MKTG 450 - quiz 3

Exemplar of appearance

"what is beautiful is good" heuristic

Avoidance group

(aka Dissociative groups): motivation to distance oneself from other people/groups

Successful Online Social Networks and Communities

-standards of behavior -member contributions -degree of connectedness

Sex-typing products not a good idea

1) Sex-typing isolates a large portion of potential consumers 2) the target segments' ideal self doesn't include sex-typing.

Components of social class

1) occupational prestige: stable over time and similar across cultures / single best indicator of social class. 2) Income: how money is spent is more influential on class than income

How do we find opinion leaders?

1) sociometric methods: trace communication patterns among group members 2) systematic map of group interactions 3) use network analysis to identify opinion leaders 4) most precise method of identifying product information sources but is very difficult/ expensive to implement.

self concept components

1. content 2. positivity 3. intensity 4. stability 5. accuracy

Trait Theory Approach

Assess individual personality traits using a standard scale.

Reference group - negatively affect: (2 groups)

Avoidance group Antibrand communities

Works on the body

Body anxiety Cosmetic surgery Body decoration mutilation Body piercing

Vanity sizing

Clothing manufacturers often offer vanity sizing, where they deliberately assign smaller sizes to garments.

Why do we conform to group behavior?

Cultural pressure Fear of deviance Commitment Group unanimity Interpersonal influence Environmental cues

Herbert Simon

Elementary economies tells us that a good decision is to maximize utility.

MBTI (Myers-Briggs Type Indicator)

Focus of attention: Extroversion and Introversion Take in information: Sensing and Intuition Make decisions: Thinking and feeling Deal with the outer world: Judging and perceiving

The levels of the extended self

Individual: personal possessions Family : residence and furnishings Community: neighborhood or town where you live Group: social or other groups

Word of Mouth (WoM)

Information individuals transfer to other individuals

Other traits related to consumer behavior

Innovativeness Materialism Self-consciousness Need for cognition Frugality

Social mobility

Movement of individuals or groups from one position in a society's stratification system to another - horizontal - upward - downwrad

Issues with trait theory approach

Personalities may not be stable measurements is often inaccurate/incorrect

What are the sources of power?

Referent power legitimate power reward power information power expert power coercive power

digital word of mouth

Viral marketing Haul videos Unboxing videos Megaphone effect Disperferred Marker Effect

Value

a belief that some condition is preferable to its opposite

Much of one's adult personality stems from

a fundamental conflict between a person's desire to gratify his or her physical needs and the necessity to function as a responsible member of the society

two factors contribute to an upward income trajectory:

a shift in women's roles higher education

Looking glass self

an image of yourself based on what you believe others think of you - We imagine how we must appear to others - We imagine and react to what we feel their judgement of that appearance must be - We develop our self through the judgements of others.

Identity

any category label with which a consumer self-associates

Reference group

any group that individuals use as a standard for evaluating themselves and their own behavior - seeing the consumption activities of others acts as a form of social influence.

opinion leaders

are individuals who are considered to be knowledgeable and whose opinions are influential. - characteristics - technically competent - synthesize information without bias - socially active and highly interconnected - among the first to buy products; absorb risk

Conventions

are norms that regulate how we conduct our everyday lives

Viral marketing

attempts to take advantage of the mechanism of viral spread for commercial, entertainments, or political ends, usually aiming for "viral takeoff".

Sex-typed traits

characteristics we stereotypically associate with one gender or the other

Antibrand communities

coalesce around a celebrity, store, or brand—but in this case they're united by their disdain for it

co-branding strategies

companies team up to promote 2 or more products

Torn self

consumers struggle with retaining their authenticity while still enjoying another aspect of self

Impression management

consumers work hard to "manage" what others think of them. Strategically consume and act to manage a certain impression of themselves.

Superego

counterweight to the id. This system is essentially the person's conscience

WoM communication- Buzz marketing

creating / stimulating "buzz" around some idea, product, or promotion

Social stratification

creation of artificial divisions in a society

Ego

dealing with reality - finds way to gratify the id that the outside world will find acceptable.

Products often ____ one's self-concept

define - so much so that a products become the extended self

Why psychographic useful?

define target market create a new view of market position the product better communication product attributes develop product strategy market social and political issues.

Lifestyle

defines a pattern of consumption that reflects a person's choices of how to spend their time and money

Fattism

disproportionate value placed on a thin body

Social class

divisions within society composed of individuals sharing similar social status, values, interests, and behaviors

Multiple selves

each consumer has many selves. Different selves are 'salient' differently.

Consumption allows ___ of identity or ___ of a compromised identity

expressions or compensation

Identity stability - more stable

fundamental relationship body

Bounded rationality

goal of utility maximization is nearly impossible to achieve in real life

Id

immediate gratification - operates according to the pleasure principle (maximize pleasure and avoid pain) (non-conscious and non-thoughful mental process)

Maximizer

individual who typically chooses the "best" option in order to optimize an outcome. - Agonize over their decisions and are likely to experience regret

Satisficers

individuals who are pleased to settle for a good enough option - will make choice faster and have less regret

Viral content

information that spreads via electronically amplified word of mouth running through people's online and offline relationship

Social motivations: need for uniqueness

is a fundamental human need to form sense of self. - desire to differentiate self from others and societal influences

The surrogate consumer

is a marketing intermediary hired to provide input into purchase decisions. - ex) interior decorators, stock brokers,,, - consumer relinquishes control over decision-making functions.

Social motivations: need to belong

is fundamental human need to be an accepted member of a group. - desire for interpersonal attachments over and above acquaintance

WoM communication- Negative WoM

is more powerful than positive WoM - what to do? - prevent and respond to negative word of mouth - engineer favorable word of mouth - handle rumors - track word of mouth

Gender

is not SEX: gender is a social identity

Personality:

is reflected by consistency toward different objects by the same person. - objective features of self and its components

High self-esteem

less susceptible to social influence

Identity stability - less stable

lifestages consumption social groups

agentic roles

men are expected to be assertive and have certain skills

Underdog brand biography

narrative about a brand's humble origins and how it defied the odds to success - everyone loves a good underdog story

Determinants of social class

occupation income education

The Big Five

openness, conscientiousness, extraversion, agreeableness, neuroticism

Social influence

other people and groups- especially those who possess some kind of social power -influence our decisions.

Ideal self

our conception of how we would like to be

Actual self

our more realistic appraisal of the qualities we have

Reference group- membership/ associative reference group

people the consumer actually knows advertisers use "ordinary people"

Reference group- aspirational reference group

people the consumer doesn't know but admires - advertisers use celebrity spokespeople.

how to de-stigmatize

pretend its common use casual language find common ground with 'normal/common' Identify 'logic'/rationality list 'common' similar acts

Optimal distinctiveness theory

proposition that when people feel very similar to others in a group, they seek a way to be different, and when they feel different, they try to be more similar - competing needs for uniqueness and belonging - indivuals constantly monitor and adjust balanve between two: if feeling "too belonged", they take action to differentiate from others. If feeling "too different", they take action to assimilate with a group.

body image distortion

psychological disorders causing the belief that one's body literally is bigger or smaller than others see it.

How do we know if a behavior is impression management or expression of actual/ideal self?

public versus private consumption

lifestyle marketing perspective

recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income

Personality

refers to a person's unique psychological profile and how it consistently influences the way a person responds to their environments - Personality shapes individuals' predisposition to behave a certain way.

Self-concept:

refers to one's beliefs about self and its components

Attitude:

reflect consistency toward a specific object or class of objects

Self-esteem

reflects a person's overall subjective emotional evaluation of their own worth

Symbolic interactionism

relationship with other people play a large part to form the self

What sets cultures apart?

relative importance of values

What is self-concept?

self-concept summarizes the beliefs a person holds about their own attributes and how they evaluate the self on these qualities (another view: attitude where self is the attitude object)

Brand personality

set of traits people attribute to a product as if it were a person

A consumer's consumption behavior and possessions place them into a ______

social role

impact of not confirming

stigma -> not normal -> not moral shame/ embarrassment social exclusion - leadership - innovation - social change

Masculinism

study devoted to the male image and the cultural meanings of masculinity

Low self-esteem

susceptible to external influence

Sex-typed products

take on masculine or famine attributes.

Power of WoM

talking gives an individuals an opportunity to generate supporting arguments and reasonably address concerns. - Especially powerful when consumers is relatively unfamiliar with the product or product is new.

Social power

the capacity to alter the actions of others

Androgyny

the possession of both masculine and feminine traits

Enculturation

the process of learning the beliefs and behaviors endorsed by one's own culture

Acculturation

the process of learning the value system and behaviors of another culture

Anthromoporphism

the tendency to attribute human characteristic to objects or animals

Psychographics (lifestyle segmentation)

the use of psychological, sociological, and anthropological factors to construct market segments

Body image

the way we think about our bodies is a key component of self

gender roles

vary by culture but are changing

Dramaturgical perspective

view people as actors who play different roles - different 'scenes' activate different selves.

social media

websites and applications that enable users to create and share content or to participate in social networking.

Product complementary

when symbolic meanings of different products relate to one another

Communal roles

women are taught to foster harmonious relationships