Chapter 8: Group And Personal Influence Flashcards
Harlows monkey moms
Monkey chose soft cloth monkey because more comforting
Reference group
Group with significant relevance for a consumer and who have an impact on consumer decisions
Factors of influence
Credibility power attractiveness
*conspicuous products that have a lot of status
Information or experience
In vs out group
Person who identifies or doesn’t identify with group
Primary group vs secondary group
Primary - contact is more frequent than secondary
Secondary - social media
Formal vs informal group
Informal: group that meets for coffee, running, etc
Formal: group with an application process and membership
Aspirational vs dissociative group
Group that someone aspires to be in vs group that someone does not want to be associated with
Body type and influence
Influences how much we order
If waitress is bigger you order more
Characteristics of reference groups
Degree of contact Formality: expectations Density Attractiveness Degree of identification
Conformity and authority
Conformity: ability of a person or group to enforce obedience on others
Authority: ability of person or group to enforce the obedience of others.
(Peer pressure: pressure to behave in accordance with group)
Negative peer pressure: illegal drugs/alcohol
Social power
Ability of an individual to offer actions to others
- Refirent : being liked
- Legitimate: business/boss
- Expert: phd
- Reward: MVP in sports
- Coercive: ability to punish
Reference group influences
Informational: ways in which consumer uses behavior/attitudes of reference groups to purchase products etc
Utilitarian: ways in which a consumer conforms to group expectations in order to receive a reward or avoid punishment.
Value expressive: extent to which consumers join groups to express their values
Public vs private products
Are easily seen by others
Not seen by others
Whether a product is a necessity or luxury
Red sneaker effect
Those who are comfortable are more likely not to conform to a group
Social media/social network/social networking websites
Social media media through which communication occurs
Social networks: connect with based on interests
Social networking website: means to having social networks
Word of mouth
Negative wom is more influential
Group influence closely related to perceptions of value
The more value, the more they tend to tell others about experiences
Guerilla marketing
Buzz marketing
Viral marketing
Spreading excitement
Marketing using unconventional means
Uses online technologies to facilitate word of mouth by having consumers spread marketing messages
Stealth marketing
Guerilla marketing tactic that leaves consumers unaware to the fact they are being marketed to
Considered unethical
Shilling also unethical
Product adaption curve
Unbiased
Beg: product enthusiasts
Middle pragmatists
End: laggards
Boomerang and sand which generation
Go to college and come home
Parents moving in with kids
