Consumer Behaviour Chapters 1-3 11-15

Front 1

Culture Jamming

Back 1

the defacement or alteration of advertising materials as a form of political expression (1)

Front 2

Social Marketing

Back 2

the promotion of causes and ideas (social products), such as energy conservation, charities, and population control (1)

Front 3

Consumer addiction

Back 3

the physiological and/or psychological dependency on products or services (1)

Front 4

Compulsive consumption

Back 4

the process of repetitive, often excessive, shopping used to relieve tension, anxiety, depression, or boredom (1)

Front 5

Shrinkage

Back 5

the loss of money or inventory from shoplifting and employee theft (1)

Front 6

Primary research

Back 6

research conducted to specifically address the question in hand (1)

Front 7

Sensation

Back 7

The immediate response of sensory receptors (eyes. ears, nose, mouth, fingers) to such basic stimulias light, color, and sound (2)

Front 8

Sensory Marketing

Back 8

A marketing strategy that focuses on the impact of sensations on our product experience (2)

Front 9

Trade dress

Back 9

color combinations that come to be strongly associated with a corporation or a brand (2)

Front 10

Kansei Engineering

Back 10

A japanese philosophy that translates customers' feelings into design elements (2)

Front 11

Exposure

Back 11

an initial stage of perception where some sensations come within range of consumers' sensory receptors (2)

Front 12

Psychophysics

Back 12

the science that focuses on how the physical environment is integrated into the consumers' subjective experience (2)

Front 13

Absolute Threshold

Back 13

the minimum amount of stimulation that can be detected on a sensory channel (2)

Front 14

Differential Threshold

Back 14

The ability of a sensory system to detect changes or differences among stimuli (2)

Front 15

JND (just noticeable difference)

Back 15

the minimum change in a stimulus that can be detected by a perceiver (2)

Front 16

Weber's Law

Back 16

the principle that the stronger the initial stimulus, the greater the change must be to be noticed (2)

Front 17

Subliminal Perception

Back 17

the processing of information presented below the consumers awareness (2)

Front 18

Embeds

Back 18

tiny figures inserted into magazine ads by using high speed photography or airbrushing. These hidden figures, usually of a sexual nature, supposedly exert strong but unconscious influences on innocent readers. (2)

Front 19

Attention

Back 19

the extent to which the brain's processing activity is devoted to a particular stimulus. (2)

Front 20

Perceptual vigilence

Back 20

times or situations consumers are more likely to notice ads (2)

Front 21

Perceptual defence

Back 21

blocking out ads (smokers) (2)

Front 22

Adaptation

Back 22

the degree to which consumers continue to notice a stimulus over time
Several factors lead to adaptation:
1. intensity
2. duration
3. discrimination
4. exposure
5. relevance

Front 23

Schema

Back 23

set of beliefs that stimulus are assigned to (2)

Front 24

Gestalt Psychology

Back 24

school of thought maintaining that people derive meaning from the totality of a set of stimuli rather than from any individual stimulus (2)

Front 25

Principle of Closure

Back 25

consumers tend to see an incomplete picture as complete (being able to read a sentence if there is a word missing) (2)

Front 26

Principle of Similarity

Back 26

Consumers tend to group together objects that share similar physical characteristics; they group like items into sets to form an integrated whole. (2)

Front 27

Figure-ground principle

Back 27

one part of a stimulus will dominate (the figure) while other parts recede into the background (photo with a figure in focus but the background blurred) (2)

Front 28

Positioning strategy

Back 28

the way the marketer wants the brand to be viewed in the eyes of the consumer (2)

Front 29

Reposition

Back 29

process of creating a new positioning strategy for the brand (2)

Front 30

Behavioural learning theories

Back 30

assume that learning takes place as the result of responses to external events as opposed to internal thought processes (3)

Front 31

Classical conditioning

Back 31

Pavlov's dogs
Pairing a stimulus that elicits a response (unconditioned stimulus UCS) with another stimulus that initially does not elicit a response of its own (conditioned stimulus). Eventually the conditioned stimulus will create a conditioned response (CR). (3)

Front 32

Associative Learning

Back 32

learning that occurs when the consumer makes simple associations between stimuli, without more complex cognitive processes taking place (3)

Front 33

Stimulus generalization

Back 33

the tendency for a stimulus similar to a conditioned stimulus (CS) to evoke similar conditioned responses. (3)
Applications of generalization:
1. product line extensions ex mr. clean
2. Family branding ex google
3. Licensing- well known names rented by others
4. look alike packaging

Front 34

Stimulus Discrimination

Back 34

Occurs when a stimulus similar to a conditioned stimulus is not followed by an unconditioned response (3)

Front 35

Masked Branding

Back 35

deliberately hides a product's true origin (3)

Front 36

Brand equity

Back 36

a brand that has strong positive associations in a consumers memory and commands a lot of loyalty as a result (3)

Front 37

Instrumental conditioning

Back 37

occurs as the individual learns to perform behaviours that produce positive outcomes and avoid behaviours that yield negative outcomes. (3)

Front 38

Positive reinforcement

Back 38

form of reward

Front 39

negative reinforcement

Back 39

remove a negative stimulus in a way that increases a desired response ex: salesman removes the sales tax from a purchase (negative stimulant) in order to complete a sale (desired response) (3)

Front 40

Punishment

Back 40

when a response is followed by an unpleasant event (3)

Front 41

Frequency Marketing

Back 41

reinforces regular purchasers by giving them prizes that increase with the value of the amount purchased (3)

Front 42

Spreading activation

Back 42

in the context of memory the notion that energy spreads across nodes of varying levels of abstraction; as one memory node is activated other nodes associated with it also become activated thus spreading across the network. (3)

Front 43

Analogical Learning

Back 43

teaching consumers about a new product through analogy between the new product (called the target) and an existing one (called the base)

Front 44

Reference Group

Back 44

An actual or imaginary individual or group conceived of as having significant relevance upon an individuals evaluations, aspirations or behaviour (ch. 11)

Front 45

Informational reference group

Back 45

doctor, lawyer teacher

Front 46

Utilitarian reference group

Back 46

government, churches
serves the needs of the many -- good of the many

Front 47

Value-Expressive reference group

Back 47

family, team, friends

Front 48

Normative influence

Back 48

reference group helps to set and enforce fundamental standards of conduct (11)

Front 49

Comparative influence

Back 49

reference group influences decisions about specific brands or activities

Front 50

Reference groups can be _______ or ______

Back 50

Formal (ex large structure orga) Informal (EX Group of friends)

Front 51

Brand community

Back 51

set of consumers who share a set of social relationships based on usage or interest in a product (ch. 11)

Front 52

Aspirational reference groups

Back 52

comprise of idealized figures (mother theresa, athletes, actors)

Front 53

Dissociative reference groups

Back 53

groups (or group members) that the consumer wants to avoid association with (ch.11)

Front 54

Antibrand communities

Back 54

groups of consumers who share a common disdain for a celebrity store or brand

Front 55

Social power

Back 55

Capacity to alter the actions of others (ch. 11)

Front 56

Referent Power

Back 56

Consumers voluntarily change behaviours to please or identify with a person or group they admire (ch. 11)

Front 57

Informational Power

Back 57

know something others would like to know

Front 58

legitimate power

Back 58

people are granted power by virtue of social agreement ex cops

Front 59

expert power

Back 59

derived from possessing a specific knowledge or skill ex doctor

Front 60

reward power

Back 60

when a person or group has the means to provide positive reinforcement that entity will have power over a consumer to the extent that this reinforcement is valued or desired

Front 61

Coercive power

Back 61

fear appeals, intimidation, negative consequences if product is not used, punishment (ch. 11)

Front 62

Self identifying opinion leader

Back 62

make yourself a critic or an expert

Front 63

Sociometric opinion leader

Back 63

Group makes someone an opinion leader because he/she is right more often than he is wrong ch.11

Front 64

Word of mouth opinion leader

Back 64

communicating our opinions w/ others (trends, viral, buzz, guerrilla marketing) Ch. 11

Front 65

Nodes

Back 65

members in a network -> have interactions, have flows

Front 66

Tiers

Back 66

Relationships among nodes

Front 67

Discretionary Income

Back 67

the money available to a household over and above that required for a comfortable standard of living (Ch. 12)

Front 68

Spendthrift

Back 68

spend cautiously because they enjoy saving money

Front 69

Tightwads

Back 69

for whom spending money is an unpleasant experience (12)

Front 70

Brand Aspirational Shopper Group

Back 70

People with low incomes who are obsessed with brand names (12)

Front 71

Value Price Shopper Group

Back 71

Those who like low prices and can't afford much more (12)

Front 72

Price Sensitive Affluent Shopper Group

Back 72

Wealthier shoppers who love deals (12)

Front 73

Economic Psychology

Back 73

concerned with the human side of econoics

Front 74

Consumer confidence

Back 74

state of mind of consumers relative to their optimism or pessimism about economic conditions and how they predict they will fare down the road

Front 75

Social Class

Back 75

determined by income, family background, education and occupation

Front 76

Homogamy

Back 76

tendency to marry and associate with people in a similar social class as you

Front 77

Social Stratification

Back 77

the creation of artificial divisions, resources distributed unequally (12)

Front 78

Achieved Vs Ascribed

Back 78

Hard work Vs. being born with a silver spoon

Front 79

Social Mobility

Back 79

passage of individuals from one class to another

Front 80

Components of Social Class:
1. _______
2. _______

Back 80

1. Occupational prestige
2. Income

(12)

Front 81

Groups and attitudes toward Luxury (four groups)

Back 81

1. Luxury is functional
2. Luxury is a reward
3. Luxury is indulgence

(12)

Front 82

Luxury is functional

Back 82

Buy things that last and have enduring value (12)

Front 83

Luxury is a reward

Back 83

Use luxury goods to say I've made it. (12)

Front 84

Luxury is indulgence

Back 84

Purpose is to be lavish and self indulgent (12)

Front 85

Taste Culture

Back 85

A group of consumers who share aesthetic and intellectual preferences (12)

Front 86

Invidious Distinction

Back 86

to inspire envy in others (12)

Front 87

Conspicuous Consumption

Back 87

Peoples desire to provide prominent, visible evidence of their ability to afford luxury goods (12)

Front 88

Power based on Party affiliation

Back 88

exerting influence based on who you know (12)

Front 89

Boomerang kids

Back 89

kids that move out and then come back home (especially if they are single and just finished post secondary) (ch.12)

Front 90

Sandwich Generation

Back 90

Parents moving in with their kids who have kids of their own (ch.12)

Front 91

Subculture

Back 91

a group whose numbers share beliefs and common experiences that set them apart from others (ch.13)

Front 92

Microculture

Back 92

Share a strong identification with an activity or art form; have a unique set of norms, vocabulary, and product insignias ex: Trekkies, Whovians, MMA enthusiasts (ch.13)

Front 93

Interbellum generation

Back 93

ppl born at the beginning of the 20th century (ch. 13)

Front 94

Silent generation

Back 94

ppl born between the 2 world wars (ch. 13)

Front 95

War baby generation

Back 95

ppl born during world war 2 (ch. 13)

Front 96

Baby boom generation

Back 96

ppl born between 1946-1964 (ch. 13)

Front 97

Generation X

Back 97

ppl born between 1965-1985 (ch. 13)

Front 98

Generation Y

Back 98

Ppl born between 1986-2002 (ch.13)

Front 99

Generation Z

Back 99

PPL born 2003 and later (ch. 13)

Front 100

Chronological age Vs. Perceived age

Back 100

how old someone is Vs. How old a person feels (ch. 13)

Front 101

Ethnic Subcultures

Back 101

groups of people sharing common cultural and/or genetic ties (ch. 13)

Front 102

High Context Culture

Back 102

group members tightly knit and they infer meanings that go beyond spoken word (ch. 13)

Front 103

Low Context Culture

Back 103

group members that are more literal and rely on spoken word more often (ch. 13)

Front 104

Culture

Back 104

Society's personality; accumulation of shared meanings, rituals, norms, and traditions among members; ones culture determines product priorities and mandates a products success or failure(ch. 14)

Front 105

Power Distance

Back 105

Way members perceive differences in power when they form interpersonal relationships (ch. 14)

Front 106

Uncertainty Avoidence

Back 106

degree to which people feel threatened by ambiguous situations (ch. 14)

Front 107

Masculine Vs. Feminine

Back 107

Degree to which sex roles are clearly delineated (ch. 14)

Front 108

Individualism vs. Collectivism

Back 108

Extent to which culture values the welfare of the individual vs that of the group (ch. 14)

Front 109

Norms

Back 109

rules dictating what is right or wrong (ch. 14)

Front 110

Enacted Norms

Back 110

Explicitly decided on (eg green=go)
(ch. 14)

Front 111

Crescive Norms

Back 111

embedded in a culture and include:
1. Customs
2. Mores
3. Conventions
All three combine to define culturally appropriate behaviour
(ch. 14)

Front 112

Conventions

Back 112

Norms regarding the conduct of everyday life (ch. 14)

Front 113

Mores

Back 113

Customs with a strong moral overtone (ch. 14)

Front 114

Customs

Back 114

Norms handed down from the past that control basic behaviour (ch. 14)

Front 115

Food culture

Back 115

Pattern of Consumption that reflects the social group

Front 116

Myth

Back 116

Story containing symbolic elements that represent the shared emotions/ideals of a culture (ch. 14)

Front 117

Myths serve 4 interrelated functions in a culture:

Back 117

1. Metaphysical: help explain origins of existence
2. Cosmological: emphasize that all components of the universe are part of a single picture
3. Sociological: maintain order by authorizing a social code to be followed by members of a culture
4. Psychological: provide models for personal conduct
(ch. 14)

Front 118

Ritual

Back 118

set of multiple symbolic behaviours that occur in a fixed sequence and that tend to be repeated periodically (ch. 14)

Front 119

Sacred Consumption

Back 119

involves objects and events that are set apart from normal activities; that are treated with respect or awe (ch. 14)

Front 120

Profane Consumption

Back 120

involves consumer objects and events that are ordinary and not special (ch. 14)

Front 121

Sacred Places

Back 121

religious/mystical and country heritage such as stonehenge (ch. 14)

Front 122

Property of Contamination

Back 122

something sacred happened there so it assumed sacred qualities (ch. 14)

Front 123

Sacred People

Back 123

Idolize certain people and set them apart from the masses (ex movie stars) (ch. 14)

Front 124

Desacralization

Back 124

A sacred item/symbol is removed from its special place or is duplicated in mass quantities (becomes Profane) (ch. 14)

Front 125

Sacralization

Back 125

Ordinary objects, events, and people take on sacred meaning ex olympics, mother Theresa
(ch. 14)

Front 126

cultural production process

Back 126

selection of alternatives over others; culmination of complex filtration of image and what is hot (ch. 15)

Front 127

Cultural production systems (CPS)

Back 127

set of individuals and orga's responsible for creating and marketing a cultural production (ch. 15)

Front 128

Important factors in a cultural production system (2)

Back 128

1. number/diversity of competing systems
2. amount of encouraged innovation vs conformity
(ch. 15)

Front 129

Creative subsystem of CPS

Back 129

responsible for generating new symbols or products ex Michael Buble (ch. 15)

Front 130

Managerial subsystem of CPS

Back 130

responsible for selecting, making tangible, mass producing, and managing the distribution of new symbols of products Ex. Warner records (ch. 15)

Front 131

Communications subsystem of CPS

Back 131

responsible for giving meaning to new products and providing them with symbolic sets of attributes that are communicated to consumers ex advertising and publicity agents (ch. 15)

Front 132

Cultural gatekeepers

Back 132

responsible for filtering the overflow of info and materials for customers (ch. 15)

Front 133

Tastemakers

Back 133

Influence products consumers get to consider example magazine editors, reviewers, DJs (ch. 15)

Front 134

Art

Back 134

Object of aesthetic contemplation, no functional value (ch. 15)

Front 135

Craft

Back 135

Admired because of the beauty with which it performs some function (ch. 15)

Front 136

Cultural Formula

Back 136

Sequence of media events in which curtain roles and props tend to occur consistently (ch. 15)

Front 137

Recycling of images

Back 137

creative subsystem members reach back through time for inspiration (remix the past) ex Spiderman (ch. 15)

Front 138

Reality Engineering

Back 138

Process whereby elements of popular culture are appropriated by marketers and become integrated into marketing strategies (ch. 15)

Front 139

Cultivation Hypothesis

Back 139

Medias ability to distort consumers perceptions of reality (ch. 15)

Front 140

Product Placement

Back 140

the insertion of real products in movies, tv shows, books and plays (ch. 15)

Front 141

Branded entertainment

Back 141

advertisers showcase their products in longer form narrative films instead of brief commercials (ch. 15)

Front 142

Advergaming

Back 142

online games merge with interactive ads that let companies target specific types of consumers (ch. 15)

Front 143

Plinking

Back 143

the act of embedding a product or service link in a video (ch. 15)

Front 144

Innovation

Back 144

product or service consumers perceive to be new (ch. 15)

Front 145

Diffusion of innovation

Back 145

Process whereby a new product or service spreads through a population (ch. 15)

Front 146

Innovators

Back 146

People who are always on the lookout for novel developments and will be the first to try a new offering; socially active, category specific, favour taking risks, higher education/income (ch. 15)

Front 147

Early Adopters

Back 147

People receptive to new styles because they are involved in the product category and place a high value on being in fashion; concern for social acceptance (ch. 15)

Front 148

Continuous innovation

Back 148

a modification of an existing product; evolutionary rather than revolutionary (ch. 15)

Front 149

Dynamically Continuous Innovation

Back 149

more pronounced change to an existing product (ch. 15)

Front 150

Discontinuous Innovation

Back 150

Creates major changes in the way we live example cars, airplanes (ch. 15)

Front 151

Prerequisites for successful Adoption

Back 151

1. compatibility -> compatible with consumers lifestyle
2. Trial-ability -> more likely to adopt if they can experiment with it prior to purchase
3. Complexity -> easier to use product will be chosen
4. Observability -> easily observed more likely to spread
5. Relative Advantage -> Should offer a relative advantage over competitors
(ch. 15)

Front 152

Fashion System

Back 152

PPL and Orgas involved in creating/transferring symbolic meanings to cultural goods (ch. 15)

Front 153

Fashion

Back 153

The Process of social diffusion by which a new style is adopted by some groups (ch. 15)

Front 154

A Fashion

Back 154

a specific combination of attributes ex tutus (ch. 15)

Front 155

In Fashion

Back 155

A combo that is currently favoured positively by some reference group (ch. 15)

Front 156

Cultural Categories

Back 156

the grouping of ideas and values that reflect the basic way members if society categorize the world (ch. 15)

Front 157

Collective Selection

Back 157

Process by which certain symbolic alternatives are chosen over others (ch. 15)

Front 158

Parody Display

Back 158

Deliberately avoiding status symbols, to seek status by mocking it (ch. 15)

Front 159

Meme Theory

Back 159

an idea or product that enters the consciousness of people over time such as tunes, phrases; "Is that your final answer"; memes that survive are distinctive and memorable (ch. 15)

Front 160

Tipping Point

Back 160

moment of critical mass (ch. 15)

Front 161

Fashion Acceptance Cycle

Back 161

diffusion process of a style through 3 stages: introduction, acceptance, regression (ch. 15)

Front 162

Fad

Back 162

Short term, non utilitarian, adopted on impulse

Front 163

Long term trend

Back 163

fits with basic lifestyle changes, real benefit evident, can be personalized (ch. 15)