Ch11 - Chapter 11 Group Influence and Opinion Chapter...

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Unformatted text preview: Chapter 11 Group Influence and Opinion Chapter Leadership Leadership by Michael R. Solomon Reference Groups Reference Group – Influences – Informational Utilitarian Value Expressive – – – Reference Groups Types of Reference Groups – Normative Influence Comparative Influence – – Formal versus Informal Groups Membership versus Aspirational Membership Reference Groups Reference – – Factors Affecting Reference Group Identification – – – – Propinquity Mere Exposure Group Cohesiveness Reference Groups Positive versus Negative Reference Groups – Avoidance Groups – Virtual Communities – Virtual Community of Consumption – – – – Multi-User Dungeons (MUD) Rooms, rings and lists Boards Figure 11-1: Virtual Communities Reference Groups When Reference Groups When Are Important Are – Figure 11-2: Relative Reference Groups Influence on Purchase Intention Reference Groups The Power of Reference Groups – – – – Social Power Referent Power Information Power Legitimate Power Expert Power Reward Power Coercive Power – – – – Conformity Conformity Norms – – Types of Social Influence – Normative Social Influence Informational Social Influence – – Cultural Pressures Fear of Deviance Commitment Group Unanimity, Size, and Expertise Susceptibility to Interpersonal Influence – – – – – Conformity Social Comparison: How’m I Doing? – Social Comparison Theory Co-oriented Peer – – Tactical Requests – Foot-in-the-door Technique Low-ball Technique Door-in-the-face Technique – – – Conformity Group Effects on Individual Behavior – Deindividuation Social Loafing – – – Decision Polarization – – Risky Shift – Diffusion of Responsibility Occurs – Value Hypothesis Resistance to Influence – – Anti-Conformity Versus Independence Reactance Word-of-Mouth Communication – – Word-of-Mouth (WOM) The Dominance of WOM – – – Guerrilla Marketing Vital Marketing Factors Encouraging WOM Word-of-Mouth Communication Negative WOM – Rumors: Distortion in the Word-of-Mouth Process – Serial Reproduction Assimilation Leveling Sharpening – – – – Figure 11-3: The Transmission of Misinformation Opinion Leadership The Nature of Opinion Leadership – Opinion Leaders How Influential Is an Opinion Leader – – – – – Generalized Opinion Leader Monomorphic Polymorphic Opinion Leaders Versus Other Consumer Types – – – – – Innovators Innovative Communicators Opinion Seekers Market Maven Figure 11-4: A Revised and Updated Version of the Opinion Leadership Scale Opinion Leadership Surrogate Consumer – Identifying Opinion Leaders – The Self-Designating Method – Figure 11.5: Perspectives on the Communications Process Opinion Leadership Sociometry – – Sociometric Methods – – – – – Referral Behavior Network Analysis Referral Network Tie Strength Bridging Function ...
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