Session 6

Question 1

3 types of reference groups

Answer 1

• Membership RG: friends, family, teammates
• Aspiration RG: athletes, artists, succesful people
• Dissociative RG: want to avoid (nazis, trump)

Question 2

3 forms of RG influence

Answer 2

• Informative : expert
• Normative: group of friends
• Comparative : eco-friendly vs non eco–friendly

Question 3

Imagine you moved to a new city and you don’t know how to sort your recyclables. Should you put all in one recycling bin or separate based on the mateirals?

Answer 3

informative
Ask someone who has been living in the hood for a long time

Normative
Observed that almost everyone has multiple bins and that neighbours do not appreciate those who put all recyclables in one bin

Compartive
Compare the way you sort your recyclables with your neighbour

Question 4

When are reference groups more important ? (public necessities)

Answer 4

• Weak reference group influence on product choice
• Strong reference group influence on brand choice

ex: watch, thermos, tupperware

Question 5

When are reference groups more important ? (private necessities)

Answer 5

• Weak reference group influence on product choice
• Weak reference group influence on brand choice

NO INFLUENCE

ex: bed, microwave

Question 6

When are reference groups more important ? (public luxuries)

Answer 6

• Strong reference group influence on product choice
• Strong reference group influence on brand choice

INFLUENCE MAX

ex: purse, yacht

Question 7

When are reference groups more important ? (private luxuries)

Answer 7

• Strong reference group influence on product choice
• Weak reference group influence on brand choice

ex: paintings, home theatre

Question 8

Comformity : definition

Answer 8

Change in disbeliefs or actions as a reaction to real or imagined group behavior

Question 9

Influencer marketing : potential benefits (5)

Answer 9

• Opinion leaders (strong influence)
• High credibility (perceived similarity; authenticity)
• Budget-friendly
• Efficient access to niche segments
• Builds an online community

Question 10

Influencer marketing may backfire if … (4)

Answer 10

• Suspicion of ulterior motives (getting paid, reciprocity)
• Tainted authenticity (fake followers)
• Low with the business domain of the brand
• Posting too many branded content (damages credibility)

Question 11

Means-end chain model is purposed to __

Answer 11

Means-end chain model is purposed to understand the state of mind consumers trying to acieve with a product

Question 12

Means-end product pyramid (4)

Answer 12

Value (state of mind consumer trying to achieve

Psychological consequence (emotional benefits)

Functional consequence (itangible benefits)

Attributes (tangible features)

Question 13

Means-end chain model : razor

Answer 13

Value : Being desired by others

Psychological consequence : feeling attractive

Functional consequence: close, smooth and soft shave

Attribute: lubricating strip with spring suspension