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| Adopter categories | five groups of adopters of any given innovation based on the relative time at which they adopt. (See page(s) 251) |
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| Adoption process | a series of distinct steps or stages individual consumers presumably go through. (See page(s) 248) |
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| Asch phenomenon | the naïve subject almost always agrees with the incorrect judgment of the others. (See page(s) 236) |
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| Aspiration reference groups | nonmembership groups with a positive attraction. (See page(s) 225) |
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| Brand community | a nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm. (See page(s) 228) |
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| Brandfest | a gathering of owners and others for the purposes of interacting with one another in the context of learning about and using the brand. (See page(s) 231) |
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| Buzz | the exponential expansion of WOM. (See page(s) 245) |
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| Community | characterized by consciousness of kind, shared rituals and traditions, and a sense of more responsibility. (See page(s) 228) |
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| Consumption subculture | a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity. (See page(s) 227) |
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| Diffusion process | the manner in which innovation spread throughout a market. (See page(s) 248) |
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| Dissociative reference groups | groups with negative desirability. (See page(s) 225) |
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| Early adopters | tend to be opinion leaders in local reference groups. (See page(s) 253) |
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| Early majority | consumers who tend to be cautious about innovations. (See page(s) 253) |
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| Enduring involvement | a greater long-term involvement with the product category than the non-opinion leaders in the group. (See page(s) 240) |
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| Group | two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent. (See page(s) 224) |
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| Identification influence | also called value-expressive, occurs when individuals have internalized the group’s values and norms. (See page(s) 233) |
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| Informational influence | occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information. (See page(s) 232) |
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| Innovation | an idea, practice, or product perceived to be new by the relevant individual or group. (See page(s) 246) |
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| Innovators | are venturesome risk takers. (See page(s) 253) |
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| Laggards | are locally oriented and engage in limited social interaction. (See page(s) 253) |
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| Late majority | members who are skeptical about innovations. (See page(s) 253) |
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| Market helping behavior | actively helping others acquire goods and services. (See page(s) 241) |
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| Market mavens | both initiate discussions with others about products and shopping and respond to requests for market information. (See page(s) 241) |
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| Multistep flow of communication | involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources. (See page(s) 239) |
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| Normative influence | occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction. (See page(s) 232) |
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| Opinion leader | an individual who actively filters, interprets, or provides product and brand relevant information to their family, friends, and colleagues. (See page(s) 239) |
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| Perceived risk | a function of three dimensions: (1) the probability that the innovation will not perform as desired; (2) the consequences of its not performing as desired; (3) the ability to reverse, and the cost of reversing, any negative consequences. (See page(s) 251) |
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| Primary group | groups characterized by frequent interpersonal contact. (See page(s) 225) |
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| Purchase pal | a person who accompanies another on a shopping trip primarily to aid in the purchase process. (See page(s) 242) |
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| Reference group | a groups whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. (See page(s) 224) |
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| Secondary group | groups characterized by limited interpersonal contact. (See page(s) 225) |
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| Two-step flow of communication | the process of one person receiving information form the mass media or other sources and passing it on to others. (See page(s) 239) |
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| Word-of-mouth (WOM) communication | individuals sharing information with other individuals. (See page(s) 238) |