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Consumer Behavior Ch.10 Key Words
key words and descriptions
48
Marketing
Undergraduate 3
03/18/2011

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Term
Antibrand Communities
Definition
groups of consumers who share a common disdain for a celebrity, store, or brand
Term
Aspirational Reference Group
Definition
high-profile athletes and celebrities used in marketing efforts to promote a product
Term
Brand Community
Definition
a set of consumers who share a set of social relationships based on usage or interest in a product
Term
Brandfests
Definition
a corporate-sponsored event intended to promote strong brand loyalty among customers
Term
Cohesiveness
Definition
the degree to which members of a group are attracted to each other and how much each values their membership in this group
Term
Comparative Influence
Definition
the process whereby a reference group influences decisions about specific brand or activities
Term
Conformity
Definition
a change in beliefs or actions as a reaction to real or imagined group pressure
Term
Consumer Tribe
Definition
group of people who share a lifestyle and who can identify with each other because of a shared allegiance to an activity or product
Term
Decision Polarization
Definition
the process whereby individuals' choices tend to become more extreme, in either a conservative or risky direction, following group discussion of alternatives
Term
Deindividuation
Definition
the process whereby individual identities get submerged within a group, reducing inhibitions against socially inappropriate behavior
Term
Guerrilla Marketing
Definition
promotional strategies that use unconventional locations and intensive word-of-mouth campaigns
Term
Home Shopping Party
Definition
a gathering where a company representative makes a sales presentation to a group of people who have gathered in the home of a friend or acquaintance
Term
Homophily
Definition
the degree to which a pair of individuals are similar in terms of education, social status, and beliefs
Term
Influence Network
Definition
a two-way dialogue between participants in a social network and opinion leaders
Term
Information Cascades
Definition
Term
Market Maven
Definition
a person who often serves as a source of information about marketplace activities
Term
Membership Reference Group
Definition
ordinary people whose consumption activities provide informational social influence
Term
Mere Exposure Phenomenon
Definition
the tendency to like persons or things if we see them more often
Term
Metaverse
Definition
the network of virtual worlds where people interact in 3D immersive digital environments
Term
Name-Letter Effect
Definition
all things equal we like others who share our names or even initials better than those who don't
Term
Negative Word Mouth
Definition
the passing on of negative experiences involved with products or services by consumers to other potential customers to influence others' choices
Term
Normative Influence
Definition
the process in which a reference group helps to set and enforce fundamental standards of conduct
Term
Norms
Definition
the informal rules that govern what is right or wrong
Term
Opinion Leader
Definition
person who is knowledgeable about products and who frequently is able to influence others' attitudes or behaviors with regard to a product category
Term
Principle of Least Interest
Definition
the person who is least committed to staying in a relationship has the most power
Term
Propinquity
Definition
as physical distance between people decreases and opportunities for interaction increase, they are more likely to form relationships
Term
Reference Group
Definition
an actual or imaginary individual or group that has a significant effect on an individual's evaluations, aspirations, or behaviors
Term
Reward Power
Definition
a person or group with the means to provide positive reinforcement
Term
Risky Shift Effect
Definition
the tendency for individuals to consider riskier alternatives after conferring with a group than if members made their own decisions with no discussion
Term
Shopmobbing
Definition
strangers organize online around a specific product or service and arrange to meet at a certain date and time in a real-world store to negotiate a group discount
Term
Social Loafing
Definition
the tendency for people not to devote as much to a task when their contribution is part of a larger group effort
Term
Social Networking
Definition
a growing practice whereby web sites let members post information about themselves and make contact with others who share similar interests and opinions or who want to make business contacts
Term
Social Power
Definition
the capacity of one person to alter the actions of outcome of another
Term
Sociometric Methods
Definition
the techniques for measuring group dynamics that involve tracing communication patterns in and among groups
Term
Surrogate Consumer
Definition
a professional who is retained to evaluate and/or make purchases on behalf of a consumer
Term
Susceptibility to Interpersonal Influence
Definition
the extent to which an individual needs to have others think highly of him or her
Term
Tie Strength
Definition
the nature and potency of the bond between members of a social network
Term
Tribal Marketing Strategy
Definition
linking a product's identity to an activity-based "tribe" such as basketball players
Term
Two Step Flow Model of Influence
Definition
proposes that a small group of influencers disseminate information since they can modify the opinions of a large number of other people
Term
Urban Myth
Definition
an unsubstantiated "fact" that many people accept as true
Term
Viral Marketing
Definition
the strategy of getting customers to sell a product on behalf of the company that creates it
Term
Virtual Community of Consumption
Definition
a collection of people who online interactions are based on shared enthusiasm for and knowledge of a specific consumption activity
Term
Virtual Goods
Definition
digital items that people buy and sell online
Term
Virtual Worlds
Definition
immersive 3D virtual environments such as second life
Term
Web 2.0
Definition
rebirth of the internet as a social, interactive medium from its original roots as a form of one-way transmission from producers to consumers
Term
Web Bullying
Definition
one or more people post malicious comments about someone online in a coordinated effort to harass them
Term
Wisdom of Crowds
Definition
a perspective that argues under the right circumstances, groups are smarter than the smartest people in them; implies that large numbers of consumers can predict successful products
Term
Word of Mouth
Definition
product information transmitted by individual consumers on an informal basis
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