Group Influence and Communication

Question 1

Reference Group

Answer 1

guide

Question 2

Membership

Answer 2

dichotomous = mostly either/or; some more secure/”belong” > others

Question 3

Degree of Contact

Answer 3

Interpersonal contact between members - bigger the group = less interpersonal contact

primary - more contact
secondary - less contact

Question 4

Attraction

Answer 4

Dissociative RF (-): IND avoids 
Aspirational RF (+): IND wants

Question 5

Define Conformity

Answer 5

want to be relevant/significant to others

Question 6

The nature of RF influence

Answer 6

• Info inf. - info from ref group
• Normative inf. - gain reward/ avoid sanction
• Identification inf. - use group’s norms/value as guid

Question 7

Confidence

Answer 7

• lack of confidence = strong group inf.

- however, knowledge car buyers..

Question 8

What is the Classic Asch Experiment (personal sales strategy)?

Answer 8

less confidence if majority have diff opinion

Question 9

Ad strategy

Answer 9

• group
• bad for teens -> pp
• say no ads

Question 10

Define Consumption Subculture.

Answer 10

self-selects on basis of shared commitment to particular product class, brand or consumption activity.

Question 11

Define Brand community.

Answer 11

group united in admiration for a particular brand, shared sense of belonging; distinguishes them from outside community.

Question 12

What power do groups have?

Answer 12

boycotting powers

Question 13

What are Activity-based groups?

Answer 13

develop rituals/modes of symbolic communication that involve other goods and services

Question 14

Define consumption ritual.

Answer 14

set of interrelated behaviour - occur in structured format; repeated periodically.

Question 15

Mass communication info flows

Answer 15

1. active searching by OL for
2. OL process info + transmit their interpretations to some GM
3. GM receive info from mass media + oth gm
4. GM initiate request for info + supply feedback to OL

Question 16

What are the characteristics of an OL?

Answer 16

• size/diversity of social networks
• more gregarious
• public individuation

Question 17

What are market mavens?

Answer 17

• OL about shopping process

- research new products and go out of their way to share

Question 18

Define Purchase mate

Answer 18

• accompanies another on shopping trips primarily to assist in purchase process
• > symbolic/social - fam/friends
• > functional/technical - colleagues
• motivated by personal benefits (ego/status)
• altruism (affection/concern)

Question 19

MS and OL

Answer 19

• hard to identify
• professional OL (dentist, etc)
• try to send sample to target OL
• 2 for 1 meal vouchers

Question 20

ROLES

Answer 20

1. Role E(R)
2. Role Style - IND var
3. Role Parameters - range
4. Sanctions
5. Role Commitment - desire to cont.
6. Role Overload - roles>available resources
7. Role Conflict - incompatible
8. Role Evolution - gender
9. Role Stereotype - ideal

Question 21

Define Role-related product cluster.

Answer 21

set of products necessary to fulfil given role properly

Question 22

What is Role acquisition/transition?

Answer 22

• healthy lifestyle = fashionable

- young single -> married life

Question 23

Define Diffusion Process

Answer 23

When new product spreads throughout a market

Question 24

Categories of Innovation

Answer 24

1. Continuous innovation - minor behaviour changes (multigrain bread)
2. Dynamically continuous innovation - major (mobile phones)
3. Discontinuous Innovation - major (personal comp)
4. Adoption Process - extended DM

Question 25

Factors affect the spread of innovation

Answer 25

View Table in Notes

Question 26

Adoption of an innovation over time

Answer 26

View chart in Notes

Question 27

MS and Diffusion process

Answer 27

• target innovators/early adopters

- diffusion enhancement view last table in Notes