Fashion (or consumer trends) originate from several socioeconomic groups simultaneously with varied quality and ranges – the prevalent understanding of 21st century.
See also: Trickle-down theory, Trickle-up theory
Showing posts with label Theory. Show all posts
Showing posts with label Theory. Show all posts
Trickle-down theory
Trend-setters originate from high socioeconomic levels and trend adopters who accept new movements belong to levels of lower standard status.
See also: Trickle-up theory, Trickle-across theory
See also: Trickle-up theory, Trickle-across theory
Trickle-up theory (Prole drift)
Consumption trends featuring movements that were initially generated and typical among members of lower social-standing levels and gradually gained acceptance by consumers from higher socioeconomic levels, for example punk style, sports apparel, jeans, etc.
See also: Trickle-down theory, Trickle-across theory
See also: Trickle-down theory, Trickle-across theory
Two-step flow of communication theory
This audience theory is developed by Paul Lazarsfeld and Elihu Katz in the mid 20th century while observed that media campaigns do not affect audiences the way opinion leaders do. Opinion leaders are much more likely to change moods, attitudes and behaviours of those whom they are close to as per personal features, hobbies, interests, age, economic status, etc.
Passive man theory
A theory of man that depicts the consumer as a submissive recipient of the promotional efforts of marketers.
Inoculation theory
A theory proposing that consumers can be “inoculated” against negative thoughts about a product when processing a marketing message with messages that anticipates these negative thoughts and refutes them.
Bargaining school theory
A theory holding that the negotiated terms for foreign investors depend on how much investors and host countries need each other’s assets.
Operant conditioning (instrumental conditioning)
A learning theory that views the probability of behaviour as being dependent on the outcomes or consequences associated with it.
Central-limit theorem
A theorem that holds that if simple random samples of size n are drawn from a parent population with mean μ and variance σ2, then when n is large, the sample mean x will be approximately normally distributed with mean equal to μ and variance equal to σ2/n. The approximation will become more and more accurate as n becomes larger. It means that regardless of the shape of the parent population, distribution of the sample means will be normal if the sample is large enough.
Biased scanning theory
A theory of self-concept, which views selfconcept development in terms of identity aspirations and biased scanning of the environment for information to confirm how well the person is meeting his or her aspirations. Thus, perceptual scanning is biased towards seeing ourselves, as we would like to be (that is, it is biased toward self-gratification). This theory may be used in the context of consumer behaviour particularly in selection of products and brands.
Cultivation theory
According to this theory, children learn about a culture’s norms and values from the media. The greater is children’s exposure to TV, the greater the likelihood that they will accept the images and associations seen.
Perceptual gap
A gap that appears on a mapping of products where the positions of the products are determined by user opinions, not necessarily fact.
Association test
One of the research techniques used in selecting a new brand name by the companies where they ask the respondents to associate any image that comes to their minds when a particular brand name is given to them.
AIDA model
A model developed by E. K. Strong (1925) that depicts the successive stages a buyer passes through in the personal selling process including: attention, interest, desire, and action. Protagonists of this model suggest that a salesperson during presentation should try to progressively draw the prospects toward these four stages in order to close the sale.
Picture-response technique
A projective technique requiring the subject to use his or her imagination to describe what is happening in a series of vaguely structured pictures (a construction type projective technique). In some of these pictures, the persons or objects are clearly depicted, whereas in others, they are relatively vague. The respondent’s interpretation of the pictures gives indications of the individual’s personality.
Installation (service)
It refers to the work one to make a product operational in its planned location. Buyers of heavy equipments expect good installation service. Installation service can be used as a differentiation tool as it may become important for companies with complex products. Ease of installation becomes a true selling point, especially when the target market is technically novice.
Symbolic self-completion theory
A theory related with the self-concept suggests that people who have an incomplete self-definition in some context will compensate by acquiring symbols associated with a desired social identity. For example, teenager boys may use “macho” products, such as cars and cigarettes to bolster their developing masculinity, these items act as a “social crutch” during a period of uncertainty about identity.
Symbolic self-completion theory
A theory related with the self-concept suggests that people who have an incomplete self-definition in some context will compensate by acquiring symbols associated with a desired social identity. For example, teenager boys may use “macho” products, such as cars and cigarettes to bolster their developing masculinity, these items act as a “social crutch” during a period of uncertainty about identity.
Reactance theory
The theory that postulates that when an individual’s freedom to engage in a specific behaviour is threatened, the threatened behaviour becomes more attractive A “boomerang effect” that sometimes occurs when consumers are threatened with a loss of freedom of choice; they respond by doing the opposite of the behavior advocated in a persuasive message. For example, efforts to censor books, television shows, or rock music that some people find objectionable may result in an increased desire for these products by the public. Similarly, extremely overbearing promotions that tell consumers they must or should use a product may wind up losing more customers in the long run. Reactance more likely to occur when the perceived threat one’s freedom increases and as the threatened behavior’s importance to the consumer also increases.
Social comparison theory
The perspective that people compare their outcomes with others' as a way to increase the stability of their own self-evaluation, especially when physical evidence is unavailable. In the context of consumer behavior, this may apply to choosing those products that are stylistic in nature such as music, books etc.