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Criteria for classifying groups
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Types of reference groups
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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
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Factors determining a reference groups influence on a consumer
- Personal sales strategies
- Advertising strategies
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WOM
Word of Mouth individuals sharing information withother invdividuals in a verbal form, including face to face, phone, and the Internet.
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Buzz
the exponential expansion of WOM. it happens when "words spreads like wildfire" with no or limited mass media advertising supporting it.
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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.
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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
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Characteristics of high involvement purchase situation
Consumer goes in search of a product and activitly seeking the product.
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Dynamically continuous innovation
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Adoption process
individual consumers presumably go through a series of distinct steps or stages known as the adoption process which purchasing innovation.
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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.
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Diffusion inhibitors
potential obstacles to rapid market acceptance.
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Factors affecting the spread of innovation
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Innovators
venturesome risk takers. Capapble of absorbing the financial and social costs of adopting an unsuccessful product.
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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.
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Information processing
a series of activities by which stimuli are perceived, transformed into information, and stored.
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Affective
the emotional or feeling response triggered by a stimulus such as an ad.
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cognitive interpretation
a process whereby stimuli are placed into existing categories of meaning.
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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.
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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.
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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
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Key ways accessibility of information stored in long-term memory can be enhanced
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What do they call the accessibility effect for brands?
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High-involvement learning
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