Consumer Behavior Final

Front 1

status symbols

Back 1

markers of one's social class

Front 2

2 factors in shifting income patterns

Back 2

1. Shifting women's roles
2. Increased education

Front 3

Discretionary Income

Back 3

Income available to a household over and above the ammount required to live confortably

Front 4

Behavior Economics or Economic Psychology

Back 4

Focus on the human elements of economic decisions

Study how a human's motives and expectations for the future affect their purchases today

Front 5

COnsumer confidence

Back 5

The extent to which consumers are confident about the future health of the economy
---affects ammount of discretionary spending

Front 6

Social Class (3 factors)

Back 6

Income, education, and occupation
--determines how much money you spend and how you spend it

Front 7

Universal Pecking Order

Back 7

comes from dominance/submission order of birds....humans also have it which determines access to housing, consumer goods, and education

Front 8

Marx and webers view on class

Back 8

Marx- position determined by closeness to means of production

Weber- determined by status groups, party, and class

Front 9

People in same class:
(4 things)

Back 9

1. Have similar occupations
2. Have similar lifestyles due to income and taste similarities
3. Tend to socialize with each other
4. Share opinions with each other about how life should be lived properly

Front 10

social stratification

Back 10

creating artificial divisions within a class

Front 11

achieved/ascribed status

Back 11

achieved- earned
ascribed- born with

Front 12

social mobility/horizontal mobility

Back 12

s.m.- the ability to move within social classes

horizontal- exchanging one position for roughly an equivalent one

Front 13

Income and Social class as predictor of purchases

Back 13

Social class good for low/medium cost that relate to status

Income good for expensive with no status

both good for expensive status

Front 14

problems with measures of social class

Back 14

1. CHanging family structures
2. anonymity
3. status inconsistency

Front 15

status crystalization

Back 15

assesses the impact of inconsistency on the self and social behavior

-since rewards from each part of such an unbalanced person's life are variable and unpredictable, stress will result.
These people much mroe receptive to social change

Front 16

overpriviledged/underpriveledged

Back 16

over- more money then expected for a social group
under- less

Front 17

Marketers have failed to use social class by:

Back 17

1. ignoring status inconsistencies
2. ignoring intergenerational mobility
3. ignoring subjective social class
4. ignored consumers aspirations to change their class standing
5. ignored the social status of working wives

Front 18

working class

Back 18

constricted worldview,
focus on a products utility, concerned about house/yard, too much work to maintain upper class appearacnce, rely on relatives for support, conservative and family oriented

Front 19

taste culture

Back 19

differentiates people in terms of their asthetic and intellectual preferences

Front 20

semiotic approach to social class

Back 20

focuses on different types of codes (the way meanings are expressed and interpreted by consumers) used within different social strata
--allow marketers to communicate well with different groups

Front 21

restricted/elaborated codes

Back 21

restricted- dominant among workign class-focus oncontext of object

elaborated- used by middle, upper class
--require a sophisticated world view

Front 22

invidious distinction

Back 22

used to inspire envy through displays of power and wealth

Front 23

conspicuous consumption

Back 23

peoples desire to provide prominently visible evidence of the ability to afford luxury goods

Front 24

leuisure class

Back 24

people for whom productive work is considered taboo

Front 25

conspicuous waste

Back 25

shows others that one has assets to spare

Front 26

parody display

Back 26

deliberately avioding status symbols

Front 27

subcultures

Back 27

a group of people within society that share common beliefs or experiences that seperate them from others

Front 28

ethnic subculture

Back 28

self-perpetuating group of people who are held together by common cultural or genetic ties

Front 29

high context cultures

Back 29

members are tight knit
likely to infer meanings that go beyond the spoken word
symbols and gestures have a greater meanings

Front 30

de-ethnicitization

Back 30

the process by which a product formally associated with a specific ethnic group is marketed to other subcultures

Front 31

Affrican Americans

Back 31

-2nd largest minority group
-typically spend money similar to whites
-consumption more based on income levels than ethnicity

Front 32

allure of hispanics for marketers

Back 32

-big families
-brand loyal
- highly concentrated geographically
-young market
strong need for status and pride symbols

Front 33

Acculturation

Back 33

the process of movement and adaptation to one's culture by a member of another culture

Front 34

Progressive Learning Model

Back 34

a prospective that assumes people gradually learn more about a culture by increasingly coming into contact with it

Front 35

Acculturation agents

Back 35

people and objects that teach the ways of a culture

Front 36

Acculturation process

Back 36

Movement- the factors taht cause an individual to uproot themselves and move to another place
Translation- attempting to master a set of rules for operating in the new environment
Adaptation- where new consumption patterns are formed

Front 37

Assimilation

Back 37

adopting products that are associated with mainstream culture

Front 38

maintence

Back 38

maintaining some practices associated with the culture of origin

Front 39

resistence

Back 39

resenting the pressure to conform to mainstream culture

Front 40

segregation

Back 40

physically seperating yourself from mainstream members of a culture

Front 41

Asian Americans

Back 41

fastest growing group of minorities
- highly educated, higher income,s tress on status symols and brands
-high focus on technology

Front 42

catholics

Back 42

-1/4 of america
-tend to be poorer b/c of discrimination in past, focus on group
- bigger families
-rigid organizational structure

Front 43

protestants

Back 43

stresses faith of individual, seeking out secular knowledge
-tend to be over represented b/c of historical roots in america
- WASP's and their culture idealized and copied
-stress hard work

Front 44

born again christians

Back 44

low income, low education
-southern, ladies, and elderly
-influential in removing sex, violence from advertising
-conservative and traditional

Front 45

jewish

Back 45

tend to be wealthy, opinion leaders
-both an ethnicity and a religion
-reinforces individual responsibility for ones actions and self education

Front 46

muslim

Back 46

-not always arab, many are black
-growing subgroup
-largely ignored by marketers

Front 47

Age Cohorts

Back 47

A group of individuals who are of similar age and share similar experiences, share common memories, and cultural heroes

Front 48

Teens

Back 48

-use profucts to express identities, explore newfound freedoms, and rebel against authority
-concerned with environement, aids, abortion, etc...

Front 49

4 conflicts common to teens

Back 49

1. Autonomy vs. belonging- teens want to rebel against others, but still attach themselves to a support structure
- rebellion vs. conformity- need to rebel against social standards while still fitting in
-idealism vs. pragmatism- view adults as hipocrites, and themselves sincere (have to justify beleifs vs. what they actually see)
-Narcissism vs. intimacy- teens often obsessed with their own appearances, but want to connect with others

Front 50

event marketing

Back 50

planning a promotion that will get individuals in a central location

Front 51

wall media

Back 51

posters to communicate to students on the run

Front 52

baby busters

Back 52

more sophisticated in evaluating products
-don't like alot of hype or products that take themselves too seriously

Front 53

4 segments of generation X

Back 53

1. Cynical disdainers- most pessimistic worldview

2. Traditional Materialists- set on living out american dream of buying things, positive worldview

3. Hippies revisted- share values of the 60's. Express self through music, retro fahshio, and spirituality

4. fifties macho- conservative who believes in traditional gender roles and is least accepting of multiculturalism

Front 54

Baby boomers

Back 54

biggest market, wealthiest
-as teens, they created a revolution in style, politics, and consumer attitudes
-often feather their nests- but alto of household funishings

Front 55

grey market

Back 55

-less concerned with living frugally for the sake of kids, grandkids
- living longer b/c of medical advances
-2nd largest market
-control a large ammount of income

Front 56

older consumers values (3)

Back 56

1. Autonomy- want to live self sufficient, active lives
2. COnnectedenss- value friends and family
3. Altruism- want to give something back to the world

Front 57

percieved age

Back 57

how old one feels
(feel age vs. look age)