*Group Influence & Social Media Flashcards
What is a reference group?
an actual or imaginary individual/ group having significant relevance upon an individuals evaluations, aspirations, or behaviour
What is an aspirational group?
ideal group; ideal self
what is a membership group?
“ordinary people”; actual self
what is an anti brand community?
united group based on their disdain for a celebrity, store, brand, or industry
what is a negative reference group?
a group that motivates on distancing itself from certain people or groups (eg. show ads with undesirable people using competing products)
When are reference group influences stronger?
on public luxuries (rather than necessities) and purchases that are socially visible to others
what are the 5 types of social power?
referent, legitimate, expert, reward, and coercive
What is reward power?
the ability of the reference group to provide rewards, such as social acceptance
what is social comparison theory?
we look to others’ behaviour to inform us about how we stand in comparison
What does STEPPS stand for?
Social Currency Triggers Emotion Public Practical Value Stories
What is social currency?
the things we share that make us look good (eg. underground bar in NYC)
what are triggers?
top of mind, tip of tongue
What is the principle of emotion in STEPPS?
high arousal emotions trigger sharing, whether they are positive or negative
Do we weigh negative or positive WOM heavier?
negative
What is guerrilla marketing?
grassroots techniques and promo strategies that use unconventional locations and intensive WOM to push products
