Week 3 + Chapter 11 Flashcards
social influence meaning
how thoughts, feelings and behavior of individuals are influenced by actual, imagined or implied presence of others
Aspirational VS associative VS dissociative reference groups
Aspirational - not yet a member but want to be
Associative - already a member
Dissociative - do not want to be a member
Conformity meaning
Changing one’s behavior in response to info or pressure from others to align with the standards
Informational vs Normative social inluence
Informational: Looking for information from others
Normative: Looking for social connection with others (to avoid rejection). [Luxury goods]
Compliance techniques
- Liking - people more likely to comply with people they like
- Reciprocity - people repay in kindness [I give free coffee, customer tips more]
- Consistency - people fulfill public and voluntary commitments
- Social proof - people follow the lead of similar others
- Authority - people defer to experts
- Scarcity - people want more of what they an have less of
Compliance meaning
Accepting others’ request
Sources of Liking
- Physical attractiveness
- Similarity
- Familiarity
- Liking the person
Door in the face
Foot in the door techniques
Foot in the door - getting people to comply [collecting money for animal shelter but first you ask do you like dogs, next question is do you think its horrible that people abandon dogs, then lead to bigger and bigger requests]
Door in the face - First offer something that will guarantee be rejected then request something smaller
Opinion leader meaning
Information broker between the mass media and the opinions and behaviors of an individual or group
Market maven meaning
someone who seems to have a lot of info about the marketplace in general, knows all about the best products and stores or retail websites.
Brand-choice congruence meaning
The purchase of the same brand as members of a group.
Reactance meaning
Doing the opposite of what the individual or group wants us to do.
