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Consumer Beh ch 7
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Classifying Groups
membership
strength of social tie
type of contact
attraction
Brand Communities
can add value to the ownership of the product and build intense loyalty
Types of Influence
Informational
Normative
Identification
Informational Influence
watching others and learning
Normative Influence
do something so you don't get made fun of
Identification Influence
has internalized values of the group
Communication within Groups
WOM (word of mouth)
Opinion Leaders
Market Mavens
Opinion Leaders
the go-to-person for specific info
Market Maven
go-to-person for everything
Strategy to Generate WOM
Advertising
Product Sampling
Retailing/Personal Selling
Creating Buzz
Online Strategies to Leverage Buzz and WOM
Viral Marketing
Consumer Review Sites
Blogs
Innovation
an idea, practice, or product perceived to be new
Continuous Innovation
little change required by purchaser (new type of tooth paste)
Dynamically Continuous Innovation
moderage change but happy to do so (switching from normal cell phone to smart phone)
Discontinuous Innovation
major changes are required (switching from paper book to kindle)
Stages in Adoption Process
awareness --> interest --> evaluation --> trial --> adoption
Adopter categories
innovators
early adopters
early majority
late majority
laggards
Author
kyle.coughlin
ID
174688
Card Set
Consumer Beh ch 7
Description
Consumer Beh ch 7
Updated
10/3/2012, 3:38:47 PM
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