Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
200 Cards in this Set
- Front
- Back
|
The story of the statue not looking right demonstrates the difference between
|
explicit and implicit attitudes
|
|
|
refers to the ability of our unconscious to find patterns in situations and behavior based on very narrow slices of experience
|
"thin-slicing"
|
|
|
The more paradigms we use...
|
the more complete our understanding
|
|
|
Having 3 paradigms encompassed in the real world is a(n)
|
triangulation
|
|
|
Paradigms help...
|
understand consumer behavior
|
|
|
Understanding consumer behavior enables people to
|
create marketing strategies and solve real world problems
|
|
|
3 paradigms
|
Ethnography, CCT, Socialization
|
|
|
What does the Consumer Culture Theory involve?
|
Social Control, Norms, Cultural Values
|
|
|
The reason we occupy more niches-from tundra to the tropics, the forest to the desert, the mountains to the plains-than any other species
|
Culture
|
|
|
How do we know how to survive in each climate?
|
We pass on behaviors and artifacts that help us adapt
|
|
|
Anthropologists identify four aspects of culture
|
1.culture is manifested in behaviors-customs-that are patterned and shared.
2. cultural behaviors are learned from society 3. cultural behaviors are arranged into a complex whole or a web of signification 4. culture consists of shared ideas |
|
|
2 things that are reflections of shared ideas in cultures
|
behaviors and artifacts
|
|
|
Who wrote The Interpretation of Cultures?
|
Clifford Geertz
|
|
|
Said "We are the product of our product" and believed in dialectical, semantic, and coolhunting
|
Jean-Paul Sartre
|
|
|
In order to help us better understand the multiple ways that culture is important for marketing and consumer research, we study:
|
1. Cultural Myths
2. Cultural Icons 3. Cultural rituals 4. Cultural values |
|
|
stories containing symbolic elements that express shared emotions and cultural values
|
Myths
|
|
|
Sam Walton, Harley Davidson, Christmas and the Chinese Moon Cake tradition are all examples of:
|
Myths
|
|
|
What important functions in culture do myths serve?
|
They emphasize how things are interconnected;
Maintain social order by authorizing a social code; Provide psychological models for individual behavior and identity |
|
|
exemplary symbols that people accept as a shorthand to represent important ideas.
|
Icons
|
|
|
When the brand story resonates w/cultural values over a long period of time, the brand may become...
|
iconic
|
|
|
Levi jeans, Harley Davidson, Hershey's chocolate, Coke, James Dean, and Mustang are examples of
|
Icons
|
|
|
results from good story telling
|
Brand Meaning
|
|
|
What makes a brand more apt to become successful?
|
When the story resonates w/the mood of the culture
|
|
|
Brand managers should study...
|
the culture that they are operating in
|
|
|
Consist of behaviors that occur in a relatively fixed sequence and that tend to be repeated periodically
|
Cultural Rituals
|
|
|
Types of rituals related to consumption (examples)
|
Thanksgiving - America
Day of the Dead - Mexico |
|
|
Airwalk is an example of:
|
Possession Rituals
|
|
|
Shaving is an example of:
|
Grooming Rituals
|
|
|
Recycling is an example of
|
Divestment Rituals
|
|
|
Gift-giving is an example of:
|
Exchange Rituals
|
|
|
shared ideas that a group of people believe are good and desired
|
cultural values
|
|
|
Cultural values are deeply historical, passed on from generation to generation, and ultimately are linked to...
|
survival/adaptation
|
|
|
shared beliefs about how people should behavior (e.g. hardworking)
|
Instrumental values
|
|
|
shared desirable end states or life goals (e.g., happiness)
|
Terminal Values
|
|
|
In shoes, padding and support & weight yield:
|
feeling stronger
|
|
|
In shoes, aesthetic design yields:
|
social integration (sign value)
|
|
|
value-expressive consumption
|
sign value
|
|
|
Feeling stronger and yield...
|
.an active lifestyle and stress management
|
|
|
social integration can yield...
|
developing social networks
|
|
|
active lifestyle, stress management, and developing social networks eventually yield:
|
positive self-esteem, confidence, achievement, and happiness
|
|
|
Anthropologists begin with the _______ and then....
|
Object
Work toward constructing the culture |
|
|
Consumer researchers may begin with ________ and then....
|
Values
Work toward the object |
|
|
Promotional strategies should talk about ______, not _____
|
Values
Attributes |
|
|
a shared expectation of behavior that connotes what is considered culturally desirable and appropriate
|
norm
|
|
|
norms are similar to rules in being prescriptive, although often they are...
|
taken for granted or unreflected (presupporitional)
|
|
|
actual behavior may differ from what is considered normative and therefore is labeled
|
deviant
|
|
|
If the actual behavior is "deviant," it means that the concept is:
|
ultimately tied up in issues of social control, creativity, and social order
|
|
|
3 types of norms
|
Folkways
Mores Taboos |
|
|
informal rules (key for consumer behavior and marketing)
|
Folkways
|
|
|
more formal laws
|
Mores
|
|
|
unthinkable behavior
|
taboos
|
|
|
Society is a historical product that developed by
|
trial and error
|
|
|
individuals continually adjusted their behavior to
|
better adapt to the environment
|
|
|
way of behaving become...
|
repeated and produce habits (in individuals) and customs (in groups)
|
|
|
Habits that become commonly accepted ways of doing things
|
folkways
|
|
|
informal rules that are so taken for granted it is difficult to discover all of them
|
informal rules
|
|
|
folkways tend to be...
|
unreflected and prediscursive
|
|
|
folkways take on _______ or work together to produce codes
|
meaning in systems
|
|
|
Who did social distance research?
|
E.T. Hall
|
|
|
a perspective in which one learns how to "fit in" or how to participate in the flow of life which is less related to knowledge and more related to being socialized to and enacting the appropriate...
|
Code
|
|
|
Learning folkways is not learning in a cognitive perspective but from ______
|
experience
|
|
|
______ to folkways may be used for social integration
|
Conformity
|
|
|
_____ may be used for distinction thus become the fuel for fashion innovations...
|
deviations
|
|
|
in the last two decades, codes have ______ creating a wide diversity of roles and new social movements
|
Fragmented
|
|
|
the two sides of the fragmentation of codes:
|
1. has created new opportunities by expanding what one can be
2. has made identity more difficult |
|
|
In the past, identity was closely linked to...
|
occupation, family background, and social class
|
|
|
Identity is now linked to...
|
affiliations, leisure activity, cultural heritage, sexual orientation, fashion, body adornment, use of brands, smart phones, Facebook, MySpace, blog, music, and so on.
|
|
|
Identity is increasingly
|
cosmopolitan
|
|
|
Consumer segments have
|
Fragmented
|
|
|
How do we discover codes?
|
Ethnography
|
|
|
participant observation
|
enthnography
|
|
|
ethnography assumes that...
|
experience is more persuasive than knowledge
|
|
|
Only after participating in the field and letting the socialization process grip us can we begin to gain
|
empathy
|
|
|
"Walk a Mile in my Shoes" written by...explains ethnography
|
Elvis Presley
|
|
|
Whether we are studying tattoos, soccer fans or country dancing, the key is
|
empathy
|
|
|
the process of internalizing the values and normas of a particular culture
|
Socialization
|
|
|
Socialization allows us to develop ____ or _____ but it is also a form of control.
|
"self" or "identity"
|
|
|
Socialization is...
|
learning how to fit in when you don't realize that you are learning.
|
|
|
When one is young, socialization is called
|
primary
|
|
|
Later in life, socialization is more cognitive and called
|
secondary
|
|
|
social institutions or roles that contribute to the socialization process
|
agents of socialization
|
|
|
Examples of Agents of Socialization
|
individuals, organizations, or ideas (parents, religion, school, political systems, peer/reference groups, the workplace, and marketing)
|
|
|
Since the 1950s, the ______ has become a very important agent
|
Mass Media
|
|
|
Mass media examples
|
TV, facebook, myspace, www, video games
|
|
|
help to define chapters in socialization
|
rites of passage
|
|
|
represented and supported, in part, with...
|
products and brands
|
|
|
we all "anticipate" role changes and begin to prepare before we actually assume the role--this is known as
|
anticipatory socialization
|
|
|
if a role change is expected, the social actor will begin to anticipate the _____ associated w/that new role
|
duties and expectations
|
|
|
helps to decrease the stress involved with significant role changes such as rites of passage
|
Anticipatory Socialization
|
|
|
Famous for the "looking-glass self"
|
C.H. Cooley
|
|
|
Cooley assumed that people...
|
will select behavior resulting in a positive self-feeling, over time, the individual will conform, contributing to social order
|
|
|
Who was interested in how we learn to take the role of the other?
|
G. H. Mead
|
|
|
Meade believed that...
|
taking the role of the other (i.e. empathy) was developmental
|
|
|
Stages of taking the role of the other:
|
preparatory stage
play stage game stage |
|
|
Mead often discussed this process as the development of
|
"self"
|
|
|
Suggested that society is fragmented, demanding that individuals develop many "selves"
|
I. Goffman
|
|
|
Goffman believed that...
|
people learn how to manage their appearance and present the most appropriate self given the social context
|
|
|
Famous for "impression management" and "dramaturgy"
|
Goffman
|
|
|
Cooley, Mead, and Goffman are all trying to explain...
|
intersubjectivity (social order)
|
|
|
If we understand social order, we understand
|
social control
|
|
|
informal, close-knit
small, face-to-face value-expressive influence inner-directed consumption feel emancipating cooley and mead |
Primary Groups
|
|
|
formal, more superficial
large, bureaucratic, express affiliation; influence outer-directed consumption groups may feel constraining goffman |
Secondary Groups
|
|
|
Member(s) of Primary Groups
|
Cooley and Mead
|
|
|
Member(s) of Secondary Groups
|
Goffman
|
|
|
examples of inner-directed consumption
|
products and brands that represent values such as a tattoo
|
|
|
examples of influence out-directed consumption
|
dresscode at work or appropriate hairstyle
|
|
|
essentially means a well disciplined way of looking at and evaluating others
|
"Gaze"
|
|
|
The "Gaze" is a popular concept in
|
Sociology
|
|
|
How do we "read" another person?
|
on the basis of products, brands, and their use
|
|
|
We needed to recognize subtle difference in tribal marks to
|
survive
|
|
|
Clothes and fashion show us...
|
nerd versus chic
|
|
|
Right or wrong, we make intferences about people on the basis of
|
their consumer behavior
|
|
|
Buttons first appeared in
|
Germany
|
|
|
Button became widespread with the rise of...
|
snug-fitting garments throughout Europe
|
|
|
Why do men have buttons on the right?
|
So they can unbutton their coats while drawing their swords?
|
|
|
Women have button on the left so...
|
it is easier for their maids to dress them.
|
|
|
Who were forbidden to use buttons in the 14th century?
|
Rising merchant class and peasants
|
|
|
Sumptuary Laws are an example of
|
Social Control
|
|
|
Men having buttons on the right and women on the left, and only upperclass can wear buttons are an example of:
|
Norms
|
|
|
Strict divisions between aristocracy and peasants are n ecessary to maintain social order is an example of
|
Cultural Values
|
|
|
the process of dividing a market into groups of similar consumers
|
Market Segmentation
|
|
|
Market Segmentation helps to answer the question:
|
Who is our customer?
|
|
|
Market Segmentation enables the firm to
|
select the most appropriate group or groups to serve
|
|
|
demo means
|
"people"
|
|
|
psyche means
|
"mind" or "spirit"
|
|
|
these variables are useful when describing populations; e.g. age, sex, ethnicity, socoioeconomic status, percent urban, etc.
|
Demographic variables
|
|
|
these variables are useful when describing the psychological structure of individuals; e.g., activities, interests, opinions, values, attitudes, life-style, etc.
|
Psychographic variables
|
|
|
Traditional Approaches to Segmentation
|
VALS
PRIZM NE Brand Loyalty and degree of use |
|
|
a long-standing traditional example of psychographic segmentation that follows a post hoc model
|
VALS
|
|
|
system in which consumers are asked a variety of questions about their lifestyles and then are grouped on the basis of the similarity of their responses
|
VALS
|
|
|
VALS stands for:
|
"Values and Lifestyles"
|
|
|
is a product of SRI Consulting Business Intelligence
|
VALS
|
|
|
Although developed in the 1970s, it has been redone and updated to enhance its ability to predict consumer behavior
|
VALS
|
|
|
The VALS Framework group consumers ______ by 3 _____ and _____ by ___________.
|
horizontally
primary motivations vertically high or low resources |
|
|
Marketers can purchase VALS groups. How is this info used?
|
To select a consumer target for advertising or promotion
|
|
|
classifies every US neighborhood into one of 15 groups. Each of these groups is further divided into 3 to 6 segments, with a total of ___ distinct segments in the system
|
PRIZM NE
|
|
|
PRIZM NE stands for
|
Potential Rankings Index of Zip Markets - New Evolution
|
|
|
Based on the assumption that consumers that live in the same neighborhood will have similar lifestyles
|
PRIZM NE
|
|
|
PRIZM NE's goal is to create classifications of _____, ____, ____ _______ where consumers live and shop.
|
actual
addressable mappable neighborhoods |
|
|
Each group and segment in PRIZM NE is based on
|
zip codes, demographic info from the US Census, and info on product use, media use, and lifestyle preferences
|
|
|
a collection of young, mobile urbanites; respresents the nation's most liberal lifestyles. Quick to check out the latest movie, nightclub, laptop and microbrews
|
Bohemian Mix
|
|
|
Affordable housing, entry-level jobs and thiving singles scene...young, single and working-class, pursue active lifestyles amid sprawling apartment complexes, bars, convenience stores and laundromats
|
Boomtown Singles
|
|
|
To find brand loyalty and degree of use, one must telescope-in on the
|
core consumer
|
|
|
4 questions one must ask to find brand loyalty
|
Who purchases the product class?
Who purchases the brand? Who is brand loyal? Who is the heavy user? |
|
|
A marketing rule of thumb that 20% of purchasers account for 80% of sales
|
80/20 Rule
|
|
|
Core is like a
|
magnet, attracting other consumers
|
|
|
Core consumers are
|
the most involved consumers
|
|
|
Core consumers may be sensitive to
|
changes in product design or marketing strategy
|
|
|
a single strategy designed for one segment of consumers
|
concentrated
|
|
|
a different strategy for each consumer segment
|
Differentiated
|
|
|
In the case of Ariwalk, the core rider was exposed to
|
strategies designed for other segments, believed brand was selling out, so they switched to Vans
|
|
|
Segments were used to build
|
clusters
|
|
|
Retail occurs
|
geographically
|
|
|
No store's customer base is comprised entirely of
|
a single segment
|
|
|
How were clustered consumers, in terms of segments, brought to life?
|
In store observations
In store interviews Customer focus groups Projective deep interviews In-home studies of consumption lifestyles |
|
|
play an important role in the marketing paradigm
|
Perceptions
|
|
|
important to both the way that theorists articulate the marketing paradigm and the practice of marketing
|
framing
|
|
|
Segmentation, again, involves a process of
|
grouping
|
|
|
Be careful when...
|
the product (cigarettes) or service (on-line dating) could be dangerous to the consumer; and
the segment of consumers targeted is vulnerable (in the sense that they may lack resources or have not yet developed critical capacities) |
|
|
Example of an "unethical" marketing plan
|
Dakota Cigarettes
|
|
|
Consumers are becoming more
|
complex
|
|
|
The complexity of consumers is leading to the ______ of markets
|
fragmentation
|
|
|
Segmentation, due to complexity, is becoming
|
more difficult
|
|
|
shared ideas that a group of people believe are good and desired
|
cultural values
|
|
|
shared beliefs about how people should behave
|
instrumental values
|
|
|
shared desirable end states or life goals
|
terminal values
|
|
|
3 theorists of socialization
|
Cooley, Mead, and Goffman
|
|
|
3 theories of socialization
|
Reference group influence, social sanctions, the gaze
|
|
|
an idea or concept
|
segmentation
|
|
|
Why do we use multiple paradigms to study consumer behavior?
|
Because the more paradigms we use, the more complete our understanding and b/c consumer behavior is multifaceted
|
|
|
Which paradigm focuses on what the consumer is thinking?
|
cognitive
|
|
|
Which paradigm focus on empathetic understanding through participant observation?
|
behavioral
|
|
|
The tipping point is the biography of an idea and that idea is
|
ideas and products and messages and behaviors spread just like viruses do
|
|
|
every paradigm consists of
|
theories, aims, and methods
|
|
|
What does Gladwell mean by the concept of Contagiousness?
|
this is an unexpected property of all kinds of things from flu to fashion to yawning
|
|
|
What links cognitive systems to the environment?
|
attention
|
|
|
The behaviorist argues that
|
researchers should not use cognition for scientific explanations
|
|
|
the quality of "stickiness" essentially means
|
is the message so memorable it can spur someone to action
|
|
|
The behavioral paradigm emphasizes all of the following except which one?
|
attitude measurement should be used to predict consumer behavior
|
|
|
Who is the father of operant conditioning?
|
Skinner
|
|
|
Who is the father of operant conditioning?
|
Skinner
|
|
|
Which is the best definition of ecological psychology?
|
the place, or situation, encodes proper behavior
|
|
|
What is the tipping point?
|
When something changes from additive to geometric
|
|
|
According to the behavioral paradigm, if we want to understand consumer behavior, we must study
|
the interplay between the environment and behavior and consumers in their place of consumption
|
|
|
What does the power of context (part II) emphasize?
|
Social groups, peer pressure, social norms
|
|
|
This is shared knowledge a bout the world that we are living in
|
Semantic
|
|
|
Which group has the power to persuade us when we are unconvinced of what we are hearing?
|
Salesmen
|
|
|
Seasame Street and Blue's Clues were used as examples of
|
the stickiness factor
|
|
|
memory consists of two key categories
|
types and structures
|
|
|
identity consists of
|
semantic and episodic meanings, social integration and distinction
|
|
|
Which paradigm focuses on what the consumer is thinking?
|
cognitive
|
|
|
Which paradigm focus on empathetic understanding through participant observation?
|
behavioral
|
|
|
The tipping point is the biography of an idea and that idea is
|
ideas and products and messages and behaviors spread just like viruses do
|
|
|
every paradigm consists of
|
theories, aims, and methods
|
|
|
What does Gladwell mean by the concept of Contagiousness?
|
this is an unexpected property of all kinds of things from flu to fashion to yawning
|
|
|
What links cognitive systems to the environment?
|
attention
|
|
|
The behaviorist argues that
|
researchers should not use cognition for scientific explanations
|
|
|
the quality of "stickiness" essentially means
|
is the message so memorable it can spur someone to action
|
|
|
The behavioral paradigm emphasizes all of the following except which one?
|
attitude measurement should be used to predict consumer behavior
|
|
|
Who is the father of operant conditioning?
|
Skinner
|
