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
