Chapter 10 Flashcards
Reference groups
Actual or imaginary individual/group conceived of as having significant relevance upon an individuals evaluations, aspiration or behaviour
Reference groups influence consumers in 3 ways
informational
utilitarian
value-expressive
Types of Reference Groups
Normative influence
- Helps to set and enforce fundamental standards of conduct
EX: EDUCATION, MARRIAGE
Comparative influence
- Decisions about specific brands or activities are affected
EX: WEIGHT WATCHERS
Dissociative reference groups
motivation to distance oneself from other people/groups
Conformity
refers to a change in beliefs or actions as a reaction to real or imagined group pressure.
Factors influencing conformity:
- Cultural pressures
- Fear of deviance
- Commitment to group
- Group unanimity, size, expertise
- Susceptibility to interpersonal influence
Group effect on individual behaviour
Deindividuation: individual identities become submerged within a group
Example: binge drinking at college parties
Risky shift: Group members show a greater willingness to consider riskier alternatives following group discussion than if members decide alone
Social loafing: People don’t devote as much to a task when their contribution is part of a larger group
Example: we tend to tip less when eating in groups
Opinion leadership
influence others attitudes and behaviour
THEY ARE o Technically competent o Knowledge power o Socially active, highly interconnected o Are among the first to buy o Hands on experience o Are similar to consumers
Crowd power
Web sites allow members to post information about themselves and make contact with similar others
- Share interests, opinions, business contacts
- Twitter, facebook, myspace
Guerrilla Marketing
Promotional strategies that use unconventional locations and intensive WOM to push products
Viral Marketing
Getting visitors to a Web site to forward information on the site to their friends
Creating online content that is entertaining or weird
Network analysis
Social networks = social graphs
Nodes = members in a network
Ties = relationships among nodes
Flows=exchange information, influence, etc.)
Media multiplexity – flows are in many directions
