Consumer Behavior terms chapter 14

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  1. acceptance cycles
    We identify different classes of fashion when we look at the relative length of their acceptance cycles
  2. advergaming
    where online games merge with interactive advertisements that let companies target specific types of consumers.
  3. antifestival
    an event that distorts the symbols we associate with other holidays
  4. art product
    an object we admire strictly for its beauty or because it inspires an emotional reaction in us
  5. binary opposition
    represents two opposing ends of some dimension
  6. classic
    a fashion with an extremely long acceptance cycle
  7. collecting
    the systematic acquisition of a particular object or set of objects
  8. compatibility
    The innovation should be compatible with consumers’ lifestyles
  9. complexity
    • The product should be low in complexity 
    • prerequisite for successful adoption
  10. contamination
    objects we associate with sacred events or people become sacred in their own right
  11. continuous innovation
    a modification of an existing product
  12. conventions
    norms that regulate how we conduct our everyday lives
  13. co-optation
    modify symbols from “cutting-edge” subcultures for a larger audience to consume. As this occurs, these cultural products undergo a process of co-optation, in which outsiders transform their original meanings
  14. craft product
    because of the beauty with which it performs some function
  15. crescive norms
    • Many norms, however, are much more subtle. We discover these crescive norms as we interact with others;
    • crescive norm types: custom,more,conventions
  16. cultural formula
    where familiar roles and props occur consistently
  17. cultural gatekeepers
    These cultural gatekeepers filter the overflow of information as it travels down the “funnel"
  18. cultural production system (CPS)
    the set of individuals and organizations that create and market a cultural product
  19. custom
    • a norm that controls basic behaviors, such as division of labor in a household or how we practice particular ceremonies.
    • a crescive norm type
  20. desacralization
    occurs when we remove a sacred item or symbol from its special place or duplicate it in mass quantities so that it loses its “specialness” and becomes profane"
  21. diffusion of innovations
    refers to the process whereby a new product, service, or idea spreads through a population.
  22. discontinuous innovation
    creates really big changes in the way we live.
  23. dynamically continuous innovation
    a significant change to an existing product.
  24. early adopters
    share many of the same characteristics as innovators. An important difference is their high degree of concern for social acceptance,
  25. fad
    is a very short-lived fashion.
  26. fashion
    the process of social diffusion by which some group(s) of consumers adopts a new style.
  27. fashion system
    includes all the people and organizations that create symbolic meanings and transfer those meanings to cultural goods.
  28. fortress brand
    brands used to perform rituals; once they become embedded in our ceremonies—whether we use them to brush our teeth, drink a beer, or shave—we’re unlikely to replace them
  29. gadget lovers
    As a group, innovators adopt a little more quickly than gadget lovers. While gadget lovers tend to adopt much more rapidly than the average consumer, they don’t all qualify as innovators
  30. gift-giving ritual
    • we procure the perfect object, meticulously remove the price tag, carefully wrap the object
    • and deliver it to the recipient.
  31. grooming rituals
    These ceremonies help us to transition from our private self to our public self, or back again.
  32. hoarding
    unsystematic collecting
  33. innovation
    any product or service that consumers perceive to be new
  34. innovators
    These are the brave souls who are always on the lookout for novel products or services and who are first to try something new.
  35. laggards
    • slow adopters
    • 1/6 population
  36. late adopters
    • between early and slow adopters
    • 2/3 population
  37. meme theory
    A meme is an idea or product that enters the consciousness of people over time.
  38. monomyth
    a myth that is common to many cultures
  39. more (moray)
    • a custom with a strong moral overtone. 
    • a crescive norm type
  40. myth
    a story with symbolic elements that represents a culture’s ideals
  41. objectification
    when we attribute sacred qualities to mundane items
  42. observability
    • Innovations that are readily apparent are more likely to spread because we can learn about them more easily
    • A prerequisite for successful adoption
  43. plinking
    the act of embedding a product or service link in a video
  44. pretailer
    the fashion site ModaOperanda labels itself a pretailer. It works with an exclusive base of fashionistas to encourage designers to manufacture dress designs that otherwise appeared only on catwalks.
  45. product placement
    the insertion of real products in fictional movies, TV shows, books, and plays
  46. profane consumption
    describes objects and events that are ordinary or everyday
  47. reality engineering
    occurs when marketers appropriate elements of popular culture and use them as promotional vehicles.
  48. reciprocity norm
    the reciprocity norm, which obliges people to return the gesture of a gift with one of equal value.
  49. relative advantage
    • consumer must believe that it will provide a benefit other products cannot offer.
    • Prerequisites for successful adoption
  50. rites of passage
    rituals we perform to mark a change in social status
  51. ritual
    a set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically.
  52. ritual artifiacts
    These are items we need to perform rituals, such as wedding rice, birthday candles, etc.
  53. sacralization
    occurs when ordinary objects, events, and even people take on sacred meaning
  54. sacred consumption
    when we “set apart” objects and events from normal activities and treat them with respect or awe.
  55. superstitions
    beliefs that run counter to rational thought or are inconsistent with known laws of nature
  56. tipping point
    A few people initially use the product, but change happens in a hurry when the process reaches the moment of critical mass
  57. trialability
    we’re more likely to adopt an innovation if we can experiment with it prior to making a commitment
  58. trickle-down theory
    It states that two conflicting forces drive fashion change. First, subordinate groups adopt the status symbols of the groups above them as they attempt to climb up the ladder of social mobility. Dominant styles thus originate with the upper classes and trickle down to those below.
Card Set
Consumer Behavior terms chapter 14
Solomon, M. R. (2012). Consumer Behavior, 10/e for DeVry University (1st ed). Pearson Learning Solutions. Retrieved from
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