Group Influences

1
Group Influences

• Chapter 9

2
Reference Groups

• What is a reference group?
• Group influence
• Group types
• Primary
• Secondary
• Brand community
• Formal v. informal groups
• Aspiration v. dissociative
• Conformity
• Peer pressure

3
Social Power

• Types of power
• Referent
• Legitimate
• Expert
• Reward
• Coercive

4
Reference Group Influences

• Types
• Informational
• Utilitarian
• Value-expressive
• Value Reference groups
• Utilitarian
• Hedonic

5
Influence on Product Selection
Necessity Luxury
Jeans Sailboat
Toilet paper Gum
Public Private
6
Reference Group Influence

• What makes people susceptible to group influence?
  
• Attention to social comparison information
• Separateness-connectedness
• Connected self-schema
• Social influence and embarrassment

7
Word-of-mouth Marketing

• Characteristics
• Organic
• Amplified
• Cheaper and more influential
• Positive negative word-of-mouth
• Consumer expertise
• Online capabilities
• Social networking

8
Word-of-mouth Marketing

• Buzz marketing
• Guerilla marketing
• Ford Focus
• Viral marketing
• Cloverfield
• The Dark Knight
• Stealth marketing
• Tactics

9
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10
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11
Word-of-mouth Marketing

• Opinion leaders
• Characteristics
• Market mavens
• Surrogate consumers
• Rachel on Friends
• Diffusion processes

12
Household Decision-Making

• Traditional Structure
• Family
• Nuclear
• Extended
• Emerging trends
• Household life cycle
• Boomerang kids
• Sandwich generation

13
Household Decision-Making

• Purchasing roles
• Influencer
• Gatekeeper
• User
• Decision-maker
• Purchaser
• Sex roles
• Power of children
• Consumer socialization