Consumer Behavior C7

online community

a community that interacts over time around a topic of interest on the internet

reference group

a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior

online social network site

a web-based service that allows individuals to (1) construct a public or semipublic profile within a bounded system, (2) articulate a list of other users w/ whom they share a connection & (3) view and traverse their list to connections and those made by others within the system

innovation

an idea, practice, or product perceived to be new by the relevant individual or group

community

characterized by a consciousness of kind, shared rituals and traditions and a sense of responsibility

consumption subculture

distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activitiy. these groups have a (1) identifiable, hierarchical social structure; (2) set of shared beliefs of values & (3) unique jargon, rituals, and modes of expression. act as reference groups for their members as well as those who aspire to join or avoid them

buzz

exponential expansion of WOM

word of mouth (wom) communication

individuals sharing information with other individuals in a verbal form, including face-to-face, phone, and the internet.

opinion leader

individuals who actively filter, interpret, or provide product and brand-relevant information to their family, friends and colleagues

brand community

non-geographically bound community, based on a structured set or social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm

normative (utilitarian) influence

occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction

informational influence

occurs when an individual uses the behaviors and the opinions of reference group members as potentially useful bits of information

identification (value-expressive) influence

occurs when individuals have internalized the group's values and norms

dynamically continuous innovation

requires a moderate change in an important behavior or a major change in a behavior of low or moderate importance to the individual; ex: digital cameras

discontinuous innovation

requires major changes in behavior of significant important to the individual or group; ex: vegetarian

continuous innovation

requires relatively minor change in behavior or changes in behaviors that are unimportant to the consumer; ex: toothpaste

diffusion process

the manner in which innovations spread thru out 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