Consumer Behavior Chapter 9

Name two dimensions that influence whether reference groups have an impact on an individual's purchase decisions

- Propinquity- physical distance decreases and opportunities for interaction increase, they are more likely to form relationships. Physical nearness - Mere exposure- we come to like people or things if we see them more often. - Group cohesiveness- refers to the degree to which members of a group are attracted to each other and how much each values his or her membership in this group.

What is time poverty, and how can it influence our purchase decisions?

A feeling of having less time available than is required to meet the demands of everyday living. May be rushed and impulse buying/unplanned buying will be more likely to occur

Time poverty

a feeling of having less time available than is required to meet the demands of everyday living

Reward power

a person or group with the means to provide positive reinforcement

Psychological time

a person's subjective evaluation of the passage of time, which may not correspond very closely to the actual time elapsed

Timestyle

an individual's priorities regarding how he or she spends time as influenced by personal and cultural factors

Conformity

change in beliefs or actions as a reaction to real or imagined group pressure • Factors increasing ____- cultural pressures, fear of deviance, commitment, group characteristics, susceptibility

Coercive power

change in beliefs or actions as a reaction to real or imagined group pressure • Factors increasing conformity- cultural pressures, fear of deviance, commitment, group characteristics, susceptibility

Antibrand communities

coalesce around a celebrity, store, or brand- but in this case they're united by their disdain for it.

Brand community

group of consumers who share a set of social relationships based upon usage or interest in a product

Consumer tribe

group of people who share a lifestyle and who can identify with each other because of a shared allegiance to an activity or a product

Aspirational reference group

high-profile athletes and celebrities used in marketing efforts to promote a product

Consumption situation

includes a buyer, a seller, and a product or servicebut also many other factors, such as the reason we want to make a purchase and how the physical environment makes us feel

Referent power

influence over others because they are motivated to imitate or affiliate with a person or group

Legitimate power

influence over others due to a position conferred by a society or organization

Expert power

influence over others due to specialized knowledge about a subject

Information power

influence over others due to the possession of inside knowledge

Reference group

is an actual or imaginary individual or group conceived of as having significant relevance upon an individual's evaluations, aspirations, or behavior.

Avoidance (dissociative) groups

motivation to distance oneself from other people/groups

Membership reference group

ordinary people whose consumption activities provide informational social influence

Social power

the capacity of one person to alter the actions or outcome of another

Norms

the informal rules that govern what is right or wrong

What is a brand community, and why is it of interest to marketers?

Group of consumers who share a set of social relationships based upon usage or interest in a product

Describe the difference between a membership and an aspirational reference group and give an example of each kind.

Membership: consist of people we actually know to influence to do something Aspirational: consists of people we don't know such as athletes or performers. Someone who is likely to influence us to do something! But we do not know the person

Perspectives on time

Pressure Cooker - analytical and monochronic. They usually feel like the are under pressure and they shop in a methodical manner Map - analytical but they focus on the future and tend to multitask. They tend to engage in extensive information search and comparison shopping Mirror - analytical and polychronic but they have a past temporal orientation. These women are risk averse and they stick to brands they trust. River - tend to be very spontaneous with a focus on the present. They go shopping on the spur of the moment Feast - analytical planners with a present focus. They view time as something that allows them to enjoy life. For this reason, they tend to seek out opportunities for hedonic consumption.

List three types of social power, giving an example of each.

• Referent power- important to many marketing strategies because consumers voluntarily modify what they do and buy in order to identify with a referent. • Information power- knowing something others would like to know • Legitimate power-influence over others due to a position conferred by a society or organization • Expert power- influence over others due to specialized knowledge about a subject • Reward power- a person or group with the means to provide positive reinforcement. • Coercive power- influence over another person due to social or physical intimidation cohesiveness