ch11.pdf - GROUPS SOCIAL MEDIA Chapter 11 Consumption Conformity Normative Conformity Leads to mere compliance Arises out of perceived norms

ch11.pdf - GROUPS SOCIAL MEDIA Chapter 11 Consumption...

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1/18/2017 1 GROUPS & SOCIAL MEDIA Chapter 11 Consumption & Conformity Normative Conformity Leads to mere compliance Arises out of perceived norms Prescriptive norms Descriptive norms Violation leads to punishment
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1/18/2017 2 Informational Conformity When norms do not exist, we observe and mimic one another Can lead to private acceptance Impact of Informational Conformity What Causes Conformity? The presence of others Power Reference groups Influential people Word-of-mouth The Presence of Others Pluralistic Ignorance Social Loafing Bystander Effect
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Unformatted text preview: 1/18/2017 3 Power Milgram Study Different types of power Legitimate Referent Expert Reward/Coercive Reference Groups Membership Groups Aspirational Groups Avoidance Groups Influential People Opinion Leaders Market Mavens Word-of-Mouth Product information transmitted through individuals Believed to be more reliable/trustworthy “Buzz” Viral Marketing 1/18/2017 4 Negative WOM Negative WOM is often more damaging than positive WOM is beneficial Power of Rumors Anti-Fan Sites...
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