quiz 3 prep

notes from lecture slide topics 10-13

what are influences on how mych consumers learn

• motivation

• familiarity (ability)

• ambiguity (diagnosticity) of info environment (opportunity)

• processing biases

evaluation of outcomes:

• positive —> satisfaction

• negative —> dissatisfaction

what are influences on how mych consumers learn

• motivation

• familiarity (ability)

• ambiguity (diagnosticity) of info environment (opportunity)

• processing biases

evaluation of outcomes:

• positive —> satisfaction

• negative —> dissatisfaction

dimensions of evaluation?

• hedonic

• utilitarian

what is focus?

aka locus of control: affects blame

• i am responsible

• its bad luck

• the marketer is responsible

what is stability?

affects perceived severity of outcome and likelihood of trying again

• happened just once

• happened just to me

• happens all the time

• happened to others too

what is controllability?

affects level of anger

• it couldn’t be avoided

• it could have been avoided

the case of accident claims: it wasnt my fault

• no one was to blame for the accident, but it never would have happened if the other driver had been alert

• a pedestrian hit me and went under my car

• the telephone pole was approaching fast. i was attempting to serve out of its path when it struck my front end

the case of accident claims: it was my fault, but (only partially so)

• is my attempt to kill a fly, i drove into telephone pole

• the pedestrian had no idea which way to go, so i ran him over

• the accident occurred when i was attempting to bring my car out of a skid by steering it into the other vehicle

• a guy was all over the road. i had to swerve a number of times before i hit him

equity theory between consumer and marketer:

consumer:

• inputs: time, money, information

• outputs: goods or service satisfaction

marketer:

• inputs: goods, money, time

• outputs: money

• favorable WOM

more likely to complain and take drastic measures when:

• dissatisfaction is high

• issue/product is important

• expectations of redress are high

• blame is attributed to the seller

effective handling of complaints:

• listen to the squeaky wheel

• look for complaints — make complaining easy

• anticipate needs for recovery

• accept responsibility

• quick action

  • replacement

  • repair

  • refund

  • exchange

• empower and train employees

whats the emblematic function?

• geographic emblems

• ethnic emblems

• social class emblems

• gender emblems

• reference group emblems

recognition of emblems: which products

• house:

  • large white contemporary

  • large white colonial

  • small white colonial

• car ( varying in size, style, age, and cost)

  • chevette sedan

  • caprice coupe

  • corvette coupe

  • camero coupe

recognition of emblems: go with which person

someone who…

• is a grandfather

• has a lot of friends

• is a doctor

• i would like to visit

• is happy

• is smart

• has a lot of money

• is a mailman

• is mean

• is the kind of person i would like to be

the connectedness function:

• family: immediate, extended, ancestral

• friends

• culture

• group

the expressiveness function:

• how to see yourself

• how you want others to see you

special possessions: symbolic value

• emblematic: symbolizes the group(s) i belong to; gives me social status

• role acquisition: represents achievements/new roles

• connectedness: reminds me of relationship to a person; facilitates interpersonal ties

• expressiveness: allows me to express myself; expresses what is unique about me

special possessions: mood altering properties

• enjoyment: provides enjoyment, relaxation, security, comfort

• spiritual: provides a link to divine

• appearance-related: is beautiful; improves my appearance

special possessions: utilitarian value

• utilitarian: allows me to be efficient in daily .life

• financial: is valuable in terms of money

special possessions: characteristics

• not sold at market value

• may not be used for original purpose

• powerful emotions attached

• personified

possessions that are part of our extended self?

• collections and extension of self

• money and extension of self

• pets and extension of self

• other people as extension of self

possessions and the self:

• possessions help to define our identity

• possessions can be part of our extended self

• possessions and rituals

• loss of possessions can involve a loss of identity

ritualistic holidays and products?

• new years eve

• valentines day

• easter

• july 4th

• halloween

• thanksgiving

• christmas

• symbolizers

• enablers/props

• garb

• ritualistic consumption activities

motivations for gift giving

• altruism

• agnostic

• instrumental

• obligatory

• antagonistic

stages of gift giving?

• gestation

• presentation

• reformulation

what is a social class?

an identifiable group of individuals who tend to share similar values and behavior patterns different from those of other classes

variables of consumers social class?

• income

• occupation

• education

• area of residence

• possessions

• family background

• social access and interactions

the manifestation of social class across cultures?

• rigidity of membership criteria

• observability of membership

• attitudes toward stratification

• implications of social mobility

what is mobility?

• upward mobility

  • economic

  • social

• downward mobility —> status panic

• social class fragmentation

social class and consumption:

• compensatory consumption

• conspicuous consumption

• status symbols

  • what determines status? $$?

• the meaning of money — does everyone understand its innate beauty ( sacred vs profane)?

sources of influences?

• reference groups

• marketer-dominated

• non-marketer-dominated

• delivered

  • via mass media

  • personally — WOM

what is socialization?

the way we acquire values and beliefs. typically informal; learned through example

sources of influence: some relevant dimensions

• reach

• capacity for two-way communication

• credibility

what is normative social influence?

• derives from norms; society’s collective decisions about what behavior should be

• implies consumers will be:

  • sanctioned/punished if norms not followed

  • rewarded for performing expected behaviors

• is learned via:

  • traditional social institutions (parents, schools, religion)

  • peers (positive & negative)

types of social influence

1. normative

2. informational

whats a reference group?

those against whom consumers compare themselves (e.g., fraternity members; sophisticated diners)

types of reference groups?

• aspirational

• associative

• dissociative

characteristics of reference groups?

about group:

• degree of contact

  • primary

  • secondary

• formality

• homophily

• density

about members:

• degree of identification

• tie-strength

special sources of influence:

• opinion leaders

  • characteristics

    • heavy users

  • motivations

    • involvement in category

  • reason for influence

    • no personal stake

• market mavens

  • knowledge about large variety of products

  • heavy media users; likely to be nonwhite, non-male, have lower income

social influence: marketing impact

• product usage — do you have to wear deodorant even if you don’t want to?

• brand choice congruence and conformity

• compliance vs reactance

word of mouth?

• often the most significant source of info for consumers

• more credible than paid media endorsements

• consumers are particularly likely to spread negative info

influencing word of mouth?

• preventing and responding to negative WOM

• engineering favorable WOM

• tracking WOM

good of social influence?

positive outcomes

• personal knowledge

• greater certainty

• better choices

• charitable, philanthropic, humanitarian behaviors

• values consistent with high social good

bad of social influence?

negative outcomes

• materialism

• anorexia/bulimia

• conspicuous consumption

• dangerous consumption

  • drugs

  • smoking

  • alcohol

• theft

• hazing deaths

• gangs

• the media and violence