Lecture 11 - Social Influence

Lecture 11 - Social Influence - LECTURE 11 Social Influence...

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13 | 1 Karthik Easwar Consumer Behavior LECTURE 11 Social Influence
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13 | 2 Karthik Easwar Consumer Behavior Chapter Overview: Social Influences (Exhibit 16.2)
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13 | 3 Karthik Easwar Consumer Behavior Social Influences “. . . information pressures . . . [that have] a strong influence on consumers because the information source is very credible; . . . they have a strong influence simply because the source can communicate information widely.”
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13 | 4 Karthik Easwar Consumer Behavior Chapter Overview: Social Influences (Exhibit 16.2)
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13 | 5 Karthik Easwar Consumer Behavior General Sources of Influence Marketer-dominated Non-marketer-dominated Delivered Via mass media Personally Sources differ in Reach Capacity for two-way communication Credibility
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13 | 6 Karthik Easwar Consumer Behavior Sources of Influence (Exhibit 16.3)
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13 | 7 Karthik Easwar Consumer Behavior Gatekeepers Have special influence in deciding whether a product or information will be disseminated to a market Opinion leaders Market maven
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13 | 8 Karthik Easwar Consumer Behavior Opinion Leaders The information broker between mass media and the behaviors of a group Have specific expertise or knowledge that makes them a valuable source Their opinions are viewed as credible and relevant Usually their leadership position is only maintained in a specific domain
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This note was uploaded on 11/08/2010 for the course BUS-M&L 750 taught by Professor Easwar during the Fall '10 term at Ohio State.

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Lecture 11 - Social Influence - LECTURE 11 Social Influence...

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