New Material pt. 1 Flashcards
What is the definition of social influence?
Social influence: information by implicit or explicit pressures from individuals, groups, and the mass media that affects how a person behaves
What are examples of marketing-dominated sources of influence? Non-marketer-dominated sources of influence?
Marketer-dominated: e.g., advertising, selling, promotions
Non-marketer-dominated: e.g., friends, family, media (news)
Non-marketer dominated sources of influence – like word of mouth from your friends – is more effective than marketer-dominated sources of influence (such as a commercial, or information from a salesperson).
Draw a table that describes sources of influence – include two examples of each of the four main categories: marketing source-mass-media delivered, marketing source-delivered personally, nonmarketing source-mass-media delivered, nonmarketing source-delivered personally. Which are low in credibility? High in credibility? Low in reach, high in reach? Low in two-way communication? High in two-way communication?
(picture)
What role does reach play in marketing communication?
Higher reach- More people to access. News, social media, advertising, direct mail
Lower reach- More word of mouth from friends and family, salespeople.
-Getting message to the customer
Define opinion leaders. What are three qualities that opinion leaders possess?
Opinion leaders: act as information brokers between the mass media and the opinions and behaviors of an individual or group
- Knowledgable about products
- Perceived credible
- Heavy users of mass media
As a marketer, what are two benefits of working with an opinion leader? What are two potential downsides?
Benefits:
people are more likely to believe an opinion leader, as the opinion leader is less biased than a company
the opinion leader can do a better job of focusing only on those who would be interested in learning more/buying
Downside:
opinion leaders can be wrong and give wrong information
negating the benefits of using/purchasing a product.
Define reference groups. Include three of the four types of reference groups we discussed in class.
Reference group: a set of people with whom individuals compare themselves for guidance in developing their own attitudes, knowledge, and/or behaviors
Aspirational: a group that we admire and want to be like
Associative: a group to which we currently belong
Brand communities: groups that follow brands and products
List, define, and give an example of four reference group characteristics
Homophily: similarity among members
Group attractiveness: affects conformity
Density: how well everyone knows each other
Degree of identity: do you live or die with your group? (how much you identify with the group)
How are foot-in-the-door and door-in-the-face compliance techniques similar? How are they different?
Foot in the door – Get someone to say yes with a small request initially, then ask for a larger request
Door in the face – once a person says ‘no’ to a large request, they will be more inclined to say ‘yes’ to a smaller request
They are similar because they both aim to get you to do one thing by first asking for a different favor. They are different because the FITD technique first has you ask for a small favor because asking for a larger one, while the DITF technique has you ask for a huge favor in the hopes that a person will say yes to a second, smaller favor.
List, define, and give an example for each of Cialdini’s six principles of influence.
- Reciprocity: people tend to return favors (free samples)
- Commitment and Consistency: once you agree, you’ll continue agreeing (and will maintain your initial opinion of something)
ex. ) Said you were going to run that 5k and told everyone, now you have to - Social Proof: people will do things that they see other people doing.
Ex.) Look up at the sky, other people do too - Liking: we are more likely to be influenced by people we like (if they are similar to us, pay us compliments, if we trust them)
ex. ) Say yes to your friends rather than strangers - Authority: a sense of obligation to people in positions of authority (Milgram experiment)
Ex.) Where the person with the lab coat, even if he’s not a doctor - Scarcity: things are more attractive when their availability is limited (“limited time only”)
ex. ) People buy more of something when it’s “Limited time only”
What are two things that a company can do in response to negative word of mouth?
Prevent and respond to negative word of mouth: empathize, listen, respond
Engineer favorable word of mouth
What are the five generational cohorts that we discussed in class? What are two characteristics of each cohort?
Teens and Tweens
World’s teens have similar tastes, attitudes, preferences
Brand loyalty—develops at a younger age (as young as 3-5 years old)
Rise of social media, always connected
Generation Y—born 1980 to 1994
Tech savvy – internet, cell phones, social media
Multitasking experts
Generation X—born 1965 to 1979
Cynical, demand convenience
Knowledgeable about products (less likely to trust salespeople or ad claims), more risk averse
Baby Boomers—born 1946 to 1964
Individualistic, self-reliant, obsession with maintaining their youth
Seniors—65+ years old
Tech averse, Made in the USA, blue chip brand names, high quality, convenience, some internet use, fear of online security
Define family life cycle and provide three examples of family life cycle stages
Family life cycle: different stages of family life, depending on the age of the parents and how many children are living at home
Parents between the age of 25-35 with children
List and describe four current US household structure trends.
Delayed marriage
Dual-career families
Divorce
Smaller families
What is the difference between husband and wife dominant family structures?
Husband: purchase made primarily by male head-of-household (e.g., hardware)
Wife: purchase made primarily by female head-of-household (e.g., women’s clothing, groceries?, toiletries?)
