2 lecture Flashcards
value-expressive influence
people adopt consumption patterns and behaviors that allow them to associate with desirable others (associative identification group) and dissociate from undesirable others (dissociative identification group)
informational influence
consumers are influenced by information someone else provides
normative influence
consumers are influenced by social norms,
Value expressive influence: brand communities and consumers’ tribes online
brand communities = targeted demographic of like-minded, trait-sharing consumers that identify with their brand and its values (f.e. the Harley-Davidson community)
tribes = a tribe is a group of people connected to one another, or to a leader, or to an idea (f.e. cat lovers)
Normative social influence: conformity
influences to conform to social norms and positive expectations of others
conformity influence depends on 3
number of observers > more observers, more conformity
ambiguity of the situation >
authority of social group
why conformity?
to meet other people’s expectations and to conform to others’ behaviors, people distort their opinions and behaviors even when the situation in unambiguous, and others are wrong
Asch (1952) line experiment:
people give the wrong answer on average 33% of the time (vs. 7% in control where judgments were made in private)
Asch (1952) line experiment: when does conformity disapper? 2
tendency to yield depends on # of confederates, conformity disappears with just 1 confederate
if at least 1 confederate provides the correct answer, conformity drops (because there’s less uncertainty about the correct answer)
Normative social influence: authority
undisputed source of social information is authority
what creates authority?
2
what creates authority?
content:
knowledge
tangible power over an individual
presentation:
clothing (hospital white, army green, police blue)
looks (grey hair, length)
profession (e.g. pilot, doctor, professor)
Milgram experiment
In the study, an authority figure ordered participants to deliver what they believed were dangerous electrical shocks to another person. These results suggested that people are highly influenced by authority, and highly obedient.
Normative influence: commitment
once we have made a choice or taken a stand, we feel personal and interpersonal pressures to behave consistently with that commitment. As a consequence, we will respond in a way that justifies our earlier decision
Normative influence: reciprocity
1 + study
reciprocity: free gift or favor technique
example: getting Coke from vendor
Regan (1971): IV: no coke vs. coke, DV: # of lottery tickets bought from vendor. What’s the return on investment (ROI) from gift? ROI = 210%, so extremely profitable
Each article talks about one of the sources of social influence, link them together:
value-expressive influence
McFerran et al. (2010): effects of social influence and body type on food choices —> dissociate from obese people
