Arnould

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Chapter
14
Interpersonal Influence
2
Objectives

• Describe the characteristics of interpersonal
  influence
• Identify different types of interpersonal
  influence and give examples of how they are used
  in marketing strategies.
• Recognize commonly used influence tactics and how
  and why they work and give marketing examples.
• Discuss the importance of reference groups to
  individuals perspectives, attitudes, and
  behaviors and recognize the characteristics of
  reference groups that help to explain different
  levels of influence.
• Identify how different types of product choices
  and other characteristics of individuals and
  situations affect reliance on interpersonal
  influence.

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Interpersonal influence

• Reference groups actual or imaginary group that
  has a significant influence on a persons
  evaluations, aspirations, or behavior
• Primary functions
• Information shopping companions and purchase
  pals
• Normative coolhunting
• Value Expressive desire for psychological
  association
• NOTE
• In most purchase and consumption circumstances
  influence of friends and acquaintances is not
  easily separated into normative,
  value-expressive, and informational forms of
  influence.

4
Social Context of Personal Consumption

• People tend to think they make their own choices
  in truth shaped by social context
• Illusion of personal invulnerability
• The tendency to assume a not me orientation.
• Interpersonal sources are used frequently in
  external search
• Word-of-mouth
• Recommendations

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Types of Reference Groups

• Primary vs. secondary
• Formal vs. informal
• Membership vs. aspiration
• Positive vs. negative
• (avoidance, disclaimant)
• Virtual

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Reference Groups Influence Individuals Through
-- Slide 1

• Social comparison processes
• Pressures to conform
• Reciprocity door in the face

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Reference Groups Influence Individuals Through
-- Slide 2

• Commitment and consistency (attribution theory)
  foot in the door
• Scarcity psychological reactance
• Individuals give reference groups power because
  of their desire to be a member of the group

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Factors affecting how likely people are to conform

• Cohesiveness of group
• Size of group
• Groups expertise on topic
• Persons desire to belong
• Individuals need for social acceptance
• Public versus private use of product

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Types of Power

• Referent
• Information
• Expert
• Legitimate
• Reward
• Coercive

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Influencer Characteristics

• Determining communicator credibility or overall
  believability of the source
• Source similarity
• Expertise
• Attractiveness
• Liking
• Trustworthiness

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Product Type and Reference Group Influence

• Search goods
• Can observe quality observation
• Experience goods
• Require experience to determine quality
• Surrogate experiences
• Credence goods
• Difficult to evaluate even after consumption
• Rely on recommendations and talk it through with
  others

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Exhibit 14.2 Consumption Situations and Degree
of
Reference Group Influence
Arnould et al. slide