Weeks 7-8 Flashcards
(53 cards)
Reference Groups
Person, real or fictitious, who influences the attitudes, behaviour, standards and values of other people
Informational Influence
Seek information form knowledgeable and credible reference groups to make informed decisions (e.g. blogger, friends who uses a certain brand)
Utilitarian influence (aka normative)
Conform our behaviours to social norms of reference groups, based on the ideas that we want to fit in with cultural expectations or what is ‘fashionable’
Value expressive influence (aka identification influence)
Occurs when you internalise, or identify with the values of a group that also reflects your own self-image
Associative Reference Group
People in our in-group, social group to which a person psychologically identifies as being a member
Aspirational Reference Group
Group in which an individual is not a member, despite acting like a member, people you want to compare to, aspire to be more like, idealised/successful people
Dissociative Reference Group
In our out-group, personal and cultural, groups which are not culturally valued ‘extremists’, cancelled celebrities
Opinion Leaders
Person whose knowledge and insightful views we value as the basis of our thinking and decisions; can be identified by self-designation, conduct research, organically via search
Innovation Diffusion
Innovators > Early Adopters > Early Majority > Late Majority > Laggards
Household Decision-Making: Influencer
Family member(s) who provide information to other members about a product/service
Household Decision-Making: Gatekeeper
Family member(s) who control the flow of information about a product/service into the family.
Household Decision-Making: Decider
Family member(s) with the power to determine unilaterally or jointly
whether to shop for, purchase, consume, or dispose of a product/service.
Household Decision-Making: Buyer
Family member(s)who make the actual purchase of a particular product/service.
Household Decision-Making: Preparer
Family member(s) who transform the product into a form suitable for consumption by family members.
Household Decision-Making: User
Family member(s) who use or consume a particular product/service.
Household Decision-Making: Maintainer
Family member(s) who service or repair the product so that it will provide continued satisfaction.
Household Decision-Making: Disposer
Family member(s) who initiate or carry out the disposal or
discontinuation of a particular product/service.
Social Stratification
The way in which social inequity is manifest into hierarchical levels in a society; a societal rank. Aspiration to increase one’s social status, need to ‘consolidate’ one’s position in their own social strata/class.
Socio-Economic Variables
Family income (single or combined), Occupational Status, Educational Attainment
Brand Prominence
Level a brand is conspicuous on a product; Loud vs Quiet signalling
Typology of Status Signaling: Patricians
HAVE wealth, LOW need for status; Signal to each other, use quiet signals
Typology of Status Signaling: Parvenu
HAVE wealth, HIGH need for status; associate with other haves and want to dissociate themselves from have-nots, use loud signals
Typology of Status Signaling: Poseur
DON’T HAVE wealth, HIGH need for status; aspire to be haves, mimic the parvenus
Typology of Status Signaling: Proletarian
DON’T HAVE wealth, LOW need for status; do not engage with signaling
