Chapter 11: Group influence & social media Flashcards
Reference groups
an actual or imaginary individual or group that has a significant effect upon an individual’s evaluations, aspirations, or behaviour
Reference group influences
- informational
- utilitarian
- value expressive
Types of reference groups
- formal vs. informal
- membership vs. aspirations
- positive vs. negative
Avoidance groups
the motivations to distance oneself from a negative reference group can be powerful
Consuming in group
“girly girl” manicure parties for young girls
power of reference groups - referent power
- based on admiration of an individual or group
* patterns of consumption are copied
power of reference groups - legitimate power
power granted by virtue of social agreements
power of reference groups - reward power
power based on the ability to provide positive reinforcement
i.e. first to get a car
power of reference groups - information power
based on access to information that others seek
i.e. you have information that they don’t
power of reference groups - expert power
the individual possesses a special knowledge or skill
i.e. doctor helping resolve migraines
power of reference groups - coercive power
- negative
- making people do things they don’t want to do
i.e. leather jacket
conformity
a change in beliefs or actions as a reaction to real or imagined group pressures
resisting conformity
- anti-conformity
- independence
- reactance
resisting conformity - anti-conformity
defiance is the root of this behaviour
i.e. you can’t tell me what to do
power of reference groups - independence
the individual is oblivious to expected social problems
reactance
consumer resistance to stimuli
i.e. boomerang
Word of mouth communication
- encourages consumer to consumer
- virtual communities
risks
* negative word of mouth
Virtual communities
- tourists
- mingles
- devotes
- insiders
Virtual communities - tourists
lack strong social ties to group, and maintain only a passing interest in the activity
Virtual communities - mingles
maintain strong social ties, but are not very interested int eh central consumption activity
Virtual communities - devotes
express strong interests in the activity, but few social attachments to the group
Virtual communities - insiders
exhibit both strong social ties and strong interests in the activity
online ( & offline) influencers
sociometric leaders
* they’re mentioned most frequently by peers
key characteristics of opinion leaders
- similar values
- legitimate power
- knowledge power
- technically competent
- reduce risk
Polymorphic influence
- having or occurring in several distinct forms
