Term
| understand the Cultural dimensions |
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Definition
-power distance the way members perceive the differences in power when they form interpersonal relationships
uncertainty avoidance- when people are hesitant about joining stuff they dont know
masculine vs. femine- sex roles are clearly defined
individualism vs. collectivism- culture values individuals vs that of the group
high context vs low context- this is talking about the ways in which things are communicated in different societies. Whether if most things are abstract (high) or if they have to be literal (low). |
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Term
| HOW is culture defined. how is it constituted and evolved? how does it affect the way people think and behave |
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Definition
-Culture: total of learned beliefs ,values, meanings and customs that regulate a consumer behavior
culture is learned through: language and symbols.
rituals- types of symbolic activity
and sharing of ulture- charing beliefs
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Term
| perceived age? ho is it important to recognize perceived age , not chronological age? |
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Definition
| percieved age is more of how we feel, and is a state of mind not necessarily about years of age you truly are. Perceived age is important to marketers so they can appeal to what people like to do and what interests they have and not necessarily restricting them to their age category. |
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Term
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Definition
generation Y: 1/3 population, first to grow up with computers in our homes
generation X: baby busters, don't like to be marketed to and are cynical
baby boomer- 1950's born, 40% of adult population
gray market-65 yrs. or older, and are living longer due to better health care |
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Term
| what is the influence fo age an consumer behavior? age cohort? implications for marketing? |
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Definition
| age has an influence on someone's identity. Age cohort=my generation. marketers target specific age cohorts |
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Term
| acculturation? types of acculturation agents? |
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Definition
| acculturation is process of adapting to one cultural environment by a foreigner. agents include: family, friends, church, and media |
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Term
| the largest ethnic subcultures?an descriptions |
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Definition
hispanic- largest ethnic subculture, easy to reach
black-rising incomes and education levels
asian americans- affluent and educated, fastest growing racial group |
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Term
| subcultures, ethnic subcultures |
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Definition
cultural group exists in a large complex story
ethnic subculture- self-perpetuating group of consumers who share common cultural ties and is recognized or a distinct category |
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Term
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Definition
| share a strong identification with an activity or art form |
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Term
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Definition
| put on product detach themselves from its roots and appeals to other groups as well. |
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Term
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Definition
| Word-of-Mouth communication. great influence on people, especially if we don't know about the product. |
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Term
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Definition
| transfer market plce information of all types and aware of whats going on in the marketplace and has overall knowledge of how to get products |
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Term
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Definition
| act as agents to guide activities in marketplace, professional shoppers, and stock brokers |
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Term
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Definition
| the sender of information and a person who influences the decisions of others. characteristics- experts in one area but not in others, and very sociable and has a large networks of friends. |
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Term
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Definition
deindividualization- dont want to stand out. social loafing- when people dont do their share of an activity because they are in a large group. risky shift- people are more risky with the decisions they make in a group rather than if they were by themselves.
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Term
| different types of reference groups? |
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Definition
| membership, aspirational, positive, negative, and brand community, consumer tribe, avoidance reference group, anti-brand community. |
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Term
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Definition
| are recognized as members of the group |
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Term
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Definition
| want to act like people who they want to hang out with |
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Term
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Definition
| groups you do want to be associated with |
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Term
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Definition
| do things against the groupd |
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Term
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Definition
| build a community around a specific product |
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Term
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Definition
| group of people that share a lifestyle that share i love of an activity |
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Term
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Definition
| a group you avoid being a associated with |
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Term
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Definition
| groups built on the basis of hating of a particular product |
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Term
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Definition
psychographics-use of psychological, sociological, and anthropological factors.
more on what you spend your money on, rather than your race, gender, and age. |
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