MKT 322 Chap. 11-14 Keywords

Microcultures

share a strong identification with an activity or art form. Have their own unique set of norms, vocab, and product insights. Consumer identity derives from “we” as well as “I”.

EX: Mountain Men

Subcultures

groups whose members share beliefs and common experiences that set them apart from others. Help shape needs/wants 

Example of Subcultures

• Ethic Subcultures

• Racial Subcultures

• Religious Subcultures

• Age Subcultures

Acculturation

refers to the process of movement and adaptation to one country’s cultural environment by a person form another country

Agents: people and institutions that teach the ways of a culture (family, friends, media, religious orgs)

Religious Identity affects on Consumption

• Explosion of religion in pop culture 

• Dietary

• Dress requirements

• subcultures affect personality, attitudes - church leaders can encourage/discourage consumption

**Taboo topic for marketers though

Extended Family

consists of three generations living under 1 roof (grandparents, aunts, cousins)

Nuclear Family

a father, mother and a couple kids

Reference Group

actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior

Social Identity Theory

argues that each of us has several selves that relate to different groups 

Social Power vs Referent Power

S.P. - the capacity to alter the actions of others

R.P. - when consumers imitate behaviors of a prominent person/people they desire

Normative Influence (type of Reference Group influence)

reference group helps to set and enforce fundamental standards of conduct

Comparative Influence (type of Reference Group Influence)

when decisions about specific brands or activities are affected - a type of social comparison

Brand Community vs. Consumer Tribe

B.C- a set of consumers who share a set of social relationships based upon brand

C.T - group of people who share a lifestyle and can identify with one another because of shared allegiance to product/activity

Tribal Marketing

to link one’s product to the needs of a group as a whole

Types of Resisting Conformity

Interdependence: being oblivious to expectations of others

Anticonformity: defiance to the group 

Reactance: negative emotional state that results when we are deprived of our freedom to choose

Roles in Collective Decision Making

• Initiator

• Gatekeeper

• Influencer

• Buyer

• User

Autonomic Decision vs. Syncretic Decision

A.D- 1 family member chooses product vs. S.D- involves both partners — As education increases, syncretic decision making increases

Four Types of Virtual Community Members

1. Tourists - lack strong social ties to a group

2. Minglers: maintain strong social ties, but are not interested in the central consumption activity

3. Devotees: express strong interest + few social attachments to group 

4. Insiders: both strong social ties+ activity 

Guerilla Marketing

promo strategies that use unconventional locations and intensive word-of-mouth campaigns to push products

Viral Marketing

refers to the strategy of getting customers to sell a product on behalf of the company that creates it

Opinion Leaders

1. Generalized - somebody whose recommendations are sought after for all 

2. Monomorphic - expert in a limited field

3. Polymorphic - expert in many fields

Discretionary Income

money available to a household over and above what it requires to have a comfy standard of living — how they choose to spend: tightwads or spendthrifts

Factors affecting savings rate

• pessimism/optimism 

• world events

• cultural differences in attitudes toward savings income pattern

Brand Aspirationals

people with low incomes who are obsessed with names like KitchenAid

Price-Sensitive Affluents

wealthier shoppers who love deals

Value-Price Shoppers

like low prices and cannot afford much more

Plutonomy

an economy that is driven by a small number of wealthy people

3 Aspects of Culture

1. Ecology- the way in which in a system is adapted to its habitat

2. Social Structure - the way in which orderly social life is maintained

3. Ideology - mental characteristics of a people and the way in which they relate to their environment and social groups — plus worldview (share certain ideas about principles of order and fairness)

Consumer Fairy Tales

created stories that include magical agents, donors, and helpers to overcome villains and obstacles as they seek out goods and services in their quest for happy endings

• some usually borrow imagery from popular fairy tales to tell a story about a product 

3 Stages of Gift-Giving Rituals

1. Gestation - giver is motivated by an event to procure a gift

2. Presentation - process of the gift exchange

3. Reformulation - the bonds between gift-giver and receiver are adjusted to reflect the new relationship that emerges after the exchange is complete

Culture Process Systems

set of individuals and organizations responsible for creating and marketing a cultural product — creates many diverse kinds of products (like arts and crafts).

Cultivation Hypothesis

media’s ability to distort consumers’ perceptions of reality. Ex: heavy tv viewers give biased estimates of wealth, racial stereotypes, and frequency of antisocial behaviors

Reality Engineering

marketers appropriate elements of popular culture and converts them to use for promo

— ex: advergaming - online games feature real advertisements for real products and services + product placement (TV)