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Consumer Behavior 3

TermDefinition
Decoding The receiver's interpretation of the message.
Encoding The meaning of the message.
Formal Communication Any information from the marketer or the organization.
Informal Source of Communication Opinion leaders.
The Source Impersonal and interpersonal communications.
Normative Groups Family, friends, those close to you.
Comparative Groups Group of people you compare yourself to.
Membership Groups Group of people you "belong" to.
Symbolic/Aspiration Group Group you're not a member of but aspire to be in the future.
Word of mouth The most effective marketing tool.
Buzz Marketing Marketer initiated word of mouth.
Institutional Advertising Advertising the whole corporate brand rather than just the product.
Publicity Having other people talk about your product or service, can be positive or negative.
Endorsers Persons who promote a product or brand.
Match-up Hypothesis Endorser's characteristics must match-up with brand/product characteristics for the ad, message, marketing efforts to be effective.
Vendor Credibility The reputation of retailers.
Medium Credibility The credibility of the magazine, website, or radio station.
Effects of Time The sleeper effect phenomenon when the consumer does not remember the source.
Theory of Differential Decay Suggests that the memory of a low credibility source decays faster than the message itself.
Psychological Noise Anything that interrupts the message.
External Psychological Noise Psychological noise that is caused by an outside force.
Internal Psychological Noise Psychological noise that is caused by an inside force, for example deep thoughts.
Overcoming Psychological Noise Repeating exposure to ad message, contrast to break through clutter, customized promotion messages, effective positioning, offering unique value propositions.
Positive Framing Promotion focus.
Negative Framing Prevention focus.
Advertising Appeals Comparative, Fear, Humor, Sex, Celebrities
Basic communication model (Sender, receiver, encoding, decoding, message, medium, feedback)
Types of families Nuclear, extended, single-parent, family of orientation, family of procreation
Initiator/gatekeeper Initiator of family thinking about buying products and gathering info to aid decisions/
Influence Individual whose opinions are sought concerning criteria and which products or brands most likely to fit those criteria.
Decider Person with the financial authority or power to choose how the family's money will be spent on which products and brands.
Buyer Person who acts as the purchasing agent by visiting the store, calling the suppliers, writing checks, bringing products into the home and so on.
User Person or persons who use the product.
Culture A set of learned beliefs, values, and customs that are shared by members of a particular society and transmitted from one generation to the next. They serve to regulate the consumer behavior of members of that society.
Traditional Family Life Cycle 1) Bachelorhood, 2) Honeymooners, 3) Parenthood, 4) Post Parenthood, 5) Retirement?
Social Class The division of members of a society into a hierarchy of distinct statu classes, so that members of each class have either higher or lower status than members of other classes.
Enculturation The learning of one's own culture
Acculturation The learning of a new or foreign culture
Ritual A type of symbolic activity consisting of a series of steps. Repeated over time and may extend over the human life cycle.
Content Analysis Analyzing content of verbal and pictorial communications.
Consumer Fieldwork Field observation, participant observation.
Value Measurement Instruments Rokeach Value Survey, List of Values, VALS
Subcultures A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
Chronological Age The age you are.
Cognitive Age The age at which your behavior reflects.
Beliefs Consist of the very large number of mental or verbal statements that reflect an individual's judgement and conviction about the relationship between any two things.
Values Beliefs that are fewer in number, enduring and difficult to change, and are widely accepted by members of society.
Customs Reflect expectations of behaviors that are culturally acceptable in specific situations. They are the usual and acceptable ways of behavior.
Cultural Learning Formal Learning is when adults teach young family members how to behave.
Three Levels of subjective culture Supra-national, national, group.
Country-of-origin Effects Many consumers may take where the product was produces into consideration.
Cross-Cultural Consumer Analysis The effort to determine to what extent the consumers of two or more nations are similar or different.
Innovation Any new idea, service or product.
Diffusion of Innovation The process by which the acceptance of an innovation is spread by communication to members of a social system over a period of time.
Elements of the diffusion process The innovation, channels of communications, social system, time.
Product characteristics of an innovation Relative advantage, reliability, complexity, trial-ability, observability.
Adopter Categories Innovators, early adopters, early majority, late majority, laggards.
The innovation adoption process The stages through which an individual consumer passes in arriving at a decision to try (or not to try), to continue using (or discontinue using) a new product.
Stages of the adoption process Awareness, interest, evaluation, trial, adoption(rejection).
The societal marketing concept Marketers should endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole, while fulfilling the objectives of the organization.
Narrow-casting Sending precisely directed messages to very small or specific audiences
Created by: jklevin3085
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