Consumer Behavior Test 3

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has often explored the tension between individual consumer behavior and social, cultural, and ideological structures that are mediated by markets

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Consumer Culture Theory

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“the consumption of market made commodities and desire-inducing marketing symbols is central to consumer culture, and yet the perpetuation and reproduction of this system is largely dependent upon the exercise of free personal choice in the private sphere”

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Arnould and Thompson have noted

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What does CCT involve?

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Social Control, norms, cultural values

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Culture

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patterns of human activity and the symbolic structures that give such activities significance and importance.

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can be "understood as systems of symbols and meanings that even their creators contest. They lack fixed boundaries, are constantly in flux, and interact and compete with one another

is manifested in music, literature, lifestyle, painting and sculpture, theater and film and similar things.

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Cultures

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Although some people identify culture in terms of consumption and consumer goods (i.e. high culture, low culture, and popular culture), anthropologists understand "culture" to refer not only to consumption goods, but to

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the general processes which produce such goods and give them meaning.

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Culture also refers to the social relationships and practices in which such objects and processes become embedded. For anthropologists, culture thus includes art and science, as well as moral systems

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.

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Anthropologists identify four aspects of culture

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Culture is manifested in behaviors—customs—that are patterned and shared;
Cultural behaviors are learned from society;
Cultural behaviors are arranged into a complex whole or a web of signification;
Culture consists of shared ideas; behaviors and artifacts are reflections of those ideas.

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stories containing symbolic elements that express shared emotions and cultural values.

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“Myths”

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Myths serve several important functions in culture:

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They emphasize how things are interconnected;

Maintain social order by authorizing a social code;

Provide psychological models for individual behavior and identity.

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exemplary symbols that people accept as a shorthand to represent important ideas. Think of Levi jeans, Hershey’s chocolate, Harley Davidson, James Dean, Coca-Cola, and the Ford Mustang.

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icons

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When a brand story resonates with cultural values over a long period of time, the brand may become

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iconic

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Consist of behaviors that occur in a relatively fixed sequence and that tend to be repeated periodically. For example, in America think of Thanksgiving or in Mexico the Day of the Dead.

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Cultural rituals

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types of rituals

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Possession rituals (e.g., Nike)
Grooming rituals (e.g., shaving)
Divestment rituals (e.g., recycling)
Exchange rituals (e.g., gift-giving)

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cultural values

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shared ideas, behaviors, and artifacts that a group of people believe are good and desired.

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They may be deeply historical, passed on from generation to generation, and ultimately linked to survival or adaptation.

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cultural values

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shared beliefs about how people should behave (e.g., hard working);

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instrumental values

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are shared desirable end states or life goals (e.g., achievement).

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terminal values

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Helps consumer researchers understand connections and relationships between product attributes and cultural values.

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the means-end chain

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Anthropologists begin with the object and then

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work toward constructing the culture.

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Consumer researchers may begin with _____ and then work toward the _______.

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values; object

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Promotional strategies should talk about ______, not ______.

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values; attributes

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a shared expectation of behavior that connotes what is considered culturally desirable and appropriate.

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norm

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norms are similar to rules in being prescriptive, although often they are

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taken for granted

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Actual behavior may differ from what is considered normative and therefore is labeled

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deviant

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more formal laws

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mores

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unthinkable behavior

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taboos 2

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breaking a ____ will often offend people and possibly bring punishment because ____ express fundamental values of society, while folkways are more nuanced customs of behavior

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more: mores

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a strong social prohibition against words, objects, actions, discussions or people that are considered offensive by a group, culture or community are called...

murder AND vegetarians eating meat are both examples of

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taboos

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the most extreme type of norm

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taboo

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a historical product that developed by trial and error, individuals continually adjusted their behavior to better adapt to the environment

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society

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Ways of behaving become repeated and produce _____(in individuals) and _____ (in groups)

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habits; customs

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informal rules that are so taken for granted it is difficult to discover them

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folkways

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folkways tend to be unreflected and ______

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prediscursive

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folways work together to provide codes (similar to how "code" is used in semiotics) this is also called

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meaning in systems

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conformity to folkways is generally ensured by _____ & ______

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social pressure and imitation

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breaking or questioning a ______ does not cause severe punishment but may cause the person to be laughed at, frowned upon, or scolded

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folkway

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wearing gender appropriate clothing, respecting strangers' privacy, and eating w/the proper utensils are examples of

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folkways

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from the folkway perspective learning how to fit in is less related to ____ and more related to being socialized and using the proper code

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knowledge (or cognition)

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conformity to folkways may be used for _____ ______ while deviation may be used for _____

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social integration; distinction

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_____ become the fuel for fashion innovations

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deviations

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in the last 2 decades codes have ______ creating a wide diversity of roles and new social movements

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fragmented

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in the past identity was linked to ______

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occupation

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______ is now linked to affiliations, leisure activity, cultural heritage, sexual orientation, use of brands, and so on

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identity

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Identity is increasingly _____

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cosmopolitan

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____ is a contemporary approach to psychographic segmentation strategys that recognizes 66 distinct segments ( it's like the VALS system which has 8 segments)

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PRIZM NE

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participant observation

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ethnography

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ethnography assumes that _____ is more persuasive than knowledge

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experience

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when we participate in the field and let the socialization process grip us we begin to gain _____

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empathy

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3 places ethnography is useful

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1. in the home of consumers (ex campbells soup)

2. on the street (ex coolhunters)

3. the study of brand communities (ex harley davidson)

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What are people doing? who are they talking to? what are they talking about? is...

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interaction detail

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stay close to the experience of your _____; assume their perspective and try to walk a mile in their shoes

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informats

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in the field when studying ethnography you should....
(3 things)

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write a descriptive narration

notes should sound like you

do the visualization test

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Fieldnotes should read like a ____ record

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historical

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maps the general categories in fieldnotes

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open coding

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after open coding this articulates set of categories in field notes

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focused coding

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when exploring the relationships between categories in field notes emphasize

2 things

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temporal sequence and narrative framing

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steps in analyzing field notes include (5)

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1. read notes (should read like historical record)
2.open coding
3.focused coding
4.explore relationships b/w categories
5.work relationships into set of THEMES

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themes may be used with other data sources to justify a

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product or brand extension

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temes may be used as a source of creative new

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ideas

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themes may be used to better understand a target segment, leading to new _____ and ______ strategies

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promotional; communication

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the process of internalizing the values and norms of a particular culture
______ allows us to develop a "self or identity" but is also a form of control

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socialization

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socialization is a ____ process

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continuous

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social institutions that contribute to the socialization process

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agents of socialization

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Agents of socialization may be _____, ______,____ and ______ responsible for the socialization process

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individuals, organizations, ideas and ideologies

Ex: parents, schools, religion, political and economical systems, the workplace

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_____ __ ______ help to define chapters in socialization, examples are turning 21, graduation, marriage, first car, first day of school

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rites of passage

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we all anticipate role changes and being to prepare before we actually assume a role, this is called

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anticipatory socialization

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anticipatiory socialization helps decrease ____ in role changes

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stress

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Who is responsible for the "looking glass self"

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C.H. Cooley

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the looking glass self has 3 parts..

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1. imagine our appearance/actions from the perspective of the other person
2.imagine the other persons judgement of our appearance
3.some sort of feeling resulting from the imagined judgement

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G.H. Mead believed that taking the role of the other (i.e. empathy) was developed in these 3 stages which he called the development of "self"

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1.preparatory stage
2.play stage
3. game stage

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who was famous for "impression management" and "dramaturgy"

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I. Goffman

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I. Goffman suggested that society is ______, demanding that individuals develop many "selves"

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fragmented 2 goffman

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cooley, mead, and goffman are all trying to explain _____, or what the cognitive researchers may call semantic meanings

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intersubjectivity

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what is the key to social order?

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if we understand social order, we understand social control

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informal, close-knit, small, face-to-face, value-expressive, influence inner-directed consumption ( ie products or brands that represent values such as a tattoo, feel emancipating; examples are cooley and mead. these are characteristics of

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primary groups

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formal, more superficial, large, bureaucratic, expressive affilitaion, influence outer directed consumption (it dress code or appropriate hairstyle) and may feel constraining, example is goffman, these are all characteristics of

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secondary groups

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reference groups influence positive mores with

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awards

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reference groups influence negative mores with

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prison

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if a positive folkway is performed reference groups would

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smile

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if a negative folkway was performed reference groups would

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ignore it

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a well disciplined way of looking at and evaluating others is called the

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gaze

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the process of dividing a market into groups of similar consumers

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market segmentation

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market segmentation helps answer the question "who is our ____?"

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consumer

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these variables are useful when describing populations (i.e. age sex ethnicity, socioeconomic status)

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demographics

Note: "demo" means people

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these variables are useful when describing the psychological structure of individuals (e.g. activities, interest, opinions, values, attitudes, lifestyles, etc)

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psychographics

Note: psyche means mind or spirit

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3 traditional segementation approaches

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1. VALS
2. PRIZM NE
3. Brand Loyalty and degree of use

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a long-standing traditional example of psychographic sementation that follows a post hoc model, which means consumers are asked a variety of questions about their lifestyles and then are grouped on the basis of the similarity of their answers

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VALS

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VALS stands for

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values and lifestyles

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the VALS framework groups consumers horizontally by three motivations ____, ____, and _____. and vertically by ____ or _____ resources

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ideals, acievements, and self expression.
and high or low resources

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PRIZM NE stands for

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potential rankings index of ZIP markets- New Evolution

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____ is based on the assumption that consumers who live in the same neighborhood have the same lifestyles

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PRIZM NE

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PRIZM NE classifies every US neighborhood into one of 15 groups which are further divided into 3 to 6 segments... these segments are based on 5 things

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1.zip codes
2. info from US census
3.info on product use
4.info on media use
5. info on lifestyle preferences

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a collection of young, mobile urbanites. the nations most liberal lifestyle is represented by this segment

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the bohemian mix

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affordable housing, abundant entry level jobs and a thriving singles scene.

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boomtown singles

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Brand loyalty and degree of use involves a process designed to telescope in on the core customer by asking 4 questions

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1. who purchases the product class?
2.who purchases the brand?
3.Who is brand loyal?
4.who is the heavy user?

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a rule of thumb that says 20% of purchasers account for 80% of sales

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80/20 rule

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the core represents the most _____ customers

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involved

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the core may be sensitive to changes in product design or marketing _____

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strategy

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the core is like a ____, attracting other customers

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magnet

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"Don't lose the ___!"

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CORE

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a differnt strategy for each consumer segment

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differential

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a single strategy designed for one segment of consumers

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concentrated

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_____ play an important role in the marketing paradigm. this includes the way consumers percieve aspects of marketing strategies and ways the general public may percieve the social impact of marketing

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perceptions

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___ is important to both the way that theorists articulate the marketing paradigm and the practice of marketing

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framing

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Be careful segmenting when the product (cigs) or service(online dating) could be ______ to the consumer

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dangerous

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be careful when the consumers targeted are _____ ( in the sense that they may lack resources or have not yet developed critical capacities)

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vulnerable

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society is becoming more ____, leading to the fragmentation of markets

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complex

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these 4 things all present interesting challenges to a new generation of marketing professionals

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1.increasingly complex society
2.fragmentation
3.the emergence of new types of consumers,
4.new technology