Bmgt451- test 2 study guide

Bmgt451- test 2 study guide - Strength of social tie Refers...

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Strength of social tie Refers to the closeness and intimacy of the group linkages o Primary groups - such as family and friends, involve strong ties and interaction o Secondary groups- such as professional and neighborhood associations, involve weaker ties and less frequent interaction Reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. Simply a group that an individual uses as a guide for behavior in a specific situation Groups with negative desirability- dissociative reference groups- can influence behavior just as do those with positive desirability Non-membership groups with a positive attraction – aspiration reference groups – also exert a strong influence. Brand personality- a set of human characteristics that become associated with a brand. Perceived 5 basic dimensions of “for-profit” firms: o Sincerity- down to earth; honest; wholesome; cheerful o Excitement- daring; spirited; imaginative; up-to-date o Competence- reliable; intelligent; successful o Sophistication- upper class; charming o Ruggedness- outdoorsy; tough Non-profit firm dimensions: o Integrity o Nurturance o Sophistication o Ruggedness 3 key types of Motivation Conflict: Approach-Approach Conflict- a consumer who must choose between 2 attractive alternatives o The more equal the attractions, the greater the conflict Approach-Avoidance Conflict- a consumer facing a purchase choice between positive and negative consequences o Ex. sunless tanner resolves this problem Avoidance-Avoidance Conflict- choice involving only undesirable outcomes Hedonic Shopping Motives (manifest motives)- pleasurable or intangible reasons Include: social experiences, share of common interests, interpersonal attraction, instant status, thrill of the chase Manifest motives- motives that are known and freely admitted Latent motives- either unknown to the consumer or the consumer is reluctant to admit them Projective techniques (motivation research)- designed to provide info on latent motives Laddering- constructing a means-end or benefit chain- a product or brand is shown to a consumer, who names all the benefits the product provides -> names benefits of those benefits and so on until nothing else can be named as a benefit to that original product Maslow’s Needs – pyramid (bottom to top)- physiological – safety – belongingness – esteem – self-actualization Maslow’s Hierarchy of needs- based on 4 premises 1. All humans acquire a similar set of motives through genetic endowment and social interaction 2. Some motives are more basic or critical than others
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Bmgt451- test 2 study guide - Strength of social tie Refers...

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