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Marketing (midterm 1) > Group Influence And Social Media > Flashcards

Group Influence And Social Media Flashcards

1
Q

What is a reference group

A

Actual or imaginary individual/group conceived of as having significant relevance upon an individual’s evaluations, aspiration, or behaviour

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2
Q

What are the three forms of reference group

A

Informational, utilitarian, value expressive

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3
Q

What is an informational reference group

A

Information, brand related knowledge, experts experience

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4
Q

What is a utilitarian reference group

A

Influenced by other social/family members

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5
Q

What is a value expressive reference group

A

Image enhancement, admired or respected by others

Help showing as athlete, successful person, good
parent, etc…

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6
Q

For what types of purchases are reference groups more useful

A

Luxuries
Socially conspicuous

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7
Q

What is conspicuous consumption

A

People’s desire to provide prominent visible evidence of their ability to afford luxury goods

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8
Q

What is invidious distinction

A

Buy things to inspire envy in others through our display of products wealth or power

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9
Q

What are types of influence in reference groups

A

Normative
- helps set and enforce fundamental standards of conduct

Comparative
- decision about specific brands or activities are affected

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10
Q

What is dissociative reference group

A

Motivation to distance oneself from other people/group

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11
Q

What are brand communities and tribes

A

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

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12
Q

What are anti-brand communities

A

Coalesce around celebrity, store, or brand— but in this case they share a disdain for it

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13
Q

What is conformity

A

A change in beliefs or actions as to real or imagined group pressure

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14
Q

What are some factors influencing conformity

A

Cultural pressures
Fear of deviance
Commitment to group
Group unanimity, size, expertise
Susceptibility to interpersonal influence

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15
Q

What is the social comparison theory?

A

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

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16
Q

What is deindividuation

A

Individual identities become submerged within a group

17
Q

What is the risky shift

A

Group members show a greater willingness to consider riskier alternatives following group discutions than if members decide alone

18
Q

What is groupthink

A

The tendency for groups to think in harmony

19
Q

What is social loafing

A

People don’t devote to a task when their contribution is part of a larger group

20
Q

What is opinion leadership

A

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

21
Q

What is a market maven

A

Someone actively involved in transmitting marketplace information of all types

Overall knowledge of how and where products are

22
Q

What is a surrogate consumer

A

Hired to provide input into purchase decision

23
Q

How can we identify opinion leaders

A

Self-designating method
Sociometric method

24
Q

What is the self-designating method

A

Ask individuals whether they consider themselves to be opinion leaders

25
Q

What is the sociometric method

A

Trace communication patterns among group members

Systematic map of group interaction

Network analysis
- referral behaviour/network, tie strength
-Bridging function, strength of weak ties

26
Q

What is word of mouth (wom) communication

A

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

27
Q

What are negative aspects of wom

A

Rumours
Negative wom weigh more heavily than positive

28
Q

What is crowd power

A

Using social influence to impact the creating of the product itself

29
Q

What is guerrilla marketing

A

Promotional strategies that use unconventional locations and intensive wom to push products

30
Q

What is vital marketing

A

Getting visitors to a web site to forward information on the site to their friends

Marketing (midterm 1) (10 decks)

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