Ch. 6-9 Flashcards
(102 cards)
1
Q
Subculture
A
A subculture is a group whose members share beliefs and common
experiences that set them apart from others.
2
Q
4 basic conflicts common among all teens
A
- Autonomy vs belonging
- rebellion vs conformity
- idealism vs pragmatism
- narcissism vs intimacy
3
Q
Autonomy vs. Belonging
A
Teens want to acquire independence so they try to break away
from their families.
But at the same time, they want to attach themselves to a
support structure
4
Q
rebellion vs conformity
A
Teens need to rebel against social standards of appearance and behavior but they need to fit in and be accepted by others
5
Q
idealism vs pragmatism
A
They tend to view adults as hypocrites whereas they see themselves as sincere
6
Q
narcissism vs intimacy
A
They tend to obsess about their appearance and needs. However, they also feel the desire to connect with each other
7
Q
teens as “consumers-in-training”
A
- they tend to develop strong brand
- teen influence of family purchase decisions
8
Q
what are the 4 tips for marketing to teens
A
- don’t talk down
- don’t try to be what you’re not
- Entertain them. Make it interactive
- Show that you know what they’re going through but keep it light
9
Q
what are tweens?
A
- ages 8 to 14
- spend $14 billion a year on clothes, CDs, movies
- exhibit characteristics of both children and adolescents
10
Q
why is the college market attractive?
A
- many students have extra cash/free time
- undeveloped brand loyalty
11
Q
why are college students are hard to reach via conventional media?
A
- online advertising is very effective
- sampler boxes
- wall media
- spring break beach promotions
12
Q
baby busters: Gen x
A
- consumers born between 1966 and 1976
- Value-oriented & values oriented
- desire stable families, save portion of income, & view home as an expression of individuality
13
Q
baby boomers
A
- consumers born between 1946 & 1965
- active & physically fit
- currently in peak earning year
14
Q
the grey market
A
- neglected by marketers
- now are living longer/healthier lives
- fast growing group of internet users
- control more than 50% of discretionary income
15
Q
what is perceived age?
A
you’re only as old you feel
16
Q
what are the values of older adults
A
- autonomy: want to be self-sufficient
- connectedness: value bonds w/ friends & family
- altruism: want to give something back to the world
17
Q
what is the multigenerational marketing strategy?
A
appeal to more than one age-group using imagery from older generation that may appeal
18
Q
what is microculture?
A
the specialized subgroups, marked w/ their own languages, ethos, & rule expectations, that permeate differentiated industrial societies
19
Q
ethnic & racial subcultures
A
a self-perpetuating group of consumers who share common cultural or genetic ties where both its member & other recognize it as a distinct category
20
Q
what are 2 ethnicity & marketing strategies?
A
- subcultural memberships help shape people’s needs/wants
- minorities find an advertising spokesperson from their own group more trustworthy
21
Q
what do low context cultures value?
A
- values objects
- confrontational direct
- concern for privacy & autonomy
- self-face maintenance
22
Q
what do high context cultures value?
A
- values relationships
- non-confrontational intermediaries
- concern for interdependence, inclusion
- mutual/other-face maintence
23
Q
de-ethnicization
A
occurs when a product we associate w/ a specific ethnic group detaches itself from its roots & appeals to other groups as well
24
Q
Acculturation
A
the process of movement & adaptation to one country’s cultural environment by a person from another country
25
Assimilation
the adopt products, habits, & values they identify w/ the mainstream culture
26
maintenance
at the same time they associate with the culture of origin causing
27
resistance
to their new identity & roles
28
segregation
for some... likely to live & shop separately from mainstream consumers
29
what is the progressive learning model?
assumes that people gradually learn a new culture as they increasingly come into contact with it
30
what are the big 3 American subcultures?
- hispanic
- African American
- asian
31
what are known about African Americans?
- household income & educational levels are rising
- spending patterns of African Americans & Whites are roughly similar
- practice more impulse buying
32
what are known about hispanic Americans?
- brand loyal
- highly concentrated geographically by country of origin
- looking for spirituality, stronger family ties, & more color in their lives
-large family size for hispanic market
- spend more on groceries
- shopping is a family affair
33
what are known about Asian Americans?
- great marketing potential
- fast-growing group
- most affluent, best educated
- most likely to hold technology-related jobs
- most brand-conscious but least brand loyal
- made up of culturally diverse subgroups
34
discretionary spending
the money available to a household after necessities are paid off
35
Individual attitudes toward money
- takes risks to get ahead
- is better safe than sorry
- puts others first
- travels 1st class or not at all
- is controlled by money
- needs just enough to take care of self
- believe there's more to life than money
36
what is the social class structure?
- upper & upper middle
- middle class
- working class
- lower income class
37
what are the components of social class?
- occupational prestige
- income
- educational achievement
38
Identifiers of the uppers & upper middles?
- women of this group organize shopping more purposefully
- they tend to be more knowledgeable about what they want, where & when to shop for it
- most likely to search for info prior to purchase
- lean toward urban & suburban specialty store & away from larger, more general outlets
39
Identifiers of the middle class
- women work more than shop
- exhibit more anxiety on especially when purchasing nonfoods
- they are value-conscious & try to seek out the best buy for their $$
- have a tendency to patronize discount houses
40
Identifiers of the working class
- a tendency to shop along known, local friendship lines
- feel mistreated when shopping in high-status department stores
- buy more routine & w/ pre-purchase deliberation
- a potent force in the development of suburban discount retailing
- most likely to use in-store info sources, such as displays & salesperson
41
Identifiers of lower income americans
- buys largely on impulse
- tendency to rely heavily on credit
42
mass class & premium brands
- impressive growth in developing nations
- get many new customers
43
identifiers of the mass class
- ongoing democratization of luxury has created powerful icons of new-style mass consumption
44
massclusivity
mass + exclusivity
45
masstige
mass + prestige
46
3 steps of social mobiity
- horizontal
- upward
- downward
47
what is social mobility?
the passage of individuals from one social class to another
48
Horizontal mobility
occurs when a person moves from one position to another that is roughly equal
49
how do consumers view of luxury goods?
- functional
- reward
- indulgence
50
parody display
Deliberately avoiding status symbols
51
what is psychographics?
use of psychological, sociological, & anthropological factors
52
what does psychographics do?
- determine market segments
- determine reasons for choosing products
- fine-tune offerings
53
personality
a person's unique psychological makeup & how it consistently influences the way a person responds to their environment
54
what is the freudian system?
-Id: pleasure principle
- superego: our conscience
- ego: mediates between id & superego
55
what is the reality principle
ego gratifies the id in such as the way that the world will find acceptable
56
what is fashion theories based on freud
individuals subconsciously adopt & wear sexual symbols to fulfill hidden sexual drives & communicate desires
57
trait theory
traits relevant to consumer behavior:
- innovativeness
- materialism
- self-consciousness
- need for cognition
- frugality
58
attitudes
a lasting, general evaluation of people, objects, advertisements, or issues
59
the ABC model states that an attitude has 3 components
- Affect: the way a consumer feels about an object
- Behavior: the consumer's intention to do something to the object
- Cognition: the belief the consumer has about the object
60
open ads
consumers are not manifestly directed toward a certain message
61
closed ads
the message in these open ads is relatively complex, implicit, & ambiguous
62
product complementarity
occurs when different products relate to each other in terms of their symbolic meaning
63
consumption constellation
when there is a set of such symbolically related products
64
AIOs
- Activites
- Interests
- Opinions
65
the 80 20 rule
only 20% of a product's users account for 80% of the volume of product sales
66
VALS2
the typology is divided on resources on one axis & primary motivation on the other
67
geodemography
involves using data on consumer expenditures & other socioeconomic factors w/ geographic info about the areas in which people live to identify consumers who share common consumption patterns
68
behavioral targeting
the serving of customized ads based on the prior activity on those sites by the target
69
sensation
the immediate response of our sensory receptors to basic stimuli
70
preception
the process by which sensations are selected, organized, & interpreted
71
object perception
- many objects have symbolic as well as utilitarian aspects
- objects could be perceived as being comfortable, status oriented, unique
- the perception of apparel quality is predicted by fabric, construction, style, care value
72
person perception
clothes are nonverbal from of communication that becomes a basis of judgement about people
73
sensory systems
color, sounds, odors, tastes
74
hedonic consumption
designates those facets of consumer behavior that relate to the multi-sensory, fantasy & emotive aspects of one's experience w/ products
75
sensory marketing
marketing that engages the consumers' senses & affects their behaviors
76
vision
- color provokes emotions
- reactions to color are biological & cultural
77
trade dress
colors associated w/ specific companies
78
sound
affects people's feelings & behaviors
79
phonemes
individual sounds that might be more or less preferred by consumers
80
how do marketers scents
- inside products
- in promotions
81
touch
most basic of senses; we learn this before vision & smell
82
taste
a food's image & the values we attach to it influence how we experience the actual taste
83
perceptual process
- exposure
- attention
- interpretation
84
sensory thresholds
- absolute & differential
85
absolute threshold
the minimum amount of stimulation that can be detected on a given sensory channel
86
differential threshold
the ability of a sensory system to detect changes or differences between two stimuli
87
subliminal perception
occurs when stimulus is below the level of the consumer's awareness
88
attention
is the extent to which processing activity is devoted to a particular stimulus
89
perceptual selective
our brain's capacity is limited we are selective about what we pay attention to
90
personal selection factors
- perceptual vigilance
- perceptual defense
- adaptation
91
perceptual vigilance
consumers are more likely to be aware of stimuli that relate to their current needs
92
perceptual defense
people see what they want to see & don't see what they don't want to see
93
adaptation
the degree to which consumers continue to notice a stimulus over time
94
adaptation is affected by what factors
- intensity
- duration
- discrimination
- relevance
- exposure
95
marketers can create "contrast" through
- size
- color
- position
- novelty
96
interpretation
the meaning we assign to sensory stimuli
97
gestalt
people interpret meaning from the totality of a set of stimuli rather than from an individual
98
closure
people perceive an incomplete picture as complete
99
similarity
consumers group together objects that share similar physical characteristics
100
figure-ground
on part of the stimulus will dominate while the other parts recede into the background
101
semiotics
Correspondence between signs & symbols & their role in the assignment of meaning
102
3 basic components of semiotic perception are
- the object/sign (product)
- the sign/signifier (image)
- the interpretant/signified (meaning)
