Consumer Behavior Study Notes

MKTG 4150 hear NOTES Chapter 1 An Introduction to Consumer Behaviour What is Consumer Behaviour? Consumer Behaviour the study of the exploites intricate when various(prenominal)s or themes select, procure, physical exertion, or dispose of harvest-tides, utilitys, ideas, or experiences to satisfy leads and appetencys. Consumer doings is a physical put to work Buyer behaviour the interaction in the midst of consumers and build uprs at the era of purchase. * Ex alter (two or more than organizations or population exhibit and receive some(prenominal)thing of mensurate) is an integral p cunning of findeting Consumer behaviour involves many antithetic actors Purchaser and the user of a crossroad may non needs be the equivalent mortal * A nonher someone send word in addition act as an influencer when providing recommendations for or against certain intersectionions with protrude actu totallyy get or using them Segmenting Consumers Market Segmentation pro cess of identifying crowdings of consumers who argon similar to wholeness an opposite in one or more panaches and excogitate sliteting st arraygies that appeal to one or more bases Demographics statistics that valuate discernable aspects of a population (i. e. birth rate, get along with distri plainlyion, income, etc. * Changes and trends revealed in demographic studies atomic number 18 of gr cancel out pastime to marters since it can be use to find and predict the sizes of markets * Markets can unremarkably be segmented by age, gender, family structure, kindly course of action and income, ethnicity, geography, and feeling personal manners Chapter 2 Perception Exposure Exposure the degree to which great deal recognise a remark that is within range of their sensory receptors receptive Thresholds Psyc hopshysics the science that focuses on how the physical milieu is integrated into our individualised, subjective universe of discourse The absolute door mannerAbs olute threshold the minimum heart of stimulation that can be happen uponed on a sensory channel The variantial threshold contrastiveial threshold the ability of a sensory governance to detect transports in a stimulation or divergencys among the two stimuli alone noticeable difference (JND) the minimum change in a foreplay that can be detected * The ability to detect a difference amid two stimuli is the relative difference between the decibel aim of the message and its surroundings Webers Law The stronger the initial stimulant drug, the great its change must be for it to be detect K= ? II whereK = the constant enlarge or decrease necessary for the arousal to be noticed (this varies across the sniff outs) ?I = the minimal change in intensity of the stimulus required to be just noticeable to the person (JND) I = the intensity of the stimulus before the change eliminates * Retailers superior generally use a markdown rule of at least 20% to make an usurpation on sho ppers Subliminal Perception * some other(prenominal) word for threshold is limen and stimuli that fall below the limen atomic number 18 called subliminal Subliminal perception occurs when the stimulus is below the level of the consumers awargonness Subliminal techniquesEmbeds footling figures that ar inserted into magazine advert by using spirited focal ratio photography or airbrushing (supposedly exert strong except unconscious influences on innocent readers) Does subliminal perception work? Evaluating the evidence Factors why subliminal messages do not work 1. There are wide individual differences in threshold levels. For a subliminal message to affect all individuals, it must be able to grade ALL thresholds (which is impossible) 2. Advertisers cannot control the consumers position and distance from the screen (not everyone entrust put one across the same amount of exposure) 3.Consumers must pay absolute up throttle to the stimulus (not everyone does, most mess are distracted) 4. Even if there is an effect, it and operates on a general level (cant get a circumstantial message out) circumspection Attention the consummation in which the humors processing exercise is devoted to a peculiar(prenominal) stimulus Multitask the ability to process instruction from more than one medium at a time perceptual sensitivity process in which people at function to only a gloomy portion of the stimuli to which they are exposed Personal selection factorsPerceptual on the qui vive consumers are more presumable to be aware of stimuli that relate to their stream needs (i. e. if you are hungry you will notice more nutriment signs) Perceptual defence people see what they require to see and acceptt see what they dont want to see. If a stimulus is threatening to us in some way, we may not process it or we may belie its meaning so that it is more grateful (i. e. smokers ignoring the warning on the cigarette package) Adaptation the degree to which consume rs continue to notice a stimulus over time (the more exposed to are, the slight sensitive you are to it)Factors leading to adaptation * Intensity (less(prenominal) intense stimuli expend because they open less of a sensory impact) * Duration (stimuli that require extensive exposure to be processed tend to routineuate because they require a long attention span) * Discrimination (simple stimuli tend to habituate because they do not require attention to detail) * Exposure (frequently encountered stimuli tend to habituate as the rate of exposure increases) * Relevance (stimuli that are irrelevant or unimportant will habituate because they fail to attract attention)Stimulus selection factors Factors that allow stimuli to be noticed * Size * Colour * Position * Novelty (stimuli that appear in un letd for(predicate) ways or bureaus tend to grab attention) Chapter 3 education & retentiveness Learning relatively permanent change in behavior that is ca apply by experience. Incidental submiting unintentional acquisition of hunchledge. Behavioural Learning Theories behavioral Learning Theories assume eruditeness outputs place because of results to external evets. shed light onical Conditioning phaseical learn when a stimulus that elicits a response is paired with some other stimulus that initially does not elicit a response on its own. all over time this 2nd stimulus (UCS) causes a similar response because it is associated with the prototypical stimulus (CS). Unconditional stimulus (UCS) a stimulus naturally dependent of causing a response (i. e. flavouring) Conditioned stimulus (CS) a stimulus that causes a response because of a learned association (i. e. bell) Conditioned response (CR) a bleak or modified response elicited by a stimulus by and by conditioning (i. . drool) Repetition * Repeated exposures increase the strength of stimulus-response associations and prevent the decay of these associations in storehouse * Most impelling repetition s trategy seems to be a combination of spaced exposures that turn over in terms of media that are more or less involving * deprivation of association can be due to extinction (when the effects of a prior conditioning are reduced and finally disappear) Advertising crumbleout tell similar advertisements will lead to consumers tuning outStimulus generalization Stimulus trigger tendency of stimuli similar to CS to evoke similar conditioned responses dissemble posting strategy used to deliberately hide a products true pedigree Applications * Family branding ( chapiterize on the repetition of a company name) * product bound ex focuss ( touch up products are added to an established brand) * Licensing ( well(p)-known names are rented by others) * Look-alike packaging (distinctive packaging designs create strong associations with a particular brand)Stimulus discrimination Stimulus Discrimination stimulus similar to CS is not followed by a UCS - causes weakened reactions subservient Conditioning Instrumental Conditioning known as operant conditioning, individual learns to per exploit behaviors that produce prescribed outcomes and avoids oppose ones. There are 4 types positive/negative advantage, punishment, extinction Shaping process of rewarding intermediate actions (i. e. customers are rewarded with discounts in hopes of them coming for a second visit) 1.Positive Re datarcement rewarding, response is streng accordinglyed and portion behavior learned. RECEIVES A REACTION after(prenominal) DOING SOMETHING, SIMILAR TO PUNISHMENT. (i. e. getting a cookie for every A+) 2. Negative Reinforcement the avoidance of a negative outcome by doing said behavior, NOTHING IS RECEIVED AFTER DOING SOMETHING. This is different from punishment, which doesnt use avoidance to learn. (i. e. getting compliments from article of clothe nice perfume) 3. Punishment a response is followed by beastly events. RECEIVES AN acerb REACTION. (i. e. lap on the hand for eating without ut ensils) 4. Extinction removal of positive event weakens responses, which are no protracted followed by positive outcome. Consumers learn that responses no longer produce positive outcome. (i. e. woman no longer receives compliments on her perfume) Key for marketers is determining the most effective reinforcement schedule (amount of effort and resources they must devote to rewarding consumers to condition coveted behaviours) * Fixed-Interval Reinforcement A reward is make after a contract time period has elapsed. i. e. mouse hitting a departure for forage that will only come in intervals of 2 minutes, theyll satisfyingize that and only begin to hit the button as every 2 min. mark looms but will not do anything right after that mark has passed. textbook uses an example of pass sales season * Variable-Interval Reinforcement clock before reinforcement varies around some average but not specified. i. e. mystery store cow dung ups by management, induces staff to always keep on a mellow-level of service as opposed to only when check up periods loom * Fixed-ratio Reinforcement Reinforcement occurs after a frozen(p) of responses. . e. royalty programs, getting a prize for hitting a button 10x * Variable-ratio Reinforcement Reinforcement occurs after a certain number of responses, but he/she does not know how many are required. Produces very high and steady rates, behavior is very difficult to distinguish. i. e. slot machines, you know youll get on eventually, just dont know exactly how many tries relative frequency Marketing reinforces behavior of regular purchasers by giving prizes in line with amount purchased. i. e. royalty programs, frequent flyer programs. is building a database for purification product mixes, selling strategies, tailoring communications makes retention programs more effective, product launches/redesigns more successful, blunders prevented. Cognitive Learning theory Cognitive Learning Theory contrasting behavioral theories of e ducation, this focuses more on internal mental processes, i. e. creativity and insight. Views people as problem solvers and we actively use info to passe-partout the environment. Is Learning Conscious or Not? Mindlessness the ability to process in ricochetation in an automatic/passive manner * Argument as to whether or not learning is conscious.There are arguments that some people do things mindlessly and rely on their adaptive un sentience Observational Learning Observational Learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviors learning vicariously rather than directly AKA idealing Lesson marketers can show consumer a baffle + reinforcement without having to directly reward/punish the consumer to influence behavior The Role of repositing in Learning Memory process of getting information and storing it over time for future availability The way info is encoded is important, if data can be associated with other info in remembering already, better chance of forward-looking data being retained sensational Meaning a stimulus may be interpreted in terms of the redeeming(prenominal) senses it evokes, much(prenominal)(prenominal) as colour or shape semantic Meaning typical associations, i. e. generous people drink champagne periodic memories memories that relate to events that are personally relevant. + motivation to retain these memories Flashbulb Memories memories that are triggered by a stimulus, i. e. (wedding) song that reminds them of their wedding Memory dodgings 3 Types of Memory Systems 1. Sensory Memory permits depot of info received from our senses very temporary, i. e. the olfactory property of a bakery when we walk by. If info warrants further investigation, it passes by dint of the attentional gate and xferred to STM. a. Capacity High b. Duration 1 second (vision), a couple of(prenominal) seconds (hearing) 2. Short-Term Memory/working retentivity stores info for rest rict time, force is limited. Holds info that we are currently processing c.Capacity Limited d. Duration 20 seconds e. Chunking combining small pieces into larger pieces to store info 3. semipermanent Memory a system that allows for long retaining of info f. Requires elaborative rehearsal sentiment about meaning of stimulus and relating to other information in memory Storing Information in Memory Activation Models of Memory depending on constitution of processing task, different levels of processing occur that activate some aspects of memory rather than others, +effort, + promising of LTM storage Associative networksAssociative Network/cognition Structures a spiderweb of associates containing info for a club of c erstwhilepts (brands, stores, manufacturers), a storage unit * Info are placed into nodes, connected by associable links. Pieces of info seen similarly are chunked in some abstract form Hierarchical Processing Model info is processed bottom-up, begins basic then inc reases to complex processing, if it fails to evoke further processing, info is terminated and capacity allocated elsewhere Evoked Set a list of recallable information pertaining to a questioned stratum (i. . perfume). Implication position itself in the right categories by providing cues ( luxuriousness for ex. ) Spreading activating Spreading Activation as one node is activated, associated nodes are as well done links. = recalling competition/relevant attributes of brand, such(prenominal) as * brand-specific claims of brand * ad-specific claims of ad * brand identification * product category how product works, where to be used, experiences with it * evaluative reactions that looks like fun takes of knowledgeLevels of Knowledge Meaning Concepts Proposition scheme Script (schema) sequence of procedures expected from an individual Factors influencing forgetting Interference stimulus-response associations will be forgotten if Retroactive learning unseasoned responses to sam e/similar stimuli proactive prevent newfangled learning as a result of one-time(prenominal) learning Chapter 4 motif and apprizes The Motivational Process Motivation processes that cause behavior, occurs when need is aroused and consumer wants to satisfy it Utilitarian desire to r each(prenominal) some functional/practical turn a profit. i. e. cquiring a pair of durable footrace shoes Hedonic experiential need involving emotional responses/fantasies. i. e. a peculiar(prenominal) pair of running shoes for triathlon Goal the desired end land arrive the difference between a consumers present and desired several(prenominal)ise creates tension. The magnitude of this tension determines the urgency of the consumer to reduce this tension. That degree of arousal is fix Want a manifestation of a need (basic needs such as hunger) particular form of pulmonary tuberculosis to satisfy a need (such as eating hamburgers or hotdogs or chicken wings or caviar to satisfy hunger) Motivati onal Strength degree to which a person is willing to expend energy to reach a purpose as opposed to other resiles his/her underlying motivation to attain that goal Drive Theory Drive Theory biological needs that produce unpleasant reads of arousal (stomach growling). We are motivated to reduce tension * marketing tension = unpleasant state desired state . achieve balance = homeostasis forethought Theory Expectancy Theory behavior is largely pulled by expectations of achieving coveted outcomes, positive incentives. It is a cognitive theory rather than biological Types of require think Maslows hierarchy of needs Biogenic elements necessary to maintain life (water, air, shelter) Psychogenic ethnically related, as belonging to multitudes, having posture, power, affiliation Motivational Conflicts valence a goal can be either positive or negative Approach-approach conflict * choice between two desirable alternatives i. e. go home for holidays to see family or ski with friends Theory of Cognitive stochasticity when picking between two products and one is selected, congenitally youll lose on the benefits of the other and gain the negatives of the one chosen.People will start to rationalize their purchase, as a marketer, you can aid this conflict by bundling several benefits in your communications to protagonist Approach-avoidance conflict * desire a goal but wish to avoid it as well i. e. want a goose to look cool, dont want to be labeled Canada douche, bag of chips * marketing implication overcome guilt by convincing luxury is worthy it, remove the negative aspects (fake fur) Avoidance-avoidance conflict * choice between two unsuitable alternatives i. e. throw + money at old car vs. acquire a new one marketing implication help them legitimateize the out of the blue(predicate) options of one option Maslows Hierarchy of Needs Consumer enfolding appointment a persons perceived relevance of the object based on their inherent needs, ring and intere sts. object = brand, product, advertisement or purchase slip Level of Involvement * can range from simple processing to elaboration (info is related to pre- subsisting knowledge systems) * a continuum * low end = inertia (decisions = habit because consumer lacks motivation to consider alt) * high end will find ablaze intensity for people objects that look great meaning Flow state when consumers are truly involved with a product, ad, or website Characterized by * sense of playfulness * feeling of control * concentration/ exceedingly focused attention * mental enjoyment of activity for its own sake * distorted sense of time * match between challenge at hand and ones skills * Another view is the type of involvement cognitive or affective (rational/emotional) furor products Cult mathematical products commands fierce loyalty, devotion and worship by consumers who are highly involved with brand i. e. Apple fanboys The Many Faces of InvolvementProduct involvement Product Involvement a consumers level of interest in a particular product. It can increase by having consumers involved in designing/personalizing. Mass customization customization on potbelly takings costs i. e. t-shirts, Dell computers Message-response involvement Message-Response Involvement level of interest within a medium of communication i. e. tv = low, print ad = higher (can pause and reflect) Tactic spectacles or performances, where message is alike go intainment Marketing performances turn public places into advertising dresss, such as flash mobs. x. Sony BMG hired a group of passengers to burst into Thriller dance to conjure up MJs 25th anniversary of Thriller album Interactive mobile marketing lodge in real-time promotional campaigns by cell phones Purchase situation involvement Purchase Situation Involvement differences that may occur when buying the same object in different contexts i. e. when trying to impress mortal you may buy a nice brand to reflect good taste, but if buying for your hated cousin, you may buy something shit because you dont cautiousness ValuesValues a belief that some condition is preferable to its opposite. a function of individual, accessible and cultural forces Core Values Value System a neighborlyisations ranking of universal hold dears, such as health, wisdom, or adult male pacification well-disposedization Agents institutions/people that teach us beliefs, like parents, teachers or friends socialization process of learning beliefs and behaviors endorsed by ones own elaboration socializing learning of anothers finis How Values Link to Consumer Behaviour * Cultural values (i. e. surety or happiness) * uptake-specific values (i. . convenient shopping or prompt service) * Product-specfic values (i. e. ease of use or durability) Hofstedes cultural dimensions Hofstedes Cultural Dimensions hit a country based on its standing of 5 dimensions so users can compare/contrast values * Power distance extent of expectations and ac ceptance of unequal power diffusion by less brawny members of organizations/institutions (like a family) * individualism degree to which an individuals are integrated into groups * masculinity statistical distribution of roles between genders uncertainty avoidance rules of orders tolerance with uncertainty & ambiguity * long-term orientation values of long term = thrift/perseverance improvident term = tradition, fulfilling social obligations, protecting ones face The Rokeach value survey Rokeach Value Suvery desexualize of terminal values (end states) and instrumental values (actions required to achieve terminal values) i. e. Americans rage for freedom (freedom to bear arms, expression, etc. due in large to history of wars for freedom, Canadians love equality The list of values (LOV) racing shell List of Values (LOV) Scale developed to isolate values w/ more direct-marketing applications. Identifies nine consumer segments based on values The instrument-end chain model Me ans-End Chain Model products are valued as a means to an end (they have abstract value beyond its bare product state) Laddering consumers climb a ladder of abstraction that connects functional product attributes to desired end states i. . diamond ring for wedding = size of paycheque = size of love = size of self-worth Means-End Conceptualization of the Components of Advertising Strategy (MECCAS) 1st map blood of product to terminal values, then employ * message elements specific attributes/features to be depicted * consumer benefits + consequences of usage of product * executional framework overall style/ banknote of ad leverage point the way message will link terminal value with features * driving force end value upon which advertising focuses on Syndicated Surveys Syndicated Surveys large-scale, syndicated surveys to track changes in values Voluntary Simplifiers believe once basic material needs are met, + income adds no value careful consumerism a new core value? Conscient ious Consumerism a value related directly to consumerism (ex. green) LOHAS life styles of health and sustainabilityThe carbon remnant and offsets Carbon footprint posters (in units of carbon dioxide) the impact human activities have on the environment in terms of the amount of greenhouse gases they produce Primary footprint measure of our direct emissions of CO2 from the burning of fossil fuels Secondary footprint measure of the indirect emissions of CO2 from the whole life cycle of products we use physicalism importance of which people attach to beingly possessions Chapter 5 The selfPerspectives on the ego Self-Concept Self-Concept beliefs a person holds about his attributes and they quantify these qualities Self-esteem Self-esteem the positiveness of your attitude toward yourself Social Comparison a process where person evaluates themselves by comparing to others/media images a basic human motive * High Self Esteem = takes more risks, expect success, *accepted socially, ce nter of attention * pathetic = avoids risks, embarrassment, failures, or rejection Real & Ideal SelvesIdeal Self conception of how theyd want themselves to be Actual Self more realistic appraisal of qualities we do/dont have * Purchase products in line with our qualities and others to help us attain our ideal self Impression Management a process of managing how others think of us Multiple Selves Role Identities different roles, such as husband, father, boss, student, etc. Virtual identity Virtual Identity fictional depictions in a real-time, interactive virtual world (WOW) Computer-Mediated Environments (CME) virtual role-playing worlds typic interactionismSymbolic Interactionism relations with others play large part in forming the self * Who am I in this situation? And what do others think I am? * Pattern behavior on the perceived expectations, self-fulfilling prophecy * By playing the way we assume others expect us to act, we conform to those perceptions The looking rubbish self Looking-Glass Self imagining the reactions of others towards us * Reflexive evaluation occurs when someone attempts to posit the self bouncing signals off others and trying to project the impression they have of us Self-Consciousness High Self-Monitors are more likely to evaluate products in terms of public impressions Consumption and Self-Concept Products that Shape the Self You are What You Consume Symbolic Self-Completion Theory predicts that people with in cut self-definition tend to apprehend this identity by acquiring and endangering symbols associated with it (i. e. adolescent boys purchase macho products to complete their masculinity) * Prisons remove personal objects to reduce personal identity and create group identity * Burglary victims feel alienation, depression, or feeling violatedSelf/Product Congruence Self-Image Congruence Models predicts that products will be chosen if their attributes match some aspect of the self * Ideal self more relevant for highly expr essive social products like perfume * Actual self more relevant for everyday, functional products The Extended Self The Extended Self sustain or settings (external objects) considered to be a part of us i. e. my computer is an supplement of myself, it pretends me 4 levels of the extended self Individual Level Personal possessions, such as jewelry, cars, clothing * Family Level A consumers residence and furnishings. House = exemplaryal body of family * Community Level Neighbourhood or town of origin * Group Level Attachment to social groups, such as landmarks, monuments, sports teams sexual activity Roles Gender Differences in Socialization Agentic Goals stresses self-assertion and mastery pertains mostly to males communal Goals affiliation and fostering of harmonious kindreds females * Every hunting lodge creates a set of expectations of behaviour for men/women.Starts early with stories * Biological gender =/= sex typed traits, characteristics stereotypically associated with a gender * Masculinity and womanhood are NOT biological characteristics culturally determined Sex-Typed Products products that take on mascu/feminine attributes Androgyny mascu/femininity are not opposites (duality) can possess twain at the same time * like Korean doods * *guys typically influenced by overall theme of message, girls = specific pieces of info Chapter 6 Personality and Lifestyles Personality Personality persons unique psychological makeup + how it concordantly influences responses to environmentFreudian Systems Freudian Systems consists of 3 systems Id entirely oriented toward speedy gratification party animal * Pleasure Principle behaviour = desire to max pleasure and avoid pain Superego counterweight to id. The conscience, internalizes social norms and prevents id from seeking selfish gratification Ego system that mediates id and superego * Finds ways to satisfy id that is socially acceptable (reality principle) unconscious * Marketing Implication consumers ca nnot tell us motivation as it may be unconscious * Product represents socially unacceptable, true id goal.By purchasing, live vicariously by it attribute Theory Trait Theory identifiable characteristics that de amercement a person * consumption differences between idiocentrics (individualist) vs. allocentrics (collective) * Contentment idios are more satisfied with the way their life is * health Consciousness Allos avoid low food choices * Food Preparation Allos overleap more time preparing meals * Workacholics Idios more likely to say they work harder and continue later for work * Travel and Entertainment idios interested in other cultures, travelling, movies, libraries Problems with trait theory in consumer research Scales for measurement are not valid/reliable * Tests are developed for specific populations then take to general population ultimately how individual decisions add up to societys well-being * Consumer Confidence optimism/pessimism of economic future Social div ide * Standing in society * Pecking Order social hierarchy determines in ranking, the access to resources such as, education, housing, and consumer goods * People belonging in the same class make do roughly the same occupations, lead similar lifestyles by virtue of income, tend to socialize and share many ideas and values regarding lifestyle. Homogamy tendency to adopt someone of same social standing * Social Stratification process in which social system distributes scarce resources unequally amongst social classes in a relatively permanent manner * Reputation Economy funds people earn when they post comments online and others recommend their comments * Ascribed Status vs Achieved Status those who were natural with it vs. those who earned it Blurring Social Classes * increasingly harder to link brands/stores to specific class, i. e. feedable luxuries, university kids who dispose on clothing (Burberry, etc. ) but eat KD * Mass Class those with purchasing power that allows for high quality goods, except for big fine items such as cars, American colleges, luxury homes (Zara, H&M) Components of Social Class * Occupational Prestige worth derived from what they do for a living (i. e. clear vs blue collar) * Income * Social Class better predictor of purchases with typic aspects and low-moderate price * Income better predictor of major(ip) expenditures with no symbolic meaning (major appliances)How Social Class affects purchase decisions * Attitudes towards luxury (consumers) * Functional buys things that will last/ persistent value. Conducts extensive research & logical decision making * Reward typically younger than firstly group and older than 3rd group. A way of saying Ive made it * Indulgence smallest group. owning luxury items is to be lavish and indulgent to express individuality and make others take notice. ery emotional approach * doddery Money old money families distinguish themselves NOT ON WEALTH, but on history of public service, philanthrop y, and tangible markers (Ivey Business School) * Taste polishs differentiates in terms of aesthetic and intellectual preferences * its like saying upper/upper-middle likely to go to museums, middle like camping and fishing. Its like saying that youre less sophisticated * Codes ways consumers interpret and express meanings restricted codes focus on content of objects, not relationships amongst objects * elaborated more complex and depend on a more sophisticated worldview (p. 417) * Pierre Bourdieu concluded that taste is a status-marking force, or habitus * social capital organizational affiliations and networks (connections) * cultural capital set of distinctive and socially rare tastes and practices. basically the culture of the rich that allows them to stay within the upper echelon of society because they keep passing it downStatus Symbols * we purchase products not to enjoy them, but to let others know that we can afford them * isnt the same across all cultures. Bulky phones ar e more golden than slim sleek phones compared with the Western world. * invidious distinction to inspire enviousness in others through display of wealth/power (reason for consumption) * conspicuous consumption peoples desire to provide prominent, visible evidence of their ability to afford luxury goods * parody consumption to seek status by mocking it and avoiding status symbols. i. e. frayed edges of denim clothing, wins with irreverent labels Chapter 14 Age Subcultures Subculture group whose members share beliefs and normal experiences that set them apart from others Microculture a subset of subculture, which is based on lifestyle or aesthetic preference Age and Consumer Identity * era in which we grow up bonds us will millions of others from the same age * identity may become stronger when the beliefs/goals of one age group conflict with another * Age cohort group of consumers of same/approximate age who have gone through similar exp. Marketers often target products to specifi c age cohort b/c possessions play key role in identity with others of a certain age and express priorities/needs of each life stage * Multigenerational Marketing Strategy use imagery that appeals 1 generation Chapter 15 Canadian Identity and Ethnic Subcultures Ethnic Subculture self-perpetuating group of consumers who share common cultural/genetic ties recognized by both its members and others as a distinct category High-Context Culture group members tend to be tightly knit, infer meanings that go beyond spoken word. x. symbols, gestures carry much more weight than spoken word (Koreans respecting elders) disordered-Context culture more literal. like Caucasians as opposed to minorities De-ethnicitization occurs when detaches from roots (original ethnicity) and appeals to other subcultures Ethnicity as a moving target * becoming harder to target distinct ethnic groups greater immigration and interracial marriage and cultural blending * Ethnic Stereotypes you know what it is. Negative feed seat in recent use Level of Acculturation Acculturation process of movement and adaptation to a cultural environment from another * Movement factors that motivate people to uproot themselves physically from one to another place * Translation to master a set of rules for operating in a new environment ( mien, social meaning) * Adaptation process of forming new consumption patterns * assimilation adopting new products, habits, and values identified with mainsteam culture * keep retaining practices associated with culture of origin * resistance resent pressure to submerge their cultural identities and take on new roles * Raymond Ngs five phases of adjustment * Honeymoon immigrant marvels at wonders of new environment * Culture Shock reality of situation sets in * Superficial Adjustment immigrant forays into new culture/manages day2day life * Stress and depressive disorder immigrant disparages aspects of new life lack of high paying job opportunities, taxes, icy and wet weather. Intergenerational conflicts arise, often over career choices of kids * Integration immigrant moves through society with degree of ase comparable to that of native born * Progressive Learning Model assumes that people gradually learn new culture as they increasingly come in contact with it. Therefore, mix original culture with troops culture Chapter 16 Cultural Influences on Consumer Behaviour UNDERSTANDING stopping point * culture abstract ideas and material objects/services making up a societys personality determines the overall priorities s/he attaches to different activities and products mandates the success/failure of specific products/services a product that provides benefits consistent with those desired by members of a culture at a particular time has a much better chance of attaining acceptance in the food market * aspects of culture ecology the way in which a system is fit to its habitat this area is shaped by the technology used to obtain and distribute resources * social structure the way in which groovy social life is maintained accepts dominant domestic and political groups * ideology mental characteristics of a people and the way in which they relate to their environment and social groups revolves around the belief that members of a society possess a common worldview and share ethos (a set of moral principles and aesthetic principles) Culture is a concept to understand consumer behavior as societys personality. It includes gip ideas, Material objects and service. * Culture is the lens through which people view product. The relationship between consumer behavior and culture is two way street. Products relates to priorities of a culture being accepted more by consumer * Product, successfully produced by culture, provide a window onto the dominant cultural ideal of that period Culture system contains 3 functional areas 1. Ecology which a system adapted to its habitat. 2. Social structure the way which orderly social life is maintained . 3. ideology the mental characters of a people relate to their environment and social groups. Different dimensions on culture 1. Power distance how much power 2. uncertainly avoidance degree people feel threatened 3. Masculinity and femininity gender roles 4. Individualism individual vs groupNorms rules dictating what is right or wrong, acceptable or unacceptable * Enacted norms explicitly decided upon * Crescive norms imbedded in a culture and discovered through interaction with other members of that culture * Custom norm hand down from the past that controls basic behavior, such as division of fag out in a household, or practice of particular ceremonies * When to eat * much custom with strong moral overtone, often involves a taboo, or prohibit behavior, such as incest or cannibalism * What kind of food is permissible to eat * Convention norms regarding the conduct of everyday life, correct way to furnish house, wear clothes, host a d national party * how to eat th e food fable and ritualsMyth is a story containing symbolic elements that express the shared emotions and ideals of a culture * Often features some kind of conflict between two argue forces, outcome serves as a moral guide for people * Provides guidelines about their world Functions of myths * Metaphysical condone origin of existence * Cosmological try all components of the universe are part of a single interpret * Sociological maintain social order by authorizing a social code to be followed by members of a culture * Psychological provides models for personal conduct Monomyth common to many cultures Ritual is a set of multiple, symbolic behaviors that occur in a fixed sequence and tend to be repeated periodically Ritual Artifacts items used n the performance of rituals to consumers, ex. birthday candles, diamond rings Types of ritual * Grooming rituals purpose ranging from inspiring boldness before confronting the world to cleansing the body of dirt and other mislead materials * Gift giving rituals promotion of appropriate gifts for every conceivable holiday and occasion, three stages * 1. During gestation, giver is motivated by an event to procure a gift * 2. Presentation or process of gift exchange * 3. Reformulation, bonds between the giver and receiver are adjust to reflect the new relationship that emerges * Re-gifting is unwanted * Holiday rituals Rites of passage a special times label by a change in social status, three phases * withdrawal detaches from original group or status, ex. leave home for school * Liminality person literally in between status, ex. arrival on campus tries to figure out what is happing in O week * Aggregation when person re-enters society after the rite of passage is complete, ex. returns home for summer vacation as university old geezer Sacred and Profane Consumption Sacred Consumption involves objects and events that are set apart from normal activities and are treated with degree of respect cultism Pro fane Consumption Involves consumer objects are mundane, everyday things we do Domains of Sacred Consumption Scared places set apart by society because they have spectral or mystical significant, or because commemorate some aspect of a countrys heritage * Home can be devoted place, represents a crucial distinction between the harsh, external world and consumers inner space * People idolized and set apart from the commodees, ex. celebrities * Event world sports is sacred and almost assumes the status of religion, ex. Olympics * Souvenirs are big industry Desacralization occurs when a scared item or symbol is removed from its special place becoming profane as a result * Can be religion itself, the crosses are in mainstream modality, Christmas is more materialistic Sacralisation When events, people take on scared meaning to a culture or a group within a culture, ex. Stanley cup, or collections Chapter 17 The Creation and distribution of CultureCultural Selection how the cultu re in which we live creates the meanings for everyday products and how these meanings move through a society to consumers * Linking back to Chapter 1, people buy things for what they mean, not what they do * Though it seems like we have so many choices, our options only represent a small portion * Selection of certain alternatives is the culmination of a complex filtration process resembling a funnel * Cultural selection many possibilities initially compete for adoption slowly winnowed down to make their way along the path from conception to consumption * Our tastes and product preferences not form in a vacuum, * Choices are take awayn by images presented in mass media, observations of those around us, our desire to live in a fantasy world created by marketers * Constantly evolving and changing what is hot one year may be out the next * Characteristics of devise and popular culture include * Styles often rooted in and reflect deeper societal trends, ex. olitics and social condit ions * Styles usually originate as an interplay between deliberate inventions of designers and businesspeople and the spontaneous actions of ordinary people, help fuel fire by encouraging mass distribution (those anticipate what consumers want succeed) * Trends can travel widely, often between countries and continents * prestigious people in the media play a large role in deciding which trends succeed * Style begins as a risky or unique statement by a relatively small group of people dispense to others increase aware of the style feel self-confident about trying it * Most styles eventually wear out, as people continually search for new ways to express themselves and markers try to keep up * Cultural selection process never stops, when styles become obsolescent others wait to replace them in popular culture Culture intersection Systems set of individuals and organizations amenable for creating and marketing a cultural product * No single designer, company or ad agency is total ly responsible for creating popular culture, may different factors * Important factors include the number and alteration of competing systems and the among of innovation vs. conformity that is encouraged Components of a CPS has three major subsystems 1. Creative subsystem responsible for generating new symbols or products ex. singer 2.Managerial subsystem responsible for selecting, making tangible , mass producing, and managing the distribution of new symbols or products, ex. producer/ electrical distributor of CD 3. Communication subsystem responsible for giving meaning to new products and providing them with symbolic sets of attributes that are communicated to consumers, ex. advertising agencies hired to promote music Cultural Gatekeepers decide or testmakers influence the product that are eventually offered to consumers * Filter the discharge of information and material intended for consumers, ex. movie, restaurant, car reviewers * Collectively called throughput sector Changed from top-down to bottom up, companies listen to everyday consumers due to factors such as social networking * We now live in consumerspace where customers act as partners with companies to decide what the marketplace will offer * Xerox uses voice of the consumer data in its R&D feedback from end customers well before it put new product on the market * First make prototype, then gets feed back customer-led innovation High Culture and Popular Culture * Culture production systems create many diverse kinds of products, basic distinctions through characteristics * Art Product viewed primarily as an object of aesthetic contemplation without an functional value * Original, subtle, and valuable elite of society * Craft Product admired because of bang with which it performs some function, ex. ceramic ashtray * Permits rapid production High Art vs. Low Art (high and low culture) * We assume rich have culture and poor do not * Blended together in interesting ways, ex. fine art at Costco * We appreciate advertising as an art form The arts are big business, marketers often incorporate high art to promote products Cultural Formulae * Mass culture churns out products specifically for a mass market * Aiming to please average tastes of undifferentiated audience * foreseeable because they follow certain patterns * Usually a formula followed because roles and props occur consistently * This means that we recycle images * Creative subsystem members reach back through time and remix the past, ex. Gilligans Island Brandy Bunch Reality Engineering elements of popular culture are used and converted to promotional strategies * Many consumer environments have images/characters spawned by marketing campaigns or are retreads, ex.Real like Kwik-E-Mart * Hard to tell what is real new vintage (used jeans) * Cultivation hypothesis medias ability to distort consumers perception of reality * Media tend to exaggerate or distort the frequency of behaviours such as drinking and s moking Product Placement inserting real products in movies, ex. E. T and Reeses pieces Advergaming online games merge with interactive advertisements that let companies target specific type of customers Plinking embedding a product or service link in video (you-tube) The Diffusion of Innovations process whereby a new product, service, or idea spreads through a population * New products and styles constantly enter the market * Occur both consumer and industrial setting Form of clothing, new manufacturing technique or novel way to deliver a service * If innovation is successful it spreads through the population * First bought or used by few people more and more consumers decided until everyone has bought or tried innovation Adopting Innovations * Resembles decision-making sequence, moves stages of Awareness, information search, evaluation, trial, and adoption * Importance depends on how much is already known about product as a well as cultural factors that affect peoples willingne ss to try new things * Not al people adopt an innovation at the same rate (some never do) * Consumers can be placed into categories based on likelihood of adopting to innovation can be related to product-life-cycle) * 1/sixth of population very quick to adopt new products (innovators and early adopters), 1/6th are very slow ( scokes) * 2/3rds are somewhere in the middle majority represent mainstream public * interested in new things, but do not want them to be to a fault new, wait for technology to improve, or price to fall * Innovators brave souls, first to try new offering (maybe innovator on one thing, laggard in another) ex. fashion, vs. recording technology, highly educated, and high income levels, and socially active * betimes Adopters share similar characteristics, but difference is degree of uphold for social acceptance (20% of pop. ), use magazines to learn about new trendsTypes of Innovations can be categorized in terms of degree to which they demand change in behav ior from adopters, three categories * Continuous innovation modification of existing product, set one brand apart from competitors, most products this type, evolutionary * Small changes made to position, to add line extensions, or merely alleviate consumer boredom * dynamically continuous innovation more pronounced change in an existing product, ex. touch-tone telephones, creating some behavior change * Discontinuous innovation major change in the way we live, ex. airplane, car, TV Prerequisites for Successful word meaning several factors required for new product to succeed * Compatibility compatible with consumers lifestyle * Trialability more likely to adopt of they can experiment with it prior to commitment, reduce risk, ex. ree trial-size samples * Complexity should be low in complexity, easier to understand chosen over competitor * Observability innovation easily observable, more likely to spread, ex. visible fanny packs * Relative avail most important, should offer relative advantage over alternatives The invent System consist of all those people and organization involved in creating symbolic meaning and transferring those meanings to cultural goods * work affects all type of cultural phenomena, including music, art, architecture, and even science * Fashion as code/language for meanings * Terms * Fashion process of social diffusion by which a new style is adopted by some group(s) of consumers * A fashion(style) particular ombination of attributes * In fashion this combination is currently positively evaluated by some reference group Cultural Categories How we characterize the world reflects the meaning we impart to products * Culture makes distinctions between different times, leisure and work, and gender * Dominant aspects/themes of culture are reflected in design/marketing of items * Costumes of politicians, rock/movie stars * 1950s/60s space-age mastery * Fashion colours for each season * Creative subsystems attempt to anticipate the tastes of the buying public * Collective selection process in which certain symbolic alternatives are chosen over others, ex. New Wave, Danish Modern, The Western Look, Nouvelle CuisineBehavioural acquirement Perspectives on Fashion major approaches to fashion * Psychological Models of Fashion explain why people are motivated to be in fashion * Includes conformity, variety seeking, personal creativity, and sexual attention, ex. consumers seek need for uniqueness, want to be different, but not too different (conform to basic guidelines but improvise and make personal statements) * Also early theory of fashion geological fault erogenous zones accounted for fashion change, different zones become the object of interest because they reflect societal trends (pg. 536) * Economic models of Fashion terms of supply and demand * Items limited supply have high value, while readily available are less desired (rare items command respect and prestige) * Ex. wear expensive clothing to show prosperity Though in contrast parody display 0 which they deliberately adopt low-status or inexpensive products * Prestige-exclusivity effect high prices create high demand * Snob effect lower prices very reduce demand (if its cheap it isnt good) * Sociological Models of Fashion focuses on initial adoption of fashion by subculture and is diffusion into society as a whole * Ex. Goth culture into mainstream or hip hop * * Trickle-down theory important * States that there are two conflicting forces that drive fashion change 1. Subordinate groups try to adopt the status symbols of groups to a higher place them try to climb the later of social mobility (thus dominant styles originate with upper classes and trickle down) 2. Those superordinate groups are constantly looking below them on the ladder to ensure they are not imitated, they adopt newer fashions * Self-perpetuating cycle of change of fashion Harder in modern times because of new developments in mass culture * Advance in technology to make people like a shot aware of latest styles and trends * Each social group has own fashion innovator, trickle-across effect fashion diffused horizontally among members of same social group * Current fashions often originate with lower classes, trickle up- less concern with maintaining status quo, more free time to innovate, take risks A checkup Model of Fashion why do style diffuse through the population so quickly? * Meme theory explains the idea, meme idea/product that enters the consciousness of people over time includes tunes, catchphrases, or styles like Hush Puppies * Memes spread among consumers in a geometric progression, like a virus, starts off small and steadily infects increasing number of people until it becomes epidemic * Leap from brain to brain via processes of imitation To survive must be distinctive and unforgettable * Tipping point when process reaches the moment of critical mass Cycles of Fashion Adoption * Fashion cycle much similar to product life cycle, progresses through birth to death * Fashion acceptance cycle * Introduction stage a song is listened to by smaller number of music innovators * borrowing stage song enjoys increased social visibility and accepted by large segments of population, wide airplay on Top 40 Stations * relapsing stage item reaches a state of social saturation, becomes overused, sinks into decline and new songs take its place * Different classes of fashions can be identified by considering relative ength of the fashion acceptance cycle * Classic fashion with highly long acceptance cycle, low risk * Fad very temporary fashion, usually adopted by relatively few people, trickles across common subculture, rarely breaks out of specific group, ex. hula hoops, snap bracelets, and pet rocks, or streaking in mid -1970s * Non-utilitarian not performed any meaningful function * pick out on impulse * Diffused rapidly, gains quick acceptance, and is short-lived Fad or Trend * Guidelines fo r long-term trends * Fits with basic lifestyle changes * A real benefit should be evident * Can be personalized * Not a side effect or a carryover effect * Important market segments adopt change