Consumer Behavior Chapter 7

Adopter categories

Innovators, early adopters, early majority, late majority, and laggards.

early adopters

Opinion leaders in local reference groups. Willing to take a calculated risk, but are concerned with failure.

community

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

online community

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

consumption subculture

a distinctive subgroup of society that self-selects on the basis of ashared commitment to a particular product class, brand, or consumption activity.1) identifiable, hierarchal social structure 2) set of shared beliefs or values 3) unique jargon, rituals, and modes of symbolic expression.

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. Awareness, Interest, Evaluation, Trial, Adoption

identification influence

also called value-expressive influence, occurs when individuals have internalized the group's values and norms.

aspiration reference groups

also exert a strong influence. Buying similar products as the group has symbolizes belonging in the group.

normative influence

also known as utilitarian influence, occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction.

innovation

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

early majority

cautious about innovations. They wait until the product is proven to be successful. Socailly active but seldom leaders. Somewhat older, less educated, and less socially mobile.

market mavens

generalized market influencers, similar to opinion leaders without the specialization. Know about a range of topics.

multistep flow of communication

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

laggards

locally oriented and engage in limited social interaction. Dogmatic and oriented towards the past. Reluctantly adopt.

enduring involvement

long-term involvement with the product category

dissassociative reference group

negative desirability; can influence behavior

informational influence

occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information.

blogs

personalized journals where people and organizations can keep a running dialogue

customer reviews

pg. 239

late majority

skeptical about innovations. Usually adopt in response to social pressures or lack of previous products

buzz

the exponential expansion of WOM (individuals sharing information with other individuals in a verbal form)

diffusion process

the manner in which innovations spread throughout a market.

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.

Asch phenomenon

using a group to sway a person (peer pressure at its best)

innovators

venturesome risk takers.