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Consumer Behaviour > Chapter 11 > Flashcards

Chapter 11 Flashcards

1
Q

Reference Group

A

Actual or imaginary individual/group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behaviour.

Reference groups influence consumer’s in three ways

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2
Q

Forms of Reference Group Influence

A

Reference groups influence consumer’s in three ways

  1. Informational Influence (seek information about various brands from an association of professionals or independent group of experts)
  2. Utilitarian Influence (influenced by preferences of fellow work associates)
  3. Value-expressive Influence (feel that using the brand will enhance image that others see of him/her)
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3
Q

Type of Reference Groups

A
  1. Normative (reference group that helps to set and enforce fundamental standards of conduct)
  2. Comparative (Decisions about specific brands or activities are affected)
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4
Q

Formal Vs. Informal

A

Formal (reference groups can be large and formal with a standard, or recognized structure)

Informal (reference groups can be small and informal, just a group of friends. Can exert powerful influence)

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5
Q

Brand Communities

A

A group of consumers who share a set of social relationships based upon usage or interest in a product.

Brand communities share emotions, moral beliefs, styles of life, and affiliated product.

Ex. Harley-Davidson Motorcycle

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6
Q

Aspirational Reference Groups

A

Concentrate on highly visible, widely admired figures (athletes, successful business people, performers, etc.)

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7
Q

Membership

A

Focuses on “ordinary” people whose consumption provides informational social influence.

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8
Q

Factors that influence identified reference group

A
  1. Propinquity (Physical distance between people decreases and opportunities for interaction increases, relationships more likely to form)
  2. Mere Exposure (We come to like people of things simply as a result of seeing them more often)
  3. Group Cohesiveness (The degree to which members of a group are attracted to each other and value their group membership)
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9
Q

Dissociative reference groups

A

Motivation to distance oneself from other people/groups.

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10
Q

Antibrand Communities

A

Groups of consumers who share a common distain for a celebrity, store, or brand.

Example: I hate McDonalds community.

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11
Q

Dimensions of Influence for Reference Groups

A

Two dimensions that influence the degree to which reference groups are important are whether the purchase is consumed:

  1. Privately or publicly
  2. Luxury or Necessity
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12
Q

Social Power

A

Capacity to alter the actions of others.

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13
Q

Referent Power

A

Based on admiration of an individual or group where patterns of consumption are then copied

Ex. Choice of clothing, Car, Celebrities

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14
Q

Legitimate Power

A

Granted by virtue of social agreements

Ex. Police Officers and Politicians

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15
Q

Reward Power

A

When a person or group has the means to provide positive reinforcement.

Ex. Professors, Parents, Coach

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16
Q

Information Power

A

Based on access to information that others seek.

Ex. Tech Support, Government, Tax Professionals

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17
Q

Expert Power

A

Individual possesses a special skill or knowledge.

Ex. Professor, Doctor, Manager

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18
Q

Coercive Power

A

Based on fear or negative consequences.

Ex. Police Officer, Law enforcers

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19
Q

Conformity

A

Refers to a change in beliefs or actions as a reaction to real or imagined group pressure.

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20
Q

Norms

A

The informal rules that governs what is right and wrong.

21
Q

Factors Influencing Conformity

A
  1. Cultural pressures
  2. Fear of deviance
  3. Commitment to group
  4. Group unanimity, size, expertise
  5. Susceptibility to interpersonal influence
22
Q

Social Comparison Theory

A

Consumers will often compare themselves to other in ways that increase the stability of ones self evaluation.

23
Q

Foot in the door technique

A

Consumers are first asked a small request and then is hit up with something bigger.

24
Q

Door in the face technique

A

A person is first asked to do something extreme and when they refuse the person will then ask for a smaller request.

25
Q

Low ball technique

A

A person is asked or small favour and is informed, after agreeing to it, becomes more costly then first anticipated.

26
Q

Deindividuation

A

Individuals identities get submerged within a group.

Ex. People behave more widely at costume parties or on halloween night then they normally would

27
Q

Risky Shift

A

Members show greater willingness to consider risker alternatives following group discussion then they would making the decision on their own.

28
Q

Social Loafing

A

People don’t devote as much as to a task when their contribution is part of a larger group.

Ex. we tend to tip less when eating in groups.

29
Q

Different Roles for group members

A
  1. Initiator (person who brings up idea)
  2. Gatekeeper (person who conducts info search)
  3. Influencer (person who tries to sway outcome of decisions)
  4. Buyer (person who actually makes the purchase)
  5. User ( person who actually consumes the purchase)
30
Q

Anti-conformity

A

Defiance or the group is the actual object of behaviour

31
Q

Independence

A

Pride in unique style

32
Q

Reactance

A

Threats of censoring books, television or rock music that people find objectionable actually results in an increase desire for these items.

Ex. Rap music, or censored TV shows

33
Q

Opinion Leaders

A

Influence others attitudes and behaviours.

Valuable information sources for the following reasons:

  • Technically competent
  • Knowledge Power
  • Socially active
  • Similar to consumer
  • Often first to buy
  • Hands on experience
34
Q

Market Maven

A

Actively involved in transmitting marketplace information of all types

35
Q

Surrogate consumers

A

Hired to provide input into purchase decisions

36
Q

Self Designating Method

A

Commonly used technique to identify opinion leaders:

  • Simply asking individuals whether they are opinion leaders
  • Skepticism is that they may not be aware of own importance/influence
37
Q

Sociometric Method

A

Trace communication patterns among group, allow researchers to systematically map out interactions that take place among group members.

38
Q

Guerilla Marketing

A

Promotional strategies that use unconventional locations and intensive WOM to push products.

Ex. UNICEF places many vending machines around the world offering a wide range of options of “Dirty water” flavours.

39
Q

Viral Marketing

A

Getting visitors to a website to forward information on the site to their friends.

40
Q

Social Networks

A

A set of socially relevant nodes connected by one or more relations.

41
Q

Nodes

A

Members in a network

42
Q

Ties

A

Relationships among nodes

43
Q

Virtual Communities

A

A collection of people who interact online to share their enthusiasm for and knowledge about a specific consumption activity.

Ex. Dove’s community for women

44
Q

List the six types of social power and give an example of each.

A
  1. Coercive power (Police officer)
  2. Information power (Tech support)
  3. Expert power (Doctor)
  4. Referent power (Celebrity)
  5. Reward power (Professors)
  6. Legitimate power (Politicians)
45
Q

Explain the difference between membership and aspirational reference group

A

People the consumer actually knows vs. people they don’t know but admire.

Membership - know
Aspirational reference group - don’t know, admire

46
Q

What is the difference between formal and informal reference groups?

A

Formal - Structured, and large

Informal - Small, just a group of friends

47
Q

What is an opinion leader? Give three reasons why opinion leaders are powerful influences.

A

Opinion leaders influence others attitudes and behaviours.

Any 3/6 reasons:

  1. Technically competent
  2. Knowledge power
  3. Socially active
  4. Similar to consumers
  5. Often first to buy
  6. Hands on experience
48
Q

Difference between opinion leader and opinion seeker

A

opinion leader - influence others’ attitudes and behaviours

opinion seeker- talk about products with others, casual interaction.

Consumer Behaviour (1 decks)

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