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values, beliefs, preferences, and tastes handed down from one generation to the next
core values do not change over time. american core values include family and home life, education, freedom
groups with their own distinct methods of behavior. hispanics growing, 16% to grow to about 30 in next 20 years
group membership influences individuals purchase decisoins and behavior overtly and subtley. Expected to comply with norms. Status and perception play important roles
affinity group marketing
targeted way of marketing products and services. By linking complementary brands, it can develop them into lasting partnerships and strategic alliances.
people or institutionss whose opinions are valued and to whom a perosn looks for guidance in his or her own behavior, values and conduct such as spous family friends or celebrities
class determined by occupation, income, education, family background, and residence. marketers will target specific classes
- autonommic - independently make equal decisions
- husband dominant (wood stove)
- wife dominant - (childrens clothing)
- syncratic - joint decisions (house)
implance between consumers actual and desiered state.
innner state that directs indivudual toward the goal of satisfying a need
meaning that a person attributes to incoming stimuli gathered throught the five senses
the mental filtering process through which all inputs must pass. will respond positively if ad breaks through screen.
persons enduring favorable or unfavorable evaluations, emotions or action tendencies toward some object or idea. cognitive (info and knowledge), affective (feelings and emotions), behavioral (tendency to act in certain manner)
change consumer attitudes
- produce positive consumer attitudes
- evaluate existing and create or modify to appeal
knowledge or skill acquired as the result of experience, which changes the consumer behavior. drive plus cue, reinforcemtn is the reduction in drive that results from proper response
process of applying a series of rewards and reinforcements to permit more complex behavior to evolve. Promotional and product play role in shaping. First try product, second entice with little financial risk, third buy at moderate price, final true price.
persons multifaceted picture of self. real-self (objective), self-image (way indiv views self), looking-glass self (way ind thinks others see self), ideal self (personal set of objectives to strive)
high/low involvement purchase decisions
high or low levels of potential social or economic risk to customer.
routinized response behavior
rapid consumer problem solving by selecting loyal brand or number of acceptable brands. external search limited, low-involvement