chapter 6b

reference groups, family, opinion leaders

gender, age and family life cycle stages, personality, self concept, lifestyle

culture and values, subculture, social class

perception, motivation, learning, beliefs and attitudes

set of values that shape human behavior and the products of behavior that are transmitted from one generation to the next. culture is functional (prescribes acceptable behavior) learned, and dynamic (adapts to changing needs and evolving environment)

most defining element of culture- an enduring belief shared by a society.

have a great effect on consumer behavior and correspond to consumption patterns (USA values convenience- breakfast and energy bars)

a homogeneous group of people who share elements of overall culture as well as elements unique to their group. attitudes, values and purchase decisions are more similar

a group of people who are considered nearly equal in status, who regularly socialize among themselves both formally and informally and share behavior norms

combination of occupation, income, education, wealth and other variables. can indicate which medium to use for advertising, knowing what products appeals to which social classes can help marketers determine where to best distribute their products

consumers seek opinion of others to reduce their search and evaluation effort or uncertainty

consists of all formal and informal groups that influence buying behavior of individual

face to face membership groups that touch peoples lives. primary- people who they interact with regularly in an informal manner (friends, family) secondary- less consistently and more formal (clubs/ groups)

aspirational reference group- group a person would like to join so they must conform to norms of that group. nonaspirational reference groups- influence behavior when we try to maintain distance from them, avoid buying to be associated with particular group

serve as information sources and influence perceptions, affect individuals aspiration levels, norms constrain or stimulate consumer behavior

person who influences other in reference group/ leader. first to try new product but locating them can be challenging.

organizations can also be opinion leaders

most important social institution for many consumers, responsible for socialization process aka passing down of cultural values and norms to children

initiator- suggests or plants seed for purchase process. influencers- members whose opinions are valued. decision maker- member who actually makes the decision to buy or not buy. purchaser- one who actually exchanges money for product. consumer- actual user

influenced by personal characteristics that are unique to each individual- much more stable over ones life

looking at major events in ones lifetime that creates new consumption patterns

broad concept that can be thought of as a way of organizing and grouping how an individual typically reacts to situations- combines psychological makeup and environmental forces

how consumer perceives themselves- includes attitudes, perceptions, beliefs and self evaluations. people defining their identity, human behavior depends on it

ideal self image with real self image

can influence the degree to which consumers perceive goods to be self relevant, marketers can affect consumers motivation to learn about, shop for and buy certain brands