Chapt 8,9,10,11 - Consumer Behavior
Lower middle class 32%
Semi-professionals and craftman with some work autonomy, $35,000 - $75,000
informal source
a person the message reciever knows perosnally and peolple who influence ones consumption via on time social networks.
Rokeach Value Surevy
a self-adminsiteredvalue inventory that is diveded into two parts, each part measuring different byt complementary types of personal values. First part consists of 18 terminal value items, the second part consits of 18 instruemental value items
Pros and Cons Newspaper
large local audience, quick, not targeted, short life, production quality problems, high clutter, coupons/promotion-feedback
Lower Class 14%-20%
poorly paid, rely on governemnet, some high school education
PRIZM NE
popular sluctering service- assigns every one a microneighborhood
Pros and Cons Magazines
targeted, production quality, longer life, more readers per copy, greater credibility -clutter, long lead time,
impersonal communciations
targets ussually specific or several audiences
teen internet maven
teenagers who spend cosniderable time on the interet and know how to search for and find informaiton and respond to request from others to provide informaiton.
Socioeconomic status scores
the U.S. Bureau of the Cenuss developed the socioeconomic Status Score - which combines tree basic socioeconomic variables: occupation, family inocme, and educational attainment
power
the degree of personal choice or influence over others
Social Class
the division of members of a society into a heirarchy of distinct status classes.
enculturation
the learning of one's own culture
Source credibility
the percieved honesty and objectivity of the sponsor
Working class 32%
clerical pink and blue collar workers, $16,000 - $30,000
the lower-middle class
faithful followers
to communicate effectively with their audiences marketeers must use appropriate
symbols
Core values
value must be pervasive, enduring, consumer related
differenctial decay
"sleeper effect"-suggets that the memory of a negative cue (low-credibility source) simply decays faster than the message
Pros and cons of radio
+cheaper, local, audio rembembered jingles, quick lead time, easy to change -avoidance, hard to target specific consumers, local, and product can not be seen.
Pros and cons of outdoor advertising
+larger than life -limited message content, eysesore issues
Direct Mail
+less message limitation, measurable results -high cost per household, image issues
Pros and cons tv
+prduct can be demonstrated, local and national -hard to define specific target, cost of add production, long lead time, clutter, ad avoidance.
Pros and cons of internet
+targeting, cusotmer tracking, easy to change, in some cases feedback is immediate -clutter, avoidance
American Core Values
Achievement and success, activity (invovled), effeciency and practicallity, progress, material comfort, individualism, external conformity, humanitarianism, youthfulness, fitness and health.
Tradition family life cycle
Bachelor hood, honeymooners, parenthood, postparenthood, dissolution
Parenthood
Full-nest stage, usually extends over more than a 20-year period. Purchase and income change throughout this cycle
Upper middle class 15%
Highly educated, Graduate degree, professionals & managers $100,000+
index of status characteristics
a classic composite measure of social class is Warner's index of status Characteristics - a weighted measure of the following socioeconomic variables-occupation, source of income, house type, and dwelling area.
Nuclear family
a hsuband and wife and one or more children
upper-middle class
achieving professionals
interpersonal
can ve formal or informal
intergenerational brand transfer
certain product loyalties or brand preferences to be transfered from one generation to another
affluent houshold
constitiue an especially attractive target segment becasue ites members have inocmes that provide them with discretionayr income.
Objective measures of social class
cosnist of selected demographic or socioeconomic variables consicerning the individuals
upper-upper class
country club establishment
affluent market
defined in its 2008 survey as those with household income of $100,000 + per year
prestige
degree of recognition recieved form others
Status consumption
demographics include, family income, occupational status or prestige, and educaitonal attainment. Measure social class by marketeers
the sleeper effect is caused by
dissassociation of the message form the source over time, leaving just the message content in ones memory
wealth
economic assets
upper-lower class
ecurity minded majority- largest social-class segment
Postparenthood
empty-nest, more leisure time, travel purchase a second home, higher diposable incomes, lucury goods, new cars
geodemographic clussters
enhancing tradiiton social-class measures by linking consumer realted geographic and socioeconomic data - birds of a feather flock together
The shift of children playing a more active role in what the family buys is a reuslt of
families having fewer children, more dual-income couples, and the encouragmenet by the media to all children to express themselves.
Fifth essential componenet of communication
feedback
Content analysis
focuses on the content of verbal, written, and pictorial communications.
formal source
for-profit or a not-for-profit organizaiton
downscale consumers
frequently defined as having household incomes of $40,000 or less they may actually be mor estable in terms of their brand loyalty
two-sided
gives both favorable and unfavorable - use when audience is well educated or might hear both sides from the competitiion.
membershp group
group to which a perosn either belongs or would qualify for membership
symbolic group
groups and individual is not likely to recive membership and adopting the groups values, attitudes and behavior
normative referece groups
groups influencing broadly defined values or behavior
comparitive
groups seving as benchmarks for specific or narrowly defined attitudes or behaviors
reference groups
groups that serve as frames of reference for individucals in their cosnumption decisions
shelter magazines
important sources of new product information - Better Homes and Garadens
subjective measures of social class
individuals are asked to estimate their own social-class positions
social comparison theory
individuals normally ocmpare their own material possession with those owned by others in order to determine their relative social standing.
ritual
is a type of symbolic acitive consisting of a series of steps occuring in a fixed sequence and repeated over time.
acculturation
is the learing of a new or foreign culture
Content analysis
is used as a relatively objective means of determingin what social and cutural changes have occured in a specific society or as a way of contrasting aspects of two different societies.
Characteristics of fieldwork
it takes place within a natural environment, it is performed sometimes without the subjects awareness, and it focuses on observation of behaivor.
marketing comunication is designed to
make the consumer aware of the product or service, induce purchase or commitment, create a positive attitude toward the product or show how it can solve the cosnumers problem better than a comptititve product.
comparitive
marketer claims product superiority for its brand over one or more explicity named or implicitly identified competitiors, either on an overall basis or on selected product attributes.
Family life cycle
means of depicting what was once a rather steady and predictable series of stages through wich most familite sprogressed.
Values and modes of behavior cosnistenet with the culture are generally
moral and religious principles, interpersonal skills, dress and grooming standards, appropriate manners and speech, and the selection of suitable educational and occupation or career goals.
lower-upper class
new wealth
extened family
nuclear family with at least one grandparent livign within the house hold
Composite-variable indexes
objective measures of social class- systematically combine a number of socioeconomic factors to form one overall measure of social-class standing.Refelct the complexity of the social class
single-vairible indexes
objective mesures of social class- uses just one socioeconomic variable to evaluate social-class membership, such as occupation, educaiton, income
children acquire their consumer behavior norms through
observation of their parents and older siblings
Disolution
occurs with the death of one spouse, economical lifestlye
advertising resonance
often consisting of a humorous double meaning word play
upward mobility
opportunities ofr self development and self advancement
impersonal communications are
organizations that develop and transmit appropriate messages through their marketing departements, advertising or public relations agencies and spokespersons.
consensual parents
parents who encourage children to seek harmony
pluralistic parents
parents who encourage children to speak up and express their individual preferences on purchases
protective parents
parents who stress that children should not stress their own preferences.
socialization agent
person or organizaiton involved in the socializaiton process "because of frequency of constact with the individual and control over the rewards and punishment given to the individual.
Order effects
pramacy effect- material presented first productes a greater effect, recency effect - materail presented last is more effective, ads on the front, back and inside covers of magazines have greater visiblity and recall.
consumer socialization
process by which children acquire the skills, knowledge, attitudes, and experiences necessary to funciton as consumers.
socializaiton of family members
process includes imparting to children the basic values and modes of behavior cinsistent with the culture
participant observers
researchers become active members of the environment that they are studying
Consumer fieldwork
researchers select a small sample of people form a particular society and carefully observe their behavior.
lower-lower class
rock bottom
Four basic components of communication
sender, receiver, medium, message
source amnesia
sleeper effect- informaiton is transfered from short-term memory to the cerbral cortes, over time, it is seperated form the contect in which it was learned.
downward mobility
slide in social-class mobility
class consciousness
social class is treated as a personal phenomenon, one that reflects an individual's sense of belonging or identificaiotn with others.
social status
social stratisfication- status is frequently thought of as the relative rankings of members of each social class in terms of specific status factors
Honemooners
starts immediately after vows. indulgent purchases new home, minor appliances, start-up expenses, household wares
message framing - positive
stress the benefits to be gained by using a specific product
message framing - negative
stress the benefits to be lost by not using the product
one-sided
stresses only favorable info- supportive
Mothers are generally considered to be
stronger consumer socialization agents than their husbands because they tend to be more involved with their children.
culture
sum total of learned beliefs, values, and suctoms, that serve to direct the consumer behavior of members of a particular society
key factor underlying the persuasive impact is
the source credibility
Communication
the transmission of a message from a sender toa receiver via a medium of transmission
Upper class 1%
top-level executives, celebritires, heirs - $500,000 +
Bachelorhood
young and single men/women with established households away form their parents, Incomes spent on rent, basic home furnishings, cars, travel and entertainment, clothing and accessories.