Midterm - Lecture 4 Flashcards
(25 cards)
Social identity theory
- humans define themselves by membership in groups ➡️ human thought in categories
- self categorization
Social psychology perspectives
Behavior is driven by prestige seeking and desire to fit in
Social identity
Notions of
- status ➡️ enhance or decline
- legitimacy ➡️ do I really belong or am I a poser
Social objectives
1) fit in to a sub group (subculture or community)
2) stand out from the general group (generally population or culture)
Consumers strive to balance both
Group Dynamics
Norms: implicit rules and behaviors all group members are expected to follow
Roles: rules and expectations for specific members within the group
Relations: patterns or interaction within the group and differences in relative prestige of status between group members
In/Out Group Theory
- groups to which an individual belongs
- groups to which an individual does not belong
In group/cultural bias pg 79
Top left/top right
In group Out Group Perception
————————————————
Generally
Consumer ethnocentrism
Ethnocentric views held towards products originating from another country
Moral/patriotic
Country of origin effects
- Judge products largely upon the origin of that product and prior beliefs concerning that country
- out group bias possibility
- style/status/quality
Social comparison theory
- Individuals strive to gain accurate assessments of themselves by comparing their own opinions, situation, and abilities to those of others
- make note of the relative differences
Downward social comparison
Individuals contrast themselves to another individual or group which is considered to be inferior
Upward social comparison
Individuals liken themselves to others they perceive to be better or more socially respected than themselves
Reference group & fitting in or standing out
Group to which an individual makes a social comparison
Desired membership / Member
Yes (associative) / yes ➡️ membership
Yes (associative) / no ➡️ aspirational*
No (dis-associative) / yes ➡️ disclaimant = closeted
No (dis-associative) / no ➡️ avoidance member
*key for product placement
Diffusion theory
Model of consumer adoption which is derived from epidemiological models
- word of mouth and by example
- different consumed purchase at different times
- innovators ➡️ early adopters ➡️ early majority ➡️ late majority ➡️ laggards
Categories of adopters
Innovators
- venturesome, risk takers, young, open minded
EA*
- respectable, affluent, socially active, influential
EM
- risk avoiders, knowledgeably and “in tune”
LM
- skeptical and cautious, price sensitive
Laggards
- traditional and conservative, dislike change
*targeted in mustang example
Factors influencing the diffusion rate
- Relative advantage: ⬆️ = faster adoption
- compatibility: ⬆️ = fa
- complexity: ⬇️ = fa
- trialability: easier = fa
- observability: ⬆️ = fa
Social diffusion of new products pg 95
Positional: stand out in innovators to EA
Communal: fit in end EA to middle LM
Functional: beginning LM to laggards
Social influence and conformity
Done in in-groups
Normative (peer pressure): to avoid conflict or social rejection
Informational (social proof): desire to obtain information or engage in appropriate behavior
- asch test
- best western male vs female focus groups & tapes on decision making
Reactance
- Effort to assert one’s will or sense of individuality by doing the opposite of what is expected
- violation of group norms
Positional goods
Fred Hirsch’s theory
- once basic material necessities are met, competition for positional goods intensifies
- define social status differences
- value lies chiefly in the fact that few can possess them
- leads to conspicuous consumption (buying things to increase status)
Envy
Increases the amount that consumers will pay for an item
- benign envy: they deserve and we want to emulate, price sensitivity is lowered
- malicious envy: does NOT deserve and want to spend more to upstage them
Paradox or uniqueness (pg. 121)
Book
“Velvet Rope” Marketing
Can’t have one, that’s why you want one
Implications of Hirsch’s Theory
Because position in society is relative, a society can NEVER produce its way out of discontent by making enough positional goods to satisfy everyone’s growth and relatedness needs
