Chapter 7 & 8 FMD 451

American Consumers- Largest spenders on the planet. Mass affluent consumers are growing Women age 35 and older spent $101.6 billion on clothing.

Family Influence on Consumer Behavior Functions of family- 1. create security (emotional and economic) 2. educate and socialize the children. Socialization- process of teaching the skills, attitudes, and general knowledge for a person to integrate into society effectively.(Marketers- socialize them to function in the marketplace)

Household decision making- pg. 180 Consumption roles- expected behavior of consumers within a household. Information gatherers- traditionally- father- influencer- provides guidance to other family members on product information. Gatekeepers- those who screen and control access to product information and can veto purchases Decision makers- determine what will be purchased and how will the product be used. Purchasers- actually make purchase Users- those who consumer products.

Decision making Teens making decisions not just parents- free time, parents work. Advertising directed at children- “advergames”- product placement strategy that uses digital game like entertainment--Kellogg’s burger king. Teens like to show personalization, uniqueness- have debit/credit cards. 18 year olds spend- $200 per month and are always online.

Social influence on fashion consumers Social influence- information or pressure that an individual, group, or type of media presents or exerts on consumers. (friend, marketers, politicians, TV, radio, ect) Conformity- a person behaves like others in order to feel accepted. Compliance-someone does something because they are asked to. Obedience- person obeys an order from an authoritve person or group.

Subcultures Smaller groups or “mini cultures” that function within large groups. (hippies, goths, punks) What are some today? Rockabilly in Japan

Fashion adaptation theory Trickle down- downward flow Trickle across- horizontal flow Trickle up- upward flow Which of these is the most important to adapting fashion today?

Types of social influence Normative social influence- type of pressure that requires a person to conform to the expectations of others. (doing the right thing, avoid rejection, gain acceptance)- Consumers buy clothing that will grant them acceptance, drink choice, gifts. When we meet the expectations of others- good things happen. Avant- garde- Non conforming attitudes- leaders in new unconventional group.

Social Influence Informational social influence- Make the right choice. When we copy behavior of others because they directly or indirectly assist in our decision making process. Rely on your friends, teachers, professionals with out doing your own research. You take their word from their experience. Marketers want to tell you to buy their products- the “right buying behavior”

Decision making? 1. Ease of product or service. How much work is required. 2. What risks are involved in the purchase? 3. Expertise of consumer, seller, influencer? Social pressure- sells person? Degree of comfort, security, and convenience that comes with a product.

Consumers and companions Consumers are more likely to buy on the internet if someone else has already done so. No one wants to be the first one. What do marketers do to combat this? Consumers are more likely to buy more expensive items if someone is shopping next to them, they are also happier than by themselves. No overcrowding- shoppers respond negatively.

Social impact theory Are people more likely to be influenced in a given situation when there are fewer people or more people? The probability of influence increases depending on the number of people involved, and their proximity. 10 vs 3 people?

Impact of groups Groups- 2 or more people who share similar values and beliefs and communicated interdependently, relying on another’s opinion. Example of reference groups- acquaintances, close friends, authority figures, culture, famous people, gangs, chat groups, social class, ect. Direct vs. indirect.

Membership influences Aspirational groups- groups we don’t belong to but wish we did. (celebrites and ads) Associative- group we belong to. Disassociative group- those that do not interest us or that we disapprove of.

Gatekeepers Knowledgeable individuals who control access and information flow to their respective followers, influence people to act or not in specific ways. Ex. Critics, professionals, high profile influencers, celebrities.

Opinion leader “expert” on a particular topic. Someone who is highly regarded by peers as a credible source and transmit information from mass media to those seeking advice. Pg. 207 examples.