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MG308A > Social Influence > Flashcards

Social Influence Flashcards

1
Q

What are the sources of social influence for consumers

A
  1. Opinion leaders
  2. Word of mouth
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2
Q

What is social influence

A

the effect that people or groups have upon the beliefs, emotions and behaviours of others

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3
Q

what is social influence driven by

A

The need to be right (informational social influence) and liked (normative social influence)

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4
Q

What are the three types of social influence

A
  1. Conformity
  2. Compliance
  3. Obedience
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5
Q

What is conformity

A

Tendency for people to change their attitudes and/or behaviour in order to adhere to existing social norms

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6
Q

What is a norm

A

Agreed upon standards of behaviour, of what’s considered “appropriate” or “acceptable”
-can change according to environment or situation
-may be modified over time

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7
Q

What are the two general norm kinds

A
  1. Descriptive - what most people ACTUALLY do - most people do not engage in tax fraud
    -Can backfire
  2. Injunctive - what people SHOULD do - engaging in tax fraud is wrong
    -Moral tone, puts pressure
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8
Q

What are the two experiments for conformity

A
  1. The Autokinetic Effect
  2. Line Study
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9
Q

The Autokinetic Effect

A

Ps put in dark room - told to watch a pinpoint of light
Had to report how much it moved
1. Participants reacted individually and established a norm.
2. Next, groups 2-3 were asked to agree on judgement
Even after a week participates would still report the number, group answer, not individual answer

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10
Q

Line Study

A

Test of perceptual judgement
Matching length of a line segment to comparison lines
Group went along with erroneous group judgement 75% of the time

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11
Q

Factors that influence conformity

A
  1. Size of the majority
  2. Presence of a dissenter
  3. Private responses
  4. Attractiveness of other group members
  5. Complexity or difficulty of the task
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12
Q

What is compliance

A

Doing something because someone asked you to

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13
Q

What are they two types of compliance

A
  1. Commitment-based techniques: by getting us to commit to a small item, we are likely to commit to larger items
  2. Norm of reciprocity-based technique: we should do for those who have done for us
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14
Q

What is obedience

A

Doing something because a legitimate authority figure asked us to

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15
Q

Difference between compliance and obedience

A

Compliance = direct request
Obedience = direct orders to perform

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16
Q

Obedience experiment - Stanley Milgram’s seminal experiments 1960s

A

Two roles: teacher and leaner
If learner made error, teacher had to shock him
As shock increases, teacher could heat that the learner was in pain
65% of the administrated did 450 volt shock - people in lab coats saying its okay

17
Q

Factors that influenced obedience in experiment

A

-Make participants feel more responsible for behaviour
-Emphasising the learners pain, increasing physical presence
-Physical presence of authority
-Other ps stop obeying

18
Q

What is a brand community

A

Specialised, non-geographically bound community, based on a structured set of social admirers of a brand

19
Q

Three key components of brand communities

A
  1. Consciousness of kind: intrinsic connection and the collective sense of difference from others not in the community.
  2. Rituals and traditions: social practices which seek to celebrate behavioural norms and values
  3. More responsibility: sense of duty or obligation to the community as a whole.
20
Q

Who are special sources of influence

A
  1. Opinion leaders
  2. Not well-known people - friends, family, bloggers, doctors, politicians, celebrities, athletes, business leaders
21
Q

What is an opinion leader

A

Act as an information broker between the mass media and the opinions and behaviours of an individual group

22
Q

How must an opinion leader act

A

-Knowledgeable about products and willing to share info
-Heavy users of mass media - well connected
-Buy new products when introduced
-Perceived as credible
-Info specific to his/her domain of expertise

23
Q

What is word-of-mouth

A

the passing of information from one person to person by oral or written communication
-telling someone time of day, product recommendations, reviews
-15% of everyday conversations include a mention of products, brands, or services
-61% of consumers rely on the advice from others before making product decisions

24
Q

What makes an idea “sticky”

A

SUCCES
S - simple
U - unexpected
C - concrete
C - credible
E - emotional
S - stories

25
Q

What is a reference group

A

a set of people with whom individuals compare themselves for guidance in developing their own attitudes, knowledge, and behaviours
- Provides a frame of reference for consumption decisions

26
Q

What are the three types of reference groups

A
  1. Aspirational: a group we admire and desire to be like
  2. Associative: a group we are currently belong to
  3. Dissociative: a group we do not want to emulate
27
Q

Reference group characteristics

A
  1. Degree of contact (primary or secondary)
  2. Formality (structure, rules)
  3. Homophily (similarity amongst members)
    4.Group attractiveness
    5.Density (group members all know each other and operate in sync)
  4. Degree of identification (how incorporated in your identity)
    7: Tie strength amongst group members (weak or strong).
28
Q

What is self-monitoring

A

People vary in how concerned they are with how others perceive them

29
Q

A high self-monitor….

A

-Monitor their behaviour - adjust behaviour according to audience
-Maintain a desirable public appearance
-Anticipate how others perceive their actions
-Are sensitive to social cues
-Accomodate others

30
Q

Experiment : self monitoring: Purchase decisions in Public vs. Private

A

Choose 5 pieces of candy
-Private condition: no one knows your choice
-Public: people evaluate how interesting it is
Public: evaluate how rational it is

31
Q

Results of self-monitoring experiment

A

Private: fewest high self-monitors
Public interesting: most high self-monitors
Public rational: most low self-rational

32
Q

Social Comparison theory

A

-Learn + evaluate personal qualities by comparing ourselves to others
-Likely to compare ourselves to others when there are no objective standards
-Tendency to compare with a specific person decreases as the difference of their qualities and our own becomes more divergent.

33
Q

3 types of social comparison

A
  1. Upward: to “better off” others on self-relevant dimensions - makes us feel worse/better (inspired) e.g pro athlete
  2. Lateral: comparable others on self-relevant dimensions - motivated by concerns for accurate self-assessment e.g friends
  3. Downward - to “worse off” others on self-relevant dimensions - often make us feel better e.g. children
34
Q

Social Comparison: waiting in line

A

Field study: observed customers at ATM machine
- 5-9 people in queue: wait times 5-10 minutes
- 30% of customers left the line during this time
-# of people behind the person predicted whether or not s/he left: more people - stayed in line

Positive mood increased when more people were behind them

More people left when there was no one behind them

35
Q

Application: SC - Loyalty Programs

A
36
Q

What two characteristics affect the subjective impressions of status

A
  1. The number of tiers
  2. The relative size of each tier
37
Q

Tiers

A

1.Elites - big deal
2. Gold - adding gold increases status among platinum’s
-More people means less similarity, doesn’t boost status among platinum’s
3. Silver: does not impact platinum’s
- Makes gold feel more elite

MG308A (12 decks)

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