Demographic and Diversity
Social Class and Status
Psychographics and VALS
The innovation process
Diffusion and Adaption
100
What is a nuclear Familiy
2 parents 2 children (lame)
100
What is upward mobility?
Moving up a high class than they where born into
100
What are Activities, Interests, and Opinions (AIO)?
he AIO acronym in psychographic research stands for these three components.
100
What is Continuous Innovation?
This type of innovation involves a minor change or improvement to an existing product, requiring very little new learning from the consumer.
100
What are Awareness, Interest, Evaluation, Trial, and Adoption?
hese five stages make up the individual's journey from first hearing about a product to using it regularly.
200
What is accommodation theory?
This theory suggests that the more a consumer tries to move toward a new culture while maintaining parts of their original identity, the better the outcome.
200
What is trickle down effect?
This effect occurs when trends or high-end brands start with the social elite and eventually move down to lower-status consumers.
200
What is a Product Constellation?
This term describes a group of related products that consumers use together to maintain a consistent lifestyle image (e.g., a MacBook, iPhone, and Apple Watch).
200
What are Innovators?
Category of adaptors: who are trade, and enthusiastic about new tech
200
What is Trialability?
This characteristic refers to how easily a consumer can try a product on a limited basis before making a full commitment.
300
What is Indirect Consumer Socialization?
A child learning consumer habits by observing their parents' shopping patterns (rather than being told directly) is an example of this.
300
What is Conspicuous Consumption?
This term refers to buying expensive goods specifically to show off one's wealth or status.
300
What is VALS (Values and Lifestyles)?
This psychographic framework classifies consumers into segments like "Achievers" or "Believers" based on their values and resources.
300
What is Awareness → Purchase → Evaluation?
Low effort hierarchy
300
Life stages of product
introduction
growth
maturity
decline
400
What is Situational Ethnicity?
This term describes a situation where an individual’s ethnicity becomes more or less important depending on their environment (e.g., at home vs. at work).
400
What is Compensatory Consumption?
A consumer might buy a luxury item they can't afford to feel better about themselves or mask their actual economic standing. This is known as...
400
What are Brand Tribes?
A group of consumers who share a deep, almost "tribal" emotional connection to a specific brand, like Nike
or Apple.
400
What is Breadth Innovation?
This specific type of innovation focuses on a new way to use an existing product, such as using baking soda for cleaning instead of just baking.
400
What is Resistance (to adoption)?
Diffusion of innovation is often hindered by this—a consumer's preference to stick with old habits or products due to cost or complexity.
500
What is the Gatekeeper?
In the household decision-making process, this person is responsible for controlling the flow of information or limiting access to the product
500
What is a Fraudulent Symbol?
This occurs when a status symbol becomes so widely available that it loses its prestige and is no longer "exclusive."
500
What is Cohort Analysis?
This type of analysis looks at people born during the same time period to see how shared life experiences influence their consumption.
500
What is Cocreation?
This term describes the process of including consumers in the actual development of a new product to create mutual value.
500
What is a Fad?
Unlike a "Classic" which has lengthy success, this type of innovation has a very short life cycle and intense but brief popularity.