This preview shows pages 1–3. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Chapter 7 Group defined as two or more individuals who share a set of norms, values and beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent. o Reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. Simply a group that an individual uses as a guide for behavior in a specific situation o Groups may be classified according to 4 variables: Membership Dichotomous- either youre a member or youre not Strength of social tie Refers to the closeness and intimacy of the group linkages Primary groups- such as family and friends, involve strong ties and interaction Secondary groups- such as professional and neighborhood associations, involve weaker ties and less frequent interaction Type of contact Refers to whether the interaction is direct or indirect Attraction Refers to the desirability that membership in a given group has for the individual Groups with negative desirability- dissociative reference groups- can influence behavior just as do those with positive desirability Non-membership groups with a positive attraction aspiration reference groups also exert a strong influence. Influencers are seen by themselves and others as cool and at the center of the action. Influencers are an aspirational group for many teens, particularly the conformers, who have a high needs for acceptance and adapt their behaviors and purchases to fit in with the influencers o Consumption subculture- or consumption based-group, is a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity. These groups have: An identifiable, hierarchical social structure 1 A set of shared beliefs or values Unique jargon, rituals, and modes of symbolic expression o Brand community a nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm. o Community- is characterized by consciousness of kind, shared rituals and traditions, and a sense of moral responsibility. o Brand fests are gatherings of owners and others for the purposes of interacting with one another in the context of learning about and using the brand o Online community- a community that interacts over time around a topic of interest on the internet o Online social network site- a web-based service that allows individuals to Construct a public or semipublic profile within a bounded system Articulate a list of other users with whom they share a connection View and traverse their list of connections and those made by others within the system o Guiding principles: Be transparent Be part of the community Adapt marketing efforts to fit the nature of the site...
View Full Document
This note was uploaded on 11/15/2010 for the course BMGT 451 taught by Professor Staff during the Fall '08 term at Maryland.
- Fall '08