Lecture 8 Flashcards
Reference Groups
Membership groups
Aspirational groups
Avoidance groups
Anti-brand communities
The Influence of Groups
Informational influences: the adoption of others behaviors etc, because those individuals are as sources of valid information
Normative influence: the alternation of ones behaviors etc, in order to be accepted by another person or group
Social influence
An internal or external change in a person caused by real or imagined pressure from others
- Real pressure: overt requests given to change behavior
- Imagined pressure: when a person believes that others want what him to engage in a behavior
Group cohesiveness
Degree to which members of a group feel connected to one another
Four benefits of cohensiveness
- Social support
- Meaningful information
- Safety and security
- Identity
Social facilitation
In the presence of others, individual effort and performance improves.
-Evaluation apprehension hypothesis
-Mere presence hypothesis
-Marketing applications
- Worry about being judged badly so performance goes up because our need to be accepted or liked
- Simply having other people present will increase physiological arousal.
- Sharing/ posting progresses and achievements on social media
Social identity theory
Minimal group paradigm
- Argues that each of us has several “selves” that relate to groups
- Even when subjects are arbitrarily assigned to one group, people favor those who wind up in the same group
Heuristic
“If membership is exclusive, it most be wonderful”
“The harder it is to join, the more people want to join”
Opinion leaders
Are valuable sources of information because they possess social power.
4 categories in opinion leaders
- Experts: Knowledgeable in product category
- Unbiased evaluation: Read special-interest publications
- Socially active: Self-confident, outgoing, sociable
- Similar to the consumer: Often same socioeconomic and age group as receivers
Megaphone effect
Online, everyday consumers can have a huge audience
- this effect is self-focused ( bigger the audience, better result)
Reciprocity
We are more inclined to respond kindly to even the smallest act of generosity and feel obligated to pay back those who do something for us.
- Ship a surprise
- Customer loyalty programs
- Content
Authority
We are likely to be persuaded to complete an action if the request comes from a source that we view as credible or in position of profession
- Expert reviews
- Become the expert yourself
- Credible imagery
- Endorsements
Compliance
A behavioral response to a direct request form an authority
Liking
We are more likely to be persuaded to perform an action by those we see as likable
Three reasons for perceiving people as likeable
- They are attractive
- They ate similar to us
- They like us and pay us compliments
Marketing
- Humanize your brand
- Provide an amazing customer experience
- Create familiarity
Scarcity
We value things more that are nor readily available or easy to obtain. When we can’t have something, we end up desiring it even more.
- Inventory counters
- Limited edition items
- Vault technique
- Timers (flash sales)
Consistency
Consumers want to stay consistent with their previous thoughts, beliefs, or values. With the help of consistency, we create and identity among customers that makes them more likely to repeat the purchase
- Consistency questions
- Referral programs
- Purchase sharing
- Public pledges
Consensus
We are more likely to perform an action when we know it is aligned with what others have done or will do.
- Customer reviews
- Social media sharing
- User-submitted content
- Shopping parties
Why do we conform?
- Enveroments cues
- Fear of deviance
- Group unanimity
- Interrpersonal influence
- Cultural pressure
Social Response Theory
Idea that we react mindlessly to machine encounters and apply the same social rules and expectations as in human encounters
