social influence

Question 1

influence consumer’s evaluations, aspirations, and behaviours

Answer 1

reference groups

Question 2

what three ways do reference groups influence consumers

Answer 2

1. informational
2. utilitarian
3. value-expressive

Question 2

what are the two types of reference groups

Answer 2

normative influence and comparative influence

Question 2

group helps set and enforce fundamental standards

Answer 2

normative influence

Question 3

how do aspirational reference groups influence consumers

Answer 3

propinquity, mere exposure, group cohesiveness

Question 3

decisions about specific brands or activities are affected

Answer 3

comparative influence

Question 3

groups composed of ideal figures such as successful athletes or performers

Answer 3

aspirational reference groups

Question 3

how do marketers effect informal vs. formal groups

Answer 3

marketers tend to be more successful influencing formal groups

Question 3

set of consumers who share a set of social relationships based around a product

Answer 3

brand communities

Question 4

the capacity to alter the actions of others

Answer 4

social power

Question 5

name different types of power bases

Answer 5

referent power
information power
legitimate power
expert power
reward power
coercive power

Question 6

a change in beliefs or actions as a reaction to real or imagined group power

Answer 6

conformity

Question 7

what are some group effects on individual behaviour

Answer 7

de-individuation
social loafing
resisting conformity

Question 8

individual identities get submerged within a group risky shift

Answer 8

de-individuation

Question 9

what are factors encouraging word of mouth

Answer 9

high involvement
high knowledge
genuine concern for someone

Question 10

what kind of decisions do households make

Answer 10

consensual purchase decision
accommodative purchase decision

Question 11

when does conflict occur in household decisions

Answer 11

when there is incomplete alignment of family members needs and preferences

Question 12

factors influencing the amount of conflict within a household

Answer 12

interpersonal need
product involvement and utility
responsibility
power

Question 13

describe loss aversion

Answer 13

a loss feels bad, gain feels good
you feel the magnitude of a loss more than a gain
e.g., gambling, why people keep betting after a win and only stop after a major loss

Question 14

self brand connection with in and out groups

Answer 14

• if in group meaning goes up, self brand connection goes up for everyone
• if out group meaning goes up, self brand connection goes down for independent or individualistic people

Question 15

a group that a person belongs to and psychologically identifies with
- members tend to have positive view of each other and may give each other preferential treatment

Answer 15

in group

Question 16

a group that a person does not belong or identify with, often object of dislike or hostility

Answer 16

out group