global consumer culture test
Terms
undefined, object
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- Freudian systems – components
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Id- oriented toward immediate gratification
Superego- a person’s conscience
Ego- the system that mediates between the id & the superego - Attitudes
- A lasting, general evaluation of people (including oneself), objects, advertisements, or issues
- ABC model – 3 hierarchies of effects
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Affect- the way a consumer feels about an attitude object
Behavior- involves a person’s intentions to do something with regard to an attitude object
Cognition- the beliefs a consumer has about an attitude object - Balance Theory
- considers relations among elements a person might perceive as belonging together
- Multiattribute model – Fishbein Model – measurement and use
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salient beliefs- the beliefs people have about the object considered during evaluation
Object-attribute linkages- the probability that a particular object has an important attribute
Evaluation of each of the important attributes - What is a lifestyle?
- Pattern of consumption reflecting a person’s choices of how he or she spends time and money
- Product complementarity
- an important part of lifestyle marketing is to identify the set of products and services that seems to be linked in consumer’s minds to a specific lifestyle
- VALS segmentation – typologies
- 12% of American adults are thrill seekers- Experiencers
- PRIZM; geodemography and clustering
- (potential rating index by zip market) classifies every U.S. zip code into one of 62 categories in terms of income, home value, and occupation on a ZQ (zip quality) scale
- Reference groups defined and types/dimensions of influence
- an actual or imaginary individual or group conceived of having significant relevance upon an individuals evaluations, aspirations, or behavior
- Powers of reference groups
- social, referent, information, legitimate, expert, reward, coercive
- Word-of-mouth communication – positive & negative
- product information transmitted by individuals to individuals, negative- consumers weigh negative info from others more heavily than they do positive comments
- What is guerrilla marketing?
- promotional strategies that use unconventional locations and intense WOM campaigns to push products
- What is viral marketing?
- the strategy of getting customers to sell a product on behalf of the company that creates it
- What does virtual community identification depend on? Membership types?
- collection of people whose online interactions are based upon shared enthusiasm for and knowledge of a specific consumption activity—devotee, insider, tourist, mingler
- What are the types of opinion leaders – what are their behaviors?
- Innovators- early purchasers, innovative communicators- early purchasers & opinion seekers, market maven- actively involved in transmitting marketplace info of all types, surrogate consumer- hired to provide input in purchase decisions
- Stages (and components) of Consumer Decision Making – developed in the slides
- problem recognition, information search, evaluation of alternatives, product choice, outcomes
- Types of consumer decisions
- extended problem solving, limited problem solving, habitual decision making
- Evaluation of Alternatives – categorization
- mentally placing a product with a set of other comparable products
- POP displays
- elaborate product display or demonstration, coupon dispensing machine, or someone giving out free samples
- Purchase and Post purchase issues
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antecedent- time pressure, mood, shopping orientation
Purchase environment- experience, sales interaction
Post purchase processes- satisfaction, product disposal, alternative markets - Reasons for shopping
- shopping orientation, hedonic shopping motives
- Store image and atmospherics defined and general components
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store image- the personality of a store including the store’s location, merchandise suitability, and the knowledge and congeniality of its sales staff.
Atmospherics- The “effort to design buying environments to product specific emotional effects in the buyer that enhance his probability of purchaseâ€
Components- layout, sounds, smells, textures - Pros and cons of e-commerce
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pros: 24 hours, less traveling, more choices, and fast delivery
Cons: fraud, can’t touch items, expensive to order & then return - Post purchase satisfaction
- determined by the overall feelings, or attitude a person has about a product after it has been purchased
- Brand Equity
- the extent to which a consumer holds strong, favorable, and unique associations with brand in memory