Showing posts with label Social Marketing. Show all posts
Showing posts with label Social Marketing. Show all posts
Digital Darwinism
The evolution of consumer behavior when society and technologies develop faster than the ability of consumers and businesses to adapt.
Socio-cultural factors
A wide variety of factors of living, including behavior norms such as those regarding diet or styles of dress.
Informational influence
The influence of experts or experienced friends or relatives on consumer brand evaluations. When one lacks certain info or opinions, s/he copies or adopts what other people's might share as such. Social psychologists theoritize on Informational influence as a kind of conformity since one turns to someone else considering that someone else might have more precise information on an issue than s/he does.
Lifestyle profiles of social classes
A constellation of specific lifestyle factors (shared beliefs, attitudes, and behaviors) that tend to distinguish the members of each class from the members of all other social classes.
Cause related marketing
A form of corporate promotion in which companies try to motivate socially-aware consumers to buy their products by promising to contribute a portion of the sale to a specific cause. Companies see cause-related marketing as an opportunity to enhance their corporate reputation, increase brand awareness and customer loyalty, build sales, and increase press coverage.
Enculturation
The process of learning the values of one’s own society/culture from childhood. Enculturation takes place through a process of instilling values from key institutions, particularly, family, school and religious institutions. (See also acculturation)
Subjective measurement of social class
A method of measuring social class by which people are asked to estimate their own social-class position.
Social grades
A type of social class classification that replaced socioeconomic groups in 1970s when social grades (based on occupation instead of income) were applied to the National Readership Survey in the US context. Grades are A (Upper Middle class), B (Middle class), C1 (Lower Middle class), C2 (Skilled working class), D (Semi-skilled and unskilled working class), E (Those at lowest level of subsistence). Percentage breakdowns vary but available from National Readership Survey.
Ethnography
The study of culture by observation. Anthropologists determine cultural values through field studies in which they live with a group or family and observe its customs and behavior.
Social character
In the context of consumer behavior, a personality trait that ranges on a continuum from inner-directedness (reliance on one’s own “inner” values or standards) to other-directedness (reliance on other for direction).
Directories
One of the published sources of secondary data. Directories are helpful for identifying individuals or organizations that collect specific data. For example, telephone directories, stock exchanges directories, industry directories provide pertinent secondary data. These can also be used as sampling frame.
Social trends
Broad changes in people's attitudes and behaviors. Some marketing research firms try to predict social trends in a society to find out the consumer-purchasing pattern.
Visit
A series of page impressions served in an unbroken sequence from within a website to the same user.
Bachelor stage
One of the stages identified in the family life-cycle which may influence consumer behavior. It refers to young people who are unmarried, have few financial pressures, and are usually fashion opinion leaders and recreation oriented. They buy basic home appliances, furniture, music systems and vacations.
Normative social influence
The conformity that occurs when a person alters his or her behavior to meet the expectations of a person or group.
Objective measurement of social class
A method of measuring social class whereby individuals are asked specific socioeconomic questions concerning themselves or their families. On the basis of their answers, people are placed within specific social-class groupings. These measurements are of considerable value to marketers concerned with segmenting markets. Marketers who have developed socio-economic profiles of their target markets can locate these markets by analyzing the socio-economic data periodically collected by the government or other organizations.
Social mobility
This refers to the movement of an individual or household from one social class to another. This movement can be upward, downward, or even horizontal. Horizontal mobility refers to movement from one position to another roughly equivalent in social status, for instance becoming a clerk instead of a primary school teacher.
Social multiplier effect
One of the normative influences exerted by the reference groups on individuals including consumers. As a result of the demonstration principle (the desire to emulate the behavior of a reference group that influence a consumer to buy the same brand or product), ownership of new products increases in multiples as consumers come into contact with and acquire new products. The social multiplier effect illustrates the volatility of group influence in an economy.
Social stratification
The ranking of people in society by other members into higher or lower positions—such as upper, middle, and lower class—to create a hierarchy of respect or prestige. The classification of consumers into upper, middle or lower classes implies that certain members of the society rank higher than others in prestige and power. This stratification suggests that in a society some people are more equal than others. Since the bases for defining power and prestige vary from one society to another, the composition of upper, middle, and lower classes is also likely to vary. Social stratification is dependent largely on the ideals and values of the society.