chapter 11 pt 2 Flashcards
Consumer socialization
The process by which we learn to become consumers and come to know the value of money; the appropriateness of saving versus spending: and how, when, and where products should be bought and used
Normative influence
Is social pressure designed to encourage conformity to the expectation of others. It can have several important effects on consumption behavior.
Normative influence affects:
Brand choiice congruence
The likelihood that consumers wil buy what others in their group buy
normative influence affects
conformity
The tendency for an individual to behave as the group behaves
Compliance
Means doing what soeone else explicity asked you to do
Reactance
Doing the oppositve of what a person or a group wants you to do
The strength of normative influence depends on
Product characteristics
Consumer characteristics
Group characteristics
Product characteristics
Reference groups can influence two types of decisions
Whether we buy a product with a given category and what brand we buy
Group characteristics:
Coercive power
is the extent to which the group has the capacity to deliver rewards and sanctions
informational influence
The extent to which sources influence consumers simply by providing information
The strength of information influence depends on
Product characteristics
Consumer and influencer characteristics
Group characteristics
Descriptive dimensions of information
valence
Modality
valence
whether information about something is good (positive valence) or bad (negative valence)
Modality
Verbal/nonverbal channels
