Final Flashcards
(197 cards)
1
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Card 1: Definition of Attitude
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- Definition: Lasting, general evaluation of people, objects, or issues
- Properties: Endures over time, applies broadly
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Card 2: Attitude Object
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- Definition: Any entity that one can have an attitude towards
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Card 3: Functions of Attitudes
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- Utilitarian: Deals with pleasure or pain
- Value-expressive: Expresses consumer’s identity
- Ego-defensive: Protects self-esteem
- Knowledge: Provides order, structure
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Card 4: Why Attitudes Exist
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- Serve functions that facilitate social behavior and personal expression
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Card 5: Learning Your ABC’s
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- Affect: Feelings about an object
- Behaviour: Intentions regarding it
- Cognition: Beliefs about it
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Card 6: Hierarchy of Effects (High Involvement)
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- Sequence: Beliefs → Affect → Behaviour → Attitude
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Card 7: Hierarchy of Effects (Low Involvement)
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- Sequence: Beliefs → Behaviour → Affect → Attitude
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Card 8: Hierarchy of Effects (Emotional)
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- Sequence: Affect → Behaviour → Beliefs → Attitude
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Card 9: Attitude Formation & Commitment
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- Compliance: Weak, changeable
- Identification: Strong, based on social aligning
- Internalization: Strongest, integral to values
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Card 10: Theories of Attitude Formation
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- Cognitive Harmony
- Cognitive Dissonance
- Self-Perception Theory
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Card 11: Social Judgment Theory
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- Attitudes frame one’s perception of new information
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Card 12: Balance Theory
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- People adjust their thoughts to maintain consistency among their beliefs, attitudes, and behaviors
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Card 13: Multi-Attribute Models
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- Attitudes based on beliefs about several attributes of an object
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Card 14: The Fishbein Model
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- Components: Salient beliefs, Object-attribute linkages, Importance weights
- Calculation: Sum of (Beliefs × Importance Weights)
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Card 15: Using Multi-Attribute Models
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- Highlight advantages, improve weak areas, introduce unique attributes
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Card 16: Extended Fishbein Model
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- Includes considerations of social pressure and intentionality
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Card 17: Attitude Change*
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Influencers: Reciprocity, Scarcity, Authority, Consistency, Consensus
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Card 18: Tactical Communication Considerations
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- Who, How, What: Decisions on ad creation and delivery
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Card 19: The Traditional Communications Model
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- Elements: Source, Message, Medium, Feedback
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Card 20: Source Credibility
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- Factors: Expertise, Trustworthiness, Objectiveness
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Card 21: Source attractiveness
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Impact: Halo effect, similarity to the receiver increases persuasion
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Card 22: Celebrity Endorsements
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- Transfer of star’s popularity to the product; effectiveness depends on celebrity’s credibility and attractiveness
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Card 23: Sending a Message
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- Importance of framing, visual vs. verbal information, and the medium
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Card 24: Message Strategies
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- Use of vividness, repetition, emotional vs. rational appeals
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Card 25: Comparative Advertisements
* Direct comparisons with competitors; handle with care
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Card 26: Emotional vs. Rational Appeals
* Knowing when to use emotional appeals to enhance message acceptance
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Card 27: Sex Appeals
* Effectiveness varies based on audience and product relevance
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Card 28: Humor Appeals
* Attracts attention, but must be suitable for the product
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Card 29: Fear Appeals
* Increased fear can backfire unless used judiciously
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Card 30: Elaboration Likelihood Model
* Routes to Persuasion: Central (logic-based), Peripheral (cue-based)
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Card 31: Functional Theory of Attitudes
* Application: Ads aligned with dominant function enhance preference
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Card 32: Theory of Cognitive Dissonance
* People are motivated to resolve internal conflicts, influencing attitude change post-purchase
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Card 33: Self-Perception Theory
* Attitudes formed by observing one’s own behavior, especially in low-involvement contexts
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Card 34: Theory of Reasoned Action
* Attitudes predict behavior when considering social norms
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Card 35: The Two-Factor Theory
* Focus: Balances the effects of repetition on learning against habituation (wear-out)
* Implication: Too much repetition can reduce ad effectiveness
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Card 36: Comparative Advertising
* Definition: Ad strategy that involves direct comparison with competitors
* Caution: Risk of legal issues and consumer backlash
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Card 37: Visual vs. Verbal Advertising
* Visual Ads: Strong imagery, quick impact
* Verbal Ads: Detailed information, better for complex products
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Card 38: Sex Appeals in Advertising
* Usage: Common in beauty and health sectors
* Consideration: Must be tastefully done to avoid alienating the audience
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Card 39: Humor in Advertising
* Effectiveness: Captures attention, enhances recall
* Risk: May distract from the core message
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Card 40: Fear Appeals
* Use: To create urgency or change attitudes
* Limitation: Too much fear can be counterproductive
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Card 1: Sensation vs. Perception
* Sensation: Immediate response of sensory receptors (eyes, ears, nose, skin) to basic stimuli like light, color, and sound.
* Perception: The process by which sensations are selected, organized, and interpreted.
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Card 2: Sensory Marketing
* Definition: Utilizing sensory elements in marketing to affect perceptions that influence customer behavior.
* Application: Visual elements in advertising, store design, and packaging to evoke certain responses.
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Card 3: The Role of Color in Marketing
* Impact: Colors rich in symbolic value and cultural meanings influence perception.
* Trend: Shift towards brighter and more complex colors.
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Card 4: Sensory Thresholds
* Absolute Threshold: Minimum intensity of stimulus detected by sensory receptors.
* Differential Threshold (Just Noticeable Difference - JND): Smallest change in stimulus intensity that a person can detect.
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Card 5: Weber’s Law
* Principle: The JND between two stimuli is not an absolute amount but a proportional amount.
* Application: Important in sensory marketing to determine noticeable differences in product upgrades.
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Card 6: Subliminal Perception
* Definition: Registering sensory input without conscious awareness.
* Controversy: Debates over its effectiveness and ethical implications in advertising.
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Card 7: Attention Factors in Perception
* Focused Attention: The brain’s resources are concentrated on a particular stimulus.
* Perceptual Selectivity: Ability to select certain stimuli in the environment to process, while ignoring others.
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Card 8: Factors Affecting Attention
* Perceptual Vigilance: More likely to notice stimuli that relate to current needs.
* Perceptual Defence: Blocking out stimuli that are psychologically threatening.
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Card 9: Creating Contrast to Gain Attention
* Methods: Utilizing differences in size, color, and position to make stimuli more noticeable.
* Example: Brightly colored packaging or uniquely shaped products to stand out on shelves.
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Card 10: Interpretation and Biases
* Process: Assigning meaning to sensory stimuli.
* Influences: Experiences, expectations, and the physical attributes of the stimuli.
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Card 11: Gestalt Psychology in Perception
* Principles: Consumers tend to perceive incomplete figures as complete (Principle of Closure), group similar items (Principle of Similarity), and distinguish between figure and ground (Figure-Ground Principle).
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Card 12: Semiotics in Marketing
* Definition: Study of signs and symbols and their use or interpretation.
* Components: Object (product), Sign (sensory image), and Interpretant (meaning derived).
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Card 1: Definition of Learning
* Learning: Permanent change in behavior due to experience.
* Types: Vicarious, Incidental, Behavioral.
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Card 2: Classical Conditioning
* Unconditioned Stimulus (UCS): Naturally triggers a response.
* Conditioned Stimulus (CS): Initially neutral; becomes associated with the UCS.
* Conditioned Response (CR): Learned response to previously neutral stimulus.
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Card 3: Classical Conditioning Applications
* Brand Equity: Building strong associations with positive experiences.
* Product Associations: Using music and other cues in retail to elicit desirable consumer behaviors.
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Card 4: Stimulus Generalization
* Definition: Tendency for stimuli similar to a CS to evoke similar responses.
* Applications: Family branding, product line extensions, licensing.
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Card 5: Operant (Instrumental) Conditioning
* Definition: Learning based on consequences (rewards or punishments).
* Components: Positive reinforcement, negative reinforcement, punishment.
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Card 6: Reinforcement Schedules
* Fixed-Interval: Rewards after specified time periods.
* Variable-Interval: Rewards at unpredictable time intervals.
* Fixed-Ratio: Rewards after a set number of responses.
* Variable-Ratio: Rewards after a random number of responses.
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Card 7: Frequency Marketing
* Definition: Rewards customers based on purchase frequency.
* Goal: Increase customer retention and reinforce purchase behavior.
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Card 8: Cognitive Learning Theory
* Focus: Importance of internal mental processes in learning.
* Aspects: Consciousness, mindlessness, trigger features.
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Card 9: Observational Learning
* Vicarious Learning: Learning by observing others.
* Modelling: Imitating behaviors of others.
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Card 10: Memory Processes
* Encoding: Process of information entering memory.
* Storage: Retention of encoded information over time.
* Retrieval: Recovery of stored information when needed.
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Card 11: Types of Memory
* Sensory Memory: Immediate, initial recording of sensory information.
* Short-term Memory (Working Memory): Holds information temporarily for analysis.
* Long-term Memory: Information stored indefinitely.
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Card 12: Storing Information in Memory
* Associative Networks: Memory models where ideas are linked.
* Nodes and Links: Basic elements of an associative network.
* Spreading Activation: Method for searching associative networks.
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Card 13: Information Retrieval
* Factors Influencing Retrieval: Context, state-dependence, salience.
* Mood Congruence Effect: Easier recall of memories matching current mood.
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Card 14: Memory and Branding
* Nostalgia: Leveraging past memories to enhance brand appeal.
* Retro Brands: Brands that invoke nostalgic elements to attract customers.
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Card 15: Memory Measurement
* Recognition vs. Recall: Different ways memory retrieval is measured.
* Issues: Inaccuracy in tests due to cues or interference.
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Card 1: What is Motivation?
* Motivation: A driving force that compels or reinforces an action toward a desired goal.
* Needs vs. Goals: Involves a discrepancy between a consumer's current state and their ideal state.
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Card 2: Types of Needs
* Utilitarian Needs: Functional or practical benefits of consumption.
* Hedonic Needs: Emotional or experiential benefits of consumption.
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Card 3: Motivational Strength
* Biological (Innate) Needs: Fundamental, physiological needs such as hunger or thirst.
* Learned Needs: Needs acquired as a result of cultural or environmental influences.
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Card 4: Theories of Motivation
* Drive Theory: Focuses on biological needs that produce unpleasant states of arousal (e.g., hunger).
* Expectancy Theory: Suggests behavior is largely pulled by expectations of achieving desirable outcomes.
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Card 5: Motivational Conflicts
* Approach-Approach: Conflict between two desirable alternatives.
* Approach-Avoidance: Conflict where a goal has both positive and negative aspects.
* Avoidance-Avoidance: Conflict between two undesirable alternatives.
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Card 6: Cognitive Dissonance
* Definition: The tension experienced when beliefs or behaviors are inconsistent with each other.
* Resolution: Consumers are motivated to reduce dissonance by changing their attitudes or behaviors.
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Card 7: Maslow’s Hierarchy of Needs
* Levels: Physiological, Safety, Belongingness, Ego Needs, Self-Actualization.
* Application: Marketing can target different levels depending on the consumer's current needs.
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Card 8: Consumer Involvement
* Definition: The perceived relevance of an object based on inherent needs, values, and interests.
* Types: Product, Message-Response, Purchase Situation.
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Card 9: Flow State
* Definition: A state of deep absorption and engagement in an activity.
* Characteristics: Playfulness, control, concentration, time distortion, skill match.
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Card 10: Values and Consumer Behavior
* Core Values: Fundamental beliefs that dictate the behavior and preferences of individuals across different areas of life.
* Cultural Influences: Values are shaped by the cultural environment and affect consumer behavior.
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Card 11: Hofstede’s Cultural Dimensions
* Dimensions: Power Distance, Individualism vs. Collectivism, Masculinity vs. Femininity, Uncertainty Avoidance, Long-Term Orientation.
* Impact: Influences global marketing strategies and communication.
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Card 12: Means-End Chain Model
* Laddering Technique: A method used to uncover consumers' associations between specific attributes and the high-level values that they serve.
* Application: Helps in understanding consumer values and how they connect to behavior.
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Card 13: Conscientious Consumerism
* LOHAS: Lifestyles of Health and Sustainability—a market segment focused on health and fitness, the environment, personal development, sustainable living, and social justice.
* Trend: Increasing consumer preference for ethically produced products reflects a shift towards value-driven consumerism.
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Card 1: The Self-Concept
* Definition: The beliefs a person holds about their own attributes and how they evaluate the self on these qualities.
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Card 2: Self-Esteem
* Influence: Exposure to advertisements can lead to social comparison, affecting one's self-esteem.
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Card 3: Ideal vs. Actual Self
* Impression Management: Managing others’ impressions of us by aligning our presentation with desired identities.
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Card 4: Multiple Selves
* Concept: Individuals possess different selves depending on the context such as professional, social, and familial roles.
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Card 5: Virtual Identity
* Definition: Online personas that people create in computer-mediated environments which can differ significantly from their real-world identities.
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Card 6: Symbolic Interactionism
* Fundamentals: Self-concept is shaped by relationships and societal interactions, and our possessions are instrumental in forming and reflecting our identities.
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Card 7: The Looking Glass Self
* Concept: An individual’s self grows out of society’s interpersonal interactions and the perceptions of others.
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Card 8: Self-Consciousness
* Public Self-Consciousness: Awareness of the self as perceived by others; affects consumption behaviors, such as purchasing brands that enhance image.
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Card 9: Self-Monitoring
* Definition: The extent to which people control their behavior to match the social situation; influences product choice and communication methods.
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Card 10: Symbolic Self-Completion Theory
* Explanation: People use products to complete their identities; consumers acquire items to reflect their ideal self especially when they feel incomplete.
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Card 11: Self-Image Congruence Models
* Insight: Consumers choose products when attributes matches the self; affects product choice and brand preference.
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Card 12: The Extended Self
* Levels: Individual, Family, Community, Group; possessions and property that can serve to demonstrate one's identity.
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Card 13: Gender Roles
* Explanation: Societal expectations that dictate how individuals of a gender are supposed to behave.
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Card 14: Agentic vs. Communal Goals
* Agentic: Goals that stress mastery and personal achievement.
* Communal: Goals that stress affiliation and fostering relationships.
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Card 15: Gender Traits and Segmentation
* Androgyny: Presence of both masculine and feminine characteristics within an individual.
* Metrosexuals: A man who is especially meticulous about his grooming and appearance, typically spending a significant amount of time and money on shopping as part of this.
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Card 16: GLBTQ+ Consumer Segmentation
* Insight: Recognizes the diverse identities and preferences within the GLBTQ+ community, affecting brand loyalty, product choice, and personalized marketing.
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Card 17: Body Image
* Definition: A consumer’s feelings about their own body, which influences confidence, aesthetics, and health-related consumption.
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Card 18: Ideals of Beauty
* Influence: How cultural standards of beauty affect consumer behavior, product design, marketing strategies, and self-perception.
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Card 19: Consumer Trends: Body Work
* Overview: Includes trends like cosmetic surgery, body modification, and the fitness movement. Reflects cultural standards and personal identity expression through physical appearance.
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Card 20: Personality Defined
* Explanation: Unique psychological characteristics that lead to relatively consistent and enduring responses to the environment.
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Card 1: Definition of a Brand
* Definition: A brand is a distinctive identity that includes a promise of value that is differentiated, enduring, and credible.
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Card 2: What is a Brand?
* Comprehension: A brand is not just a name or symbol but a bundle of associations and attributes including history, packaging, and pricing that create a persona around a product or service.
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Card 3: Purpose of Branding
* Benefits: Enhances loyalty, allows for higher margins, reduces vulnerability to competition, and improves customer response to price decreases.
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Card 4: Brand Characteristics
* Key Attributes: Total product experience, linkage to future expectations, and representation of value to customers and other stakeholders.
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Card 5: Brand Relationship Architecture
* Types: Branded House, Sub-Brands, Endorsed Brands, House of Brands.
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Card 6: Understanding Brand Associations
* Concept: Brand image associations describe the network of linkages between a brand and its various attributes and benefits.
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Card 7: Brand Personality
* Definition: Personification of a brand which dictates how it is perceived; if the brand was a person, what would it be like?
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Card 8: Types of Brand Relationships
* Variety: Includes relationships like best friends, secret affairs, or casual friends, each providing different interactions and bonds with consumers.
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Card 9: Online Brand Relationships
* Evolution: With the growth of digital platforms, brand relationships can extend to online communities, influencing brand perceptions and loyalty.
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Card 10: Brand Loyalty Types
* Behavioral: Based on repurchase habits.
* Attitudinal: Based on a consumer’s preference for a brand due to its meaning.
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Card 11: What is Brand Equity?
* Definition: The value of a brand based on the strength of its associations, loyalty, awareness, and quality perceptions among consumers.
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Card 12: Elements of Brand Equity
* Components: Brand awareness, brand image, brand associations, perceived quality, and brand loyalty.
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Card 13: Consumer-Based Brand Equity
* Focus: The impact of brand knowledge on consumer response to brand marketing.
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Card 14: Brand Equity Components
* Details: Includes loyalty, name awareness, perceived quality, and other specific assets that provide value to both the firm and the customer.
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Card 15: Brand Equity Pyramid
* Levels: Identity (Who are you?), Meaning (What are you?), Response (What about you?), Relationships (What about you and me?).
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Card 16: Equity Salience Dimensions
* Understanding: Depth and breadth of awareness, ease of recognition and recall, and strength of category membership.
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Card 17: Equity Performance Dimensions
* Attributes: Product reliability, service effectiveness, style and design, and price considerations.
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Card 18: Equity Imagery Dimensions
* Characteristics: User profiles, purchase situations, personality and values, and history and experiences associated with the brand.
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Card 19: Equity Judgment Dimensions
* Criteria: Quality, value, satisfaction, credibility, consideration, and superiority of the brand.
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Card 20: Equity Feelings Dimensions
* Emotions: Warmth, fun, excitement, security, social approval, and self-respect related to the brand.
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Card 21: Equity Resonance Dimensions
* Connection: Behavioral loyalty, attitudinal attachment, sense of community, and active engagement.
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Card 22: Measuring Brand Equity
* Metrics: Includes price premium, loyalty, perceived quality, brand personality, market share, and organizational associations.
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Card 23: Brand Positioning
* Strategy: Crafting the product and marketing to occupy a distinctive place in the mind of the customer.
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Card 24: Positioning Dimensions
* Aspects: Competition, attributes, product use/application, product class, and price/quality.
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Card 25: Brand Positioning Strategy
* Approaches: Includes using a single brand strategy, portfolio brand strategy, or a family brand strategy based on the market and consumer needs.
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Card 26: Challenges in Branding
* Considerations: Maintaining consistency, ensuring relevance, managing perceptions, and adapting to changing market conditions.
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Card 27: Brand Strategy Effectiveness
* Evaluation: The success of a brand strategy is measured by its clarity, consistency, and impact on consumer perceptions and behaviors.
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Card 28: Consumer-Brand Resonance
* Concept: The ultimate relationship and level of identification
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Card 1: Decision Making Perspectives
* Rational Decision Making: Based on logical, systematic evaluation of choices.
* Irrational Decision Making: Based on impulse or superficial cues.
* Economic Perspective: Emphasizes the cost-benefit analysis in decision making.
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Card 2: Types of Consumer Decisions
* Habitual Decision Making: Low involvement, high frequency, little thought.
* Limited Problem Solving: Medium involvement, infrequent decisions.
* Extended Problem Solving: High involvement, significant research and deliberation.
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Card 3: Problem Recognition
* Need Recognition: Realizing something is missing that is needed.
* Opportunity Recognition: Realizing something could enhance quality of life.
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Card 4: Information Search
* Internal Search: Recalling past experiences or knowledge.
* External Search: Seeking information outside personal knowledge.
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Card 5: Rational vs. Irrational Search
* Rational: Seeks sufficient, relevant information to make a logical decision.
* Irrational: Decisions are influenced by biases or insufficient information.
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Card 6: Perceived Risks in Decision Making
* Types include monetary, functional, physical, social, and psychological risks.
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Card 7: Evaluation of Alternatives
* Consumers assess what they perceive as important attributes and compare them across different products.
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Card 8: Product Choice
* Decisions are based on evaluative criteria such as attributes, brand reputation, and personal preferences.
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Card 9: Consumption and Learning
* Post-purchase evaluation influences future decision making through experiences and learning from consumption.
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Card 10: Decision Heuristics
* Mental Shortcuts: Simplifying decision processes (e.g., price equals quality).
* Brand Names: Influence perceptions of quality and benefits.
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Card 11: Types of Heuristics Used
* Representativeness: Judging likelihood by comparing to a category prototype.
* Availability: Basing judgments on information readily available.
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Card 12: Decision Rules
* Compensatory: Trade-offs where a higher value on one attribute can compensate for a lower value on another.
* Non-Compensatory: No trade-offs. Inadequacy in any attribute disqualifies an option.
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Card 13: Influence of Branding on Decision Making
* Brand Loyalty: Preference for familiar brands can streamline decision making.
* Brand Inertia: Habitual purchase without strong loyalty.
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Card 1: Antecedent States
* Definition: Initial conditions like mood and financial capability that affect consumer buying decisions.
* Impact: Mood can significantly alter perception and evaluation of products.
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Card 2: Situational Factors
* Definition: Environmental elements that affect the buying process at the time of purchase, such as physical setting, social setting, and time constraints.
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Card 3: Usage Contexts
* Context Influence: How and where a product will be used can heavily influence the purchase decision and product evaluation.
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Card 4: Purchase Environment
* Components: The layout and design of the retail space, the presence and behavior of other individuals, and the overall atmosphere.
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Card 5: The Shopping Experience
* Experience Dynamics: Includes all touchpoints a consumer interacts with, which can include in-store navigation, customer service interactions, and even the checkout process.
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Card 6: Post-purchase Processes
* Phases: Involves customer satisfaction assessment, product use, and post-consumption behaviors like disposal.
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Card 7: Consumer Satisfaction
* Determined by: The degree to which the actual use of a product matches the anticipated use, influencing future purchase decisions.
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Card 8: Product Disposal
* Methods: Options include recycling, donating, reselling, or throwing away, each affected by convenience, ecological concern, and emotional attachment to the product.
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Card 9: Alternative Markets
* Examples: Second-hand markets, auctions, and barter systems, which have grown in popularity due to economic and environmental factors.
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Card 10: Time Pressure
* Effects: Time-limited conditions can lead to hurried shopping, which often results in less thorough evaluation and increased impulse purchases.
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Card 11: Mood
* Influence on Buying: A consumer’s mood can heavily influence their perception of products and interactions with sales staff.
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Card 12: Shopping Orientation
* Variations: Includes apathetic shoppers, bargain hunters, and high-end boutique shoppers, each driven by different motivations and exhibiting different buying behaviors.
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Card 13: Point-of-Purchase Stimuli
* Influence: In-store displays and promotions that can trigger impulse buys or remind consumers of needs.
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Card 14: Sales Interaction
* Role of Salesperson: Can significantly influence a buyer’s decisions through tactics like upselling, cross-selling, and building rapport.
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Card 15: Situational Effects & Behavior
* Situational Self Image: Consumers purchase products that not only fit their self-concept but also the specific image they want to project in a situation.
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Card 16: Physical & Social Surroundings
* Impact: The immediate physical and social setting can alter a consumer’s motives, product evaluations, and even their feelings of satisfaction.
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Card 1: Reference Groups
* Definition: Groups that a consumer identifies with and that influence the consumer's beliefs, attitudes, and behaviors.
* Impact: Affects consumer evaluations, aspirations, and behaviors through informational, utilitarian, and value-expressive influences.
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Card 2: Types of Reference Groups
* Normative Influence: Influences general or broad behaviors.
* Comparative Influence: Affects decisions regarding specific brands and activities.
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Card 3: Formal vs. Informal Groups
* Formal Groups: Officially structured groups with rules and roles.
* Informal Groups: Less formal, can include friends and family groups that influence by mere association.
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Card 4: Aspirational vs. Anti-brand Communities
* Aspirational Groups: Groups a person aspires to join.
* Anti-brand Communities: Groups formed around a shared disdain for a particular brand.
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Card 5: The Power of Reference Groups
* Social Power: The ability of reference groups to influence member behavior.
* Power Bases: Referent, legitimate, expert, reward, coercive, and information power.
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Card 6: Conformity
* Definition: Changing beliefs or actions to adhere to group norms.
* Influences on Conformity: Cultural pressures, fear of deviance, commitment, group characteristics, and susceptibility to interpersonal influence.
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Card 7: Social Comparison
* Theory: Individuals compare themselves to others to evaluate their opinions and abilities.
* Techniques: Foot-in-the-door, low-ball, and door-in-the-face techniques.
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Card 8: Deindividuation Effects
* Concept: In group settings, individuals may lose self-awareness and follow group norms.
* Results: Risky shift, decision polarization, and social loafing.
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Card 9: Word of Mouth (WOM)
* Importance: Influential in spreading product information and shaping brand perception.
* Characteristics: Can be both positive and negative, and is driven by involvement, knowledge, and genuine concern.
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Card 10: Social Networking and Viral Marketing
* Trends: Consumers are increasingly acting as media broadcasters through social media.
* Implications: Crowdsourcing, guerrilla, and viral marketing strategies leverage online networks to enhance brand communication.
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Card 11: Opinion Leadership
* Role: Opinion leaders influence others' attitudes or behaviors based on their authority, knowledge, or position.
* Characteristics: Frequently first to buy and take risks, seen as a reliable source of information.
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Card 12: Types of Opinion Leaders
* Monomorphic vs. Polymorphic: Specialists in one field vs. influential across multiple fields.
* Influence Network: Utilizes two-step flow of communication and information cascades.
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Card 13: Identifying Opinion Leaders
* Methods: Self-designating method, sociometric methods, and network analysis to understand influence patterns and referral behaviors.
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Card 14: Household Decision Making
* Context: Decisions made within a family or household setting, considering all members' inputs and needs.
* Types of Decisions: Consensual and accommodative purchase decisions.
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Card 15: Family Life Cycle (FLC)
* Definition: Stages through which a family progresses over time.
* Impact on Consumption: Influences what products are bought, based on age, marital status, presence of children.
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Card 16: Household Conflict
* Sources of Conflict: Differences in perceptions, roles, and influence among family members.
* Resolution: Depends on the product's involvement, the utility for the family, and the dynamics of family decision roles.
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Card 17: Gender Roles in Decision-Making
* Autonomic vs. Syncretic Decisions: Decisions made independently by one partner vs. jointly.
* Influence Factors: Include stereotypes, spousal resources, experience, and socioeconomic status.
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Card 18: Children as Decision Influencers
* Roles: Primary market, influence market (affecting parents' purchases), and future market (long-term brand relationships).
* Consumer Socialization: The process by which children acquire purchasing skills, knowledge, and attitudes.
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Card 19: Parental Influence Types
* Styles: Authoritarian, neglecting, and indulgent parents differentially shape children's consumer behavior through observational learning.
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Card 20: Child Development and Marketing
* Stages: Limited (age 6 and under), Cued (ages 7-12), and Strategic (ages 13 and above).
* **Implications for
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Card 1: What is Culture?
* Definition: The set of values, ideas, and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation.
* Components: Culture includes knowledge, belief, art, morals, laws, customs, and any other capabilities acquired by humans as members of society.
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Card 2: Aspects of Culture
* Ecology: The way a system adapts to its habitat.
* Social Structure: The way people maintain an orderly social life.
* Ideology: The mental characteristics of a people and their culture.
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Card 3: Dimensions of Cultural Variability
* Power Distance
* Uncertainty Avoidance
* Masculinity vs. Femininity
* Individualism vs. Collectivism
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Card 4: Cultural Norms
* Enacted Norms: Explicitly decided norms.
* Crescive Norms: Embedded norms including customs, mores, and conventions.
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Card 5: Myths in Popular Culture
* Function: Serve to communicate a society's goals and ideologies.
* Types: Metaphysical, cosmological, sociological, psychological.
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Card 6: Rituals
* Definition: A type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence.
* Types: Religious, cultural, group, family, and personal rituals.
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Card 7: Gift-Giving Rituals
* Stages: Gestation (motivation), presentation (exchange of the gift), reformulation (re-negotiation of the relationship).
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Card 8: Holiday Rituals
* Examples: Christmas, Thanksgiving, Valentine's Day, Halloween.
* Function: Serve as markers of social time, reflect and reproduce cultural norms.
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Card 9: Sacred vs. Profane Consumption
* Sacred Consumption: Involves objects and events that are set apart from normal activities and are treated with some degree of respect or awe.
* Profane Consumption: Involves consumer objects and events that are ordinary and not special.
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Card 10: The Creation and Diffusion of Culture
* Cultural Production System: The set of individuals and organizations that create and market a cultural product.
* Cultural Gatekeepers: Include reporters, editors, and other individuals who have a say in the types of products that are mass produced and disseminated.
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Card 11: High Culture vs. Popular Culture
* High Culture: Associated with the elite, upper class society, more exclusive, often with historical roots.
* Popular Culture: More widespread, everyday culture consumed by the masses.
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Card 12: Fashion Systems
* Definition: The process of social diffusion by which a new style is adopted by some group(s) of consumers.
* Components: All those people and organizations involved in creating symbolic meanings and transferring these meanings to cultural goods.
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Card 13: Product Placement & Branded Entertainment
* Product Placement: The insertion of real products in fiction and entertainment media.
* Branded Entertainment: A form of advertising where brands are integrated into entertainment media.
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Card 14: Diffusion of Innovations
* Process: Describes the spread of a new idea, practice, or product among people.
* Stages: Innovators, Early Adopters, Early Majority, Late Majority, Laggards.
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Card 15: Types of Innovation
* Continuous Innovation: Requires minimal consumer learning and effort.
* Dynamically Continuous Innovation: Requires moderate change.
* Discontinuous Innovation: Requires major consumer learning and behavior changes.
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Card 16: Cultural Gatekeepers
* Role: Filter the flow of information and products; can accelerate or impede the diffusion process within the market.
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Card 17: Reality Engineering
* Concept: When marketers appropriate elements of popular culture and use them as promotional vehicles.
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Card 18: Fashion and Behavioral Science Perspectives
* Theories: Psychological models, trickle-down theory, economic models, and meme theory analyze how fashion cycles influence consumer acceptance.
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Card 19: The Global Impact of Culture
* Globalized Consumption Ethics: How global trends can affect local markets and cultures through the diffusion of consumer goods.
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Card 20: Transferring Product Meanings
* Strategies: Deciding between standardized and localized marketing strategies based on cultural differences in consumer behavior.
