Flashcards
Topic 9 Values
Cards in this deck (36)
- 1What is a value?A value is a belief about some desirable end-state that transcends specific situations and guides selection of behaviour. Values are general, they do not apply to specific situations
- 2Why are values important in Consumer Behaviour?Many products and services are purchased because it is believed they will help us attain a value-oriented goal
- 3What is meant by enculturation?Enculturation is the term given to the process of learning the beliefs and behaviours endorsed by one's own culture
- 4What is meant by acculturation?Learning the value system and behaviours of another culture. Socialisation agents impart beliefs to us
- 5What are broad-based values?Broad based values e.g. freedom/security are more likely to affect general purchasing patterns rather than differentiate between brands within a product category
- 6What are consumption specific values?Consumption specific values concern convenience and prompt service
- 7What are product specific values?Product specific values include ease of use and durability. They are heavily weighted towards the relative importance of specific products
- 8What are the 8 types of experience values?Efficiency: All products aimed at providing convenience for the consumer
Excellence: Addressing situations where the experience of quality is the prime motivation
Status: When the consumer pursues success and engages in impression management and conspicious consumption
Self Esteem: Situations where the satisfaction of possessing is in focus (materialism)
Play: Having fun in consuming
Aesthetics: Searching for beauty in one's consumption
Ethics: Referring to motivations behind consumption e.g. morally/politically correct
Spirituality: Experiencing magical transformations or sacredness in consumption - 9Explain the Rokeach Value SurveyRokeach identified terminal values (desired end-states) and instrumental values (actions needed to achieve these terminal values)
- 10Explain the Schwartz value surveyThis distinguished between cultures and types of media consumption behaviour, better than individualism and collectivism
- 11Explain the Means-End Chain ModelAssumes that people link very specific product attributes to terminal values. We value products to the extent that they provide the means to some end we desire. Laddering
- 12How can laddering be used to develop advertising strategies?By identifying:
Message Elements: Specific attributes/product features to be depicted
Consumer Benefit: Positive consequences of using the product/service
Executional Framework: The overall style and tone of the advertisement
Leverage Point: The way the message will activate the terminal value by linking it with specific product features
Driving Force: The end value on which the advertising will focus - 13What is meant by materialism?The importance that people attach to worldly possessions. Materialists value possessions for status and appearance-related meanings. It emphasises the well-being of the individual over the well-being of the group. Materialistic people arguably use their relationship with products to compensate for loneliness and a lack of social networks
- 14What is down-shifting?Learning to get by with less. Large numbers of consumers are trying to reduce their reliance on possessions e.g. the Burning Man project
- 15What is meant by cosmopolitanism?Being open to the world and striving for diverse experiences. These people respond well to brands with a worldly image, think it's important to own electronic products and are more likely to engage in electronic media activities.
- 16What is greenwashing?Greenwashing occurs when companies don't live up to the environmental claims they make, causing consumers to react negatively
- 17What is a lifestyle?Lifestyle refers to a pattern of consumption that reflects a person's choices about how they spend time and money, as well as the attitudes and values attached to these behavioural patterns
- 18What does lifestyle research concern?Tracking societal consumption preferences
Identifying segments or group identities
Positioning specific products and services to different segments - 19What is geodemography?Geodemography analyses consumption patterns using geographical and demographic data. It identifies clusters of customers who exhibit similar psychographic characteristics. The background of an individual is a significant determinant of their lfiestyle
- 20Talk to me about psychographicsPsychographics involves the use of psychological, sociological and athropological factors to determine how the market is segmented. It identifies patterns of consumption rather than individual purchases. It's used with lifestyle to denote the separation of consumers into categories based on differences in choice of consumption activities and product usage.
- 21How do you perform a psychographic analysis?Through a lifestyle profile, which looks for items that differentiate between users and non-users of a product
A product-specific profile which identifies a target group and profiles these consumers on product-relevant dimensions
A general lifestyle segmentation which places a large sample of respondents into homogenous groups based on similarities of their overall preferences
A product-specific segmentation which tailors questions to a product category, which allows finer discrimination among users of competing brands - 22How do contemporary research methods attempt to group consumers?Activities: Work/Hobbies
Interests: Family/Home
Opinions: Themselves/Social Issues - 23How can we use psychographic data to create marketing strategyTo define the target market
Create a new view of the market
To position the product
To better communicate product attributes
To develop product strategy
To market social and political issues - 24What is meant by lifestyle marketing?Lifestyle marketing provides a way to understand consumer's everyday needs and wants. It recognises that people sort themselves into groups based on what they like to do, how they like to spend their time and how they spend their income
- 25Psychographic Segmentation Typologies divide people into segments. Each cluster is given a name, which are they?Avant-Gardians: Interested in change
Pontificators: Traditionalists
Chameleons: Follow the crowd
Sleep Walkers: Contented underachievers - 26Explain the 3 axes of RISCExploration/Stability: Separates those motivated by change from those motivated by stability
Social/Individual: Distinguishes people oriented towards collective needs from those oriented towards satisfying individual needs
Global/Local: Indicates the distance between people comfortable with broad and unfamiliar environments, multiple loss connections and large-scale networking and those who prefer the opposite - 27What is behavioural targeting?Refers to presenting people with advertisements based on their internet use. Privacy issues. Concern for cyberbullying.
- 28Theories of capital distinguish different social classes. What are the 3 of them?Cultural Capital: Education, Knowledge and Manners
Economic Capital: Wealth or access to financing
Social Capital: The networks you can draw from - 29What is the theory of practice?We learn from our class background. IT's less dependent on conscious decision-making. Problem is that unsustainable consumption is already embedded into us, thus we create wants.
- 30When a consumer wishes to dispose of a product, they have 3 options - what are they?Keep the item
Temporarily dispose
Permanently dispose - 31How can you see if consumers are willing to recycle?The perceived effort involved was the best predictor of whether people would go to the trouble to do it. The less effort required, the more likely to do it they were
- 32What is lateral cycling?Lateral cycling involves already-purchased objects being sold to others or being exchanged for other things
- 33What are freegans?Modern day scavengers who live off discards as a political statement against consumerism.
- 34What is freecycling?The practice of giving away useful but unwanted foods to keep them out of landfills and maybe help someone less fortunate in the process
- 35There are 3 types of divestment rituals. What is a divestment ritual and what are the types of it?Divestment rituals are where the consumer distances themselves from things they treasure so they can sell them or give them away. The 3 types are:
Iconic Transfer Ritual: Taking pictures and videos of objects before selling them
Transition-Place Ritual: Putting items out of the way before disposing of them
Ritual Cleansing: Washing, ironing and/or meticulously wrapping the item - 36What is the "why" of consumption?Consumption motives, goals and desires
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- Flashcards on Topic 9 Values, created by simonloose22 on 14/06/2015.
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