solomon_cb08_11 - Chapter 11 Group Influence and Opinion...

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Chapter 11 Group Influence and Opinion Leadership CONSUMER BEHAVIOR, 8e Michael Solomon
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Prentice-Hall, cr 2009 11-2 Chapter Objectives When you finish this chapter you should understand why: Others, especially those who possess some kind of social power, often influence us. We seek out others who share our interests in products or services. We are motivated to buy or use products in order to be consistent with what other people do. The things that other consumers tell us about products (good and bad) are often more influential than the advertising we see.
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Prentice-Hall, cr 2009 11-3 Chapter Objectives (cont.) Online technologies are accelerating the impact of word-of-mouth communication. Social networking is changing the way companies and consumers interact. Certain people are particularly likely to influence others’ product choices.
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Prentice-Hall, cr 2009 11-4 Reference Groups Reference group: an actual or imaginary individual/group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior Influences consumers in three ways: Informational Utilitarian Value-expressive
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Prentice-Hall, cr 2009 11-5 Reference Group Influences Reference group influences stronger for purchases that are: Luxuries rather than necessities Socially conspicuous/visible to others Figure 11.1
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Prentice-Hall, cr 2009 11-6 When Reference Groups Are Important Social power: capacity to alter the actions of others Types of social power: Referent power Information power Legitimate power Expert power Reward power Coercive power
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Prentice-Hall, cr 2009 11-7 Discussion High schools have all types of reference groups, with members representing all types of social power. Think back to high school and try to identify people who had the following types of power (consider not only peers but also teachers and administrators). Referent power Information power Legitimate power Expert power Reward power Coercive power
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Prentice-Hall, cr 2009 11-8 Types of Reference Groups Any external influence that provides social clues can be a reference group Cultural figure Parents Large, formal organization Small and informal groups Exert a more powerful influence on individual consumers A part of our day-to-day lives: normative influence
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Prentice-Hall, cr 2009 11-9 Brand Communities and Consumer Tribes A group of consumers who share a set of social relationships based upon usage or interest in a product Brandfests enhance brand loyalty Consumer tribe share emotions, moral beliefs, styles of life, and affiliated product Tribal marketing: linking a product to the needs of a group as a whole
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This document was uploaded on 10/27/2011 for the course BUSINESS ALL at Texas Tech.

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solomon_cb08_11 - Chapter 11 Group Influence and Opinion...

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