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.