Consumer Behavior Lecture Notes

Vocabulary flashcards generated from the Consumer Behavior lecture notes.

Culture

The study of all aspects of society (Language, customs, morals, knowledge, and beliefs) which give society its distinct personality; described as a complete design of living.

Role

A prescribed pattern of behavior expected of a person in a given situation by virtue of that person's position.

Ascribed Roles

Roles based on characteristics of a person over which the individual has no control, such as gender, age, and ethnicity.

Achievement Roles

Roles based on achievement or performance over which the individual has some degree of control, such as teachers, athletes, and scholars.

Role Expectations

General expectations about appropriate behavior in a social context that provide order and structure.

Role Conflict

A situation that occurs when an individual faces two or more incompatible roles.

Role Accumulation

The phenomenon where individuals accumulate multiple roles, indicating that they are well connected in society.

Aspirational Overbuying

Purchasing more items than necessary for a new role in an effort to fit into that role or try to be something one is not.

Role Stereotype

A shared visualization of the ideal performer of a given role.

Groups

Two or more individuals who share a set of norms and values and have a certain relationship.

Reference Group

A group used by an individual as the basis for their behavior.

Primary Group

A group with which an individual has frequent contact.

Secondary Group

A group characterized by limited, impersonal contact.

Formal Group

A group that has a defined structure and specific goals.

Informal Group

A group that has no formal structure.

Aspirational Group

A group that an individual wants to be a part of.

Dissociative Group

A group that an individual does not want to be a part of.

Conformity

A change in behavior as a result of real or imagined group pressure.

Opinion Leaders

Specialists who are knowledgeable or influential about one particular product or product category.

Market Mavens

Generalists who are knowledgeable about many kinds of products, prices, retail stores, services, and marketplace details.

Innovators

Individuals who try new products and are the first ones in their neighborhood to do so.

Purchase Surrogates

Individuals who go out and buy products for another person to help them.

Consumer Altruism

The tendency of a consumer to selflessly help other consumers with no ulterior motive other than the welfare of others.

Connectors

People with a special gift for bringing the world together, knowing lots of people, and serving as information brokers whose motive is to educate and help.

One-Step Model of Communication

A communication model where information flows directly from marketer to consumers without feedback or consumer-to-consumer sharing.

Two-Step Model of Communication

A communication model where information flows from the marketer to opinion leaders, and then from opinion leaders to consumers.

Multi-Step Model of Communication

A realistic communication model involving targeted efforts toward opinion leaders, specialized mail, and special events for influential individuals.

Yankelovich System

A consumer behavior research method that focuses on understanding consumer attitudes, values, and motivations through in-depth interviews and surveys.

Initiator

the person who decides you need a product

Influencer

Knowledgeable about products

Gatekeepers

Knowledgeable but doesn’t share

Deciders

a person who makes decisions about products