Chapter 11

Question 1

how do reference group influence consumers ?

Answer 1

informational
utilitarian
value expressive

Question 2

Quels sont les éléments qui crée de l’influence sur le consommateurs

Answer 2

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

Question 3

what is informational influence

Answer 3

les autres donnent de l’information sur le choix du consommateur (seek information from an expert in the field)

Question 4

utilitarian influence

Answer 4

les choix sont influencer par des autres importants, s’applique quand le groupe de reference controle ac reward ans punishments (co-workers)

Question 5

Value-expressive influence

Answer 5

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

Question 6

normative influence

Answer 6

one must comply the norm to be accepted (police)

Question 7

comparative influence

Answer 7

afecte les decisions sur des marques spécifiques (use famous peopole to market product)

Question 8

difference entre formal / informal groups

Answer 8

FORMAL = Bigger groups - more structured
INFORMAL = Smaller groups - (friends) have more influence than bigger

Question 9

Explain tribal mkg

Answer 9

linking a product to the needs of a group in a whole

Question 10

what is membership reference group

Answer 10

people the consumer actually knows / ordinary people has its privilege formed by formal group

Question 11

What is an aspirational reference group

Answer 11

people the consumer doesn’t know but admire (ex : habs jerseys)

Question 12

difference btw positive and negative group

Answer 12

pub avec des gens indésirable qui utilisent le produit du competiteur. (pepsi shows people who drinks cola as loosers). Negative influence creates avoidance group

Question 13

group of dissiociation

Answer 13

13 yrs old daughter wants nothing to do about being associated to her mother

Question 14

What is an anti brand community

Answer 14

des gens qui ne veulent pas être associé a une marque du tout

Question 15

VIIIIPPPP

Degree of reference group influence

Answer 15

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

Question 16

Strong influence brand and weak reference product (group inlfuence)

Answer 16

public necessities as automobile (public = people will see the item)

Question 17

Both strong reference group influence brand and product

Answer 17

public luxuries as sailboats (luxury means i don’t need it)

Question 18

Both weak reference group influence brand and product

Answer 18

private necessities as mattress (private = other people will NOT see them)

Question 19

different types of social power

Answer 19

referent
legitimate
reward
information
expert 
coercive (short term power / opposite of reward power)

Question 20

what are the factors that influence conformity

Answer 20

cultural pressures, fear of deviance, commitment to group, group unanimity (siez, expertise, susceptibility to interpersonal influence

Question 21

explain the social comparaison theory

Answer 21

on regarde les comportements des autres pour s’informer de la réalité

Question 22

explain different tactical requests

Answer 22

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

Question 23

Explain word of mouth communication (bouche a oreille)

Answer 23

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)

Question 24

VIIIPPP

What are opinion leader and how can we identify them

Answer 24

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

Question 25

Generally ads intend to reach influencers rather than average consumers V/F

Answer 25

VRAI son they can create the WOM ripple effect (effet de ricochet)