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Consumentengedrag
› 11 Reference groups and family influences
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Consumentengedrag
, deel 1
11 Reference groups and family influences
Jaar 1
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group = Two or more individuals who interact to accomplish either individual or mutual goals. normative reference groups = A group that influences the general values or behaviour of an individual. comparative reference groups = A group whose norms serve as a benchmark for highly specific or narrowly defined types of behaviour. Indirect reference groups = Individuals or groups with whom a person identifies but does not have face-to-face contact, such as films stars, sports heroes, political leaders or television personalities. consumer conformity = The willingness of consumers to adopt the norms, attitudes and behaviour of reference groups. informal groups = A group of people who see each other frequently on an informal basis, such a weekly poker players or social acquaintances. shopping group = Two or more people who shop together. consumer-action group = Groups that are dedicated to providing consumers with assistance in making the richt purchase decisions and in avoiding poor decisions; sometimes based on political activism such as avoiding products manufactured in sweatshop and other unhealthy worker environments. Also called consumer activists and consumer advocates. testimonial = A promotional technique in which a celebrity that has used a product or service speaks highly of its benefits in order to influence consumers to buy. endorsement = When celebrities or the so-called man in the Street- who may or not be users of a particular product or service- lend their names to advertisements for such products or services for a fee. spokesperson = A celebrity or company executive who represents a product, brand or company over an extended period of time, often in print, on television and in personal appearances. celebrity credibility = The audience's perception of the endorser's expertise and trustworthiness. nuclear family = A household consisting of a mother, father and one or more children. extended family = A household consisting of a nuclear family and at least one other blood relative. single-parent family = Household consisting of one parent and at least one child. socialisation of family members = A process that includes imparting to children and other family members the basic values and modes of behaviour consistent with the culture. consumer socialisation = The process started in childhood, by which an individual learns the skills and attitudes relevant to consumer behaviour. decisions = A choice between one option or another. joint decisions = Family purchase decisions in which the husband and wife are equally influential. Also known as syncratic decisions. autonomic (unlateral) decisions = Purchase decisions in which either the husband or the wife makes the final decision. family life cycle (FLC) = Classification of families into different stages. The five traditional stages are: bachelorhood, honeymooners, parenthood, post-parenthood and dissolution.
Ingezonden op 24-03-2013 - 640x bekeken.
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