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98 Cards in this Set
- Front
- Back
demographics
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descriptive characteristics of a population such as age, gender, income, or population.
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psychographics
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aspects of a person's lifestyle and personality.
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consumption communities
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where members share opinions and recommendations about products.
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market segmentation strategies
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targeting a brand only to specific groups of consumers rather than to everybody.
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consumer behavior
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the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
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role theory
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the perspective that much of consumer behavior resembles actions in a play.
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consumption process
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prepurchase issues, purchase issues, postpurchase issues.
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relationship marketing
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building relationships between brands and customers that will last a lifetime.
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database marketing
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tracking specific consumers' buying habits very closely and crafting products and messages tailored precisely to people's wants and needs based on this information.
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popular culture
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consists of the movies, music, sports, books, celebrities, and other forms of entertainment the mass market consumes.
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self concept attachment
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the product helps to establish the user's identity.
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nostalgic attachment
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the product serves as a link with a past self
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interdependence
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the product is a part of the user's daily routine.
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love
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the product elicits emotional bonds of warmth, passion, or other strong emotion.
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global consumer culture
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one which unites people around the world by their common devotion to brand-name consumer goods, movie stars, celebrities, and leisure activities.
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need
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basic biological motive
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want
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represents one way that society has taught to satisfy the need.
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economics of information
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perspective in which advertising is an important source of consumer information emphasizing the economic cost of the time spent searching for products.
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culture jamming
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a strategy to disrupt efforts by the corporate world to dominate our cultural landscape.
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social marketing
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the promotion of causes and ideas (social products), such as energy conservation, charities, and poulation control.
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green marketing
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choosing to protect or enhance the natural environment as they go about their business activities.
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consumed consumers
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people who are used or exploited, willingly or not, for commercial gain in the marketplace.
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anticonsumption
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events in which people deliberately deface or mutilate products and services.
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paradigm
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set of beliefs that guide our understanding of the world.
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positivism
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a research perspective that relies on principles of the "scientific method" and assumes that a single reality exists; events in the world can be objectively measured; and the causes of behavior can be identified, manipulated, and predicted.
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interpretivism
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as opposed to the dominant positivist perspective on consumer behavior, instead stresses the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person rather than "existing out there" in the objective world.
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sensation
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refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odor, and texture.
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perception
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the process by which people select, organize, and interpret these sensations.
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perceptual process
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exposure-->attention-->interpretation
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hedonic consumption
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the multisensory, fantasy, and emotional aspects of consumers' interactions with products.
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sensory marketing
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where companies pay extra attention to the impact of sensations on our product experiences.
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trade dress
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when color combinations come to be so strongly associated with a corporation. (Kodak)
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kansei engineering
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Japanese philosophy that translates customers' feelings into design elements.
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exposure
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occurs when a stimulus comes within the range of soneone's sensory receptors.
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psychophysics
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the science that focuses on how the physical environment is integrated into our personal, subjective world.
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absolute threshold
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refers to the minimum amount of stimulation that can be detected on a given sensory channel.
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differential threshold
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refers to the ability of a sensory system to detect changes or differences between two stimuli.
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j.n.d.
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the minimum difference we can detect between two stimuli (just noticable difference)
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subliminal perception
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occurs when the stimulus is below the level of the consumer's awareness.
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attention
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refers to the extent to which processing activity is devoted to a particular stimulus.
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sensory overload
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being exposed to far more information than can be processed.
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rich media
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elements of the ad surprise you with movement (online)
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perceptual selection
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means that people attend to only a small portion of the stimuli to which they are exposed.
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Experience
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the result of acquiring and processing stimulation over time
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perceptual filters
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based on our past experiences; influence what we decide to process.
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perceptual vigilance
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the tendency for consumers to be more aware of stimuli that relate to their current needs.
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perceptual defense
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when people see what they want to see--and don't see what they don't want to see.
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adaptation
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the degree to which consumers continue to notice a stimulus over time.
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schema
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set of beliefs we assign to a stimulus.
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closure principle
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states that people tend to percieve an incomplete picture as complete.
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principle of similarity
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consumers tend to group together objects that share similar physical characteristics.
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figure ground principle
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one part of a stimulus dominates (figure) and the other parts recede into the background.
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semiotics
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the study of the correspondence between signs and symbols and their roles in how we assign meanings.
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object
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the product that is the focus of the message (e.g. Marlboro cigarettes)
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sign
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the sensory image that represents the intended meanings of the object. (e.g. Marlboro cowboy)
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interpretant
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the meaning derived (e.g. rugged, individualistic, American).
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icon
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a sign that resembles the product in some way (Mustang's galloping horse)
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index
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a sign that is connected to a product because they share some property (e.g. the pine tree on some of P&G's products conveys the shared property of fresh scent.)
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symbol
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a sign that relates to a product by either conventional or agreed-on associations.
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hyperreality
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the process of making real what is initially simulation or hype.
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perceptual map
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a vivid way to paint a picture of where products or brands are "located" in consumers' minds.
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positioning strategy
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which is a fundamental component of a company's marketing efforts as it uses elements of the marketing mix to influence the consumer's interpretation of its meaning in the marketplace relative to its competitors.
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motivation
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the processes that lead people to behave as they do.
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goal
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consumer's desired end state.
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drive theory
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focuses on biological needs that produce unpleasant states of arousal (stomach grumbling)
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expectancy theory
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suggests that expectations of achieving desirable outcomes-positive incentives-rather than being pushed from within motivate our behavior.
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biogenic needs
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elements necessary to maintain life, such as food, water, air, and shelter.
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psychogenic needs
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status, power, and affiliation.
-reflect the priorities of a culture. |
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approach-approach conflict
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choosing between two desirable outcomes.
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theory of cognitive dissonance
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the premise that people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviors conflict with one another.
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product involvement
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refers to a consumer's level of interest in a particular product.
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approach-avoidance
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when we desire a goal but wish to avoid it at the same time. (twinkies)
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mass customization
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the personalization of products and services for individual customers at a mass production price.
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avoidance-avoidance
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two undesirable outcomes (repairing a new car or buying a new one)
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vigilante marketing
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where freelancers and fans film their own commericials for favorite products and post them on websites.
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involvement
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a person's perceived relevance of the object based on their inherent needs, values, and interests.
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terminal values
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desired end states
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cult products
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command fierce consumer loyalty, devotion, and maybe even worship by consumers who are very highly involved with a brand.
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instrumental values
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actions we need to take to achieve these terminal values.
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reference group
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an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.
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legitamate power
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power granted through social arrangements (police officers)
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social power
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the capacity to alter the actions of others.
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expert power
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this person holds power because they have expert knowledge (doctor)
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referent power
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if a person admires the qualities of a person or a group, he tries to imitate them by copying the referent's behaviors.
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reward power
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when a person or group has the means to provide positive reinforcement.
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information power
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a person can have power simply because she knows something others would like to know
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coercive power
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when we influence someone because of social or physical intimidation.
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normative influence
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the reference group helps to set and enforce fundamental standards of conduct.
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brand community
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a group of consumers who share a set of social relationships based upon usage or interest in a product.
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consumer tribe
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a group of people who share a lifestyle and who can identify with each other because of a shared allegiance to an activity or product.
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aspirational reference group
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consists of people we don't know but we admire them anyways
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membership reference group
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consists of people we know
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propinquity
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physical nearness, where relationships are more likely to form.
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antibrand communities
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these groups also coalesce around a celebrity, store, or brand--but in this case they're united by their disdain for it. (Rachel Ray sucks community)
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deindividuation
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a process where individual identities become submerged within a group.
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risky shift
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refers to the observation that in many cases, group members show a greater willingness to consider riskier alternatives following group discussion than they would if members made individual decisions with no discussion.
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guerrilla marketing
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promotional strategies that use unconventional locations and intensive word-of-mouth campaigns to push products.
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viral marketing
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refers to the strategy of getting vistors to a website to forward information on the site to their friends in order to make more consumers aware of the product.
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