Consumer Behavior CH.7 Study Guide
Effectively utilize online social media by
- maintaining transparency - taking advantage of the unique capabilities of each venue - being a part of the community
When is an individual most likely to conform to the norms of a reference group?
-individual lacks personal decision confidence -individual engages in an activity relevant to the groups functioning -individual feels a high level of commitment to the group
Which of the following make the diffusion process for an innovation faster?
-innovation easily having a low-cost trail -the innovations positive effects being easy to observe -the innovation being perceived to meet a need better than existing methods
Order of adopter categories in the process of diffusion (1-first 5-last)
1. Innovators 2. Early Adopters 3. Early Majority 4. Late Majority 5. Laggards
How do brand communities add value to a brand?
Activities that create brand engagement
Individuals sharing information with each other in a verbal form, including face-to-face, phone, and the internet
Word of mouth (WOM)
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 is known as a _____.
brand community
A market maven is a type of opinion leader who provides
crucial amounts of information to members of his or her group across an extensive range of products
What do marketers use to overcome diffusion inhibitors?
diffusion enhancement strategies
Unlike non-opinion leaders, opinion leaders in a group are known for their ____ with a product.
enduring involvement
A product, idea, or practice that is perceived to be new by a relevant individual or group is know as
innovation
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
Which type of reference group influence usage, while creating advertisements, has raised the most ethical concerns since it plays on people's insecurities and fears?
normative influence
A community that interacts over time around a topic of interest on the Internet is known as
online community
discontinuous innovation adoption
requires huge changes in behavior of significant importance to a consumer
dynamically continuous innovation adoption
requires moderate changes in important behaviors or major changes in behaviors of moderate importance to a consumer
continuous innovation adoption
requires small changes in behaviors that are unimportant to a consumer
Sampling or ______, refers to marketers giving free samples to potential customers
seeding
In the diffusion process, purchase behavior that involves a product being purcased with some degree of regularity is referred to ...
spread
two-step flow of communication
the process by which media influence often occurs through opinion leaders, who in turn influence others