New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Chapter Seven Notes

by: Callie Lusk

Chapter Seven Notes MKT 321

Callie Lusk
View Full Document for 0 Karma

View Full Document


Unlock These Notes for FREE

Enter your email below and we will instantly email you these Notes for Consumer Behavior

(Limited time offer)

Unlock Notes

Already have a StudySoup account? Login here

Unlock FREE Class Notes

Enter your email below to receive Consumer Behavior notes

Everyone needs better class notes. Enter your email and we will send you notes for this class for free.

Unlock FREE notes

About this Document

Here are the notes and examples given from Chapter Seven
Consumer Behavior
Class Notes




Popular in Consumer Behavior

Popular in Marketing

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.


Reviews for Chapter Seven Notes


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

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


Buy Material

Are you sure you want to buy this material for

0 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Janice Dongeun University of Washington

"I used the money I made selling my notes & study guides to pay for spring break in Olympia, Washington...which was Sweet!"

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.