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Bus 347 > Week 8 > Flashcards

Week 8 Flashcards

1
Q

What are social networks

A

A group of individuals connected by interpersonal relationships and interactions

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2
Q

What are examples of social networks

A

Family, friends, groups of co workers or commercial partners, political groups, neighborhoods, communities, internet network

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3
Q

What are people mostly influenced by in their social network?

A

People they know and people that have been removed and location

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4
Q

What are reference groups

A

Are groups of people that use comparison and guidance when forming their beliefs, attitudes and behaviors

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5
Q

What does it mean when we describe reference groups across two dimensions

A

Membership and attractiveness

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6
Q

What are contractual groups

A

Close groups we belong to and interact with regularly where there is a degree of proximity

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7
Q

Where the contractual groups closeness come from

A

Work, hobby, family, friends and sporting interest

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8
Q

What are disclaimant group

A

A group a person belongs to or belonged to in the past but no longer wants to be associated with

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9
Q

What are examples of disclaiming groups

A
  1. Transitional groups we are trying to move on
  2. Groups that we are part of but know are stigmatized by society
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10
Q

What are aspirational groups

A

Groups of people that a consumer doesn’t belong to but can identify with, admire and aspire to be like

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11
Q

What are dissociative or avoidance groups

A

Groups we are not members of, have negative feelings towards and we avoid being associative with

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12
Q

Where are the influence of dissociative groups visible

A

Through the way they wear

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13
Q

What are formal groups

A

Usually formed by an outside structure and likely to have formalized constitutions and rules of conduct

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14
Q

What are informal groups

A

Formed by a group of individuals who have some sort of commonality but no formal connection to another

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15
Q

How are informal groups connected

A

May get together because they have a mutual interest through common values or friendship

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16
Q

What did Leigh 1989 recognize for Terence groups

A

Reference group influences can be direct from the reference group to individual members or indirect through an individual observing behaviour of group members and altering their behaviour because of it

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17
Q

What are the three mechanisms that reference groups influence

A
  1. Informational group
  2. Ulitarian group
  3. Value expressive
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18
Q

What are informational group influence

A

People actively seeking out information from opinon leaders or expert groups

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19
Q

What are utilitarian reference groups

A

Describes people being influenced by their choice of brand by the preferences of those with they socialize

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20
Q

What is value expressive influence

A

Describes people buying a particular brand to enhance their image bc they admire characteristics of people who use that brand

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21
Q

What did bearded and Ethel examine?

A

How reference groups influences varies in relation to consumption occurs

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22
Q

What is conformity

A

Defined as adoption of behaviour resulting from real or perceived pressure to comply with a person or group

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23
Q

What are 4 types of conformity

A
  1. Normative
  2. Infromational
  3. Compliance
  4. Internalization
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24
Q

What is normative conformity

A

Fear of rejection and will accept groups view

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25
Q

Informational conformity

A

A person actively looking for guidance and believing a group has better knowledge

26
Q

Compliance

A

Person publicly changes their behaviour to fit in with a group but privately disagrees

27
Q

Internation

A

Change of both ones attitude and behaviour in favor of those of a group

28
Q

What did Venkatesan develop

A

Group pressure limits independent choice

29
Q

What is reactance

A

Motivational state that acts as a counterforce to threats to a persons freedom

30
Q

What is a driving mechanism of reactance

A

scarcity

31
Q

Who influenced the work of role power in a group

A

French and raven 1969

32
Q

What is reward power

A

May be present when a person behaves to get rewarded some way

33
Q

What are examples of reward power

A

Monetary or physcological

34
Q

What is coercive power

A

Type of power present when a person behaves to avoid threat of punishment

35
Q

What is legitimate power

A

Type of power present when a person responds to authority figures

36
Q

What is expert power

A

Type of power present when a person changes behaviour around someone with a particular expertise

37
Q

What is Referent power

A

Presents when a person tries to imitate qualities and behaviors of an admired person

38
Q

What is informational power

A

Type of power present when a person influenced by someones logical argument and knowledge acquired from experience or through the nature of their job

39
Q

What are opinion leaders

A

Individuals who exert an unequal amount of influence on the decisions of others

40
Q

What are connectors

A

People who tend to know lots of other people

41
Q

What are mavens

A

Collectors and brokers of information that they use to start discussions with others or respond to requests

42
Q

What are salespeople

A

Always looking for an opportunity to get their message across to someone else

43
Q

What are opinion seekers

A

People who seek opinions and information to help their purchase decision

44
Q

What is accidental influentials

A

Captures the idea that getting a large number of ordinary people to reach out and influence other people is the best way to spread the message about the brand

45
Q

What are expert influentials

A

People who have real power to influence the marketplace

46
Q

What are cool hunters

A

Followers of influential groups to identify what will become cool and create trends

47
Q

What do cool hunters follow

A

Blogs, conversations and social media

48
Q

What is word of mouth

A

Informational communication whether it be positive or negative about goods, services or sellers

49
Q

How can marketers leverage word of mouth

A

Try to get consumers to pass on information about their brand and to recommend it

50
Q

What is endogenous word of mouth

A

Conversations about goods, services, sellers happen among consumers as a part of their natural communication

51
Q

What is exogenous word of mouth

A

Communication about goods, services and sellers among consumers as a direct results of marketing

52
Q

What is eWOM

A

Online communications from consumers about a product or company

53
Q

Why is eWOM powerful

A

Influenced people in a global scale

54
Q

What does advertising standards Canada attempt

A

To restore consumers trust in reviews and help them identify bias

55
Q

What is crowdsourcing

A

When a company outsources a task to a network of people in the form of an open call

56
Q

What is the role of social media

A

Allows people to easily follow what others are doing and have instant conversations with a wide range of people

57
Q

Why is family important

A
  • Shapes consumption behaviour through informational, utilitarian, value expressive influence
  • families are important in consumers socialization
58
Q

What is pester power

A

Influence children have on parent’s consumption behaviour

59
Q

What are parents role

A

Decision makers and ultimate purchasers or buyers

60
Q

What do the other family members play a role in

A

Initiating purchases and influencing the purchasing process and ultimate users of these purchases

61
Q

What is parent yielding

A

When a parent is influenced by a Childs request and surrenders

62
Q

What is reverse socialization

A

When parents acquire skills from their children

Bus 347 (6 decks)

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