MKTG 322 exam 2 - FLASHCARDS - Social influence (1)
What is social influence?
Exerted by individuals such as opinion leaders and specific groups of people
What is a reference group?
A social group of particular relevance to a consumer’s choices and behavior
What are factors that make up a reference group?
- Physical and psycological proximity. 2. Group cohesiveness. 3. Mere exposure.
What is the degree to which members of a group are attracted to each other and value their group membership?
Group cohesiveness
What is group cohesiveness determined by?
Group size, exclusivity, symbols
What is the Associative “In-Group” reference group?
Social groups to which we belong
Why do in-groups like brand communities matter to marketers?
1) Positive Word-of-Mouth
2) Brand Loyalty
What is the Aspirational “Out-group” reference group?
Groups we admire and wish to be like but are not currently a member of
What is the Dissociative “Out-Group” reference group?
Groups whose attitudes, values and behaviors we disapprove of and do not wish to emulate
What are social norms?
A social group’s customs, traditions, standards, rules, values, etc…
What is need for affiliation?
The fundamental human desire to feel a sense of connection, association, and similarity with other people
What norms convey information about what other people commonly do?
Descriptive norms
True or false: descriptive norms can backfire when they normalize negative behaviors?
TRUE
What norms convey information about what we should or should not do?
Injunctive norms
What type of norm is this: “The vast majority of past visitors have left the petrified wood in the park, preserving the natural state of the Petrified Forest.”?
Positive descriptive norm
What type of norm is this: “Many past visitors have removed the petrified wood from the park, destroying the natural state of the Petrified Forest.”?
Negative descriptive norm
What type of norm is this: “Please leave petrified wood in the park.’’?
Positive injunctive norm
What type of norm is this: “Please do not remove the petrified wood from the park.”?
Negative injunctive norm
What is the desire to differentiate oneself from others?
Need for uniqueness
What is inherent need for uniqueness?
“An individual’s pursuit of differentness relative to others that is achieved through the acquisition, utilization, and disposition of consumer goods for the purpose of developing and enhancing one’s personal and social identity”
