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Definition
| group of consumers who share a common disdain for a celebrity, store or brand |
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| aspirational reference group |
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Definition
| high-profile celebrities and athletes used in marketing efforts to promote a product |
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Definition
| the universe of active weblogs (online diaries) |
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Definition
| a set of consumers who share a set of social relationships based on usage or interest in a product |
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Definition
| a corporate-sponsored event intended to promote strong brand loyalty among consumers |
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Definition
| influencing a person by social or physical intimidation |
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Definition
| the process whereby a reference group influences decisions about specific brands or activities |
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Definition
| a change in beliefs or actions as a reaction to real or imagined group pressure |
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Definition
| a group of people who share a lifestyle and who can identify with each other because of a shared allegiance to an activity or product |
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Definition
| the process whereby individuals' choices tend to become more extreme (polarized), in either a conservative or risky direction, following group discussion of alternatives |
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Definition
| the process whereby individual identities get submerged within a group, reducing inhibitions against socially inappropriate behavior |
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Definition
| authority derived from possessing a specific knowledge or skill |
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Definition
| promotional strategies that use unconventional locations and intensive word-of-mouth campaigns |
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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 of acquaintance |
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Term
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Definition
| the degree to which a pair of individuals is similar in terms of education, social status and beliefs |
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Term
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Definition
| a person can have power simply because she knows something others would want to know. |
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Term
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Definition
| grant power by virtue of social agreements- like to police officers |
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Term
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Definition
| a person who often serves as a source of information about marketplace activity |
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Term
| membership reference group |
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Definition
| ordinary people whose consumption activities provide informational social influence |
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Term
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Definition
| the passing on of negative experiences involved with products or services by consumers to other other potential consumers to influence others' choices |
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Term
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Definition
| a research technique that adapts ethnographic techniques anthropologists use to study real-world cultures to understand the social dynamics of virtual communities |
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Definition
| the process in which a reference group helps to set and enforce fundamental standards of conduct |
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Term
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Definition
| the informal rules that govern what is right and wrong |
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Term
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Definition
| a person who is knowledgeable about products and who frequently is able to influence others' attitudes or behaviors with regard to a product category |
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Term
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Definition
| an actual or imaginary individual or group that has a significant effect on an individual's evaluations, aspirations or behavior |
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Term
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Definition
| when a person admires the qualities of a person or group he tries to imitate them |
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Term
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Definition
| a person or group with the means to provide positive reinforcement like judges |
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Definition
| the tendency for individuals to consider riskier alternatives after conferring with a group than if members made their own decisions with no discussion |
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Term
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Definition
| new Japanese practice; strangers organize online around a specific product or service and arrange to meet a certain date and time in a real-world store to negotiate a group discount |
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Term
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Definition
| the tendency for people not to devote as much to as task when their contribution is part of a larger group effort |
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Term
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Definition
| a growing practice whereby web site let members post information about themselves and make contact with others who share similar interests and opinions or who want to make business contracts |
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Term
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Definition
| the capacity of one person to alter the actions or outcome of another |
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Term
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Definition
| the techniques for measuring group dynamics that involve tracing communication patterns in and among groups |
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Term
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Definition
| a professional who is retained to evaluate and/or make purchase on behalf of a consumer |
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Term
| tribal marketing strategy |
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Definition
| linking a product's identity to an activity-based "tribe" such as basketball players |
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Term
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Definition
| the strategy of getting consumers to sell a product on behalf of the company that creates it |
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Term
| viral community of consumption |
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Definition
| a collection of people whose online interactions are based on shared enthusiasm for and knowledge of a specific consumption activity |
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Term
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Definition
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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 |
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Definition
| product information transmitted by individual consumers on an informal basis |
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Term
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Definition
| putting higher weight on "expert opinions" |
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