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%