Solomon Ch - 11 Revised

Solomon Ch - 11 Revised - Chapter 11 Group Influence and...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
11 - 1 Chapter 11 Group Influence and Opinion Leadership By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
11 - 2 Reference Groups Reference Group An actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior Three ways reference groups influence consumers Informational Utilitarian Value-Expressive
Background image of page 2
11 - 3 When Reference Groups Are Important Social Power: The capacity to alter the actions of others Referent Power: When consumers imitate qualities by copying behaviors of a prominent person they admire. Information Power: Able to influence consumer opinion by virtue of their (assumed) access to the “truth” Legitimate Power: Granted to people by virtue of social agreements, sometimes conferred by a uniform
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
11 - 4 When Reference Groups Are Important (cont.) Expert Power: Derived from possessing specific knowledge about a content area Reward Power: When a person or group has the means to provide positive reinforcement Coercive Power: Influencing a person by social or physical intimidation
Background image of page 4
11 - 5 Types of Reference Groups Reference Group: Any external influence that provides social cues Normative Influence: The reference group helps to set and enforce fundamental standards of conduct. Comparative Influence: When decisions about specific brands or activities are affected.
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
11 - 6 Brand Communities and Tribes Brand Community: A set of consumers who share a set of social relationships based upon usage or interest in a product. Consumer Tribe:
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 06/17/2011 for the course BUS 347 taught by Professor Cherylluczak during the Fall '10 term at St. Xavier.

Page1 / 20

Solomon Ch - 11 Revised - Chapter 11 Group Influence and...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online