BU432 Study Guide - Midterm Guide: Reinforcement, Problem Solving, Social Loafing
Document Summary
Problem definition, research design, data collection, analyze data, present result. Surveys: easy and quick to collect, large amount of data. Observation: more honest result, can know decision-making. Projective techniques: can know the image of brand. Individualism/collectivism: me (freedom, privacy) vs. we (cohesion, obedience) Power distance: strict, formal, vertical relationship vs. casual, informal, horizontal relationships. Emphasis on verbal (direct) vs. non-verbal (indirect) communication. Normative / utilitarian: influenced by family, fellow work associates, friends. Comparative / value-expressive: influence by successful people, celebrities. They want to be respected or differentiated by what they have, enhance their image. Wearing white coats cam add an aura of legitimacy or authority. Expert power: one person can get to reward from public speech according to their level of perceived expertise. Could be negative if they don"t use product. Buyer: culture, personality, commitment to group, fear of deviance. Group characteristics: size, power, expertise, cohesivenes, interaction frequency. Self-designating method: directly asking if they think they"re opinion leader.
