Chapter 11 Flashcards
Nonmarketing source
Influence delivered from an entity outside a marketing organization for example friends, fammily and the media
Social influence (marketing and non marketing sources)
Marketing sources delivered via mass media: include; advertising, sales promotions, publicity, special events and social media posts from companies
Nonmarketing sources delivered via mass media
Sources that are not working for marketing companies can also wield influence viea mass media delivered messages. Consumer behavior may be affected by news items about new products, movies and restaurants
Marketing and nonmarketing sources delivered via social media:
Social media platforms such as facebook, vine and youtube are increasingly used by both marketing and nonmarketing sources
Marketing sources delivered personally
Marketing sources can also deliver information personally. Salespeople, service representatives and customer servie agents are marketing sources of influence whodeliver information personally in retail outlets, at consumers homes or offices, over the phone or via email or online chat
Marketing source:
Influence delivered from a marketing agent, for example, advertising, personal selling
Word of mouth
Influence delivered verbally from one person to another persona to another person or group on stage
How do general sources differ: capacity for two-way communication
Personally delivered sources of influence are valuable because they allow for a two-way flow of information
Credibility
while personal and mass media sources differ in their reach and capacity for two-way communication, marketing and nonmarketing sources differ in their credibility. Consumers tend to perceive information delivered through marketing sources as being less credible, more biased and manipulative. In contrast nonmarketing sources appear more credible because we do not believe that they have a personal stake in our purchase, consumption or disposition decision
Opinion leader
An individual who acts as an information bunker between the mass media and the opinions and behaviors of an individual or group
Gatekeepers
A source that controls the flow of information
Market maven
A consumer on whom others rely for information about the market place in general
Use opinion leaders in marketing communication
Although opinion leaders influence may be less effective when delivered through a marketing source, their expertise and association can still support an offering
Associative reference group
Are groups we admire and wish to like but are not currently
Aspirational reference group
Are groups we admire and wish to be like but are not currently a member of
Brand community
A specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand and the product in use
Reference groups as sources of influence
Social influence is exerted by individuals such as opinion leaders as well as by specific groups of people. A reference group is a set of people with whom individuals compare themselves for guidance in developing their own attitudes, knowledge and/or behavior
Dissociative reference group
A group we do not want to emulate
Associate products with aspirational reference groups
Knowing their target consumers aspirational reference group enables marketers to associate their product with that group and to use spokespeople who represent it
Accurately represent associative reference groups
Marketers can also identify and appropriately represent target consumers in ads by accurately reflecting the clothing, hairstyles, accessories and in general demeanor of their associative reference groups
Homophily
The overall similarity among members of the social system
Primary reference group
Group with whom we have physical face-to-face interaction
secondary reference groups
Group with whom we do not have direct contact
Characteristics of reference groups: Degree of contact
Reference groups vary in their degree of contact. We may have direct and extensive contact with some reference groups like our immediate circle of friends or family but may have less contact with others like politicians
Characteristics of reference groups: Formality
Reference groups also vary in formality. Groups like fraternities, athletic teams, clubs and classes are formally structured, with rules outlining the criteria for gorup membership and the expected behavior of members
Characteristics of reference groups: Group attractiveness
The attractiveness of a particular peer group can affect how much consumers conform to the group
Characteristics of reference groups: Density
Dense groups are those in which group members all know one another. For example, an extended family
Characteristics of reference groups: Degree of identification
Some characteristics of an individual within a group contribute to the ways in which groups vary. Just because people are members of a group does not mean that they use it as a reference group
Characteristics of reference groups: Tie strength
A strong tie means that two people are connected by a close intimate relationship
Reference groups affect consumer socialization: people as socializing agents
Reference groups like family and friens play an important role as socializing agents. Parents may, for example, instill values of thriftiness by directly teaching their children the importance of saving money etc.
Reference groups affect consumer socialization: media and the marketplace as socializing agents
TV programs, movies and videos, music, games and ads can also serve as socializing agents. For example, in ads, boys are sometimes depicted as more knowledgeable, aggressive, active and instrumental to actions than girls
Reference groups affect consumer socialization: Normative influence
Can affect brand choice congruence, conformity, compliance or reactance
Reference groups affect consumer socialization: information influence
Affected by characteristics of the product, group or consumer
Reference groups affect consumer socialization: norm
Collective decision about what constitutes appropriate behavior
Reference groups affect consumer socialization: Brand choice congruence
The purchase of the same brand as members of a group
What affects normative influence of strength
Compliance vs reactance (compliance a somwhat different effect of normative influence means doing whhat is explicitly asked of you)
Reactance: Doing the opposite of what the individual or group wants us to do
Product characteristics: reference groups can influence two types of decisions:
1) Whether we buy a product within a given category
2) what brand we buy
What affects normative influence strength: Consumer characteristics
the personalities of some consumers make them readily susceptible to be influenced by others. The trait of competitiveness, for instance, can influence conspicuous consumption behavior
What affects normative influence strength: Group characteristics
Finally, the group charaacteristics of the group can impact the degree of normative influence. One characteristic is the extent to which the group can deliver rewards and sanctions, known as the degree of reward power or coercive power
Coercive power
The extent to which the group has the capacity to deliver rewards and sanctions
Foot-in-the-door technique
A technique designed to induce compliance by getting an individual to agree first to a small favor, then to a larger one and then to an even larger one
Door in the face technique
A technique designed to induce compliance by first asking an individual to cpmply with a very large and ppossible outrageous request, followed by a smaller and more reasonable request
Even-a-penny-will-help technique
A technique designed to induce compliance by asking individuals to do a very small favor, one that is so small that it almost doesnt qualify as a favor
Informal influence
The extent to which sources influence consumers simply by providing information
Valence
Whether information about something is good (positive valence) or bad (negative valence)
the pervasive and persuasive influence of word of mouth: Online word of mouth
Online forums, review sites, websites and email magnify the effect of a word of mouth because consumers can notify many people about their good or bad experiences with a few clicks of the mouse
Social media word of mouth
Social media such as twitter, youtube, pinterest, instagram and facebook are truly social, disseminating word of mouth through public messages and through messages visible only to friends
iral marketing
Rapid spread of brand/product information among a population of people stimulated by brands
