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50 Cards in this Set
- Front
- Back
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Sex Roles- Goals?
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Agentic- Emphasis on self-assertion and mastery. (male)
Communal- emphasis on affiliation and fostering harmonious relationship ( female) |
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Regional Influence
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Geographic Impact:
Climate, Natural Resources, Pop. Density and History of residents |
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Clustering
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Data Driven stats method for identifying relatively similar Regions.
Arbitrary assignments, results heavily depending on number of clusters ( groups or region) Ex: Prizm |
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Regional Differences Within Other Countries
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Geo Barriers
Lang. & Dialect Religious & cultural influence Receptivity to outside innovations Levels of affluence and Extent of freedom |
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Ethnicity and Affiliation
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Issues:
Extent of affiliation with group Assimilation- How much one has change to the culture V.S Cohesions- degree to which members of a group attract to each other Manifestation of culture (e.g., language, dress, appearance, values) |
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Hispanics
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Heavy Roman Catholic, family & male influence.
Differences: Dialect Variations, Different degrees of assimilation, many subgroups |
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African Americans
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Large, Diverse group concentrated in urban areas with an increasing middle class.
Values style, prior high level of brand loyalty & adapts products to own culture. Ex Timberlands |
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Asian Americans
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Fasting growing in US thats concentrated in Cali & Hawaii
Highest incomes of any minority Values relationship, Family traditions and cooperation. Like to maintenance culture despite some assimilation. |
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Special Possesions
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pets, memory-laden objects, achievement symbols, and collections
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Symbolic Value
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Possessions may be special in part because they fulfill the emblematic, role adoption, connectedness, and expressiveness functions
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Emblematic Function
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products that symbolize our membership in various social groups. Includes geographic, ethnic, social class, gender, and reference group emblems
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Role Acquisition Function
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Offerings that help us feel more comfortable in new roles
Cultural- Confirmation, Bar Mitzvahs Achievement Roles- Graduation, Gang Initiaions |
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Connectedness Function
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express our membership in a group and serve as symbols of personal connections to significant people, events, or experiences in our lives.
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Expressiveness Function
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reflects how unique we are, not how we relate to other people
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Mood-Altering Properties
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Enjoyment- enjoyment, relaxation, security, comfort
Spiritual- provides a link to the divine Appearance-related- is beautiful; improves my appearance |
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Possession rituals
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occurs in the acquisition state. Enable the consumer to claim personal possession of new goods.
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Grooming rituals
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occurs in the consumption state. Brings out or maintain the best in special products
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Divestment Rituals
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wiping away all traces of personal meaning
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Gift Giving:
Gestation stage |
we consider what to give the recipient
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Gift Giving
Presentation stage |
occurs with the actual giving of the gift. Includes ceremony, timing & surprise, attention to the recipient, recipient’s reaction
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Gift Giving
Reformulation Stage |
reevaluate the relationship based on the gift-giving experience. Includes relationship bonding reciprocation
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Utilitarian Value
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Utilitarian- allows me to be efficient in daily life
Financial- is valuable in terms of money |
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Extended Self
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We are what we use/own. The levels include individual (personal possessions) family (residence), community, and groups
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Ideal Self
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a set of ideas about how the identity we seek would be realized in it’s ideal form
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Real Self
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student, worker, daughter, and son. May be driven at least in part by the roles we fulfill
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Gift Giving Motivations
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unselfishness
Agnostic helpful Obligatory opposed |
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Social Class
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An identifiable Group of individuals who tend to share similar values & behavior patterns different from those of other classes
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Manifestation of Social Class Across Cultures
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Rigidity of membership criteria
Observability of membership Attitudes toward stratification Implications for social mobility |
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Social Class Influences
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Norms/Values
Trickle Down- Lower class copies trends of upper classes Status Float- When consumers in the upper classes copy purchase patterns and consumption behaviour previously seen in the lower classes |
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Social Mobility
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Upward Mobility- Economic & Social & education
Downward Mobility- Increasing trend is last 20 yrs. Status Panic- When child can't reach status of parent Social Class Fragmentation- Distinctions between social classes are started to disintegrate |
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Compensatory Consumption
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is heavily emphasised as a reaction to, and as an attempt to
make up for, a general lack of esteem or self-actualisation |
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Conspicuous Consumption
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the spending of money and the acquiring luxury goods and services to publicly display economic power. Doesn't usually fit social status.
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Values
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Enduring beliefs that a given behavior or outcome is desirable or good.
ENDURING BELIEFS- slow change. |
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Influence on values
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Culture
Social Class Ethnic Identification Age |
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Terminal Values
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things we think are most important and desirable.
Highly Desired End States |
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Instrumental Values
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Tools need to achieve those end states. Personal characteristic and character traits
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Global & Domain Specific Values
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Global- All Siutation. Ex- I believe in Honesty
Domain- Specific Constraint Ex- I dont believe in Shop lifting |
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Consumer Values- Implications
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Consumer Patters- How much they consume
Marget Seg.- Seg. based on values. Libs V.S Republicans New Product Ideas- Youth, big to maintain youth in countries |
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Measuring Values
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Observation of Cultural Enviroment- Access values of consumers
Means-End Analysis- start w/ends to get to means Questionaries |
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Personality
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way someone response consistently overtime
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Research approaches to Personality
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Psychoanalysis- Fraud, experience when in youth make up your personality
Trait Theories- Personality is something we are born with Phenomenological- Person. Driven by events in your lives Socai- Psychological- DOM. In-between brain makeup & social interactions. Behavioral- Behavior determines personality |
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Can we Predict consumers behavior from personality?
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Yes to some extend but not to demanding.
Variables that preduict behavior- OSL Dogmatism- Subborn, not open NFC Susceptibility to influence Self Monitoring Creativity |
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Innovation
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A product, service, attribute or idea that is perceived as new by consumers within a market segment & has has effect on existing consumption patterns.
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Degrees of Newness
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Discontinuous- Something Revolutionary changes consumption patterns - The computer
Dynamically Continuous- A very big change. Internet Continuous- Modest Change. Facebook |
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Nature of Innovation
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Functional-Mainframes to Personal PC
Aesthic/hedonic- Symbolic-Changes meaning of something |
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Diffusion
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The percentage of a population that has adopted an innovation at a specific point in time
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S-Curve
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Slowly Defused
Ex- Cell phones, home computers, cd players, atms, credit cards |
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Adoption of Innovators Overtime
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Innovators- 2.5% Gives feedback on product. Looked to by the early adopters
Early adopters- 13.5% good indication of how well a product will defuse into the market Early & Late Majority- 34% & Laggards 16% |
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Product factors that will effect the spread of difusion
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1. Relative Advantage- Advantages over old product
2. High compatibility 3. Low complexity 4. High Trialability 5. High Observability |
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Social Factors
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Modernity- extent to which a group is modern & receptive of innovation
Homophile- Products diffuse faster amongst group w/ high homophile Physical distance Opinion Leadership |
