Consumer Behavior Chapter 7

Aspiration Reference Groups

Individuals frequently purchase products that to be used by a desired group in order to achieve actual or symbolic membership in the group

Opinion Leaders

Individuals who actively filter, interpret, interpret, or provide product and brand relevant information to their family and friends

Market Mavens

Initiate discussions with others about products and shopping, and respond to requests for market information

Secondary Groups

Professionals and neighborhood associations, weak ties, less frequent interaction

Two-Step Flow of Communication

The process of one person's receiving information from the mass media or other sources and passing it on to others

Online Social Network Site

a Web based service that allows individuals to construct a public or semipublic profile within a bounded system, articulate a list of other users with whom they share a connection, and view and traverse their list of connections and those made by others within the system

Online Community

a community that interacts over time around topic of interest on the Internet

Consumption Subcultures

a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity.

Reference Group

a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior

Brand Community

a nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm

Adoption Process

a term used to describe extended decision making when a new product is involved

Innovation

an idea, practice or product perceived to be new by the relevant individual or group

Viral Marketing

an online pass it along strategy

Community

characterized by consciousness of kind, shared rituals, and traditions, and a sense of moral responsibility

Early Majority

consumers tend to be cautious about innovation. 34%

Primary Group

family and friends involve strong ties and frequent interaction

Word of Mouth Communication

involves individuals sharing information with other individuals in a verbal form, including face-to-face, phone, and the Internet.

Multistep flow of Communication

involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources

Laggards

locally oriented and engage in limited social interaction. 16%

Late Majority

members are skeptical about innovations. 34%

Dissociative Reference Groups

negative desirability, can influence behavior just as groups with positive desirability

Normative Influence

occurs when an individual fulfills group expectation to gain a direct reward or to avoid a sanction

Informational Influence

occurs when an individual uses the behavior and opinions of reference group members as potentially useful bits of information. Based on the similarity of group members to the individual or expertise.

Identification Influence

occurs when individuals have internalized the group's values and norms

Blogs

personalized journals where people and organizations can keep a running dialogue

Early Adopters

tend to be opinion leaders in local reference group. 13.5%

Buzz

the exponential expansion of WOM

Diffusion Process

the manner in which innovations spread throughout a market

Enduring Involvement

the most salient characteristic is greater long-term involvement with the product category than the non-opinion leaders in the group

Asch Phenomenon

the naive subject almost always agrees with the incorrect judgment of the others

Group

two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent

Innovators

venturesome risk takers. 2.5%