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41 Cards in this Set
- Front
- Back
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Consumer involvement |
The way we evaluate and choose a product depending on our degree of involvement with the product, marketing message and/or the purchase situation |
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Low involvement |
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High involvement |
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Cognitive involvement |
Where a person is motivated to learn all s/he can about the product |
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Product involvement |
the consumers level of interest in making apartivualar purchase, which can range from inertia to very high |
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Message-response involvement |
(advertising involvement) the consumers interest in processing marketing communications |
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Ego involvement |
(enduring involvement) the importance of a prodduct to a consumers self- concept |
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Noveli stimuli |
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Prominent stimuli |
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Celebrity endorsers |
! |
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Consumer generated content |
Where ordinary people voice their opinions favour products, brand and companies on blogs, podcasts and social networking sites. |
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Consumer values |
Efficiency, Excellence, Status, Self-esteem, Aesthetics |
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Effieciency |
All products aimed at providing various kinds of convoke for the consumers |
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Excellence |
Addressing situations where the experience of quality is the price motivations |
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Status |
Where the consumer pursues success and engage in impression management and conspicuous consumption |
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Self-esteem |
Situations where the satisfaction of possesing is in focus |
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Aesthetics |
Searching for beauty in ones consumption |
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Reference groups |
Individuals or groups whose opinions or behaviour are particularly important to certain consumers. "an actual or imaginary individual or group conceived of having significant relevance upon an individuals evaluations asporations or behaviour. |
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Formal groups |
organisations with a recognized structure |
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Informal groups |
such as a group of friends or neighbours |
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Groups by membership |
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Positive/negative refernce groups |
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Virtual communities |
Collection of people whose inline interactions are based on shared enthusiasm |
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Social power |
inforation power, referent power, legitimate power, expert power, reward power, coercive power |
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Information power |
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Referent power |
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Legitimate power |
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Expert power |
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Reward power |
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Coercive power |
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Brand communities |
Unites consuemers who share a common passion for a product |
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Consistency |
We are motivated to buy or use product in order to be consistent with what other people do
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Informations reference group |
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Utilitarian reference group |
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Value-expressive reference group |
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Normative social influence |
Conforming to saitsfy the expectations of others and/or be accepted by the groups. |
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Informational social influence |
modelling behaviuor on other as people perceive other peoples behaviour as evidence of the correct way to act. the need to be NOTICED |
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Word of mouth |
"rumours" about product that spreads among products. Can both be negative and positive. |
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Opinion leader |
Are knowledgeable about a product and whose opinions are highly regarded. Possess expert power. Socially active and highly interconnected in the community. Similar to the consumer in terms of values and beliefs, often among the first to purchase new products. |
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MArket mavens |
Have a general interest in marketplace activities |
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Surrogate consumers |
Are compensated for their advice about purchases. |
