CH8: Consumer Behavior at TU München

Flashcards and summaries for CH8: Consumer Behavior at the TU München

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Study with flashcards and summaries for the course CH8: Consumer Behavior at the TU München

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Affecting Factors of informational influence strength

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Def. Informational Influence

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Categories of Normative Influence

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

What affects normative influence strength?

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Effects on consumption behavior of Normative Influence

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Def. Normative Influence

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Def. Norms

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Sources of Influence > Exert Influence

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Def. Consumer Socialization

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Characteristics of Reference Groups

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Def. & Types of Reference Groups

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Def. Opinion Leader

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Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

CH8: Consumer Behavior

Affecting Factors of informational influence strength
18
– product characteristics
– group characteristics
– consumer & influencer characteristics
– word of mouth

CH8: Consumer Behavior

Def. Informational Influence
18
= extent to which sources influence consumers simply by providing information

CH8: Consumer Behavior

Categories of Normative Influence
18
– consumption in private vs. public
– product type is necessity vs. luxury
– influence on brand purchased
– influence on wether the product is purchased

CH8: Consumer Behavior

What affects normative influence strength?
18
– product characteristics
– group characteristics
– consumer characteristics

CH8: Consumer Behavior

Effects on consumption behavior of Normative Influence
18
– brand-choice congruent = same brand as group members
– conformity = tendency to behave in expected way
– compliance = doing what group/influencer asks vs. reactance

CH8: Consumer Behavior

Def. Normative Influence
18
= implies that customers will be sanctioned, punished, ridiculed if they do not follow norms; if they do follow they will be rewarded for performing expected behaviors

CH8: Consumer Behavior

Def. Norms
18
= collective decisions on what constitutes appropriate behavior

CH8: Consumer Behavior

Sources of Influence > Exert Influence
18
– Normative Influence
– Informational Influence

CH8: Consumer Behavior

Def. Consumer Socialization
18
= process by which we learn to become consumer
– consumers learn consumption values, gain knowledge & skills for consumption

CH8: Consumer Behavior

Characteristics of Reference Groups
18
– degree of contact
– formality
– homophily = overall similarity among members
– group attractiveness
– density
– degree of identification
– tie-strength =extent to which a close, intimate relationship connects people

CH8: Consumer Behavior

Def. & Types of Reference Groups
17
= group of people that compare themselves for guidance in developing their own attitude, knowledge, behavior
– Aspirational
– Associative
– Dissociative
– Brand Community > structured set of relationships (brand, customers of the brand, product in use)

CH8: Consumer Behavior

Def. Opinion Leader
17
= individual who acts a information broker between mass media and opinions/behaviors of individual/group

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