group influences Flashcards
importance of groups
others, especially those who possess some kind of social power, often influence us.
motivated to buy or use to be consistent with what other people do
social identity theory
each of us have several ‘selves’ that relate to groups. We think of ourselves as ‘I’ and ‘we’
contractual or associative group
- close groups with regular interaction (member)
- e.g. friends, family, mutual interest
- you want to be associated with them (positive)
- sense of belonging
disclaimant group
- belong/belonged to (member) but no longer want to be associated with e.g. fan of a band or social group
- may belong to but know are stigmatised in some way e.g a diet group but dont want people to know (negative)
aspirational group
- admire or aspires to be like in some way (non-member)
- admire them for their style (e.g. social influencers), glamour, or lifestyle (e.g. famous actors) or skills (e.g. sports personalities) or knowledge (positive)
avoidance or dissociative groups
- groups we have negative feelings towards and avoid being associated with e.g. football hooligans
- non-member and negative
Formal
- organisations with a recognised structure
- likely to have a set of rules and conduct for members
- e.g. golf clubs
informal
- some sort of commonality or shared interest but no formal connection
- e.g. neighbours, gardening club
informational group influence
where a consumer uses the group to obtain information from opinion leaders and expert groups
utilitarian group influence
influenced in their choice of brand by the preference of those they socialise with (e.g. friends, family, work
value-expressive influence
someone buys a brand to enhance their image and they admire characteristics of those who use the brand
self-concept
- the beliefs a person holds about his or her attributed and they evaluate these qualities
- strongly influences consumer behaviour
