Consumer Behavior Exam 1

Front 1

sum total of learned beliefs values and customs that direct behavior of members of a particular society

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culture

Front 2

process of absorbing a culture

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socialization

Front 3

learn ones own culture

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enculturation

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learning of a new or foreign culture

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acculturation

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time delay between introduction of innovations and their acceptance

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cultural lag

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tendency to make cross cultural evaluations on the basis of pre reflective beliefs and values that are rooted in ones own culture

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ethnocentrisim

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lends through which one thinks, feels, and acts

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culture

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7 basic elements of culture

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1 culture is learned
2 culture regulates society
3 culture makes living more efficient
4 culture is adaptive
5 culture is environmental
6 muiltiple cultures are hierarchically nested
7 culture is inculcated

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shared beliefs or group norms that have been internalized by individuals, perhaps which some modification

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values

Front 10

beliefs held by a consensus of a cultural group concerning the behavior rules for individual members

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norms

Front 11

sets of symbolic behavior that occur in a fixed sequence and tend to be repeated periodically

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rituals

Front 12

stories that express some key values of a society or culture

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myths

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family, religious institutions, and schools

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cultural transfusive triad

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transmission of cultural values ( 3 things)

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cultural transfusive triad, early lifetime experiences, peers

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values pertaining to the end states of conduct

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terminal

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values related to the modes of conduct (lead to the end states)

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instrumental

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who developed 5 major cultural dimensions

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Hofstede

Front 18

value individuals place on their own individual advancement and benefits versus the good of the group

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individualism

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citizens obey authority without questions

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high power distance

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people are seen as equals, tend to place importance on individuality and independence

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low power distance

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degree to which people feel threatened by ambiguity and uncertainty

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uncertainty avoidance

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less need for structuring activities and are willing to assume greater risk

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low uncertainty avoidance

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reduce risk and attain security by developing systems and methods for dealing with ambiguity

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low uncertainty avoidance

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degree to which dominant values are success, money, and things

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masculinity

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dominant values are caring for others and the quality of life

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femininity

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fostering of virtues oriented towards future rewards

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long term orientation

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fostering of virtues related to the past and present

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short term orientation

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generally entails the measurement of culture by observation

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ethnography

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commonly used to measure cultures

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direct questioning

Front 30

study of a culture by reviewing its media and/or literature

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content analysis

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specific to a particular culture (home run, piece of cake)

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idiomatic expressions

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approaches to life culture finds desirable

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self oriented values

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cultures view of relationships between people

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other oriented values

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relationships with environment

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environment oriented view

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basis of how people compete for higher status

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symbolic capital

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3 types of symbolic capital

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economic
social
cultural

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single best indicator (proxy) of class

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occupation

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"country club establishment"

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upper upper class

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new wealth

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lower upper class

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faithful followers

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lower middle class

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security minded majority

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upper lower class

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achieving professionals

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upper middle class

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rock bottom

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lower lower class

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meanings are expressed and interpreted by consumers

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codes

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dominant among working and lower class individuals

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restricted codes

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dominant among upper and middle class

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elaborated codes

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the two variables are occupation and education

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Two Factor Index of Social Position

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achieved or ascribed position of an individual in a group or in society

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status

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all of the behavior patterns associated with a particular status

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role

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rules and standards of conduct by which group members are expected to abide

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norms

Front 51

process by which a new member learns the system of values, norms, and expected behavior patterns of the group being entered

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socialization

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what groups use to influence members behavior

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power

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based on the perception one has of anothers ability to reward him/her

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reward power

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power to influence behavior through the use of punishment or the withholding of rewards

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coercive

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stems from group members perception that the group has legitimate right to influence them

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legitimate power

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results from the expertise of the individual or group

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expert power

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comes from the feeling of identification a person has with the group

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referent power

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the type of influence that is expressed through pressures for compliance with group norms

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utilitarian (normative)

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a breakdown of standards and values

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anomie

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where a need for psychological association with a group is evidenced of its norms, values, or behavior and a conforming response is made even though there is no motivation to become a member

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value expressive

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where the opinions of others provide credible and needed evidence about reality

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informational

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two types of conformity

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compliance and acceptance

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conform with a group without accepting all of its beliefs

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compliance

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when one actually changes his beliefs and values to those of the group

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acceptance

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communication between a source and a receiver, where the receiver perceives the source as independent regarding a product, service, or brand

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WOM (word of mouth)

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transmitter of this information is referred to as a

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opinion leader

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internet users who influence other consumers online

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e-flentials

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an agents ability to informally incline the beliefs, attitudes, or behaviors of others

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opinion leadership

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parties who actively seek to modify other peoples religious beliefs, attitudes, or behavior

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agents of change

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media have an immediate, direct, forcefull impact on a mass audience

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hypodermic needle method

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lower social classes emulate those in higher classes

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trickle down theory

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the influencer and reciever have different characteristics

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heterophilous influence

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the influencer and receiver have similar characteristics

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homophilous influence

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mass media-->influentials-->others

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two step model

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the general public (opinion seekers) are influenced by the mass media, opinion leaders and gatekeepers

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multistep model

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the spread of a new product or idea within the marketplace

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diffusion

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the decision making stages an individual goes through before accepting a product

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adoption

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3 types of innovation

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continuous
dynamically continuous
discontinuous

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has the least disruptive influence on established patterns of behavior

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continuous

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more disruptive than continuous, but does not alter established patterns

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dynamically continuous

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unique products that significantly alter established consumption patterns

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discontinuous

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degree to which the innovation appears superior to existing products

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relative advantage

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degree to which it matches the values and experiences of the individuals in the community

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compatibility

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degree to which it is relatively difficult to understand or use

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complexity

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degree to which the innovation can be sampled in small quantities and experienced before purchase

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divisibility (or trialability)

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degree to which the results of the use of the innovation are observable or describable to others

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observability

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5 types of adopters

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innovators
early adopter
early majority
late majority
laggards

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5 types of barriers to adoption

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value barrier
usage barrier
risk barrier
image barrier
tradition barrier

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percieved lack of product performance relative to the products price compared to that of substitute brands

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value barrier

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condition where an innovation is not part of a consumers routines

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usage barrier

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a condition where uncertainty lingers about adopting an innovation

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risk barrier

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condition where a product or brand is unknown by the public or suffers from an unfavorable image

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image barrier

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condition where cultural norms and values hamper product adoption

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tradition barrier

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3 concepts that relate to peoples behavior when they are part of a group

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group shifts
social trap
social fence

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tendency of groups to cause individuals to shift their decision in either a more cautious/risky decision direction

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group shifts

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each individual acts to obtain an individual short term gain that results in a long term group and individual loss

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social trap

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people avoid taking some action because the action would cause temporary harm; but by not taking the short term action, long term group loss results

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social fence