Group Influence And Social Media Flashcards
What is a reference group
Actual or imaginary individual/group conceived of as having significant relevance upon an individual’s evaluations, aspiration, or behaviour
What are the three forms of reference group
Informational, utilitarian, value expressive
What is an informational reference group
Information, brand related knowledge, experts experience
What is a utilitarian reference group
Influenced by other social/family members
What is a value expressive reference group
Image enhancement, admired or respected by others
Help showing as athlete, successful person, good
parent, etc…
For what types of purchases are reference groups more useful
Luxuries
Socially conspicuous
What is conspicuous consumption
People’s desire to provide prominent visible evidence of their ability to afford luxury goods
What is invidious distinction
Buy things to inspire envy in others through our display of products wealth or power
What are types of influence in reference groups
Normative
- helps set and enforce fundamental standards of conduct
Comparative
- decision about specific brands or activities are affected
What is dissociative reference group
Motivation to distance oneself from other people/group
What are brand communities and tribes
A group of consumers who share a set of social relationships based upon usage or interest in a product
Brandfest enhance brand loyalty
Consumer tribe share emotions, moral beliefs, styles of life, and affiliated product
What are anti-brand communities
Coalesce around celebrity, store, or brand— but in this case they share a disdain for it
What is conformity
A change in beliefs or actions as to real or imagined group pressure
What are some factors influencing conformity
Cultural pressures
Fear of deviance
Commitment to group
Group unanimity, size, expertise
Susceptibility to interpersonal influence
What is the social comparison theory?
We look to other’s behaviour to inform us about reality
Occurs as a way to increase stability of one’s self-evaluation
We tend to choose co-oriented peer when performing social comparison
What is deindividuation
Individual identities become submerged within a group
What is the risky shift
Group members show a greater willingness to consider riskier alternatives following group discutions than if members decide alone
What is groupthink
The tendency for groups to think in harmony
What is social loafing
People don’t devote to a task when their contribution is part of a larger group
What is opinion leadership
Opinion leaders influence others’ attitude and beviour
They are:
- Technically competent
- knowledge power
- socially attractive, highly connected
- among the first to buy
- hands on experience
- similar to consumer
What is a market maven
Someone actively involved in transmitting marketplace information of all types
Overall knowledge of how and where products are
What is a surrogate consumer
Hired to provide input into purchase decision
How can we identify opinion leaders
Self-designating method
Sociometric method
What is the self-designating method
Ask individuals whether they consider themselves to be opinion leaders
What is the sociometric method
Trace communication patterns among group members
Systematic map of group interaction
Network analysis
- referral behaviour/network, tie strength
-Bridging function, strength of weak ties
What is word of mouth (wom) communication
Product information transmitted by individuals to individuals
Social pressure to conform with the recommendations
Powerful when we are unfamiliar with the product
Influences 2/3 of all consumer good sale
What are negative aspects of wom
Rumours
Negative wom weigh more heavily than positive
What is crowd power
Using social influence to impact the creating of the product itself
What is guerrilla marketing
Promotional strategies that use unconventional locations and intensive wom to push products
What is vital marketing
Getting visitors to a web site to forward information on the site to their friends
