Flashcards in Ch 11, 12, 13 Deck (20):
Define social influence:
information by or pressures from individuals, groups, and the mass media that affects how a person behaves.
Examples of marketer dominated sources of influence? Non-marketer dominated sources?
Marketer dominated: advertising, selling, promotions
Non-marketer dominated: friends, family, WOM, media (news)
Draw a table that describes sources of influence: 2 of each of these categories-
1-Marketing source mass media delivered
2-Marketing source-delivered personally
3-Nonmarketing source-mass-media delivered
4-Nonmarketing source-delivered personally.
Low in credibility?
High in credibility?
Low in reach?
High in reach?
Low in 2-way communication?
High in 2-way communication?
What role does reach play in marketing communication?
Dictates how many customers you affect and can "touch" with your ad, product, service
Define opinion leaders. 3 qualities a person must possess to be an opinion leader?
Act as information brokers between the media and individuals in the public. Their opinions matter about a specific topic. Ex: Conan O'Brien, Ellen, famous sports ancho
2 benefits of working with an opinion leader as a marketer. 2 downfalls.
1-Knowledgable about products
2-Seen as credible
1-Heavy users of social media
2-May not target right audience
Define reference groups. Name 3 of 4 types of groups.
Reference groups: a set of people that an individual compares themselves for guidance in their opinions, behaviors, and actions
1-Associative: group we already belong to
2-Brand communities: groups that follow brands and products
3-Dissociative: a group we do NOT want to belong to
List, define, and name example of 4 reference group characteristics:
1-Degree of group contact
a-primary: you have contact with
b-secondary: you do not have contact with
2-Homophily: similarity amongst members
3-Group attractiveness: affects how people conform
4-Tie strength: the extent to which close, intimate relationships connect people
How are foot-in-the-door and door-in-the-face compliance techniques similar and different?
foot in the door: first get a person to agree to a smaller "yes" which increases the chances they will say "yes" to a larger request.
Ex: Would you mind watching my cat? Would you mind watching my child?
door in the face: a person saying "no" to a much larger request has them more likely to say "yes" to a smaller request.
Ex: Can I have a brand new car for my birthday? Can I have your old one instead?
Cialdini's 6 principles of influence.
1-Reciprocity: people tend to return favors
2-Commitment and consistency: once you agree you will keep agreeing.
3-Social proof: people do things when they see other people doing things.
4-Liking: we are more influenced by people we like
5- Authority: we have a sense of obligation to people who hold an authoritative title
6-Scarcity: things are more demanded when there are less of them
2 things companies can do in response to negative WOM?
1-Respond to it by contacting the person. Ex: Tweeting back to someone who has said something negative via Twitter
2-Track the WOM back to the source in hopes to stop it. Ex: celebrity or certain state, etc.
5 generational cohorts we discussed in class. 2 characteristics of each.
-Their purchases define them/want to look cool.
-High chances of brand loyalty early on.
-Have lots of disposable money to blow.
Gen X: (Milovic/my parents)
-delay marriage/larger purchases
-Have a PLAN.
Baby Boomers: (Pen)
-most likely was fired from job, did not quit
-very self reliant and can manage on their own.
Seniors: (great grandpa)
-Fastest growing group
-Knows nothing about technology
Family life cycle and 3 examples of family life cycle stages.
Family life cycle: different stages of family life, depending on age of parents and how many children are at home.
1-Lots of kids running around the home.
2-Teenagers and beginning of gray hair phases.
3-Everyone is driving and moving on to college life.
List and describe 4 current US household structure trends.
4-Debate as to who stays home.
Difference between husband and wife dominant family structures.
Husband dominant: Purchases made by men (ex: hardware)
Wife dominant: Purchases made by women (ex: groceries, clothing, toiletries.)
Autonomic decisions? Syncratic decisions?
Autonomic: decisions that both parties make but they don't have to make them together (ex: clothing, sports equipment)
Syncratic: decisions made together (ex: vacation destination, home furniture)
3 breakdowns of social class.
Middle: working class
Lower: barely making ends meet
Trickle-down effect and status float.
Trickle down effect: trends that start in the upper class and then work their way down the hierarchy (ex: Converse)
Status float: trends that start in the lower classes and move up (ex: rap music)
2 social class dynamics facing consumers today.
1-Status panic: children being afraid they will not reach the level of achievement their parents have/are at.
2-Increased availability of mass media: makes middle class (and lower too) more comfortable because communication is more accessible.