Podcast
Questions and Answers
Which of the following best defines 'culture'?
Which of the following best defines 'culture'?
Acculturation refers to the process by which one maintains their original culture while learning a new culture.
Acculturation refers to the process by which one maintains their original culture while learning a new culture.
False
What is a consumption subculture?
What is a consumption subculture?
A distinctive subgroup of society that shares a commitment to a particular product class, brand, or consumption activity.
A __________ group is one whose perspectives or values are used by individuals as a basis for their behavior.
A __________ group is one whose perspectives or values are used by individuals as a basis for their behavior.
Signup and view all the answers
Match the groups with their definitions:
Match the groups with their definitions:
Signup and view all the answers
What factors influence the extent of conformity to a group's behavior?
What factors influence the extent of conformity to a group's behavior?
Signup and view all the answers
Social contagion describes the spread of affect or behavior among individuals in a crowd.
Social contagion describes the spread of affect or behavior among individuals in a crowd.
Signup and view all the answers
What are the stages of the product/innovative diffusion process?
What are the stages of the product/innovative diffusion process?
Signup and view all the answers
Study Notes
External Influences on Consumer Decision-Making
- Culture encompasses knowledge, beliefs, arts, laws, morals, customs, and behaviors learned by individuals within a society.
- Cultures vary as different societies have diverse learned behaviors shared by their members.
- Culture includes various elements like values (self-oriented, other-oriented, and environment-oriented), norms, rituals, customs, myths, and consumption that is either sacred or profane.
- Acculturation is the process of learning a new culture.
Subcultures
- Subcultures are segments of a larger culture with shared values and behaviors.
- Subcultures are often categorized by nationality, ethnicity, age, geographic region, or religion.
- A consumption subculture is a specialized group within society unified by shared commitment to a particular product class, brand, or consumption activity.
Groups and Reference Groups
- A group comprises two or more people sharing norms, values, beliefs, and interdependent relationships.
- A reference group influences an individual’s behavior based on its perceived perspectives and values.
- Conformity to a group depends on factors like commitment level, consumption behavior's relevance, individual confidence, visibility, and product necessity.
- Groups influence consumption through verbal (e.g., word-of-mouth) and nonverbal (e.g., observation) communication.
- Social contagion is the spread of influence or behavior within a group by imitation.
- Diffusion processes, where product adoption follows a pattern of slow-rapid-slow growth, explain product adoption in groups.
- Product diffusion involves different adopter categories: innovators, early adopters, early majority, late majority, and laggards.
Marketing Strategies for Generating WOM
- Marketers employ strategies like advertising, product sampling, buzz creation, and brand community building to generate word-of-mouth within groups.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
This quiz explores the external influences on consumer decision-making, focusing on culture, subcultures, and reference groups. Understand how shared values and behaviors shape consumption patterns. Test your knowledge on the impact of social groups on purchasing choices.
