MGMT100 Study Guide - Quiz Guide: Reference Group, Social Class
Document Summary
Attitude and attitude change: an attitude is a lasting evaluation of a person, object or issue. Consumers have attitudes towards brands: a person"s attitude has three components: Personality: personality is the set of unique psychological characteristics that consistently influences the way a person responds to situations in the environment. Social influences on consumer decisions: culture is society"s personality. It is the values, beliefs, customs and tastes produced or practised by a group of people. A consumer"s culture influences his or her buying decisions: cultural values are deeply held beliefs about right and wrong ways to live. Marketers who understand a culture"s values can tailor their product offerings accordingly: social class is the overall rank of people in a society. People who are within the same class work in similar occupations, have similar income levels, and usually share similar tastes in clothing, decorating styles and leisure activities. This process is sometimes termed the bandwagon effect".
