Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Consumer Behavior
Chapter 11
| Question | Answer |
|---|---|
| Social Influence | Info by and implicit or explicit pressures from individuals, groups, and the mass media that affects how a person behaves |
| Marketing source | Influence delivered from a marketing agent, i.e. advertising, personal selling |
| Nonmarketing source | Influence delivered from an entity outside a marketing organization, i.e. friends, family, media |
| Word of mouth | Influence delivered verbally from one person to another person or group of people |
| How to sources differ? (3) | Reach Capacity for two-way communication Credibility |
| Use _________ _______ to enhance credibility | Nonmarketing sources |
| Use _________ _______ to enhance two-way communication | Personal sources |
| Use a _____ ___ _________ to enhance impact | Mix of sources |
| Opinion leaders | Individual who acts as an information broker between the mass media and the opinions and behaviors of an individual or group |
| Gatekeeper | A source that controls the flow of information |
| Opinion leaders characteristics (3) | 1) Learn a lot about products 2) Heavy users of mass media 3) Tend to buy new products when first introduced |
| Market maven | A consumer on whom others rely for information about the marketplace in general |
| Three types of reference groups: | 1) Aspirational Reference Group 2) Associative Reference Group 3) Dissociative Reference Group |
| Brand Community | Specialized group of consumers with a structured set of relationships involving a brand, customers of that brand, and the product in use |
| Aspirational Reference Group | A group that we admire and desire to be like |
| Associative Reference Group | A group to which we currently belong |
| Dissociative Reference Group | A group we do not want to emulate |
| Implications of reference groups (4) | 1) Associate products with aspirational reference groups 2) Accurately represent associative reference groups 3) Help to develop brand communities 4) Avoid using dissociative reference groups |
| Characteristics of Reference Groups (7) | 1) Degree of contact 2) Formality 3) Homophily (similarity) 4) Attractiveness 5) Density 6) Degree of Identification 7) Tie groups |
| Primary reference group | Group with whom we have physical face-to-face interaction |
| Secondary reference group | Group with whom we do not have direct contact |
| Homophily | Overall similarity among members in the social system |
| Dense groups are those in which group members ____ _____ _____ _____ | all know each other |
| Tie-strength | The extent to which a close, intimate relationship connects people |
| Embedded market | Market in which the social relationships among buyers and sellers change the way the market operates |
| Consumer socialization | The process by which we learn to become consumers |
| Intergenerational influence | Information, beliefs, and resources being transmitted from one generation to another |
| Norm | Collective decision about what constitutes appropriate behavior |
| Brand choice congruence | The purchase of the same brand as members of a group; a type of conformity |
| Conformity | The tendency to behave in an expected way |
| Compliance | Doing what the group or social influencer asks |
| Reactance | During the opposite of what the individual or group wants us to do |
| Social Relational Theory: Consumers conduct social interactions according to (4) | 1) Rights/resp. of their relationship w/ group members 2) Balance of reciprocal actions w/ group members 3) Relative status/authority 4) Value placed on different objects and activities |
Created by:
1456143651