Week 8 Flashcards
What are social networks
A group of individuals connected by interpersonal relationships and interactions
What are examples of social networks
Family, friends, groups of co workers or commercial partners, political groups, neighborhoods, communities, internet network
What are people mostly influenced by in their social network?
People they know and people that have been removed and location
What are reference groups
Are groups of people that use comparison and guidance when forming their beliefs, attitudes and behaviors
What does it mean when we describe reference groups across two dimensions
Membership and attractiveness
What are contractual groups
Close groups we belong to and interact with regularly where there is a degree of proximity
Where the contractual groups closeness come from
Work, hobby, family, friends and sporting interest
What are disclaimant group
A group a person belongs to or belonged to in the past but no longer wants to be associated with
What are examples of disclaiming groups
- Transitional groups we are trying to move on
- Groups that we are part of but know are stigmatized by society
What are aspirational groups
Groups of people that a consumer doesn’t belong to but can identify with, admire and aspire to be like
What are dissociative or avoidance groups
Groups we are not members of, have negative feelings towards and we avoid being associative with
Where are the influence of dissociative groups visible
Through the way they wear
What are formal groups
Usually formed by an outside structure and likely to have formalized constitutions and rules of conduct
What are informal groups
Formed by a group of individuals who have some sort of commonality but no formal connection to another
How are informal groups connected
May get together because they have a mutual interest through common values or friendship
What did Leigh 1989 recognize for Terence groups
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
What are the three mechanisms that reference groups influence
- Informational group
- Ulitarian group
- Value expressive
What are informational group influence
People actively seeking out information from opinon leaders or expert groups
What are utilitarian reference groups
Describes people being influenced by their choice of brand by the preferences of those with they socialize
What is value expressive influence
Describes people buying a particular brand to enhance their image bc they admire characteristics of people who use that brand
What did bearded and Ethel examine?
How reference groups influences varies in relation to consumption occurs
What is conformity
Defined as adoption of behaviour resulting from real or perceived pressure to comply with a person or group
What are 4 types of conformity
- Normative
- Infromational
- Compliance
- Internalization
What is normative conformity
Fear of rejection and will accept groups view
Informational conformity
A person actively looking for guidance and believing a group has better knowledge
Compliance
Person publicly changes their behaviour to fit in with a group but privately disagrees
Internation
Change of both ones attitude and behaviour in favor of those of a group
What did Venkatesan develop
Group pressure limits independent choice
What is reactance
Motivational state that acts as a counterforce to threats to a persons freedom
What is a driving mechanism of reactance
scarcity
Who influenced the work of role power in a group
French and raven 1969
What is reward power
May be present when a person behaves to get rewarded some way
What are examples of reward power
Monetary or physcological
What is coercive power
Type of power present when a person behaves to avoid threat of punishment
What is legitimate power
Type of power present when a person responds to authority figures
What is expert power
Type of power present when a person changes behaviour around someone with a particular expertise
What is Referent power
Presents when a person tries to imitate qualities and behaviors of an admired person
What is informational power
Type of power present when a person influenced by someones logical argument and knowledge acquired from experience or through the nature of their job
What are opinion leaders
Individuals who exert an unequal amount of influence on the decisions of others
What are connectors
People who tend to know lots of other people
What are mavens
Collectors and brokers of information that they use to start discussions with others or respond to requests
What are salespeople
Always looking for an opportunity to get their message across to someone else
What are opinion seekers
People who seek opinions and information to help their purchase decision
What is accidental influentials
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
What are expert influentials
People who have real power to influence the marketplace
What are cool hunters
Followers of influential groups to identify what will become cool and create trends
What do cool hunters follow
Blogs, conversations and social media
What is word of mouth
Informational communication whether it be positive or negative about goods, services or sellers
How can marketers leverage word of mouth
Try to get consumers to pass on information about their brand and to recommend it
What is endogenous word of mouth
Conversations about goods, services, sellers happen among consumers as a part of their natural communication
What is exogenous word of mouth
Communication about goods, services and sellers among consumers as a direct results of marketing
What is eWOM
Online communications from consumers about a product or company
Why is eWOM powerful
Influenced people in a global scale
What does advertising standards Canada attempt
To restore consumers trust in reviews and help them identify bias
What is crowdsourcing
When a company outsources a task to a network of people in the form of an open call
What is the role of social media
Allows people to easily follow what others are doing and have instant conversations with a wide range of people
Why is family important
- Shapes consumption behaviour through informational, utilitarian, value expressive influence
- families are important in consumers socialization
What is pester power
Influence children have on parent’s consumption behaviour
What are parents role
Decision makers and ultimate purchasers or buyers
What do the other family members play a role in
Initiating purchases and influencing the purchasing process and ultimate users of these purchases
What is parent yielding
When a parent is influenced by a Childs request and surrenders
What is reverse socialization
When parents acquire skills from their children
