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22 Cards in this Set
- Front
- Back
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A Group
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Two or more individuals who share a set of norms, values, or beliefs & have certain implicity or explicity defined relationships to one another such that their behaviors are interdependent.
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A reference group
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a person or group of people that significantly influences an individual's behavior.
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Consumption subculture
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a group that self-selects on the basis of a shared commitment to a particular product or consumption activity.
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What is Brand community?
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a group based on a set of social relationships among owners of a brand & the psychological relationship they have with the brand, the product in use, & the firm.
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What is virtual community?
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A community that interacts over time around a topic of interest on the internet via Usenet, blogs, professional sites, & sites for nonprofit groups.
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What are leaders?
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A relatively small group who are highly influential & take on the most responsibility for community maintenance.
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Who are the participants?
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A larger group who are members but not deemed as leaders.
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What are the lurkers?
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The largest group & only passively persue the group discussions without being active participants.
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...... have been found to influence a wide range of consumption behaviors
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Reference group
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What is informational influence?
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the influence of knowledge gained from other people on a consumer.
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What is normative influence? (utilitarian influence)
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it is a heavy weighing of social pressure on a consumer
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What is identification influence? (value-expressive influence)
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this occurs when individuals use the perceived group norms & values as a guide for their own attitudes or values.
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This occurs when an individual uses the behaviors & opinions of reference group members as potenially useful bits of information.
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Informational influence
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This occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction
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Normative influence
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This occurs when individuals have internalized the group's values & norms.
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Identification influence
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The power of groups can be demonstrated by the ....... & can be applied with a personal selling approach.
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Asch phenomenon
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What is Word of Mouth? (WOM)
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this involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, & the internet.
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What is an opinion leader?
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It is a person who is frequently able to influence others' attitudes or behaviors.
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........ is sometimes called "seeding" & involves getting product into the hands of potential consumers.
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Product Sampling
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What is buzz?
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It can be defined as the exponential expansion of WOM. It happens when "word spreads like wildfire" with no or limited mass media advertising supporting it.
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What is an idea, practice, or product percieved to be new by the relevant individual or group?
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An innovation
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What is diffusion process?
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Is the manner in which innovations spread throughout a market.
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