Lecture 11: Influence Social Groups, Family, Culture

Question 1

Reference Groups influences by: (3)

Answer 1

1. informational
2. utilitarian
3. value-expressive

Question 2

social groups (3)

Answer 2

1. primary groups (face to face)
2. secondary groups (more than one primary group)
3. reference groups

Question 3

reference groups

Answer 3

for comparison aspirations, values and perspective

Question 4

reference groups can be (3)

Answer 4

1. aspirational (want to be like)
2. associative (our equals)
3. dissociative (don’t want to be like)

Question 5

social power (3)

Answer 5

1. reference power
2. information power
3. legitimate power

Question 6

reference power

Answer 6

one person admires the qualities of another and tries to copy the referents behaviour

Question 7

information power

Answer 7

• someone knows something others would like to know

Question 8

legitimate power

Answer 8

• is granted through true authority in a situation

Question 9

how reference group has social power (3)

Answer 9

1. expert power
2. reward power
3. coercive power

Question 10

membership reference groups

Answer 10

people we know like our fmaily

Question 11

aspirational reference groups

Answer 11

people the consumer doesn’t know but admires

Question 12

group dynamics

Answer 12

1. conformity and independence
2. cohesiveness
3. hierarchies

Question 13

factors influencing conformity

Answer 13

1. fear of deviance (punishment)
2. commitment
3. group characteristics
4. groups gain power

Question 14

consumer tribes

Answer 14

looser social groups, maybe short lived, that are bound by emotional lies and shared passion

Question 15

word of mouth communication

Answer 15

• more reliable
• adds social pressure to conform
• negative more influential than positive

Question 16

family influences: reference groups (3)

Answer 16

1. intergenerational influence
2. extended family
3. nuclear family

Question 17

roles in family decision making (5)

Answer 17

1. initiator
2. influencer
3. decider
4. purchases
5. user

Question 18

children as decision makers (3):

Answer 18

1. primary market (kids buy)
2. influence market (parents buy what kids say)
3. future market (kids grow up loyal to brand)

Question 19

husband-wife decision making (4)

Answer 19

1. husbands dominant
2. wife dominant
3. autonomic
4. syncretic