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CB2
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- 1contact in a reference group that does not involve face-to-face interactionindirect contact
- 2refers to the closeness and intimacy of the group linkagesstrength of social tie
- 3__ groups have strong ties, frequent interaction and considerable influenceprimary
- 4__ groups have weaker ties, less frequent interaction and are less powerful,influentialsecondary
- 5refers to the desirability that membership in a given group has for the individual (can be positive or negative, both can influence behavior)attraction
- 6involvement in a group, relevance of activity to group's function, and the lower an individual's confidence are determinants of group __influence
- 7marketers, nonmarketers, info delivered personally or by mass media, differing in reach/credibility are __ influence sourcesgeneral
- 8opinion leaders and market mavens are __ influence sourcesinfluence
- 9__ influence is affected by the characteristics of the product, the consumer, and the group. can affect brand choice congruence, conformity, compliance or reactancenormative
- 10__ influence is affected by characteristics of the product, the consumer and the influencerinformational
- 11__ influence (aka value expressive): consumers emulate the behavior of people/groups they fin attractive and purposefully choose different behaviors than those people/groups that are unattractiveidentification
- 12reference group influence can take three forms: - I__ influence (aka value expressive) - N__ influence (aka utilitarian influence) - I__ influenceidentification, normative, informational
- 13__ influence: consumers emulates the behavior of people they find attractive as role modelsidentification
- 14__ groups: those people that consumers want to be likeaspirational
- 15__ groups: those people that consumers are likeassociative
- 16__ groups: those people that consumers don't want to be likedissociative
- 17__ consumption is often used to signal one's identity, and thereby to associate with desirable social groups and dissociate from undesirable social groupsconspicuous
- 18__ influence: the extent to which sources influence consumers simply by providing informationinformational
- 19__: society's collective decisions about what behavior should be (which brands and stores are cool, discouragement of stealing, how much food to eat at a given meal)norms
- 20__ __ __: the likelihood that consumers will buy what others in their group buybrand choice congruence
- 21__ influence (aka utilitarian influence): social pressure designed to encourage conformity to the expectations of othersnormative
- 22__ __: pattern of behavior in a typical group, community, or culture, accepted as normal and to which an individual is accepted to conformsocial norms
- 23new social norms include social media acceptance and increased phone usage, allowing for companies to utilize phone app start ups. true or false?true
- 24The __ Experiment: many participants were willing to administer "harmful" levels of electrical shocks to others simply because they were instructed to do so. obedience to authority depends on: - degree of __ between act of obedience and consequences; farther away, more obedient - type of __; how strong it is what creates __: - content (knowledge, tangible power) - presentation (appearance, profession)Milgram, separation, authority, authority
- 25once we have made a choice or taken a stand, we feel pressures to behavior consistently with that __commitment
- 26(sales technique) first make a small request, then escalate to a larger onefoot in door technique
- 27(sales technique) make a good offer to the target, and then remove some of the benefits after the target accepts the offerlowballing technique
- 28__: people feel the need to give back to others who have helped themreciprocity
- 29(sales technique) retailer gives patrons a cheap gift which leads customers to purchase more items"free" gifts from retailer
- 30(sales technique) first make a large, unrealistic request then a smaller onedoor in the face technique
- 31door in the face plays on __ elicited in a specific social interaction, and is more effective in initial, short-term compliance. foot int he door can change self-__, more effective in getting people to comply over timeemotion, perception
- 32informational influence can __ information search (although sometimes marketers need to increase likelihood consumers will information search)reduce
- 33when people are __ they likely tell 8-10 people about itdissatisfied
- 34positive information can cause positive __ and vice versavalence
- 35__ information is more likely than positive information to be communicatednegative
- 36__ is how something is expressed; verbal or nonverbal communicatedmodality
- 37__ __ are susceptible to information when considering complex products or consider purchase to be riskyproduct characteristics
- 38influence is __ when the information provider is an expertgreater
- 39__ differences play a role in how influential certain methods are; eg: US consumers more likely than Korean consumers to be persuaded by ads with lots of informationcultural
- 40members of __ groups have greater opportunity and greater motivation to share informationcohesive
- 41information about products or services that is communicated verbally. tends to be much more persuasive than advertisingword of mouth
- 42people spread __ __ __ to help other consumers feel better, help the company, share enthusiasm, and sometimes get attentionword of mouth
- 43marketing strategy and WOM: 1. __ what's being said through chat rooms, compare with competitors 2. facilitate customer to customer conversations in review sites, forums, etc and increase __ of relevant info to consumers 3. influence and target consumers through designed campaigns to create __ and brand ambassadors 4. actively __ in C2C, respond to criticism and give expert informationmonitor, availability, buzz, participate
- 44WOM is influential because its relevant and more __. also information is more vividreliable
- 45strategies designed to generate goom WOM: 1. A__ 2. P__ S__ 3. Retailing/Personal S__ 4. Creating B__advertising, product sampling, selling, buzz
- 46negative WOM can go viral; important to prevent it and respond to it. strategies for handling rumors and scandals: do n__, do something l__, do something discreetly, do something b__, and take r__nothing, locally, big, responsibility
- 47the go-to person for specific types of information who actively filters, interprets, or provides product and brand-relevant information to their family, friends and colleagues - have ability to influence common audience. not always identifiable; sometimes they just have active voice in community or specializationopinion leader
- 48__ flow of __: involves opinion leaders for a particular product area who actively seeks relevant information from the mass media as well as other sourcesmultistep flow of communication
- 49opinion leaders are influential because they are more p__ and trustworthy than ads. they act as early a__ which influences the majority of consumers. likelihood of seeking an opinion leader's changes as product knowledge and involvement changesprofitable, adopters
- 50characteristics of __ __: - long-term involvement with product - found within all demographic segments of population - gregarious/sociable - high exposure of media - possess similar traits to other opinion leadersopinion leaders
- 51__ __: generalized market influencers with information out many different kinds of products, places to shop, and other aspects of markets; they both initiate discussions with others about products and shopping; and respond to requests for market information.market mavens
- 52__ __ may not actually know the fully detailed product, but there is a perception that they do. can influence products negatively if theres controversy or discrepancyopinion leaders
- 53an offering that is new to the marketplace where consumers within a market segment perceive as new and that has an effect on existing consumption patternsinnovation
- 54an offering that is so new that nothing like it has been known beforediscontinuous
- 55innovation that has pronounced effect on consumptiondynamically continuous
- 56innovation with limited effect on existing consumption patternscontinuous
- 57__ benefit: has utilitarian benefits that are different or better than those of alternatives (eg: hybrid vehicles)functional
- 58__ benefit: appeals to our aesthetic, pleasure-seeking and/or sensory needs (eg: new forms of music)hedonic
- 59__ benefit: product, service, attitude, or idea that has new social meaning (eg: new styles of clothes)symbolic
- 60__ __: the percentage of the population that has adopted an innovation at a specific point in timeinnovation diffusion
- 61__-__ diffusion curve: longer time period before most of the market adopts innovation due to higher risk and/or higher switching costs involveds-shape
- 62__ diffusion curve: shorter time period before most of the market adoptions innovation due to lower risk and/or lower switching costs involvedexponential
- 63products with high __ __ may be more readily adopted than those with low __ __perceived value
- 64relative advantage and innovativeness are perceived __ of a productbenefits
- 65perceived value, perceived benefits, perceived costs, risk/uncertainty, compatibility, triability, complexity are product __ impacting if consumers will adopt __factors, innovation
- 66observability, social value, legitimacy, adaptability, modernity, homophily, physical distance, opinion leadership are other __ rate factorsdiffusion
- 67__ decision making (aka habitual decision making): occurs when there is very low involvement with the purchase. a completely __ decision does not even include consideration of the "do not purchase" alternativenominal
- 68__ decision making: involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluationlimited
- 69__ decision making: involves extensive internal and external search followed by a complex evaluation of multiple alternativesextensive
- 70__ problem recognition: involves a discrepancy that a variety of brands within a product category can reduce. increasing __ problem recognition generally results in expansion of the local marketgeneric
- 71__ problem recognition: involves a discrepancy only one brand can solve. firms attempt to cause __ problem recognition to gain or maintain market shareselective
- 72__ __: we are more likely to recall information that reinforces or confirms our overall biasesconfirmation bias
- 73__: when the recall of one attribute inhibits the recall of anotherinhibition
- 74__: you are most likely to recall information, feelings and experiences that match your moodmood
- 75internal search: search of long-term memory to determine if... 1. a satisfactory __ is known 2. what are __ of potential solutions, and 3. ways to compare the possible __solution, types, solutions
- 76factors enhancing __ __: prototypicality, brand familiarity, goals/usage situation, brand preference, retrieval cuesbrand recall
- 77factors that affect recall of __: accessibility, diagnostic information, saliency, vividness, pertinent to your personal goalsattributes
- 78overall __ are easier to recall than specific attributes, __ typically form strong associative links with the brandevaluations
- 79easier to recall __ that are vivid, salient, and frequentexperiences
- 80if a resolution is not reached through internal search, then the search process is focused on relevant __ information through sources such as friends, family, independent sources like magazines, marketing sources such as sales personnel, experiential sources such as product rialexternal
- 81general info sought to make decision: 1. appropriate __ criteria 2. existence of various alternatives 3. performance of each alternative on each __ criterionevaluative
- 82specific info normally sought in external search: b__ name, p__, and other attributesbrand name, prices
- 83the type of __ influences the level of search and the __ of the evoked set influences the direction of the searchdecision, nature
- 84external information search is skewed toward __ search, with the greatest proportion of consumers performing little external search immediately prior to purchaselimited
- 85factors on influencing __ _- process: ease of acquiring and using information, confidence in decision making ability, costs of external search (financial, time, decision delay, physical, psychological, information overload)external search
- 86consumers with little or extensive knowledge __ less. consumers with moderate knowledge __ moresearch
- 87the higher __ of the consumer, the more likely and able they are to process external informationIQ
- 88the more educated a consumer is, the (more? less?) __ likely they are to searchmore
- 89the more information that is __, the more search activity. if information takes little effort to comprehend, information search and usage are enhanced. the more time __, the greater the opportunity to process informationavailable
- 90higher situational __ leads to greater pre-purchase search. when __ are perceived as greater than costs, external search activity is greater. the more alternative to consider, the more motivation you will have to __. the more uncertain you are, the more you will be motivated to learn __. if information clashes with existing knowledge, you'll be motivated to search more. if you enjoy searching, you'll search more.involvement, benefits, search, more
- 91attributes affecting __ __ selection: outlet location and size, outlet image, retailer brands, retail advertisingretail outlet
- 92(search process and marketing strategy) used when brand is in consideration set and no search is undertaken. if the brand is purchased habitually by the target market, the marketer's strategy is to maintain that behavior. consistent attention to product quality, avoiding out-of-stock situations and a reinforcement advertisement strategy. must defend against disruptive tactics of competitorsmaintenance strategy
- 93(search process and marketing strategies) used when brand is NOT in consideration set and no search is undertaken. difficult position since consumer does not seek external information or consider alternative brands before a purchase. task is to disrupt the existing decision pattern. major product improvement accompanied by attention attracting advertising could shift target market into more exensive form of decision making. use of free samples, coupons, rebates. striking package design and point of purchase displays. comparative advertisingdisrupt strategy
- 94(search process and marketing strategies) used when brand is in consideration set and limited search is undertaken. limited decision making generally involves a few brands that are evaluated on only a few criteria. much of the information search occurs at point of purchase or readily available media prior to purchase. marketer needs to know where consumers search and what information they are looking for so they can supply the information. wants to also maintain consistent product quality and adequate distributioncapture strategy
- 95(search process and marketing strategies) used when brand is NOT in consideration set and limited search is undertaken. objective is to intercept the consumer during the search for information on the brands in the evoked set or during general search for related information. marketer will place considerable emphasis on attracting the consumers' attention. low-involvement learning, product improvements, and free samples can be used to move the brand into target market's evoked setintercept strategy
- 96(search process and marketing strategies) used when brand is in consideration set and extensive search is undertaken. extensive search generally involves several brands, many attributes, and a number of information sources. marketer will need to structure an information campaign that will resulting the brand being preferred by members of the target market. first step is a strong position on those attributes important to the target market. next information must be provided in all the appropriate sources. independent groups should be encouraged to test the brand and sales personnel should be provided detailed information on the brand's attributespreference strategy
- 97(search process and marketing strategies) used when brand is NOT in consideration set and extensive search is undertaken. similar to preference strategy, but must also motivate consumers of the target market to learn more about the brand. use of opinion leaders can get consumers to think about brand. search-engine optimization. long-term advertising designed to enhance low-involvement learning or extensive advertising with a strong emphasis on attracting attention.acceptance strategy
- 98three major strategic issues marketers face regarding the internet's role in information search and decision making: 1. how can they drive their __ to consumers? 2. how can they drive __ to their information? 3. how (if at all) can online seeing be utilized or integrated with existing __?information, consumers, channels
- 99consumers have all sorts of "__" that aren't just seeking one optimal solution to their problem. consumers often lack both the skill or m__ to find the optimal solution. context effects and situational effects affect consumers' choices regularly.metagoals, motivation
- 100__-based choices are more holistic. brand not decomposed into distinct components for separate evaluation. evaluations generally focus on how they will make the user feel emotionally as they are usedaffect
- 101__-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics; no attributes-by-attribute comparisons are made at the time of choiceattitude
- 102__-based choices require the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brandsattribute
- 103__ are shortcuts to decision making, strategies consumers use to provide guidance while making decisions, they offer a shortcut to a decision. they allow use of only part of the available information, we use these in low effort situationsheuristics
- 104the __ heuristic: making a judgment by simply comparing a stimulus to the category prototyperepresentative
- 105the __ heuristic: basing judgments on events that are easier to recallavailability
- 106law of __ __: expecting that info obtained from a small pool is representative of a larger populationsmall numbers
- 107ignoring __-__ information: how often an event really occurs for al consumersbase-rate
- 108simplifying strategies based on... - P__ (based on benefits, features, evaluations of brand) - H__ (once we find a convenient way of doing things we tend to stick with it) - B__ L__ (buying the same brand because of preference_ - P__ - N__ Influences (low-elaboration decision-making that is based on others' opinionsperformance, habit, brand loyalty, price, normative
- 109__ of __: acceptable range of prices for a purchase decisionzone of acceptance
- 110persuasion is an example of __ __ in normative influencesdirect influence
- 111mimicking others is an example of __ __ in normative influencesvicarious observation
- 112concerned about the opinion of others is __ __ in normative influencesindirect influence
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- Descripción
- Fichas sobre CB2, creado por Alex Daugherty el 19/11/2017.
- Creado por
- Alex Daugherty · nov 2017
- Actualizado
- 20 nov 2017
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