4238560
Description
Flashcards by Tim Lutjens, updated more than 1 year ago
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Created by Tim Lutjens
over 8 years ago
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| Question | Answer |
| influences on consumer behaviour | marketing mix influences sociocultural influences situational influences persona/psychological influences |
| influences | informational influence: information provided by others utilitarian influence: willingness to accept other opinion value-expressive influence: use choice to express values consistent with group |
| reference group influences | public necessities public luxuries private necessities private luxuries |
| Public necessities | strong reference group influence on brand selected weak reference group influence on product purchase |
| public luxuries | strong reference group influence on brand selected strong reference group influence on product purchase |
| private necessities | weak reference group influence on brand selected weak reference group influence on product purchase |
| private luxuries | weak reference group influence on brand selected strong reference group influence on product purchase |
| power of reference groups | referent power information power legitimate power expert power reward power coercive power |
| conformity | change in beliefs/actions in reaction to group pressure |
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