consumer behavior3.txt

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consumer behavior3.txt
2013-03-27 03:09:16
consumer behavior

# 3
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  1. Criteria for classifying groups
  2. Types of reference groups
  3. Consumption subculture
    a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product, class, brand, or consumption activity
  4. Factors determining a reference group’s influence on a consumer
    • Personal sales strategies
    • Advertising strategies
  5. WOM
    Word of Mouth individuals sharing information withother invdividuals in a verbal form, including face to face, phone, and the Internet.
  6. Buzz
    the exponential expansion of WOM. it happens when "words spreads like wildfire" with no or limited mass media advertising supporting it.
  7. Opinion leaders
    characteristic of opinion leaders is greater long-term involvement with the product category than the non-opinion leaders of the group. endruing involvement and it leads to enhanced knowledge about and experience with the product category or activity.
  8. Market mavens
    Both initiate dicussions with others about products and shopping, and respond to requests for market information. in essence are a special type of opinion leader
  9. Characteristics of high involvement purchase situation
    Consumer goes in search of a product and activitly seeking the product.
  10. Continuous innovation
  11. Dynamically continuous innovation
  12. Discontinuous innovation
  13. Adoption process
    individual consumers presumably go through a series of distinct steps or stages known as the adoption process which purchasing innovation.
  14. Diffusion process
    the manner in which innovations spread throughout a market. "spread" refers to purchase behaviorin which the product is purchased with some degree of regularity.
  15. Diffusion inhibitors
    potential obstacles to rapid market acceptance.
  16. Factors affecting the spread of innovation
  17. Innovators
    venturesome risk takers. Capapble of absorbing the financial and social costs of adopting an unsuccessful product.
  18. Laggards
    locally oriented and engage in limited social interaction. They tend to be relatively domatic and oriented toward the past. Laggards adopt innovations only with reluctance.
  19. Information processing
    a series of activities by which stimuli are perceived, transformed into information, and stored.
  20. Affective
    the emotional or feeling response triggered by a stimulus such as an ad.
  21. cognitive interpretation
    a process whereby stimuli are placed into existing categories of meaning.
  22. Maintenance rehearsal
    continual repeition of a piece of information in order to hold it in current memory for use in problem solving or transferal to longer-term memory.
  23. Elaborative activities
    the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.
  24. Two important long-term memory structures
    • semantic memory the basic knowledge and feelings an individual has about a concept
    • episodic memorythe memory of asequence of events in which a person participated
  25. Evoked set
  26. Key ways accessibility of information stored in long-term memory can be enhanced
  27. What do they call the accessibility effect for brands?
  28. High-involvement learning