Chapter 8 notes.docx - Market Behavior Chapter 8 \u2013 Group and Interpersonal Influence Reference Groups \u2013 Individuals who have significant relevance

Chapter 8 notes.docx - Market Behavior Chapter 8 – Group...

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Market Behavior Chapter 8 – Group and Interpersonal Influence Reference Groups – Individuals who have significant relevance for a consumer and who have an impact on the consumer’s evaluations, aspirations and behavior o Social media has greatly impacted interpersonal influence o Group Influence – ways in which group members influences attitudes, behaviors and opinions of others within the group Affect consumer behavior by changing perceived value of products Gives value by satisfying need for belonging Aspects of group life: Group members share common goals and interests Group members communicate with and influence one another Group members share a set of expectations, rules and roles Group members view themselves as members of a common social unit Ingroup – a group that a person identifies with as a member Members have cohesion, exhibiting similar attitudes and behavior Outgroup – a group with which a person does not identify Primary/secondary groups Primary group – group that includes members who have frequent, direct contact with one another o Most influence on members o Social ties are strong – measure of strength of connection between group members o Family unit Secondary group -= group to which consumer belongs, with less frequent contact and weaker influence that that found in a primary group o Professional organizations for example o Brand community – group of consumers who develop relationships based on shared interest or product usage Example KISS army – group of fans of rock group who form bonds with each other and attend band conventions (Brandfests) Companies can build positive consumer commitment by sponsoring events Formal/informal groups Formal group – group in which a consumer formally becomes a member o Example become a member of church congregation o Set of stated rules, accepted values and codes of conduct Informal group – group that has no membership or application requirements that may have no code of conduct o Example, groups that meet fore regular exervise Aspirational/dissociative groups
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Aspirational group – group in which a consumer desires to become a member o Appeals to consumer’s ideal self o Consumers perform behaviors they believe will lead to formal acceptance into group Dissociative group – group to which a consumer does not want to belong o Want to avoid being associated with a specific political party o Conformity and Authority Conformity – result of group influence in which an individual yields to the attitudes and behaviors of others Similar to persuasion – key difference – conformity the other party does not necessarily defend its position Behavioral choice are based on internal desires to belong Authority – ability of a person to enforce the obedience of others Peer Pressure – extent to which group members feel pressure to behave in accordance with group expectations
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