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CB Chpt 11 Terms

Terms in this set (49)

Antibrand communities
groups of consumers who share a common dis- dain for a celebrity, store, or brand
Aspirational reference group
a reference group that the consumer aspires to be a part of (e.g., high-profile athletes and celebrities
Brand community
a set of consumers who share a set of social relation- ships based on usage or interest in a product
Buyer
in a group buying context, the person who actually makes the pur- chase
Buzz marketing
activities undertaken by marketers to encourage con- sumers to spread word-of-mouth about the brand
Cascade
a sequence of interactions triggered by a piece of information (much like an avalanche)
Community
the collective participation of members who together build and maintain a webpage on the Internet
Comparative influence
the process whereby a reference group influenc- es decisions about specific brands or activities
Conformity
refers to a change in beliefs or actions as a reaction to real or imagined group pressure
Cyberplace
an online community where people connect
Decision polarization
the process whereby individuals' choices tend to become more extreme (polarized), in either a conservative or risky direc- tion, following group discussion of alternatives
Deindividuation
the submerging of individual identities within a group
Dissociative reference groups
groups (or group members) the consumer wants to avoid association with
Flows
exchanges of resources, information, or influence among members of a social network
Gatekeeper
in a group buying context, the individual who controls the flow of informatio
Guerrilla marketing
promotional strategies that use unconventional locations and intensive word-of-mouth campaigns to push products
Home shopping parties
meetings at which a company representative makes a sales presentation to a group gathered in the home of a friend or an acquaintance
Influence network
a network in which others are influenced about a product or a service; the influence is driven less by influentials and more by the interaction among those who are easily influenced
Influencer
in a group buying context, the person who attempts to sway the outcome of the decision regarding a new product or service purchase
Initiator
in a group buying context, the person who brings up the idea or identifies the need for the new product or service
Lurkers
non-participatory users of online communities and sites, who absorb content without contributing
Market maven
a person who often serves as a source of information about marketplace activities
Media democratization
the notion that the members of social communi- ties, not traditional media publishers like magazines or newspaper com- panies, control the creation, delivery, and popularity of conten
Media multiplexity
the situation in social media in which flows of com- munication may travel in many directions and across multiple platforms, at any single point of time
Negative word of mouth
the passing on of negative experiences involved with products or services by consumers to other potential consumers
Nodes
in associative network models, the representation of a piece of information
Normative influence
the process in which a reference group helps to set and enforce fundamental standards of conduct
Norms
the informal rules that govern what is right or wrong
Object sociality
the extent to which an object can be shared in social media
Opinion leaders
those people who are knowledgeable about products and who are frequently able to influence others' attitudes or behaviours with regard to a product categor
Presence
the effect that people experience when they interact with a computer-mediated or computer-generated environment
Reactance
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 behaviour advocated in a persuasive message
Reference group
an actual or imaginary individual or group that has a significant effect on an individual's evaluations, aspirations, or behaviour
Risky shift
a willingness by a group to consider riskier alternatives than those favoured by individual group members
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
Social graphs
a term to describe social networks or a diagram of the inter- connections of units in a network
Social loafing
the tendency for people not to devote as much to a task when their contribution is part of a larger group effort
social network
a set of socially relevant members, or nodes, connected by one or more relatio
Social object theory
the perspective that social networks will be more powerful communities if relationships are activated between people and objects
Social power
the capacity of one person to alter the actions or outcomes of another
Sociometric methods
the techniques for measuring group dynamics that involve the tracing of communication patterns in and among groups
Surrogate consumer
a professional who is retained to evaluate or make purchases on behalf of a consumer
Ties
the connections between members within a social network
Two-step flow model of influence
a theory that proposes that a small group of influencers are responsible for dissemination of information, since they can modify the opinions of a large number of other people
User
in a group buying context, the ultimate consumer or user of the service or product
Viral marketing
the strategy of getting customers to sell a product on behalf of the company that creates
Virtual community of consumption
a collection of people whose online interactions are based on shared enthusiasm for and knowledge of a specific consumption activity
Wisdom of crowds, the
a perspective that argues that under the right cir- cumstances groups are smarter than the smartest people in them; implies that large numbers of consumers can predict successful products
Word-of-mouth communication (WOM)
the information transmitted by individual consumers on an informal basis
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