Chapter 9 Flashcards
Brand Communities
Brands create the community
Self enhancement motivation
the desire to be seen as better than we are.
Self verification
the desire to be seen as who we are
Aspirational reference groups
groups of people who use a certain brand that we would like to be apart of.
Private reference group
intimate - family members
public reference group
celebrities
positive reference group
groups we are apart of or want to be apart of
Negative reference group
groups we want to avoid.
maximizers
will engage in an extensive search & decision making process in order to purchase the best quality item
referent power
being liked
coercive power
ability to take away rewards or punish
reward power
ability to give people what they want
legitimate power
socially sanctioned power
expert power
recognized knowledge in a field
informational power
having knowledge someone else may want
