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65 Cards in this Set
- Front
- Back
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Extended Problem Solving (pg. 308)
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An elaborate decision-making process, often initiated by a motive that is fairly central to the self-concept and accompanied by perceived risk; the consumer tries to collect as much information as possible, and carefully weighs product alternatives
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Purchasing Momentum (pg 308)
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Initial impulses to buy in order to satisfy our needs increase the likelihood that we will buy even more.
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Problem Recognition
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The process that occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state; this recognition initiates the decision-making process
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Opportunity Recognition (pg 311)
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Someone who craves something newer or better. Moves his ideal state upward, widening the gap between actual and ideal self. As our frame of reference shifts, we make purchases to adapt to the new environment.
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Decision Strategies (pg. 324)
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Position a product (position strategy)
Identify competitors Create an Exemplar Product (category exemplars) Locate Products in a Store (product categorization) |
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Exemplar Product (category exemplars) (pg. 324)
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Brands that are particularly relevant examples of a broader classification
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Heuristics (pg. 329-331)
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The mental rules of thumb that lead to a speedy decision
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Ethnocentrism (pg. 331)
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The belief in the superiority of one's own country's practices and products
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Compensatory Decisions rules (pg. 336)
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A set of rules that allows information about attributes of competing products to be averaged in some way; poor standing on one attribute can potentially be offset by good standing on one another
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Non-Compensatory Damages rules (pg. 335)
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Decision shortcuts a consumer makes when a product with low standing on one attribute cannot make up for this position by being better on another attribute
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Time Poverty (pg 350)
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A feeling of having less time available than is required to meet the demands of everyday living.
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Culture Time Orientation (Linear, procedural, circular) (pg 352)
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Linear separable time - events proceed in an orderly sequence, there is a clear sense of past, present, and future
Procedural Time -some cultures ignore the clock completely and do something "when the time is right" Circular/Cyclic Time - natural cycles such as the regular occurrence of the seasons govern people's sense of time. The notion of the future does not make sense-that time will be much like the present. |
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Culture Time Orientation (linear vs. circular) and PURCHASING (NOW OR LATER) (352)
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LINEAR - We perform many activities as the means to some end that will occur later, as when we "save for a rainy day"
CIRCULAR - Often prefer to buy an inferior product that is available now rather than wait for a better one that may be available later. |
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Relationship of Physical and Social Environment to Consumer Motivations (pg 348)
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A consumer's physical and social environment affects her motives to use a product as well as how she will evaluate the item. Important cues include her immediate environment as well as the amount and type of other consumers who are there as well. Dimensions of the physical environment, such as decor, odors, and even temperature can significantly influence consumption.
Groups or social settings significantly affect many of our purchase decisions. Presence or absence of co-consumers is actually a product attribute |
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Hedonic Shopping Motives (pg 355)
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(Hedonic Consumption = the multi-sensory, fantasy, and emotional aspects of consumers' interactions with products)
Those who shop for pleasurable or intangible reasons rather than functional and tangible reasons. |
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Emotional States (Pleasure and Arousal) (pg. 354)
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The two states determine whether we will react positively or negatively to a consumption environment...you can either enjoy or not enjoy a situation, and you can feel stimulated not not stimulated
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Atmospherics (pg 361)
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The conscious use of space and physical features in store design to evoke certain effects in buyers (colors, scents and sounds)
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Role of Quality and Value (pg 368)
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Quality and Value are the two things that consumers look for in products.
Marketers use the word quality as a catchall term for good. Because of its wide and imprecise usage, the attribute of quality threatens to become a meaningless claim. -->According to the expectancy disconfirmation model, we form beliefs about product performance based on prior experience with the product or communications about the product that imply a certain level of quality and value. |
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Divestment Rituals (pg 372)
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The steps people take to gradually distance themselves from things they treasure so that they can sell them or give them away. Identified these rituals:
-Iconic transfer ritual (taking pictures and videos of objects before we sell them) -Transition-place ritual (putting items in an out-of-the-way location such as the garage or attic before we dispose of them) -Ritual cleansing (washing, ironing, and/or meticulously wrapping the item) |
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Decision Making Roles: Initiator, Gatekeeper, Influencer, and Buyer (pg. 420)
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Initiator - The person who brings up the idea or identifies a need
Gatekeeper - The person who conducts the information search and controls the flow of information available to the group. In organizational contexts, the gatekeeper identifies possible vendors and products for the rest of the group to consider Influencer - The person who tries to sway the outcome of the decision. Some people may be more motivated than others to get involved, and participants also possess different amounts of power to get their point across Buyer - The person who actually makes the purchase. the buyer may or may not use the product. User - The person who actually consumes the product or service. |
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Crowdsourcing (pg. 425)
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Similar to a firm that outsources production to a subcontractor; companies call upon outsiders from around the world to solve problems their own scientists can't handle.
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New Task, Straight Re-Buy, Modified Re-buy (pg. 424)
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Straight Re-Buy - in the context of the buy-class framework, the type of buying that is virtually automatic and requires little deliberation
Modified Re-Buy - in the context of the buy-class framework, a task that requires a modest amount of information search and evaluation, often focused on identifying the appropriate vendor New Task - in the context of the buy-class framework, a task that requires a great degree of effort and information search |
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Sandwich Generation (pg. 427)
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A description of middle-aged people who must care for both children and parents simultaneously.
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Family Life Cycle (FLC) Models (pg. 429-430)
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A classification scheme that segments consumers in terms of changes in income and family composition and the changes in demands placed on this income
Two especially important factors that determine how a couple spends time and money are: (1) whether they have children and (2) whether the woman works Focus on four variables to adequately describe these changes: (1) age, (2) marital status, (3) the presence of children in the home, and (4) the ages of children |
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Consumer Socialization (pg. 440)
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The process by which people acquire skills that enable them to function in the marketplace
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Children and Cognitive Development (pg. 442-443)
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Marketers segment kids in terms of the stage of cognitive development, or their ability to comprehend concepts of increasing complexity.
Three Developmental Stages: -Limited (children who are younger than age 6 do not employ storage and retrieval strategies) -Cued (children between the ages of 6 and 12 employ these strategies by only when prompted) -Strategic (children 12 and older spontaneously employ storage and retrieval strategies) |
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Gender Convergence (pg. 434)
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Blurring of sex roles in modern society; men and women increasingly express similar attitudes about balancing home life and work
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Family Purchasing (pg. 432-433)
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Families make two basic types of decisions:
-Consensual Purchase Decision (members agree on the desired purchase; the disagree only in terms of how they will make it happen) -Accommodative Purchase Decision (Group members have different preferences or priorities and they can't agree on a purchase to satisfy everyone's needs) Specific factors that determine how much family decision conflict the will be include the following: -Interpersonal Need (a person's level of investment in the group) -Product Involvement and Utility (the degree to which a person will use the product to satisfy a need) -Responsibility (for procurement, maintenance, payment, and so on) -Power (or the degree to which one family member exerts influence over the others) |
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Reference Groups (pg. 382)
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An actual or imaginary individual or group that has a significant effect on an individual's evaluations, aspirations, or behavior
Influence us in three ways: informational, utilitarian, and value-expressive |
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Mere Exposure Phenomenon (pg. 388)
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the tendency to like persons or things if we see them more often
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Risky Shift Effect (pg. 389)
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The tendency for individuals to consider riskier alternatives after conferring with a group than if members made their own decisions with no discussion
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Decision Polarization (pg. 389-390)
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The process whereby individuals' choices tend to become more extreme (polarized), in either a conservative or risky direction, following group discussion of alternatives
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Norms and Sanctions (fear of deviance) (pg. 391)
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Norms - the informal rules that govern what is right or wrong
Common Reasons We Conform: -Cultural Pressures -Fear of Deviance (The individual may have reason to believe that the group will apply sanctions to punish non-conforming behavior) -Commitment -Group unanimity, size, and expertise -Susceptibility ro interpersonal influence |
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Principle of Least Interested (391)
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The person who is least committed to staying in a relationship has the most power because that party doesn't care if the other person rejects him.
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Word-of-Mouth (WOM) (398)
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Product information transmitted by individual consumers on an informal basis
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Advertising Effectiveness of WOM (399)
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Tends to be more reliable and trustworthy than messages form more formal marketing channels. Unlike advertising, WOM often comes with social pressure to conform to these recommendations. The influence of others' opinions is at times even more powerful than our own perceptions.
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Guerilla Marketing (407)
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Promotional strategies that use unconventional means and venues to push products
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Wisdom of Crowds (404)
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A perspective that argues under the right circumstances, groups are smarter than the smartest people in them; implies that large numbers of consumers can predict successful products
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Discretionary Income (458)
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The money available to a household over and above that required for necessities
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% of American Upper Class (465)
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Upper-Upper: .3%
Lower-Upper: 1.2% Upper-Middle: 12.5% Total Upper Class: 14% |
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Social Stratification (463)
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THE CREATION OF OF ARTIFICIAL DIVISIONS
The process in a social system by which scarce and valuable resources are distributed unequally to status positions that become more or less permanently ranked in terms of the share of valuable resources each receives. |
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Social Capital/Cultural Capital (475)
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-Social Capital: The significance of organizational affiliations and networks (rather than economic capital/financial resources)
-Cultural Capital: A set of distinctive and socially rare tastes and practices-knowledge of "refined" behavior that admits a person into the realm of the upper class |
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Parody Display (479)
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Deliberately avoiding status symbols; to seek status by mocking it. A sophisticated form of conspicuous consumption.
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Nouveau Rich (483)
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Those whose relative recent acquisition of income rather than ancestry or breeding accounts for their enhanced social mobility. Are more likely to participate in conspicuous consumption, where a person flaunts his status by deliberately using up valuable resources to "buy up" to a higher social class.
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Lower and Upper Class Restrictive Codes (474)
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Restricted Codes (the ways of expressing and interpreting meanings that focus on the content of objects)
Focuses on CONTENT of objects, not relationships among objects. The upper classes have access to resources that enable them to perpetuate their privileged position in society |
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SBI Consulting Business Intelligence of Luxury Attitudes (471-472)
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1) Luxury is Functional - these consumers use their money to buy things that will last and have enduring value
2) Luxury is a Reward - the desire to be successful and to demonstrate their success to others motivates these consumers to purchase conspicuous luxury items 3) Luxury is Indulgence - the purpose of owning luxury is to be extremely lavish and self-indulgent |
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Conspicuous Consumption
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The purchase and prominent display of luxury goods to provide evidence of a consumer's ability to afford them
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Lifestyle
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A person's desire to make a statement about his social class, or the class to which he hopes to belong, influences the products he likes and dislikes
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Subculture
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a group whose members share beliefs and common experiences that set them apart from other members of culture
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Microcultures
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Groups that form around a strong shared identification with an activity or art form
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High Context vs. Low Context Culture
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High-Context Culture: group members tend to be close-knit and are likely to infer meanings that go beyond the spoken word
Low-Context Culture: in contrast to high-context cultures that have strong oral traditions and that are more sensitive to nuance, low-context cultures are more literal |
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Acculturation, Assimilation, Warming and Segregation
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Acculturation: the process of movement and adaptation to one country's cultural environment to another country (learning the beliefs and behaviors endorsed by another culture)
Assimilation: where they adopt products, habits, and values they identify with the mainstream culture Warming: process of transforming new objects and placed into those that feel cozy, hospitable, and authentic Segregation: the likeliness that people are going to live and shop in places physically separated from mainstream consumers |
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Advertising to Hispanic-American Market
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-Most notable characteristic: YOUTH
-Second notable characteristic: LARGE FAMILY SIZE-Hispanics tend to be brand-loyal -Appreciate marketing efforts that acknowledge their cultural heritage -Preferences to spend time with family influence the structure of many consumption activities |
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Relationship of the Asian-American Market to Brand Loyalty
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Asian-American market is the LEAST brand loyal (of Hispanics, African Americans, and whites)
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Describe the Lack of Marketing Information about Religion
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There is a lack of marketing information about religion because marketers have not studied religion extensively, because many view it as a taboo subject that we're never supposed to talk about
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Age Cohort
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A group of consumers of approximately the same age who have undergone similar experiences
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Why are teenagers viewed as consumers in training?
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They spend their money on "feel-good" products: cosmetics, posters, and fast food. Teens are interested in so many different products and have the resources to obtain them
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Gray Market/ Typical Elderly Consumer
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Gray Market: the economic potential created by the increasing numbers of affluent elderly customers
Marketing Strategies: -Autonomy (mature consumers want to lead active lives and to be self-sufficient) -Connectedness (mature consumers value the bonds they have with friends and family) -Altruism (mature consumers want to give something back to the world) |
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Culture
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A society's personality. The values, ethics, rituals, traditions, material objects, and services produced or valued by the members of a society (accumulation of shared meanings)
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Crescive Norms
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Unspoken rules that govern SOCIAL behavior:
-Custom: a norm that controls basic behaviors -Cultural More (mor-ay) is a custom with a strong moral overtone -Conventions: norms that regulate how we conduct our everyday lives |
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Cultural Myth
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People create their own consumer fairy tales
Monomyth: a myth that is common to many cultures (Superman, Gone With the Wind, ET, Star Trek Advertisements sometimes represent mythic themes to appeal to this behavior in consumers |
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2 Kinds of BInary Oppositions in Expressing Grooming Rituals
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(Binary Opposition: a defining structural characteristic of many myths in which two opposing ends of some dimension are represented)
PRIVATE/PUBLIC WORK/LEISURE |
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Sacred and Profane Consumption
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Sacred Consumption: the process of consuming objects and events that are set apart form normal life and treated with some degree of respect or awe
Profane Consumption: the process of consuming objects and events that are ordinary or of the everyday world |
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How is Cultural Meaning Predominately Transferred in Society?
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Through Global Diffusion
-new products, services, and ideas spread through a population Different types of people are more or less likely to adopt them |
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Diffusion of Innovation
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The process whereby a new product, service, or idea spreads through a population
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