Q&A 2

Question 1

• Value-expressive influence

Answer 1

People adopt consumption patterns and behaviors that allow them to associate with desirable others (associative identification group) and dissociate from undesirable others (dissociative identification group).

Question 2

• Informational influence

Answer 2

Consumers are influenced by information someone provides.

Question 3

• Normative Influence

Answer 3

: Consumers are influenced by social norms, context and presence of others.

Question 4

Value expressive Influence:
- Brand communities

Answer 4

: Targeted demographic of like-minded, trait-sharing consumers that identify with their brand and its values.

Question 5

Value expressive Influence: - Tribes

Answer 5

A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.

Question 6

Normative social Influence : Conformity

Answer 6

Conformity Influence to conform to social norms and positive expectations of others.

Question 7

conformity inflence depends on 3

Answer 7

• Number of observers
• Ambiguity of the situation
• Authority of social group

Question 8

To meet other people’s expectations and to conform to others’ behaviors, people distort their

Answer 8

opinions and behaviors even when the situation is unambiguous, and others are wrong.

Question 9

Follow-up Studies (Asch): 2

Answer 9

Tendency to yield depends on # of confederates. Conformity disappears with just 1 confederate.
If there are many participants and just one confederate and the confederate gives the wrong answer, participants laugh.
If at least 1 confederate provides the correct answer, conformity drops (because there’s less uncertainty about the correct answer).

Question 10

Normative Influence: Authority
What creates authority?
3

Answer 10

Content
* Knowledge
* Tangible power over an individual
Presentation
* Clothing (hospital white, army green, police blue)
* Looks (grey hair, length)
Profession (e.g. pilot, doctor, professor)

Question 11

Normative Influence: Commitment

Answer 11

Once we have made a choice or taken a stand, we feel personal and interpersonal pressures to behave consistently with that commitment. As a consequence, we will respond in a way that justifies our earlier decision.

Question 12

Normative Influence: Reciprocity example

Answer 12

Free coke at vendor where lottery tickets are sold.

Question 13

study warren campbell: what makes things cool? How autonomy influences perceived coolness
4 defining properties of coolness

Answer 13

study warren campbell: what makes things cool? How autonomy influences perceived coolness
4 defining properties of coolness

Question 14

What distinguishes cool from good?

Answer 14

Inferred autonomy

Question 15

Descriptive norms

Answer 15

what most people typically do in a particular context

Question 16

Injunctive norms

Answer 16

a cultural ideal or a rule that people are expected to follow

Question 17

study 2 leg uit over de jurk

Answer 17

Wearing white to honor a fallen soldier (legitimate)
Wearing blue has the opposite effect
Wearing white to honor a corrupt dictator (illegitimate)
Wearing blue has the Highest perception of coolness

Question 18

Study 5 demonstrated that consumers prefer cool brands only when

Answer 18

when they want to express an autonomous identity.

Question 19

In contexts that encourage autonomy expression, consumers preferred

Answer 19

a cool brand more than an uncool brand and as much as a classy brand.

Question 20

Conversely, in contexts that encourage conformity

Answer 20

consumers did not prefer a cool brand to an uncool brand and preferred a classy brand to both. Thus, cool is not merely another way of saying something is desirable or liked.