Chapter 8 Flashcards
Reference Group (my coastie girls!!!!)
- Have significant relevance for consumer
- Impact on consumers evaluations, aspirations and behavior
- Consumers become members of many groups that either meet physically, or meet in cyberspace
Group Influence (maybe sorority like?)
Ways in which group members influence attitudes, opinions and behaviors of others within the group
Primary
frequent, direct contact with eachother
Secondary
much less interaction then primary
Formal
where you can become a member
informal
no application requirements
aspirational
they desire to become a member!!
Dissociative
I dont want to be part of that group……..
Conformity
person yields to the attitudes and behaviors of other consumers
peer pressure
pressure an individual feels to behave in accordance with group expectations
—–consumers sometime succumb to group pressures that encourage counter productive behaviors
Referent Power
joining a peace group!! Circus idk
Legitimate Power (agreements)
you can increase membership fees yea!!
Expert Power
knowledgeable and seek info. from important groups
Reward Power
Weight loss clubs giving out prizes for weight loss goals
Coercive Power
You are out of here for breaking a code of conduct!!!
Informational Influence (PTA)
ways consumers use behaviors and attitudes of reference groups as information
Utilitarian influence (Defensive driving)
when consumers conform to group expectations to receive a reward or avoid punishment….they do it for a reason!
Value expressiveness influence (bible study)
consumers actually internalize a group’s values
Both utilitarian and hedonic value can be derived from….
SOCIAL MEDIA
Social Buying
consumer buying behavior that takes place on social networking sites
social couponing (so guilty of this!!!) Victoria secrets….
type of buying where consumers receive a coupon or deal by joining a special social networking site.
negative WOM creates more damage than..
Positive WOM
responding to negative WOM
is SO important.
Guerrilla marketing
marketing of a product using unconventional means
Extreme
