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12 Cards in this Set

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  • Back
Reference Group:
an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior.
Normative influence
small informal groups, part of day-to-day lives, and more important to us.
Comparative influence
large formal groups, more product or activity specific.
Brand Communities
A group of consumers who share a set of social relationships based upon usage or interest in a product.
Consumer Tribes
A group of people who share a lifestyle, and identify with each other because of shared allegiance to an activity or a product.
Tribal Marketing
Linking of product(s) to the needs of a group as whole.
Self-Designating:
Ask consumers themselves. Not accurate, but easier in large group.
Sociometry:
Ask group members. Precise, but difficult and expensive in small group.
Market Maven:
Actively involved in transmitting information. May not interested in or purchase early
Surrogate consumers:
hired to provide input. (decorators, stockbrokers)
Innovative communicators:
active, appearance conscious
Opinion seekers:
involved and active search