Chapter 11 Flashcards
Group influence
how do reference group influence consumers ?
informational
utilitarian
value expressive
Quels sont les éléments qui crée de l’influence sur le consommateurs
Mkg mix 4 p produit / place / promotion / prix
PERSONAL/PSYCHOLOGICAL influence = age, lifestyle stage, occupation, economics status, lifestyle, personality, motivation, perception, beliefs, attitudes
SITUATIONAL INLFUENCE = purchase tasks, social surroundings, physical surroundings, temporal effects, antecedent states.
SOCIOCULTURAL INFLUENCE : familly, reference group, roles et status, social class, culture, subculture
what is informational influence
les autres donnent de l’information sur le choix du consommateur (seek information from an expert in the field)
utilitarian influence
les choix sont influencer par des autres importants, s’applique quand le groupe de reference controle ac reward ans punishments (co-workers)
Value-expressive influence
l’individu utilise ses choix de consommation pour s’exprimer avec le group ou non ex : je voudrais etre la personne dans la publicité et qui utilise la marque
normative influence
one must comply the norm to be accepted (police)
comparative influence
afecte les decisions sur des marques spécifiques (use famous peopole to market product)
difference entre formal / informal groups
FORMAL = Bigger groups - more structured INFORMAL = Smaller groups - (friends) have more influence than bigger
Explain tribal mkg
linking a product to the needs of a group in a whole
what is membership reference group
people the consumer actually knows / ordinary people has its privilege formed by formal group
What is an aspirational reference group
people the consumer doesn’t know but admire (ex : habs jerseys)
difference btw positive and negative group
pub avec des gens indésirable qui utilisent le produit du competiteur. (pepsi shows people who drinks cola as loosers). Negative influence creates avoidance group
group of dissiociation
13 yrs old daughter wants nothing to do about being associated to her mother
What is an anti brand community
des gens qui ne veulent pas être associé a une marque du tout
VIIIIPPPP
Degree of reference group influence
from top to the bottom (stronger to weaker) VISIBLE usage HIGH relevance of product to group LOW individual purchase confidence STRONG individual commitment to group NONNECESSARY Item
Strong influence brand and weak reference product (group inlfuence)
public necessities as automobile (public = people will see the item)
Both strong reference group influence brand and product
public luxuries as sailboats (luxury means i don’t need it)
Both weak reference group influence brand and product
private necessities as mattress (private = other people will NOT see them)
different types of social power
referent legitimate reward information expert coercive (short term power / opposite of reward power)
what are the factors that influence conformity
cultural pressures, fear of deviance, commitment to group, group unanimity (siez, expertise, susceptibility to interpersonal influence
explain the social comparaison theory
on regarde les comportements des autres pour s’informer de la réalité
explain different tactical requests
FOOT IN THE DOOR (ask for smtg small then bigger once they’ve obliged
LOW BALL TECHNIQUE ask for small favor that become costly
DOOR IN THE FACE firest ask stg extreme when the personn refuse ask for a smaller request
Explain word of mouth communication (bouche a oreille)
product info transmitted by individuals to individuals
more reliable (fiable) than mkg buzz
social pressure to conform
influence 2/3 of all sale
(high involmnet = pleasure / knowledgeable about the product (impressing others) / genuine concern for others (avoid wasting money)
VIIIPPP
What are opinion leader and how can we identify them
they influence other’s attitudes and behaviours
they are :
Technically competent, knowledge power, socially active et highly interconnected, are similar to the consumer, among the first to buy
Generally ads intend to reach influencers rather than average consumers V/F
VRAI son they can create the WOM ripple effect (effet de ricochet)
