MKT 400 Study Guide - Final Guide: Mind Control, Acculturation, Peer Pressure
30 Apr 2018
School
Department
Course
Professor
MKT CONCEPTS TO STUDY
Chapter 7: Attitudes and Attitude Change
Cues 130-131:
• Central cues: information presented in a message about the product itself, its
attributes, or the consequences of its use
• Peripheral cues: non product related information presented in a message (EX:
environment and feeling in beer advertisements)
Chapter 8: Consumer Culture:
Consumer Culture: commonly held societal beliefs that define what is socially gratifying.
Culture ultimately determines which consumption behaviors are acceptable.
Cultural Norm: specifies the appropriate consumer behaviour in a given situation within
a specific culture
Cultural Sanction: penalty associated with performing a non-gratifying or culturally
inconsistent behaviour
How is culture learned? Socialization, Acculturation… Learning in culture 152-156:
Culture is a learned process through 1 of 2 socialization processes.
Socialization: involves learning through observation and the active processing of
information about lives, everyday experience.
As consumers interact, they begin to enact or model behaviors learned or seen.
Reinforcement occurs through the process of rewarding reactions or sanctions.
Enculturation: The most basic way by which consumers learn a culture. The way a
person learns his/ her native culture. Represents the way a consumer learns and develops
shared understandings of things with family.
• EX) eating what parents like to eat.
Acculturation: process by which consumers come to learn a culture other than their
natural, native culture. It is the culture to which one may adapt when exposed to a new
set of CSVs
CSVS: Core societal values (CSV) or cultural values represent a
commonly agreed-upon consensus about the most preferable
ways of living within a society. Even though not all members
of a culture may share precisely the same values to the same
degree, a specific cultural group will tend to have common
worldviews along these dimensions.
• Old beliefs get replaced by new ones. Children get
acculturated more quickly than adults because the old
rules are not as old therefore less resistant to change.
Globalization - Products or services designed to benefit a local market while at the same
time being developed and distributed on a global level. Globalization is a mixture of and
the end result of combining the words globalization and localization
find more resources at oneclass.com
find more resources at oneclass.com
MKT CONCEPTS TO STUDY
Chapter 9: Micro cultures
Micro cultures 164-165: a group of people who share similar values and tastes that are
absorbed within a larger culture. Group is smaller but in no way less significant in terms
of potential influence on consumer behavior.
Cohorts 170-171: group of people who have lived the same major experiences in their
life, these experiences end up shaping their core values.
• Baby boomers: 1945-1964 → Buying Power
• Generation X: 1965-1979 → recession, recovery, independent and self-reliant
• Millennials: Generation Y: 1980-2000 → personal & new tech, globalization
Generations 172: people in the same generation are similar to some extent.
Stigmatization 173: a situation in which a consumer is marked in some way that
indicated their place in society
Social Stratification 178: division of society into classes that have unequal access to
scarce and valuable resources (status symbols = goods that signify ones place in society)
• Finer things in life enjoyed by upper or lower upper class, including luxury items.
Bare essentials are relegated to the lower class.
• Homeless people living in the tunnel systems under the city of Las Vegas
Habitus 177: mental and cognitive structures through which individuals perceive the
world based largely on their standing in a social class
• Tastes and preferences based on social class
• Social class tends to be a better predictor of purchases that involve value and
lifestyles, including symbolic and highly visible products.
Types of demographics 180-181:
Demographics: are relatively tangible human characteristics that describe consumers,
including age, ethnicity, sex, occupation, income, region, religion and gender.
Geodemographic: study of people based on the fact that people with similar
demographics tend to live close to one another
Demographic Analysis: a profile of a consumer group based on their demographics
Chapter 10: Group and Interpersonal Influence
Groups –types 191 192:
• Reference group: individuals who have significant relevance for a consumer and
who have an impact on the consumer’s evaluations, aspirations and behavior
find more resources at oneclass.com
find more resources at oneclass.com
MKT CONCEPTS TO STUDY
• Group Influence: ways in which group members influence attitudes, behaviour,
and opinions of others within the group
• Interpersonal Influence: a type of social influence which results from group
members encouraging, or forcing, conformity while discouraging, and possibly
punishing, nonconformity.
o REFERENCE GROUP INFLUENCE (THREE TYPES) → The study of
reference groups requires an understanding of group influence processes.
Reference group influence generally falls into one of three categories
1. Informational Influence: Ways in which a consumer uses the behaviours and
attitudes of reference groups as information for making personal decisions
2. Utilitarian Influence: ways in which a consumer conforms to group
expectations in order to receive a reward or avoid punishment
3. Value-Expressive Influence: ways in which consumers internalize a group's
values or the extent to which consumers join groups to express their own
closely held values and beliefs
• Primary group: group that includes members who have frequent, direct contact
with one another
o most influence on members, social ties are strong
o EX) family unit
• Secondary group: group whose members have less frequent contact than that
found in a primary group. Social ties not as strong.
o EX) professional organizations, social clubs
o Brand community: group of consumers who develop relationships based on
shared interests or product usage. Personal connections originating in a
brand community lead to positive outcomes for consumers and companies.
• Formal group: group in which a consumer officially becomes a member.
o Generally have a set of stated rules, accepted values, and codes of conduct
that members are expected to adhere to
o EX) consumer becomes a formal member for a church congregation
• Informal group: has no membership or application requirements and code of
conduct may be nonexistent. Have an impact on CB.
o EX) groups that meet regularly to exercise, have coffee, or go to sporting
events
• Aspirational group: group of which a consumer desires to become a member,
appeal to the consumer’s ideal self.
o EX) Business student would want to be part of a highly touted business club
• Dissociative group: group to which a consumer does not want to belong.
o EX) conservative might want to avoid being perceived as belonging to a
liberal group.
Peer pressure: extent to which group members feel pressure to behave in accordance
with group expectations (kids want to wear NIKE to fit in with their peers)
Coercive persuasion 190: group has the power to sanction members for failing to follow
expectations or rules. EX) university football player is kicked off a team for using illegal
substances.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Cues 130-131: central cues: information presented in a message about the product itself, its attributes, or the consequences of its use, peripheral cues: non product related information presented in a message (ex: environment and feeling in beer advertisements) Consumer culture: commonly held societal beliefs that define what is socially gratifying. Culture ultimately determines which consumption behaviors are acceptable. Cultural norm: specifies the appropriate consumer behaviour in a given situation within a specific culture. Cultural sanction: penalty associated with performing a non-gratifying or culturally inconsistent behaviour. Culture is a learned process through 1 of 2 socialization processes. Socialization: involves learning through observation and the active processing of information about lives, everyday experience. As consumers interact, they begin to enact or (cid:498)model(cid:499) behaviors learned or seen. Reinforcement occurs through the process of rewarding reactions or sanctions. Enculturation: the most basic way by which consumers learn a culture. The way a person learns his/ her native culture.
