Human Resource final

Source attractiveness

The perceived social value of a source based on factors like physical appearance, personality, social status, and similarity.

Source credibility

The source’s perceived expertise, objectivity, or trustworthiness that impacts consumer beliefs.

Endorsement contract

An agreement that results in large profits for endorsers.

Building credibility

Enhancing a source's credibility by ensuring their qualifications are relevant to the product endorsed.

Sex appeal

A marketing strategy focusing more on the attractiveness of the product presenter rather than the product itself.

Humour appeal

Using humor in advertising; effectiveness varies across cultures.

Fear appeal

Utilizing fear to communicate a message; effectiveness depends on the context.

Rational appeal

Marketing strategy focused on logical thinking and cognition.

Emotional appeal

Marketing strategy aimed at evoking emotional responses from consumers.

Visual appeal

Using imagery in marketing to capture attention faster than text.

Perceived risk

The belief that a product may have negative consequences.

Objective risk

Physical dangers associated with a product.

Subjective risk

Social embarrassment or perceptions related to a product's choice.

Psychological risk

Concerns about alignment between the product and self-identity.

Monetary risk

The possibility of losing money on purchased items.

Social risk

Worries regarding others' opinions of product choices.

Physical risk

Concerns about a product or service causing harm.

Functional risk

Doubts about whether a product will work as advertised.

Internal search

Scanning one's memory to gather information about product alternatives.

External search

Gathering information from advertisements, retailers, friends, and other sources.

Exemplar product

Brands that dominate a category, shaping evaluative criteria.

Market Maven

An individual who actively shares marketplace information.

Surrogate consumer

A person hired to provide input in purchase decisions.

Conformity

Change in beliefs or actions due to perceived group pressure.

Reactance

Negative emotional response when one feels their freedom is threatened.

Word-of-Mouth Communication

Product information transmitted informally between individuals.

Buzz

Positive word-of-mouth that enhances product awareness.

Queuing theory

The mathematical study concerning waiting lines and its psychological implications.

Showrooming

Visiting a store to see a product before purchasing it online.

Sharing economy

A shift towards temporary ownership models instead of traditional purchasing.

Family life cycle (FLC)

Concept that links income trends and family composition with changing consumer demands.

Achieved status

Social status gained through effort and accomplishments.

Ascribed status

Social status granted at birth or inherited.

Index of Status Characteristics

A tool developed by Hollingshead to gauge social class.

Status crystallization

The consistency of one's social status across different contexts.

Norms

Rules that dictate acceptable behaviors within a society.

Enacted norms

Explicitly established rules like traffic signals.

Crescive norms

Norms developed gradually and traditionally handed down through culture.

Customs

Established norms that control fundamental behaviors.

More

A custom with significant moral implications.

Conventions

Norms governing everyday behavioral conduct.

Descriptive norms

Norms that indicate what behaviors are common among others.

Injunctive norms

Norms that reflect what is considered morally right within a group.

Cultural formula

Recurring elements in mass culture that define roles and props.

Creolization

The process of blending distinct cultural elements to form new hybrid forms in marketing.