Karteikarten
Multiple Choice Questions
Karten in diesem Stapel (26)
- 1What is Psychographic Segmentation?The use of psychological, sociological and anthropological factors for market segmentation
- 2What do AIOs do? (Psychographic Segmentation)Groups consumers based on their activities (work, hobbies), interests (family, job) and opinions (social issues, politics)
- 3What is Sacred Consumption?Involves objects and events that are ‘set apart’ from normal activities and are treated with some degree of respect or awe
- 4What are Sacred Places?‘Set apart’ by society because they have religious or mystical significance or because they commemorate some aspect of a country’s heritage (Contamination – something sacred happened on that spot so the place itself takes on sacred qualities)
- 5What are Sacred People?People who are idolised and set apart from the masses (celebrities, royal people)
- 6What are Sacred Events?Consumer activities that take on a special status (holidays, sports)
- 7What is Profane Consumption?Consumer objects and events that are ordinary, everyday objects and events that do not share the ‘specialness’ of sacred ones
- 8What is Diffusion of Innovation?Refers to the process whereby a new product, service or idea spreads throughout a population.
- 9Who is involved in the Diffusion of Innovation process?1. Innovators
2. Early Adopters
3. Early Majority
4. Late Majority
5. Lagarts - 10What is Conspicuous Consumption?Refers to a desire to provide prominent, visible evidence of the ability to afford luxury goods
- 11What is a Parody Display?Where some people deliberately avoid status symbols in a form of conspicuous consumption
- 12Children as Decision Makers...There are three distinct markets:
1. Primary market – they have their own pocket money (more than ever)
2. Influence market – can influence parents
3. Future market – will grow up to be possible future consumers - 13What is a Reference Group?A reference group is an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspiration, or behaviour
- 14Are reference groups equally powerful?NO!
Reference groups are not always equally powerful - 15What 2 dimensions influence the importance of a reference group?1. Whether a purchase is consumed publicly or privately
2. Whether it is a luxury or necessity - 16What are the different types of Reference Groups?Some groups may be high in:
Normative influence (these groups help to set and enforce fundamental standards of conduct such as family – small informal groups have more influence) or
Comparative influence (these groups affect decisions about specific activities, brands, products such as a club you belong to) - 17What is the Self-Concept?The beliefs a person holds about their own attributes and how they evaluate these qualities
- 18What are the attribute dimensions of the Self-Concept?Content
positivity
intensity
stability over time
accuracy - 19What is Self-Esteem?Refers to the positivity of a person’s self-concept
- 20What is the Ideal Self?A person’s conception of how they would like to be
- 21What is the Actual Self?A person’s realistic appraisal of the qualities they do or don’t have
- 22What personality traits are relevant to Consumer Behaviour?Innovativeness: the degree to which a person likes to try new things
Materialism: amount of emphasis placed on acquiring and owning products
Self-consciousness: the degree to which a person deliberately monitors and controls the image of the self that is projected to others
Susceptibility to interpersonal influence: likelihood of being influenced by others opinions and behaviours
Need for cognition: the degree to which a person likes to think about things
Frugality: tendency to deny short-term purchasing whims and resourcefully use what one already owns - 23What are the different Attitude Models?1. Fishbein Model
2. Theory of Reasoned Action
3. Theory of Planned Behaviour
4. Model of Goal-Directed Behaviour
5. Theory of Trying - 24What do multi-attribute attitude models assume?They assume a consumer’s attitude towards an attitude object will depend on the beliefs they have about several attributes of the object:
1. Attributes: characteristics of the attitude object
2. Beliefs: cognitions about the specific attitude object
3. Importance Weights: the relative priority of an attribute to the consumer - 25What are the 2 types of Sensory Thresholds?Absolute Threshold: minimum amount of stimulation detected on a sensory channel
Differential Threshold: ability of a sensory system to detect changes/differences between two stimuli.
Minimum difference that can be detected is the j.n.d. (just noticeable difference) - 26What does Weber's Law state? (In regards to sensory thresholds)The amount of change necessary to be noticed is related to the intensity of the original stimulus. The stronger the initial stimulus, the greater a change must be for it to be noticed.
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- Karteikarten am Multiple Choice Questions, erstellt von ellarie.chason am 10/06/2015.
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