Consumer Behavior J' Schreiber

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Consumer BehaviorJ. Schreiber

• Chapter Seven (Hawkins)
• Group Influences on CB

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Reference Group Influence

• A group is defined as two or more individuals who
  share a set of ___________________ and have
  certain implicitly or explicitly ____________ to
  one another such that their behaviors are
  interdependent.
• A reference group is a group whose
  ___________________________ are being used by an
  individual as the basis for his/her current
  behavior.

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Reference Group Influences on the Consumption
Process

• Reference groups have been found to influence a
  _________________________________.
• Before examining the marketing implications of
  these findings, we need to examine the nature of
  reference group influence more closely.

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Reference Group Influences on the Consumption
Process

• (1) Types of Reference Group Influence
• (2) Situational determinants of Reference Group
  Influence
• (3) Brand vs. Product Class Influence

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(1) Types of Reference Group Influence

• Reference group influence can take three forms
• (i) Influence Informational
• (ii) Normative Influence
• (iii) Identification Influence

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(i) Informational Influence
Occurs when an individual uses the behaviors and
opinions of reference group members as
____________________________
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(ii) Normative Influence
Occurs when an individual fulfills group
expectations to gain a ___________________________
__________.
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(iii) Identification Influence
Occurs when individuals have internalized the
groups _______________________________________.
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(2) Situational determinants of Reference Group
Influence
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(3) Brand vs. Product Class Influence
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Communications within Groups

• (1) Word of Mouth (WOM)
• (2) Opinion Leaders
• (3) Buzz Marketing

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(1) Word of Mouth (WOM)

• Consumers generally trust the opinions of people
  (______________________) more than marketing
  communications.
• The importance of WOM is ____________, and its
  importance relative to advertising varies
  somewhat _____________________.

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(2) Opinion Leaders

• The ____________ for specific types of
  information.
• Possess __________________ for specific product
  categories. This leads to greater
  _______________________.
• Opinion leadership is ______________ an opinion
  leader in one product category is often an
  _______________ in others.

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(3) Buzz Marketing

• Defn - The __________________ of WOM
• When _______________________ with no or limited
  mass media advertising supporting it.
• Generally ___________________ by large
  advertising budgets.
• Creating buzz is a key aspect of
  ________________________.

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Diffusion of Innovations

• An innovation is an idea, practice, or product
  perceived to be _________________________________.
  
• The manner by which a new product spreads through
  a market is basically a ________________________.
• New products can be placed on a continuum from
  ______________________, depending on the markets
  perception.

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Diffusion of Innovations

• (1) Categories of Innovation
• (2) Diffusion Process
• (3) Adopter Categories
• (4) Marketing Strategies

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(1) Categories of Innovations

• Continuous Innovation
• Adoption of this type of innovation requires
  ________________________________ in behavior(s)
  that are unimportant to the consumer.
• Dynamically continuous Innovation
• Adoption of this type of innovation requires a
  ________________________ in an important behavior
  or a __________________ in a behavior of low or
  moderate importance to the individual.
• Discontinuous Innovation
• Adoption of this type of innovation requires
  __________________ in behavior of significant
  importance to the individual or group.

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(2) Diffusion Process

• The diffusion process is the manner in which
  innovations _____________________________.
• Form most innovations, the diffusion process
  appears to follow a similar pattern over time
• a period of relatively ________________
• followed by a period of _____________
• followed by a final period of _____________

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(3) Adopter Categories

• Innovators
• Early Adopters
• Early Adopters
• Late Majority
• Laggards

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Adopter Categories
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Adopter Categories
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(4) Marketing Strategies the Diffusion Process

• Market Segmentation
• Earlier purchasers of an innovation differ from
  later purchasers.
• Firms should consider a __________________________
  approach.
• Focus on target market most likely to be
  _______________________________.
• As product acceptance occurs, attention should
  shift to the ___________________________.