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global consumer culture test


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Freudian systems – components
Id- oriented toward immediate gratification
Superego- a person’s conscience
Ego- the system that mediates between the id & the superego
A lasting, general evaluation of people (including oneself), objects, advertisements, or issues
ABC model – 3 hierarchies of effects
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
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
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
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 purchase”
Components- layout, sounds, smells, textures
Pros and cons of e-commerce
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

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