PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
Ch#
1
Term
Consumer
behaviour
1
Production
concept
1
Product concept
1
Selling concept
1
Marketing
concept
1
Societal
marketing
concept
1
Marketing ethics
Definition
The behaviour that
consumers display in
searching for,
purchasing, using,
evaluating, and
disposing of
products and
services that they
expect will satisfy
their needs.
The assumption that
consumers are mostly
interested in
product availability
at low prices.
The assumption that
consumers will buy
the product that
offers them the
highest quality, the
best performance,
and the most
features.
The assumption that
a marketer's primary
goal should be to
sell the product(s)
that it has
unilaterally decided
to produce.
A consumer-oriented
marketing philosophy
that states that, to
be successful, a
company must
determine the needs
and wants of
specific target
markets and deliver
the desired
satisfaction better
than the competition
A philosophy of
marketing that
requires all
marketers to adhere
to principles of
social
responsibility in
the marketing of
their goods and
services.
Designing marketing
mixes and programs
in such a way that
Sound File
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
1
Consumer
decision making
2
Motivational
research
2
Quantitative
research
2
Qualitative
research
2
Positivism
negative
consequences to
consumers,
employees, and
society in general
are avoided.
Two distinct but
interlocking stages:
the process
(recognition of
problem, prepurchase search, and
evaluation of
alternatives) and
its outcomes
(purchase and postpurchase
evaluation). Both
stages are
influenced by
factors internal and
external to the
consumer.
: Qualitative
research aimed at
uncovering
consumers'
subconscious or
hidden motivations.
Research methods
(surveys,
observation, and
experiments) that
are empirical and
descriptive, and
that describe
consumer behaviour,
explain the effects
of marketing inputs
on consumer
behaviour, or
predict consumer
behaviour.
Research methods
(interviews, focus
groups, projective
techniques, etc.)
that are more
subjective and that
try to explain the
act of consumption
and hidden
motivations for
consumption.
A research approach
that regards
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
2
Cunsumer
research
2
Interpretivism
2
Exploratory
study
2
Secondary data
2
Secondary
research
2
Primary data
2
Primary research
2
Customer
lifetime value
(CLV)
2
Controlled
experiment
consumer behaviour
as an applied
science and focuses
primarily on
consumer decision
making.
Methodology used to
study consumer
behaviour.
A postmodernist
approach to the
study of consumer
behaviour that
focuses on the act
of consuming rather
than on the act of
buying.
A small-scale study
carried out to
identify the
critical issues that
need to be examined
in further detail.
Data collected for
purposes other than
problems under
study.
Research aimed at
locating secondary
data.
Data collected
specifically for the
purposes of a
particular research
study.
Original research
aimed at collecting
primary data.
Profiles of
customers drawn from
internal data that
show the net value
of customers to the
firm.
A causal research
study in which some
variables
(independent
variables) are
manipulated in one
group but not in
another to ensure
that any difference
in the outcome (the
dependent variable)
is due to different
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
2
Validity
2
Reliability
2
Depth interview
2
Projective
techniques
2
Focus group
2
Metaphor
analysis
2
Probability
samples
2
Non-probability
samples
treatments of the
variable under study
and not to
extraneous factors.
The degree to which
a measurement
instrument
accurately measures
what it claims to
measure.
The degree to which
a measurement
instrument is
consistent in what
it measures.
A long (generally 30
minutes to an hour),
unstructured
interview between a
respondent and a
highly trained
interviewer.
Motivational
research methods
designed to tap the
underlying (and
often unconscious)
motives of
individuals.
A focused discussion
of a product or any
other subject of
interest with a
group of 8 to 10
respondents,
moderated by a
trained researcher.
The use of one form
of expression (e.g.,
pictures collages)
to describe or
represent feelings
about a product or
service.
Samples in which
respondents are
chosen by some
probability
technique that leads
to findings that are
projectable to the
entire population.
Samples that are
chosen by nonprobability methods
that lead to
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
2
Customer
satisfaction
measurement
3
Motivation
3
Physiological
(or biogenic)
needs
Psychological
(or psychogenic)
needs
3
3
Rational motives
3
Emotional
motives
3
Latent motives
3
Manifest motives
3
Goals
3
Generic goals
3
Product-specific
goals
3
Positive
motivation
findings that may
not be projectable
to the entire
population.
Quantitative or
qualitative studies
aimed at gauging
customer
satisfaction and its
determinants.
The driving force
within individuals
that impels them to
action.
Innate or biogenic
needs, such as the
need for food
Acquired needs
learned in response
to our cultural
environment.
Goals chosen
according to totally
objective criteria,
such as quantity or
price.
Goals chosen
according to
personal or
subjective criteria
such as desire for
social status.
Motives that the
consumer is either
unaware of or
unwilling to
recognize.
Motives that the
consumer is aware of
and willing to
recognize.
The sought-after
results of motivated
behaviour.
Product categories
or classes that a
consumer seeks in
order to fulfill his
or her needs.
Specific brands that
a consumer seeks in
order to fulfill his
or her needs.
A motive that drives
a person toward an
object.
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
3
Negative
motivation
3
Approach object
3
Avoidance object
3
Defence
mechanisms
3
Prepotent need
3
Motivational
conflict
Maslow's
hierarchy of
needs
3
3
Psychological
reactance
3
Opponent process
theory
3
Priming
3
Hedonic
consumption
3
Optimum
stimulation
level
3
Motivational
research
A motive that drives
a person away from
an object.
An object that the
consumer is directed
toward.
An object that the
consumer is directed
away from.
Methods of coping
with the frustration
that results when a
person fails to
achieve a goal.
The need or motive
that serves as the
triggering mechanism
that moves a
consumer to action.
Conflict between two
motives.
A theory of
motivation that
states that people
move through five
levels of
needs–from
physiological to
self-actualization.
Motivational arousal
due to a threat to
behavioural freedom.
A theory that states
that an extreme
positive (or
negative) initial
reaction will be
followed by an
extreme negative (or
positive) reaction.
The desire for more
of a stimulus (or
product) that occurs
when a person is
exposed to small
amounts of it.
The need to obtain
pleasure through the
senses.
The level of
stimulation that an
individual considers
to be ideal.
Qualitative research
aimed at uncovering
consumers'
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
3
Involvement
3
Enduring
involvement
3
Situational
involvement
3
Cognitive
involvement
3
Affective
involvement
4
Personality
4
Psychoanalytic
theory
4
Neo-Freudian
personality
theories
4
Cognitive
theories of
personality
subconscious or
hidden motivations.
The level of
personal relevance
that a consumer sees
in a product.
Involvement that is
long-lasting; arises
out of a sense of
high personal
relevance.
Short-term
involvement in a
product or purchase
of low personal
relevance.
Involvement at a
rational level in
products that are
seen as major
purchases.
Involvement at an
emotional level in
products.
Those inner
psychological
characteristics that
both determine and
reflect how a person
responds to his or
her environment.
A theory of
personality built on
the premise that
unconscious needs or
drives, especially
sexual and other
biological drives,
are at the heart of
human motivation.
A school of
personality theory
that stresses that
social relationships
are fundamental to
the formation and
development of
personality.
A school of
personality theories
that see individual
personality
differences as
differences in
cognitive process,
that is, in how
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
4
Need for
cognition
4
Visualizers
4
Verbalizers
4
Trait theory
4
Consumer
innovativeness
4
Consumer
materialism
4
Consumer
ethnocentrism
4
Consumer
innovators
4
Brand
personification
4
Multiple selves
consumers process
and react to
information.
The personality
trait that measures
a person's craving
for or enjoyment of
thinking.
Consumers who prefer
visual information.
Consumers who prefer
written or verbal
information.
A theory of
personality that
focuses on the
measurement of
specific
psychological
characteristics.
The degree to which
a consumer is
receptive to new
products, services
or practices.
A personality-like
trait that
distinguishes
between individuals
who regard
possessions as
essential to their
identities and their
lives and those for
whom possessions are
secondary.
A consumer's
predisposition to
accept or reject
foreign-made
products.
People who are
likely to be the
first to try new
products, services,
or practices.
The ascription of
specific
personality-type
traits or
characteristics to
brands.
The different images
that consumers have
of themselves in
response to
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
4
4
4
4
Actual selfimage
Ideal self-image
Social selfimage
Ideal social
self-image
4
Extended self
4
Expected selfimage
4
“Ought-to” self
4
Psychographic
segmentation
4
Geodemographic
segmentation
5
Perception
5
Sensation
5
Sensory
receptors
different situations
and different people
that may cause them
to react
differently.
How consumers in
fact see themselves.
How consumers would
like to see
themselves.
How consumers feel
others see them.
How consumers would
like others to see
them.
Consumers' use of
possessions to
confirm or extend
their self-images.
How consumers expect
to see themselves at
some specified
future time.
Consists of traits
or characteristics
that an individual
believes it is his
or her duty or
obligation to
possess.
Segmenting of
consumers on the
basis of their
activities,
interests, and
opinions.
Dividing the market
or consumers by
location.
The process by which
an individual
selects, organizes,
and interprets
stimuli into a
meaningful and
coherent picture of
the world.
The immediate and
direct response of
the sensory organs
to stimuli.
The human organs
(the eyes, ears,
nose, mouth, and
skin) that receive
sensory inputs.
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
5
Absolute
threshold
5
Sensory
adaptation
5
Differential
threshold, or
j.n.d
5
Weber's law
5
Subliminal
perception
5
Selective
perception
5
Perceptual
blocking
5
Gestalt
psychology
5
Figure and
ground
5
Grouping
5
Closure
The lowest level at
which an individual
can experience a
sensation.
Getting used to
certain sensations
or becoming
accommodated to a
certain level of
stimulation.
The minimal
difference that can
be detected between
two similar stimuli.
A law that states
that the the j.n.d
between two stimuli
depends on the
intensity of the
first stimulus.
Unconscious
awareness of weak
stimuli.
The conscious and
subconscious
screening of stimuli
by consumers through
selective exposure,
selective attention,
perceptive defence,
and perceptual
blocking.
The subconscious
screening out
stimuli that are
threatening or
inconsistent wih our
needs, values,
beliefs, or
attributes.
The study of
principles of how
people organize or
configure stimuli.
The organization of
perceptions into
background and
dominant (or figure)
relationships.
The tendency to
organize information
into chunks or
groups to facilitate
memorization and
recall.
The need to complete
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
5
Consumer imagery
5
Positioning
5
Repositioning
5
Perceptual
mapping
5
Perceived price
5
Reference price
5
Tensile price
claims
5
Objective price
claims
Perceived
quality
5
5
Intrinsic cues
5
Extrinsic cues
incomplete patterns.
The enduring
perceptions or
images of products,
prices, and product
quality that
consumers develop
using various
stimuli.
Developing a
distinct image for
the product or
service in the mind
of the consumer in
order to
differentiate the
offering from those
of competitors.
Attempting to change
the image that
consumers have of a
product.
A technique used to
determine how
consumers perceive a
company's
products–either
in relation to other
products or in
regard to key
attributes.
Consumers'
perceptions of price
as fair, high, or
low.
The price that a
consumer uses as a
basis for comparison
in judging another
price.
Promoting a range of
price discounts for
an entire product
line, department, or
store.
Promoting a single
discount level.
Consumers'
perceptions of
product quality.
Physical
characteristics of
the product such as
size, colour, or
flavour.
Cues such as price
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
5
Price-quality
relationship
5
Perceived risk
5
Narrow
categorizers
5
Broad
categorizers
6
Consumer
learning
6
Motivation
6
Cues
6
Response
6
Reinforcement
6
Behavioural
learning theory
6
Classical
or country of origin
that are external to
the product.
Perceived
relationship between
the price of a
product and its
quality.
The uncertainty that
consumers face when
they cannot foresee
the consequences of
their purchase
decisions.
People who limit
their choices to a
few safe
alternatives.
People who make
their choices from a
wide range of
alternatives.
The process by which
individuals acquire
the purchase and
consumption
knowledge and
experience that they
apply to future
related behaviour.
The driving force
within individuals
that impels them to
action.
The stimuli that
give direction to
motives.
How individuals
react to a drive or
cue.
A positive or
negative outcome
that influences the
likelihood that a
behaviour will be
repeated in response
to the same cue or
stimulus.
A theory that states
that learning has
happened when
observable responses
to external stimuli
occur in a
predictable way.
Conditioned learning
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
conditioning
6
Conditioned
learning
6
Unconditioned
stimuli
6
Conditioned
stimuli
6
Advertising
wear-out
6
Stimulus
generalization
6
Family branding
6
Licensing
6
Stimulus
discrimination
6
Instrumental or
operant
conditioning
6
Positive
reinforcement
or learning that
occurs through the
pairing of stimuli.
Learning that
results when a
stimulus is paired
with another
stimulus and draws
the same response as
that stimulus.
Stimuli that
consumers already
know and like.
Stimuli or objects
that are linked to a
previously known and
liked stimulus
(i.e., unconditioned
stimuli) to elicit
the same response.
The reduction in
attention and
retention caused by
overexposure to
advertisements.
Making the same
response to similar
stimuli.
The marketing of an
entire product line
under the same brand
name.
Affixing a wellknown brand name to
the products of
other manufacturers.
The ability to
differentiate (or
discriminate
between) similar
stimuli.
A theory which
states that learning
occurs through
trial-and error as a
result of
reinforcements
received for
specific behaviour.
Outcomes that
increase the
likelihood of
behaviour being
repeated when the
same stimuli are
presented.
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
6
Negative
reinforcement
6
Distributed
learning
6
Massed learning
6
Rote learning
6
Modelling
6
Cognitive
learning
6
Reasoning
6
Imagery
6
6
Short-term store
or working
memory
Long-term store
6
Encoding
6
Sensory store
Outcomes that
decrease the
likelihood of a
behaviour being
repeated when the
same stimuli are
presented.
A learning schedule
that is spread out
to facilitate
retention of the
material.
A learning schedule
(or information
presentation) that
is compressed to
facilitate fast
learning.
Learning of concepts
or ideas through
simple repetition.
The process through
which individuals
learn behaviour by
observing the
behaviour of others
and the consequences
of such behaviour.
Learning based on
mental activity or
processing of
information.
The highest form of
cognitive learning,
which involves
creative thinking.
The ability of
consumers to form
mental pictures or
images.
The processing of
information and its
short-term storage.
The retaining of
processed
information for
extended periods of
time.
The process of
choosing a word or
visual image to
represent a
perceived object.
The storing of
sensory input for a
few seconds in
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
6
Activation
6
Schema
6
Retrieval
6
Peripheral route
to persuasion
6
Elaboration
likelihood model
6
Central route to
persuasion
6
Recognition test
6
Recall tests
6
Comprehension
6
Shaping
memory.
Relating new data to
old ones to make the
new material more
meaningful.
The whole package of
associations brought
to mind when a cue
is activated.
The process by which
we recover
information from
long-term storage.
The use of passive
learning processes
to reach consumers
in a low-involvement
situation.
A theory that
suggests that a
person's level of
involvement during
message processing
is a critical factor
in determining which
route to persuasion
is likely to be
effective.
The reaching of
highly involved
consumers through
ads that focus on
cognitive learning.
Aided recall tests
in which a consumer
is shown an ad and
asked whether he or
she remembers seeing
it and remembers its
key points.
Unaided recall tests
in which consumers
are asked if they
have read a specific
magazine (or watched
a specific
television show) and
can remember any ads
from it.
The grasping of the
intended message of
an advertisement.
The reinforcement of
pre-purchase
behaviour to lead
the consumers slowly
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
7
Attitude
7
Utilitarian
function
7
Ego-defensive
function
7
Value-expressive
function
7
Knowledge
function
7
Tri-component
attitude model
7
Multi-attribute
toward making a
purchase.
A learned
predisposition to
behave in a
consistently
favourable or
unfavourable way
with respect to a
given object.
A component of the
functional approach
to attitude
formation and change
which suggests that
consumers hold
certain attitudes
partly because of
the brand.
A component of the
functional approach
to attitude
formation and change
that suggests that
consumers want to
protect their selfconcepts from inner
feelings of doubt.
A component of the
functional approach
to attitude formation and change
that suggests that
attitudes express
consumers' general
values, lifestyles
and outlook.
A component of the
functional approach
to attitude
formation and change
that suggests that
consumers have a
strong need to know
and understand the
people and things
with which they come
into contact.
An attitude model
consisting of three
parts: a cognitive
(knowledge) part, an
affective (feeling)
part, and a conative
(behavioural) part.
Attitude models that
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
attitude models
7
Attitude-towardobject model
7
Attitude-towardbehaviour model
7
Theory of
reasoned action
7
Cognitive
dissonance
theory
7
Attribution
theory
7
Self-perception
theory
7
Foot-in-the-door
examine the
composition of
consumer attitudes
in terms of selected
product attributes
or beliefs.
A model that
proposes that a
consumer's attitude
toward a product or
brand is a function
of the presence of
certain attributes
and the consumer's
evaluation of these
attributes.
A model that
proposes that a
consumer's attitude
toward a specific
behaviour is a
function of how
strongly he or she
believes that the
action will lead to
a specific
(favourable or
unfavourable)
outcome.
A comprehensive
theory of the
interrelationship
among attitudes,
intentions, and
behaviour.
The discomfort or
dissonance that
consumers experience
as a result of
conflicting
information.
A theory concerned
with how people
assign causality to
events and form or
alter their
attitudes as an
outcome of those
attributions.
A theory that
suggests that
consumers develop
attitudes by
reflecting on their
own behaviour.
A theory of attitude
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
technique
7
Attributions
toward others
8
Communication
8
Formal
communications
source
8
Informal
communications
source
8
Word-of-mouth
communications
8
Impersonal
communications
8
Interpersonal
communications
8
Interactive
communications
8
Feedback
change that suggests
individuals form
attitudes that are
consistent with
their own prior
behaviour.
Consumers'
perception that
another person is
responsible for
either positive or
negative product
performance.
The transmission of
a message from a
sender to a receiver
via a medium (or
channel) of
transmission.
A for-profit or notfor-profit
organization that
sends a message to
the consumer.
Parents, friends, or
other personal
sources of
communication.
Informal
conversations about
a product or
service.
Communications
through mass media,
such as television,
newspapers, and
magazines, that are
directed toward
large audiences.
Communications that
occur directly
between people by
telephone, email, or
mail or in person.
Impersonal or
interpersonal
communications that
permit the audiences
of communication
messages to provide
direct feedback.
Verbal or non-verbal
communication from
the receiver of a
message back to the
sender.
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
8
Publicity
8
Source
credibility
8
Opinion leader
8
Institutional
advertising
8
Sleeper effect
8
Advertising
resonance
8
Message framing
8
One-sided
messages
8
Two-sided
messages
8
Comparative
advertising
Messages that appear
in space or time
usually reserved for
editorial messages,
usually through
public relations
efforts by the firm.
The apparent honesty
and objectivity of
the source of
communication.
The person in a
word-of-mouth
encounter who offers
advice or
information about a
product or service.
Advertising that is
intended to promote
a favourable company
image rather than
specific products.
The tendency of
communications to
lose the impact of
source credibility
over time.
Wordplay, often used
to create a double
meaning, used in
combination with a
relevant picture.
The designing of a
message to stress
either the benefits
to be gained by
using the products
or the benefits that
will be lost if the
product is not used.
Messages that state
only the positive
features or benefits
of the product.
Messages that state
the positive and
some negative
features or benefits
of the product.
Advertising that
explicitly names or
identifies a
competitor for the
purpose of claiming
overall superiority
or superiority on
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
8
Order effect
8
Abrasive
advertising
8
Psychological
noise
8
Consumer profile
8
Audience profile
9
Culture
9
Enculturation
9
Acculturation
9
Symbol
9
Ritual
9
Ritualistic
behaviour
9
Core values
one or more
attributes.
The effect of the
order of
presentation of the
ad–that is,
whether it is placed
first, last, or in
the middle of a set
of ads.
Advertising that is
unpleasant or
annoying.
Barriers to message
reception such as
competing
advertising messages
or distracting
thoughts.
Psycho-demographic
profile of the
target market of a
product or service.
Psycho-demographic
profile of the
readers, viewers, or
listeners of a
medium.
The sum total of
learned beliefs,
values, and customs
that direct the
consumer behaviour
of members of a
particular society.
The process of
learning our own
culture.
The process of
learning a new or
foreign culture.
Anything that stands
for something else.
A type of symbolic
activity consisting
of a series of steps
(multiple
behaviours) that
take place in a
fixed sequence and
are repeated over
time.
Any behaviour that
is made into a
ritual.
Criteria or values
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
9
Subculture
9
Content analysis
9
Consumer
fieldwork
9
Field
observation
9
Participantobserver
9
Rokeach Value
Survey
10
Subculture
that both affect and
reflect the
character of a
society.
A distinct cultural
group that exists as
an identifiable
segment within a
larger, more complex
society.
A method for
systematically
analyzing the
content of verbal,
written, and
pictorial
communication. Often
used to study
cultural values.
Observational
research by
anthropologists of
the behaviour of a
small sample of
people from a
particular society.
A cultural
observation
technique that
observes behaviour
that takes place in
a natural
environment
(sometimes without
the subject's
knowledge).
A researcher who
participates in a
study without
informing those who
are being observed.
A self-administered
inventory consisting
of 18 terminal
values (or personal
goals) and 18
instrumental values
(or way of reading
those personal
goals.
A distinct cultural
group that exists as
an identifiable
segment within a
larger, more complex
society.
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
10
Subcultural
interaction
10
Racio-ethnic
subcultures
10
Religious
subcultures
10
Regional
subcultures
10
Age subculture
10
Generation Y
10
Generation X
10
Baby boomers
10
Cognitive age
10
Sex role
10
Gender
subcultures
Social class
11
The interaction
among the various
subcultural
memberships of
consumers and its
impact on their
behaviour.
Subcultures based on
race (genetically
imparted
physiognomical
features such as
colour of skin)
and/or ethnicity
(which includes
race, origin or
ancestry, language,
and religion).
People who are
followers of a
particular religion
(e.g., Christianity,
Judaism, Islam,
Hinduism).
Groups that identify
with the regional or
geographical areas
in which they live.
Age subgroup of the
population.
People born between
the years 1977 and
1994.
People born between
the years 1965 and
1977.
Persons born between
1946 and 1964.
An individual's
perceived age
(usually 10 to 15
years younger than
his or her
chronological age.
The traits that are
attributed to males
and females.
Subcultures based on
gender or sex roles.
The division of
members of a society
into a hierarchy of
distinct status
classes, so that
members of each
class have the same
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
11
Social status
11
Social
comparison
theory
11
Subjective
measures
11
Class
consciousness
11
Reputational
measures
11
Objective
measures
11
Single-variable
index
11
Compositevariable indexes
11
Index of Status
Characteristics
relative status and
members of all other
classes have either
more or less status.
The amount of status
the members of that
class have in
comparison with
members of other
social classes.
A socialpsychological
concept that states
that individuals
compare their own
material possessions
with those owned by
others in order to
determine their
relative social
standing.
Asking people to
estimate their own
social-class
position.
An individual's
sense of belonging
to or identification
with others of the
same social class.
Using selected
community informants
to make judgments
about which social
class other members
of the community
belong to.
Using selected
demographic or
socio-economic
variables to measure
a person's social
class.
A measure of social
class that uses just
one socio-economic
variable.
The systematic
combining of a
number of socioeconomic factors to
form one overall
measure of socialclass standing
A weighted measure
of occupation,
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
11
Socio-economic
Status Score
12
Reference group
12
Symbolic group
12
Direct reference
groups
12
Indirect
reference groups
12
Informal
reference groups
12
Formal reference
groups
12
Informational
influence
12
Normative
influence
source of income,
house type, and
dwelling area.
: A measure using
three basic socioeconomic variables:
occupation, family
income, and
educational
attainment.
A person or group
that serves as a
point of comparison
(or reference) for
an individual in
forming either
general or specific
values or attitudes,
or as a specific
guide for behaviour.
A group that a
person identifies
with by adopting its
values, attitudes,
and behaviour in
spite of knowing
that he or she
cannot belong to
that group.
Groups within which
a person interacts
on a direct basis,
such as family and
close friends.
Groups with which a
person does not come
into face-to-face
contact.
Groups in which
there are no
official memberships
or formal
structures.
Groups with formal
membership
structures and
rules.
A type of reference
group influence that
occurs when a member
of a reference group
provides information
that is used to make
purchase decisions.
A type of influence
that occurs when we
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
12
Identification
influence
12
Shopping group
12
Virtual groups
12
Brand community
12
Consumer-action
group
12
Celebrity
credibility
12
Family
12
Family life
cycle
12
Traditional
family life
cycle
conform to a group's
norms or
expectations in
order to belong to
that group.
A type of reference
group influence that
occurs because we
identify with, and
have internalized,
the group's values
and behaviour.
Two or more people
who shop together,
whether for food,
for clothing, or
simply to pass the
time.
Groups that exist by
virtue of using the
internet as the
medium of
communication.
A group of consumers
whose social bonds
are based on their
interest in and
usage of a brand.
A group that is
dedicated to helping
consumers make the
right purchase
decisions, use
products and
services, and
improve the quality
of their lives.
The audience's
perception of both
the celebrity's
expertise and
trustworthiness.
Two or more persons
related by blood,
marriage, or
adoption who live
together.
Classification of
families into
distinct and
significant stages.
A progression of
stages through which
many families pass,
starting with
bachelorhood, moving
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
12
Husbanddominated
decisions
12
Wife-dominated
decisions
12
Joint decisions
12
Autonomic
decisions
12
Socialization of
family members
12
Consumer
socialization
13
Opinion
leadership
13
Opinion leader
on to marriage, then
to family growth
(with the birth of
children), to family
contraction, and
ending with the
dissolution of the
basic unit.
Family purchase
decisions in which
the husband is the
key decision maker.
Family purchase
decisions in which
the wife is the key
decision maker.
Family purchase
decisions in which
the final decision
is made with equal
involvement from
both spouses.
Family purchase
decisions in which
the final decision
is made by either
spouse individually.
A process of
imparting to
children the basic
values and modes of
behaviour consistent
with the culture.
The process by which
children acquire the
skills, knowledge,
attitudes, and
experiences
necessary to
function as
consumers.
The process by which
one person (the
opinion leader)
informally
influences the
actions or attitudes
of others, who may
be opinion seekers
or merely opinion
recipients.
The person in a
word-of-mouth
encounter who offers
advice or
information about a
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
13
Opinion seekers
13
Purchase pal
13
Surrogate buyers
13
Market maven
13
Viral marketing
13
Two-step flow of
communication
theory
13
Multi-step flow
of communication
theory
product or service.
Individuals who
actively seek
information and
advice about
products from
others.
An information
source who
accompanies a
consumer on shopping
trips; may or may
not be an opinion
leader.
Professional buyers
who help buyers
purchase products;
often, they act as
opinion leaders.
A person whose
influence stems from
general knowledge
and market
expertise, which
lead to an early
awareness of a wide
range of new
products and
services.
Encouraging
consumers to spread
a marketing message
to others; can lead
to exponential
growth in message
exposure.
A theory that
portrays opinion
leaders as direct
receivers of
information from
impersonal mass
media sources who in
turn transmit (and
interpret) this
information to the
masses.
A modification of
the two-step theory,
the multi-step
theory views the
interpersonal flow
of communication as
a multi-step process
in which information
flows both ways
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
13
Diffusion of
innovations
13
Diffusion
process
13
Adoption process
13
Consumer
innovators
13
Innovation
13
Continuous
innovation
13
Dynamically
continuous
innovation
13
Discontinuous
innovation
between opinion
leaders and opinion
receivers, and
between opinion
receivers and
information
receivers.
The framework for
examining consumer
acceptance of new
products throughout
the social system.
A macro process
concerned with the
spread of a new
product (an
innovation) from its
source to the
consuming public.
A micro process that
focuses on the
stages through which
an individual
consumer passes when
deciding to accept
or reject a new
product.
People who are
likely to be the
first to try new
products, services,
or practices.
A totally new
product, service,
idea or practice.
A new product that
is an improved or
modified version of
an existing product;
this is the least
disruptive influence
on consumer
consumption
patterns.
A new product entry
that is innovative
enough to have some
disruptive effects
on established
consumption
practices.
A dramatically new
product entry that
requires the
establishment of new
consumption
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
13
Adopter
categories
13
Stages in the
adoption process
14
Consumer
decision making
14
Extensive
problem solving
14
Limited problem
solving
practices.
A classification
scheme that shows
where a consumer
stands in relation
to other consumers
in terms of time (or
when the consumer
adopts a new
product).
The process by which
an individual moves
from product
awareness to
interest,
evaluation, trial,
and finally,
adoption.
Two distinct but
interlocking stages:
the process
(recognition of
problem, prepurchase search, and
evaluation or
alternatives) and
its outcomes
(purchase and postpurchase processes).
Both stages are
influenced by
factors internal and
external to the
consumer.
Consumer decisionmaking situations in
which there are no
established criteria
for evaluating a
product category or
brand or those in
which the number of
brands have not been
narrowed to a small
subset.
Consumer decisionmaking situations in
which basic criteria
for product
evaluation have been
established, but
fully established
preferences about a
select group of
brands have not been
set.
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
14
Routinizedresponse
behaviour
14
Need recognition
14
Pre-purchase
search
14
Evoked set
14
Inept set
14
Inert set
14
Surrogate
indicators
14
Consumer
decision rules
or heuristics
14
Compensatory
decision rules
Decision-making
situations in which
consumers have
experience with the
product category and
a well- established
set of criteria with
which to evaluate
brands they are
considering.
The realization by a
consumer that there
is a difference
between his or her
actual and desired
states.
The stage in
consumer decision
making in which the
consumer perceives a
need and actively
seeks out
information about
products that will
help satisfy that
need.
The set of brands
that the consumer
considers while
making a choice.
Brands that the
consumer is aware of
but excludes from
purchase
consideration.
Brands that the
consumer is aware of
but is indifferent
toward and hence
does not consider
while making a
choice.
Attributes that are
used as indicators
of another
attribute.
Procedures used by
consumers to
facilitate brand (or
other consumptionrelated) choices.
Decision rules in
which consumers
evaluate each brand
in terms of each
relevant attribute
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
14
Non-compensatory
decision rules
14
Conjunctive
decision rule
14
Disjunctive
decision rule
14
Lexicographic
decision rule
15
Purchase
behaviour
15
Gifting
behaviour
15
15
Self-gifts
Inter-category
gifting
and then select the
brand with the
highest weighted
score.
Rules in which a
positive evaluation
of an attribute does
not compensate for a
negative evaluation
of the same brand on
another attribute.
A non-compensatory
decision rule in
which minimum
criteria are
established and
brands that do not
meet these minimum
cutoffs are
eliminated from
further
consideration.
A non-compensatory
decision rule in
which minimally
acceptable cutoffs
are set and any
brand that meets or
surpasses any cut
off is chosen.
A non-compensatory
rule in which
attributes are first
ranked in terms of
importance, brands
are compared on the
most important
attribute first, and
the brand that
scores the highest
is chosen. The
process is repeated
if necessary.
The outcome of a
consumer's decisionmaking process,
including brand,
store, and payment
option choices.
The process of
exchanging gifts
between two or more
individuals.
Gifts to ourselves.
Gifts from an
individual to a
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
15
Intra-group
gifting
15
Interpersonal
gifting
Intra-personal
gifting
Consumption
process
15
15
15
Brand loyalty
15
Post-purchase
cognitive
dissonance
15
Relationship
marketing
16
Market
segmentation
16
Targeting
16
Positioning
group or a group to
an individual.
Gifts by a group to
itself or its
members.
Gifts exchanged
between individuals.
Gifts given to
ourselves.
The input
(consumption set and
consuming style),
process (using,
possessing,
collecting, and
disposing of), and
output stages
(feelings moods,
attitudes, and
behaviour) that
follow the purchase
decision.
Consistent
preference and/or
purchase of the same
brand in a specific
product/service
category.
The discomfort or
dissonance that
consumers experience
after purchase about
whether or not they
made the right
decision.
Marketing programs
aimed at creating
strong, lasting
relationships with a
core group of
customers by making
them feel a personal
connection to the
business.
The process of
dividing a market
into distinct
subsets of consumers
with common needs or
characteristics.
The selection of one
or more segments to
focus on with a
distinct marketing
mix.
Developing a
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
16
Marketing mix
16
Hybrid
segmentation
16
Geographic
segmentation
16
Micromarketing
16
Psychological
segmentation
16
Psychographic
segmentation
16
Socio-cultural
segmentation
16
Benefit
segmentation
16
Geodemographic
segmentation
distinct image for
the product or
service in the mind
of the consumer in
order to
differentiate the
offering from those
of competitors.
The combination of
product, price,
promotion, and place
(or distribution)
that a company
offers.
Combining several
segmentation
variables to divide
the market.
Dividing the market
or consumers by
location
Highly regionalized
marketing strategies
that use promotional
campaigns geared to
local market needs.
Segmenting the
market by means of
intrinsic or inner
qualities (e.g.,
motivation,
personality) of
consumers.
Segmenting consumers
on the basis of
their activities,
interests, and
opinions.
Using group and
cultural variables
to segment
consumers.
Segmenting consumers
according to the
benefits of the
product or service
that is meaningful
to them.
A type of hybrid
segmentation that
uses geographic
variables (e.g.,
postal codes or
neighbourhoods) and
demographic
variables to segment
PLEASE NOTE THAT CHAPTER 16 IS TO BE RENAMED AS APPENDIX TO PART 1 IN
THE FINAL PRODUCT
16
Concentrated
marketing
16
Differentiated
marketing
16
Countersegmentation
markets.
Targeting just one
segment with a
unique marketing
mix.
Targeting several
segments with
individual marketing
mixes.
Recombining two or
more segments into a
larger single
segment that could
be targeted with an
individually
tailored product or
promotional
campaign.