Chapter Seven Notes
Chapter Seven Notes MKT 321
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This 3 page Class Notes was uploaded by Callie Lusk on Tuesday September 20, 2016. The Class Notes belongs to MKT 321 at Western Kentucky University taught by McAmis in Fall 2016. Since its upload, it has received 11 views. For similar materials see Consumer Behavior in Marketing at Western Kentucky University.
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Date Created: 09/20/16
Consumer Behavior Exam #2 Preparation Chapter Seven Notes Reference Groups Group o Two or more individuals who share a set of norms, values, or beliefs. o Being part of that group has a slight-major influence over what you decide to purchase/do. o Implicitly and Explicitly relationships Explicitly groups would include fraternities/sororities Implicitly groups would include being a WKU student/alumni Reference Group o A group whose presumed perspectives or values are being used by an individual as a basis for current behavior Four criteria that are useful in classifying groups: o Membership Am I truly a member? o Strength of Social tie Much closer to family ties than most friendship ties. o Type of contact Face to face, long line o Attraction Do I want to be part of that group or separate from that group Types of Groups Consumption Subcultures o Distinctive subgroup of society that self-selects on the basis of shared commitment to a particular product class, brand, or consumption activity Examples of consumption subcultures: golf Types of Consumption Subcultures include: o Identifiable hierarchy o Set of shared beliefs and values o Unique jargon and rituals Online Communities and Social Networks o Community interacts around a topic of interest on the internet. o Online Social Network sites include Facebook, Twitter, Instagram, etc. When using social media in marketing, always be transparent, be part of the community, and take advantage of the unique capabilities of each venue. Reference Group influence Brand communities o Add values to the ownership of the product and build intense loyalty. o Type of consumption subculture that focuses on brand o Consciousness of kind: start to recognize who belongs/who doesn’t. o Examples: Harley Davidson, Jeep Type of Reference Group Influence o Informational We get information from the group o Normative Occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction o Identification Occurs when individuals have internalized the group’s values and norms. Marketing Strategies Based on Reference Group Influences Personal Sales Strategies o The power of groups can be demonstrated by the Asch phenomenon and can be applied with a personal selling approach. Advertising Strategies o Marketers often position products as appropriate for group activities o Word-of-mouth is more reliable than advertising. Opinion leaders o The “go-to” person for specific types of information. They filter, interpret, and pass along information o Opinion leaders possess enduring involvement for specific product categories. o Opinion leadership is category specific- an opinion leader in one product category is often an opinion seeker in opinion. Market Maven o A generalized market influencer who provides significant amounts of information about various products, places to shop, and so on. o Also known to be influentials Diffusion of Innovation Innovation o The idea, practice, or product perceived to be new by the relevant individual or group. There are three categories of innovation o Continuous Innovation Adoption requires minor changes in behavior that are unimportant to the consumer Example: Using iPhone 6 is essentially the same as using iPhone 7. If you know how to use 6, you can use 7. o Dynamically continuous innovation Requires a moderate change in an important behavior or a major change in a behavior of low or moderate importance to the individual Example: Film cameras to digital cameras Depends on the severity of change o Discontinuous Innovation Adoption requires a major change in behavior of significant importance to the individual or group. Adopter Categories o Innovators They’re going to buy it because its new and cool o Early adaptors Need someone else to test the waters, but still want/purchase the product early. o Early majority o Late majority Where you make majority of your sales o Laggards Where you make majority of your sales
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