see what we don't want to see (non smoking ads to smokers)
Adaption- when consumers no longer pay attention to a stimulus because its too often repeated |
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Term
What is the closure principle?
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Definition
We will automatically perceive an incomplete picture as complete.
We can read neon signs that have burned out letters |
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Term
What is the principle of similarity/
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Definition
| consumers group together objects that share physical characteristics |
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Term
What is the figure-ground principl?
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Definition
| One part of a stimulus will dominate and other parts recede into the background. |
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