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