Consumer Behavior Flashcards
Social Power:
the capacity to alter the actions of others
Referent Power:
When consumers imitate qualities by copying behaviors of a prominent
person they admire, i.e., actor
Information Power:
• Able to influence consumer opinion by virtue of their (assumed) access to the
“truth”, i.e., reporter
Legitimate Power:
• Granted to people by virtue of social agreements, sometimes conferred by a
uniform, i.e., doctor
Expert Power:
• Derived from possessing specific knowledge about a content area
Reward Power:
• When a person or group has the means to provide positive reinforcement
Coercive Power:
• Influencing a person by social or physical intimidation, effective in short term
Reference Groups
An actual or imaginary individual or group conceived of having
significant relevance upon an individual’s evaluations, aspirations, or
behavior.
We don’t take others’ preferences into account when products are:
- Not complex
- Low in perceived risk
- Can be tried before buying
Aspirational Reference Groups
• Comprise idealized figures such as successful business people, athletes, or
performers (don’t know but admire).
• Advertisers use celebrity spokespeople
Membership Reference Group
• Ordinary people whose consumption activities provide informational social
influence (actually know).
• Advertisers use “ordinary people”
Avoidance Groups
Groups that consumers purposely try to distance themselves from:
• Nerds
• Druggies
• Preppies
• The motivation to distance oneself from a negative reference group can be as
powerful or more powerful than the desire to please a positive group
Conformity
• A change in beliefs or actions as a reaction to real or imagined group
pressure.
Norms
• Informal rules that govern what is right and wrong; helps society function;
i.e., changes in attitude to smoking
Red sneakers effect:
• Assumption that those who make unconventional choices are
more powerful or competent, so they can afford to take risks
