Consumer Behavior terms chapter 14

We identify different classes of fashion when we look at the relative length of their acceptance cycles

where online games merge with interactive advertisements that let companies target specific types of consumers.

an event that distorts the symbols we associate with other holidays

an object we admire strictly for its beauty or because it inspires an emotional reaction in us

represents two opposing ends of some dimension

a fashion with an extremely long acceptance cycle

the systematic acquisition of a particular object or set of objects

The innovation should be compatible with consumers’ lifestyles

• The product should be low in complexity 
• prerequisite for successful adoption

objects we associate with sacred events or people become sacred in their own right

a modification of an existing product

norms that regulate how we conduct our everyday lives

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

because of the beauty with which it performs some function

• Many norms, however, are much more subtle. We discover these crescive norms as we interact with others;
• crescive norm types: custom,more,conventions

where familiar roles and props occur consistently

These cultural gatekeepers filter the overflow of information as it travels down the “funnel"

the set of individuals and organizations that create and market a cultural product

• a norm that controls basic behaviors, such as division of labor in a household or how we practice particular ceremonies.
• a crescive norm type

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"

refers to the process whereby a new product, service, or idea spreads through a population.

creates really big changes in the way we live.

a significant change to an existing product.

share many of the same characteristics as innovators. An important difference is their high degree of concern for social acceptance,

is a very short-lived fashion.

the process of social diffusion by which some group(s) of consumers adopts a new style.

includes all the people and organizations that create symbolic meanings and transfer those meanings to cultural goods.

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

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

• we procure the perfect object, meticulously remove the price tag, carefully wrap the object
• and deliver it to the recipient.

These ceremonies help us to transition from our private self to our public self, or back again.

unsystematic collecting

any product or service that consumers perceive to be new

These are the brave souls who are always on the lookout for novel products or services and who are first to try something new.

• slow adopters
• 1/6 population

• between early and slow adopters
• 2/3 population

A meme is an idea or product that enters the consciousness of people over time.

a myth that is common to many cultures

• a custom with a strong moral overtone. 
• a crescive norm type

a story with symbolic elements that represents a culture’s ideals

when we attribute sacred qualities to mundane items

• Innovations that are readily apparent are more likely to spread because we can learn about them more easily
• A prerequisite for successful adoption

the act of embedding a product or service link in a video

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.

the insertion of real products in fictional movies, TV shows, books, and plays

describes objects and events that are ordinary or everyday

occurs when marketers appropriate elements of popular culture and use them as promotional vehicles.

the reciprocity norm, which obliges people to return the gesture of a gift with one of equal value.

• consumer must believe that it will provide a benefit other products cannot offer.
• Prerequisites for successful adoption

rituals we perform to mark a change in social status

a set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically.

These are items we need to perform rituals, such as wedding rice, birthday candles, etc.

occurs when ordinary objects, events, and even people take on sacred meaning

when we “set apart” objects and events from normal activities and treat them with respect or awe.

beliefs that run counter to rational thought or are inconsistent with known laws of nature

A few people initially use the product, but change happens in a hurry when the process reaches the moment of critical mass

we’re more likely to adopt an innovation if we can experiment with it prior to making a commitment

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.