Consumer Behaviour Part 3 a little revision wont hurt

Conformity

Changing behaviour to match a group or individual.

Compliance (Normative Social Influence)

: Weakest form of conformity; changing behaviour publicly to fit in while privately disagreeing.

Informational Social Influence

: Following others because you are unsure what to do and assume the group knows better

Internalization

Strongest form of conformity where behaviour and attitudes genuinely change to align with personal beliefs

Milgram Experiment

Study showing how people obey authority figures even when asked to harm others

Reactance

Motivational response when people feel their freedom is threatened, causing them to do the opposite.

Negative Reactance

Deliberately doing the opposite of what is suggested, similar to reverse psychology.

Word of Mouth (WOM)

Informal communication between consumers about products or brands.

Traditional Word of Mouth (TWOM)

: Face-to-face communication about products or brands

Electronic Word of Mouth (eWOM)

Online communication such as reviews and social media posts about products or brands

Micro-blogging WOM :

Real-time online sharing of opinions through platforms like Twitter/X or blogs

Self-enhancement

Sharing information to make oneself look knowledgeable or interesting.

Impression Management

Controlling how others perceive you

Altruism

Sharing information to help others make better decisions

Message Valence

Whether word of mouth is positive or negative.

Audience Tuning

Adjusting a message depending on who is receiving it

Social Network

Connections between individuals.

Nodes

The people within a social network.

Ties

The strength of relationships between people in a network.

Centrality

How important or influential a person is in a network.

Network Density

How interconnected members of a network are

Reference Groups

Groups used for comparison and guidance when shaping beliefs and behaviours.

Membership Group

A group you currently belong to.

Aspirational Group

A group you want to belong to

Dissociative Group

A group you do not want to be associated with.

Informational Influence

Consumers follow advice or information from others such as experts or celebrities

Utilitarian Influence

Buying products to satisfy others’ expectations.

Value-Expressive Influence

Buying products to express identity or personal values

Opinion Leader

A person whose opinions influence others’ purchasing decisions

Monomorphic Opinion Leader

An expert in one specific field

Polymorphic Opinion Leader

An expert in multiple fields

Segmentation

Dividing consumers into groups for targeted marketing.

Psychographics

Study of consumer values, personality, interests, and lifestyle.

Family Structure

The composition of a family that affects purchasing decisions

Nuclear Family

GrandParents,Parents and children living together.

Extended Family

Three generations living together, including grandparents, parents, and children.

Household

People sharing a residence and household responsibilities.

Family Expenditure

How family spending changes based on age, income, and life stage

Chronological Age

Actual age measured in years since birth.

Biological Age

How well the body functions physically.

Subjective Age

The age a person feels or identifies with.

Social Age

Age defined by social roles and behaviours

Age Cohort

A group of people of similar age who share common experiences.

Baby Boomers : Generation born between 1946–1960 with high purchasing power.

Generation X

Generation born between 1966–1979 that values family stability and work-life balance.

Generation Y (Millennials)

Generation born between 1979–1994 that values connectivity and experiences.

Generation Z

Digital-native generation born from 1994 onwards, highly connected through social media.

Value

A stable belief that one behaviour or goal is preferable to another.

Instrumental Values

Preferred behaviours used as a means to achieve goals.

Intrinsic Values

Desired end goals such as happiness or fulfilment.

Materialism

Belief that possessions and wealth bring happiness.

Possession-Focused Materialism

: Valuing ownership of products and goods.

Envy-Based Consumption

Buying products because others own them.

Social Class

: Consumer status based on income, occupation, education, and lifestyle.

Symbolic Capital

Respect and recognition gained through perceived social status.

Status Symbol : Products used to signal wealth or success.

Status Seeking

Desire to display success through possessions.

Consumer Collectives

Social groups formed around shared consumption and brands.

Consumption Constellation

Brands associated with a particular identity or lifestyle.

Cohesiveness

Strength of relationships and attachment within a group.

Propinquity

Physical closeness increasing the likelihood of group formation.

Mere Exposure Effect

Repeated exposure to something increases liking for it.

Minimal Group Paradigm

People favour their own group even when groups are randomly assigned.

Brand Community

A structured group united by admiration for a brand.

Shared Rituals

: Activities and traditions that strengthen brand identity and community.

Consciousness of Kind (We-ness)

Shared feeling of belonging among brand community members.

Virtual Brand Community

Online communities based on shared enthusiasm for a brand.

Brand Public

A large online audience discussing a brand without strong interpersonal connections.

Subculture of Consumption

A subgroup connected through shared product use and values.

Consumer Tribe

Temporary, emotionally connected groups centred around shared consumption.

Ethical Consumption

Making purchases based on social and environmental impact.

Circular Economy

Economic system designed to reduce waste through reuse and recycling.

Upcycling

Turning old materials into new products.

Plant-Based Consumption

Replacing animal products with plant-based alternatives.

Minimalism

Choosing fewer possessions and consuming more intentionally.

Product Acquisition

Buying ethical, fair-trade, or recycled products.

Product Usage.

Using products sustainably, such as reducing water or electricity use

Product Disposal

Recycling or donating used products responsibly.

Nudge

A subtle change in the environment that encourages better behaviour without removing choice.

Culture

Shared beliefs, values, norms, rituals, and traditions of a group.

Globalization

Spread of shared culture and ideas across countries.

Postmodernism

Consumer scepticism towards brands and preference for symbolic experiences.

Hyperreality

When simulated experiences feel more real than actual reality.

Consumer Society

A society heavily focused on consumption.

Cultural Fluency

When products or messages match cultural expectations.

Cultural Disfluency

When something violates cultural expectations and requires more thought.

Material Life

Technologies used to produce, distribute, and consume goods.

Language

Spoken and nonverbal communication within a culture.

Social Interaction

Relationships and group structures within a culture.

Aesthetics

Cultural ideas of beauty and good taste.

Sacred Beliefs

Shared beliefs or objects that hold special meaning

Sacred Consumption

Special objects or experiences treated with respect.

Profane Consumption

Ordinary everyday products and experiences.

Sacralization

Giving ordinary items special or symbolic meaning.

Contamination

Increased value of an object due to association with a person.

Desacralization

Removing special meaning from something.

Myth

A symbolic story expressing cultural values and ideals.

Metaphysical Myth Function

Explains existence or origins.

Sociological Myth Function

Maintains social order.

Psychological Myth Function

Provides role models and guidance.