Psychology Of Advertising Terms Ch. 11

Front 1

Reference Group

Back 1

An actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior

Front 2

Informational Influence

Back 2

Purchase decisions are influenced by “expert” advice (i.e. trained professionals, knowledgeable friends)

Front 3

Utilitarian Influence

Back 3

Purchase decisions are influenced by those in social circle (i.e. family, work associates)

Front 4

Value-Expressive Influence

Back 4

Purchase decisions are influenced by the social value embedded in product

Front 5

Social Power

Back 5

The capacity to alter the actions of others

Front 6

Referent Power

Back 6

When a person admires a person or group and tries to imitate them

Front 7

Information Power

Back 7

Power from merely possessing valuable information that others do not have access to

Front 8

Legitimate Power

Back 8

Power that is granted by social agreement (ex: police, soldiers, professors)

Front 9

Expert Power

Back 9

Power based on possessing specific knowledge about a content area

Front 10

Reward Power

Back 10

When a person or group has the means to provide positive reinforcement.

Front 11

Coercive Power

Back 11

The power to influence a person by social or physical intimidation

Front 12

Normative Influence

Back 12

Helps to set and enforce fundamental standards of conduct

Front 13

Comparative Influence

Back 13

Affects decisions relating to specific brands or activities

Front 14

Formal Group

Back 14

Has a recognized structure, regular meeting times, and officers

Front 15

Informal Group

Back 15

Usually small and configured like a group of friends

Front 16

Membership Reference Group

Back 16

Ordinary people whose consumption activities provide informational social influence

Front 17

Aspirational Reference Group

Back 17

High-profile athletes and celebrities used in marketing efforts to promote a product

Front 18

Propinquity

Back 18

Physical nearness and opportunity for interaction that affects the likelihood of relationships to form

Front 19

Mere Exposure

Back 19

When we come to like persons or things simply because we see them more often

Front 20

Group Cohesiveness

Back 20

Refers to the degree to which members of a group are attracted to each other and how much each values their membership in this group

Front 21

Antibrand Community

Back 21

Group of consumer that shares a common disdain for a celebrity, store, or brand

Front 22

Deindividuation

Back 22

A process where individual identities become submerged within a group

Front 23

Social Loafing

Back 23

When we don't devote as much to a task because our contribution is part of a larger group effort

Front 24

Risky Shift

Back 24

The tendency for group members to show a greater willingness to consider riskier alternatives following group discussion than they would if members made individual decisions with no discussion (aided by diffusion of responsibility)

Front 25

Decision Polarization

Back 25

Whichever direction group members were leaning before discussion began becomes even more extreme in that direction after discussion

Front 26

Word-of-mouth

Back 26

Product information individuals transmit to other individuals

Front 27

Negative Word-of-mouth

Back 27

The passing on of negative experiences involved with products or services by consumers to other potential customers to influence others' choices

Front 28

Virtual Community of Consumption

Back 28

A collection of people who interact online to share their enthusiasm for and knowledge about a specific consumption activity

Front 29

Netnography

Back 29

A research technique that adapts ethnographic techniques anthropologists use to study real-world cultures to understand the social dynamics of virtual communities

Front 30

Guerrilla Marketing

Back 30

Promotional strategies that use unconventional locations and intensive word-of-mouth campaigns to push products

Front 31

Reactance

Back 31

A negative emotional state wherein people try to overcome a loss of freedom

Front 32

Viral Marketing

Back 32

The strategy of getting visitors to a Web site to forward information on the site to their friends in order to make still more consumers aware of the product

Front 33

Social Networking

Back 33

A growing practice whereby websites let their members post information about themselves and make contact with others who share similar interests and opinions or who want to make business contacts

Front 34

The Wisdom of Crowds

Back 34

Argues that under the right circumstances, groups are smarter than the smartest people in them

Front 35

Opinion Leader

Back 35

A person who is frequently able influence others' attitudes or behaviors

Front 36

Homophily

Back 36

Refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs

Front 37

Market Maven

Back 37

A person who likes to transmit marketplace information of all types

Front 38

Surrogate Consumer

Back 38

A person whom we hire to provide input into our purchase decisions

Front 39

Sociometric Methods

Back 39

The techniques for measuring group dynamics that involve tracing communication patterns in and among groups