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165 Cards in this Set
- Front
- Back
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Family
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two or more persons, related either through birth, marriage, or adoption, living under one roof
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Enacted role
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the overt behavior displayed by an individual in a particular situation
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Perceived role
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an individual's perceived obligations
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Perscribed role
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the set of expectations held by others as to what models of behavior should be displayed by an individual in a situation
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8 Family Consumption Rules
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influencers, gatekeepers, deciders, buyers, preparers, users, maintainers, disposers
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Influencers
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members of the family whose beliefs or opinions affect product purchase or selection (child - selection of a pet)
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Gatekeepers
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members of the family who oversee and regulate the flow of information into the household (parents - allowing/not allowing certain TV shows)
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Deciders
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members of the family with the power to make decisions concerning consumption behavior (one spouse may ask the other to buy a specific brand of wine)
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Buyers
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family members who act as purchasing agents, visiting the store or placing a phone or online order
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Preparers
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family members who adapt, transform, assemble, modify, or otherwise ready a product so as to make it suitable for consumption by the household
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Users
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family members who consume or use the product or service purchased or prepared (may or may not be purchasers or preparers)
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Maintainers
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family members who attend to the maintenance, service, repair, cleaning, and upkeep of products (appliances, cars, yard, home, etc.)
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Disposers
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family members who have the authority to determine when to discontinue the use of a product and how and went to do so (recycling, other environmental issues important)
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Egalitarianism
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general value system stressing equality in marital relations
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Involvement
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the degree of relevance an individual assigns to an object or issue
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Empathy
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emotional participation in the feelings of the other spouse
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Recognized authority
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a mutually agreed-upon or culturally recommended and socially acceptable right to decide
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Direct influence
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a child requests, demands, and hints are directed toward their parents in a purchase situation
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Indirect influence
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parents know the brands their children refer and buy them without being asked to
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Family life cycle
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the sequence of stages that families tend to pass through (based on age, marital status, employment status of the head of household, if there are children and if so, their ages)
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FLC stages
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bachelorhood, honeymooner, parenthood, postparenthood, dissolution
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Bachelorhood
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before marriage
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Honeymooner
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married but before children
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Parenthood
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married with children living at home
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Postparenthood
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married, children not living at home
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Socialization
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the process by which we develop relevant behavioral patterns gained within the confines of technological advances as well as through interactions with others
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Factors influencing the degree of parental influence
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age and sex of child, social class, family characteristics, whether or not the family is online
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4 Key categories of kid's expeditures (in order)
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food and beverage, electronic items and toys, apparel, personal care products
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Age compression trend
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pushing adult products and attitudes on young children
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Nontraditional family households
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family and nonfamily types- childless couples, same-sex unions, career-oriented couples who delay having children, couples who have children before marriage, single parents, etc.
-about 85% of households |
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Nonfamily households
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single persons (mostly young), unmarried couples (including gays and lesbians), divorced persons without children, and the widowed
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Patterns on nontraditional living-arrangements
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latchkey kids, boomerang children, single parenthood, the live alones
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Latchkey kids
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children who return home from school to a locked and empty home while their parents are at work (1/3 of all school age children)
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Boomerang children
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grown adults who continue to live or return to their parent's home (2005- 39% of single women and 46% of single men aged 20-29 lived with their parents)
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Single parenthood
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households that are headed by a single parent (2007-over 13.6 million)
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Live-alones
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the number of men and women who live alone are rising (2005-17.4 million females and 13 million males)
-constitutes a lucrative market for items such as travel, convenience food, clothing, sporty automobiles, dating services, etc. |
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Life experience categories (6)
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postwar cohort, boomers I cohort, boomers II cohort, generation X cohort, generation Y cohort, generation Z cohort
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Sandwhich generation
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parents who simultaneously support both their kids and their elderly parents (1/8 of Americans aged 40-60)
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Generational marketing
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the cataloging of generations in terms of external events that occured during their members' formative years
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Cohort
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an aggregate of people that have undergone similar experiences and share common memories
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Postwar cohort
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individuals born between 1928 and 1945
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Boomers I cohort
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individuals born between 1946 and 1954
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Boomers II cohort
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individuals born between 1955 and 1965
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Generation X cohort
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individuals born between 1965 and 1976
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Generation Y cohort
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individuals born between 1977 and 1994
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Generation Z cohort
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individuals born between 1995 and 2008
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Techno-savvies (perpetual motion consumer, networked consumer, home-bound consumer)
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electronically sophisticated consumers
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Perpetual motion consumer
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business executives whose activities revolve around computer and travel
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Networked consumer
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work in technical fields such as computer programming
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Home-bound consumer
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working from a home office such as a self-employed entreprenuer or satellite employee
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Personal influence
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any change in beliefs, attitudes, or behavior due to interpersonal communication
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Word of mouth
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person-to-person communication between noncommercial source and a receiver
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Opinion leaders
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knowledgeable, influential persons who casually provide advice (experts, gurus, etc.)
-process marketers' communication and traslate message to the rest of us |
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Agents of change
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parties who actively seek to modify our beliefs, attitudes, or behavior.
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E-fluentials
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internet users who influence other consumers online
-10% of online adults reaching about 155 million people online and off -avg 21 hrs per week online -79% share product news over the phone |
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Availability-valence hypthesis
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a view that vivid information tends to be stored in memory with more links to other concepts
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5 characteristics of viral and verbal WOM
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vivid (tailored to a situation), live (exchanges between individuals), limitless (a few influencers can ignite a chain reaction), immediate (occurs in a close temporal and spatial situation), memorable (stored in memory with more links to other concepts)
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6 forms of viral WOM
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newsgroups, chatrooms, virtual communities, boards, weblogs, multi-user dungeons
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Influence occurs when consumers...?
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lack product knowledge, are highly product-involved, value others opinions, join new groups, face new life experiences, have internet access
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Influence occurs when product...?
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are new, expensive, complex, highly visible, have expressive value, reflect personal taste
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Hypodermic needle model
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a view that the media have an immediate, direct, forceful impact on a mass audience
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Trickle-down model
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posits that personal influence passes from higher-status influencers to classes below them
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Trickle-up model
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posits that products or styles originating among the typical emulators or recipients gain acceptance among the elite and celebrity influencers
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Two-step model
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posits that opinion leaders and e-fluentials mediate the flow of message contents to passive information recipients
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Multi-step model
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posits that information flow is triggered by the mass media and the Net as well as during advice-seeking situations and causal conversations
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4 methods of identifying opinion leaders
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sociometric method, self-designating method, key informant method, objective method
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Sociometric method of IOL
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close scrutiny of interpersonal communication within small communities
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Self-designating method of IOL
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respondents recount their own leadership activities
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Key informant method of IOL
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knowledgeable persons about a group identify likely influential members
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Objective method of IOL
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artificially creating opinion leaders
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Shopping pals
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others who accompany us on a shopping trip
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Market mavens
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persons who actively transmit marketplace information to friends or colleagues
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Surrogate consumers
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agents a consumer retains to execute transactions (ex. stockbrokers, tax consultants, interior decorators, wedding planners)
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Product-involvement
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inherent interest in a subject or product
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Other-involvement
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caring and concern for others
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Self-involvement
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emotional need for gaining attention
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Message-involvement
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fascination with promotional messages
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Other-involvement
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caring and concern for others
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Message-involvement
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fascination with promotional messages
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Strategic applications of Personal Influence and WOM (3)
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1. creating and enlisting opinion leaders
2. stimulating opinion leadership 3. simulating opinion leadership |
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Strategies of creating and enlisting opinion leaders
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using seeding agencies, initiating a tell-a-friend program, targeting grass-root organizations, undertaking newsworthy activities, using canned word WOM methods
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Strategies of stimulating opinion leadership
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teaser campaigns- promotions that drop bits of information and withhold the particulars
product placements- branded merchandise appearing on movie screens |
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Other-involvement
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caring and concern for others
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Message-involvement
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fascination with promotional messages
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Strategic applications of Personal Influence and WOM (3)
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1. creating and enlisting opinion leaders
2. stimulating opinion leadership 3. simulating opinion leadership |
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Strategies of creating and enlisting opinion leaders
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using seeding agencies, initiating a tell-a-friend program, targeting grass-root organizations, undertaking newsworthy activities, using canned word WOM methods
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Strategies of stimulating opinion leadership
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teaser campaigns- promotions that drop bits of information and withhold the particulars
product placements- branded merchandise appearing on movie screens |
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Slice-of-life
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commercials that allow the audience to eavedrop on an exchange
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Hidden camera
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commercials portray individuals going about the task of buying a product without suspecting that they are being recorded
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Testimonials
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ads that depict a celebrity or expert who endorses a brand
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Social class
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a societal rank assigned to large groups of people
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Social stratification
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the act of classifying members of a society based on their economic and social standing
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Egalitarianism
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feelings of equality among people
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Size of middle class
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most people feel they belong to the middle class
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Mobility
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movement on the social ladder
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Income inconsistency with status
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class and income are not well correlated
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Nonproductive reach
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the effort wasted on contracting consumers who are unlikely prospects
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Multi-Tiered Social Class Structure
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Upper 1%
Middle 45 - 47% Working 40 - 43% Under 12% |
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Subjective measures
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respondents classify themselves ln the social ladder
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Reputational measures
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individuals in a group rank other's social-standing
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Objective measures
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class membership is based on assessing one or more demographic and/or socioeconomic variables
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2 methods employed by one of two methods
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single-variable and composite-variable indexes
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Single-variable indexes
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the researcher uses a single indicator of class membership such as occupation or income to assess class standing
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Composite-variable indexes
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the researcher uses a weighted average of several socio-economic measures to calculate an overall index of a person's class standing
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Social class v. Income
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1. earnings tend to = social class
2. class and income NOT very well correlated 3. social class is a better predictor than income for purchases |
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Status crystallization v. Incongruity
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SC - the extent to which our social-status indicators (income, possessions, eduction, etc) coincide with one another
marketers try to pinpoint incongruities (exceptions to status crystalization) |
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Nonproductive reach
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the effort wasted on contracting consumers who are unlikely prospects
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Subjective measures
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ways of determining social class relationship based on individuals' classification of themselves
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Reputational measures
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ways of determining social class based on individuals' ranking of others in a society
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Objective measures
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a method that applies relevant demographic and socioeconomic criteria to determine social class membership
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Single-variable indexes
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objective measures of social class that employ one socioeconomic factor
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Composite-variable indexes
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objective measures of social class that combine several socioeconomic factors
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Subjective measures
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ways of determining social class relationship based on individuals' classification of themselves
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Reputational measures
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ways of determining social class based on individuals' ranking of others in a society
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Objective measures
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a method that applies relevant demographic and socioeconomic criteria to determine social class membership
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Single-variable indexes
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objective measures of social class that employ one socioeconomic factor
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Composite-variable indexes
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objective measures of social class that combine several socioeconomic factors
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Egalitarianism
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feelings of equality among people
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Size of middle class
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most people feel they belong to the middle class
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Mobility
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movement on the social ladder
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Income inconsistency with status
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class and income are not well correlated
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Nonproductive reach
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the effort wasted on contracting consumers who are unlikely prospects
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Status crystalization
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the coincidence of the different indicators of an individual's social stature
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Overprivileged
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households whose incomes exceed the median for their social class
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Underprivileged
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households whose incomes are below the median for their social class
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Culture
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a society's distinctive and learned mode of living, interacting, and responding to environmental stimuli
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Culture is acquired through 3 sources
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socialization, enculturation, acculturation
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Socialization
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the process by which we acquire knowledge, skills, and morals necessary to function productively in a society
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Enculturation
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the process of introducing youth with society's norms and values
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Acculturation
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the process of learning the norms, values, and behaviors of a different culture
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Cultural lag
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the time delay between the introduction of innovations and their acceptance
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Ethocentrism
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the tendency to make cross-cultural evaluations based on one's own beliefs and values
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Cultural aspects can be assessed 4 ways
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ethnography, direct questionnaires, content analysis, key informants
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Ethnography
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using unobtrusive observation of people in a culture
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Direct questionnaires
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using research instruments to ascertain culture's media and literature
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Key informants
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soliciting views of experts on a culture
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Power distance
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the degree to which society's members accept unequal power distribution
high- societies in which people obey authority without question low- people are seen as equals in society |
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Uncertainty avoidance
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the degree to which people feel threatened by ambiguity and uncertainty
high- people have low tolerance for risk and feel the need to counter it low- people are willing to assume greater risk and feel less need to restructure their activities to avoid it |
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According to Hofstede, cultures can be assessed by their stance on:
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power distance, uncertainty avoidance, individualism, masculinity, team orientation
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Implications of uncertainty avoidance exend to (____ and ____ decisions).
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adoption and branding
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Implications of power distance extend to (_____ and _____ strategy).
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decision making and promotional
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Masculinity
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the degree to which dominant values are success, money, and things
high- greater importance on earnings, material possessions, and achievement low- people care for others and tend to be concerned about the environment as well as the quality of life |
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Femininity
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a situation in which the dominant values in society are caring for others and the quality of life
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Heterogeneity
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the number of languages and dialects spoken within the boarders of a particular country
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Silent language
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the nonverbal component of language that involves gestures, grimaces, posture, color, and distance
typically condictioned by culture |
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Body language
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the way people express themselves through hand gestures, facial expressions, etc.
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Spoken language
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vocal sounds and written symbols that make up the language
words can have different meanings across cultures |
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Values
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ideals concerning what is right or wrong and goals worth pursuing
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Means-end chains
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depictions of lickages between product attributes, use consequences, and consumer values
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Norms
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a society's shared guidelines regarding appropriate behavior
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Microculture
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smaller, more homogeneous subsets of people within a larger culture
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Multicultures of consumption
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distinguishable subgroups of society that share a strong commitment to a product, brand, or activity
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Rituals
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sets of symbolic behaviors that occur in a fixed sequence and tend to be repeated periodically
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Term Orientation
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a culture's mode of viewing time-related societal aspects such as its past, present, and futures, as well as the immediacy of gratification or ones needs
short- time is important, people are less patient, reduced value on elderly, quick fixes to problems long- people are patient, perseverance, and respec for past and elderly, long-term solution to problems |
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Implications of term orientation extend to _____.
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promotional messages
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EX of ethnic microcultures
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African American, Hispanics, Asian consumers
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EX of consumption microcultures
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Harley-Davidson Owners Group, Dead Heads, Grateful Dead, etc.
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African American consumer profiles
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13% of popultion, median income of $32K, 36% of households have median income of $80K, growing at faster rate than whites, 65% live in top 15 US markets, youger-median age is 30.1, more sports and internet use and religion than whites, national and quality brands
SHOPPING IS A SOCIAL EXPERIENCE LOOKING FOR RESPECT IN SHOPPING |
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Hispanic American consumer profiles
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45 mil, 15% of population, 9.8% growth rate, younger-median age is 27 (half under 25), largest ethnic minority group, familiar brands, smaller stores, large and extended households, eat at home more than whites
STRONG FAMILY COMMITMENT |
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Asian American consumer profiles
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15 mil, 5% of population, diverse (17 countries), Chinese is the single largest group, median household income of $65k, avg age is 35.4, 49% have bachelors degrees, professional positions, quality brands, shopping is leisure, status conscious, lots of technology, high internet users
STRONG FAMILY TIES |
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Rituals
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sets of symbolic behaviors that occur in a fixed sequence and tend to be repeated periodically
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Term Orientation
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a culture's mode of viewing time-related societal aspects such as its past, present, and futures, as well as the immediacy of gratification or ones needs
short- time is important, people are less patient, reduced value on elderly, quick fixes to problems long- people are patient, perseverance, and respec for past and elderly, long-term solution to problems |
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Implications of term orientation extend to _____.
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promotional messages
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EX of ethnic microcultures
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African American, Hispanics, Asian consumers
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EX of consumption microcultures
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Harley-Davidson Owners Group, Dead Heads, Grateful Dead, etc.
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