week three - social groups and family Flashcards
what is a group
a collection of people in which:
- the members define themselves as a group
- they share norms, beliefs and values that direct their activities
- they develop some coordinated behaviour
what are the types of groups according to the level of belonging
belonging groups:
- primary groups
- secondary groups
- formal groups
- informal groups
not belonging groups:
- aspirational groups
dissociative groups
what do primary/secondary groups show
the level of nature/personal involvement
what do formal/informal groups show
the degree of organisation
what do aspirational/dissociative groups mean/show
- the level of attraction
- aspirational: the consumer is not a part of but would like to be in, changes its behaviour with the intention of being visible and similar to that of the group
- dissociative: those in which the consumer is not integrated, but would not like to be, so it develops behaviours that tend to be distinguished from them
what are primary groups
small collectives, like family. They characterise for having high (live, face to face) communication. High levels of intimacy.
what are secondary groups
social organisations of professional, religious, sports, cultural nature or similar. Less personal relationships and their communication is less continuous and interactive.
what are formal groups
role of its members are clearly defined and the group is structured with specific norms of behaviour (i.e., unions, schools, etc). Roles assigned are permanent and members do as being told.
what are informal groups
roles of it members are not exclusively assigned nor permanent between members. Relationship between members might be caused by proximity or coincidence of interests (sport societies)
define normativity
The group develops a formative function, by specifying norms - explicit or implicit - that establish the behaviour that its members must observe
define socialisation
the process by which the individual learns to internalise the sociocultural elements of the environment and to integrate them into her personality in order to adapt to the social environment in which she lives
what is meant by the source of role models
social groups establish a repertoire of desirable behaviours that are imitated by their members
what are the determinants modelling the influence of the group
- type of consumption
- characteristics of group
- characteristics of consumer
- type of product
what types of consumption are there
- collective/individual
- frequent/sporadic
what are the characteristics of group
- size
- degree of cohesion
- degree of attractiveness
what are the characteristics of consumer
- importance of needs
- personality
- sociodemographic profile
- degree of innovation
what are the types of product
- public/private consumption
- luxury/hedonic product
- utility product
group influence depending on product type model/diagram
topic three
example of a necessity-public good and what does this mean
- weak for product ownership but strong for brand choice
- clothes
- computer
example of a necessity-private good and what does this mean
- weak for product ownership and weak for brand choice
- mattress
- fridge
example of a luxury private good and what does this mean
- strong for product ownership but weak for brand choice
- pool table
example of a luxury public good and what does this mean
- strong for product ownership and strong brand choice
- golf clubs
- snowboard
what is a reference group
an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behaviours
how does a reference group influence us
- informational influence: providing information about buying behaviour
- utilitarian/normative influence: establishes ideal models of behaviour (behavioural referents)
- value-expressive influence: the purchase or use of a specific brand improving the image of the consumer
what is social power
the capacity to alter the actions of others
what are the six power bases
- referent power
- information power
- legitimate power
- expert power
- reward power
- coercive power
define referent power
If a person admires the qualities of a person or a group, he tries to copy the referent’s behaviour
what is information power
People with information power are able to influence consumer opinion through access to the “truth.”
what is legitimate power
Comes from an elected, selected, or appointed position of authority. Sometimes we grant power by virtue of social agreements, such as the authority we give to police officers, soldiers, and yes, sometimes even professors
what is expert power
Based on experience, and special skills or talents. Engineers, computer programmers etc.
what is reward power
Based on the offer or deny tangible, social, emotional, or spiritual rewards to others for doing what is wanted
what is a consumer tribe
a group of people who share a lifestyle and can identify with each others because of a shared loyalty to an activity or a product
what is a brand community
a group of consumers who share a set of social relationships based on usage of or interest in a brand
what is an aspirational reference group
People the consumer doesn’t know but admire
what is a membership reference group
people the consumer actually knows
what is meant by positive vs negative reference groups
reference groups impact our buying decision both positively and negatively
what are avoidance groups
motivation to distance oneself from other people/groups
what is an antibrand community
coalesce around a celebrity, store, or brand—but in this case they’re united by their disdain for it
what is deindividualism
individual identities become submerged within a group
what is social loafing
people don’t devote as much to a task when their contribution is part of a larger group
what is risky shift
group members show a greater willingness to consider riskier alternatives following group discussion than if members made their own decisions
what is conformity
a change in beliefs or actions as a reaction to real or imagined group pressure
what is an opinion leader
a person who is frequently able to influence others attitudes and behaviour
characteristics of opinion leaders
- experts
- knowledge power
- legitimate power
- socially active
- similar to the consumer (homophily)
- among the first to buy
what is homophily
the degree to which a pair of individuals is similar in terms of education, social status, and beliefs
what is a market maven
an expert actively involved in transmitting marketplace information of all types
what is a surrogate consumer
a marketing intermediary hired to provide input into purchase decisions
characteristics of word of mouth commuication
- more reliable form of marketing
- social pressure to conform
- influences 2/3 of all sales
- powerful when unfamiliar with the product
characteristic of negative WOM
consumers weigh negative WOM more heavily than they do positive comments
what is buzz building
viral marketing refers to the strategy of getting visitors to a website to forward information on the site to their friends in order to make more consumers aware of the products
what are virtual communities
People whose online interactions are based on knowledge and shared passion towards a specific consumer activity
characteristics of online communities
▪ Conversation
▪ Presence
▪ Collective interest
▪ Democracy
▪ Behavioural standards
▪ Participation
▪ Crowd power
▪ Network effect
what is the importance of family in consumer behaviour
- Many products are consumed within the family
- Its members influence each other in the purchase and consumption decisions
- Sometimes consumer decisions are not individual decisions but family ones
- Within the family many aspects of consumption are learned through socialisation
what does the family size depend on
educational level, availability of birth control, and religion
what are the two types of decisions families make
- consensual purchase decisions
- accommodative purchase decisions
who makes decisions in the family and what are these decisions called
- one person in family: autonomic decision
- both partners: syncretic decision
what are the factors affecting patterns amongst couples and family decision making
- sex-role stereotypes
- couple relations
- experience
- socioeconomic status
- type of product
what is consumer socialisation
the process in which young people acquire skills, knowledge and attitudes relevant to their functioning in the marketplace
what is primary/influence/future market
- primary: Children spend a lot of money fulfilling their own desires and needs
- influence: Parental capitulation occurs when the father, in making a decision, is influenced by the request of a child and “surrenders”
- future: Children grow up to (finally) become adults, and smart marketers seek to establish brand loyalty from an early age
