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
