11_Group_Influences_and_Opinion_Leadership_S1

11_Group_Influences_and_Opinion_Leadership_S1 - Chapter 10...

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Chapter 10 Group Influences and Opinion Leadership
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Test Line A B C Which line equals the test line? Asch’s Classic Conformity Study 2
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Conformity (Asch’s Conformity Study) Authority (Milgram’s Study About Pain) Drivers of Group Dynamics 3
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Reference Groups An actual or imaginary individual/group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior Reference groups influence consumers in three ways: Informational (seeks information from others) Utilitarian (satisfies expectations of others) Value-expressive (to enhance self image) 4
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Reference Group Influences Reference group effects are more robust for purchases that are: Luxuries rather than necessities Socially conspicuous/visible to others PRODUCT Weak Reference Group Influence Strong Reference Group Influence BRAND Strong Reference Group Influence PUBLIC NECESSITIES PUBLIC LUXURIES Weak Reference Group Influence PRIVATE NECESSITIES PRIVATE LUXURIES 5
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The Power of Reference Groups Social power: capacity to alter the actions of others Referent power (quality) Information power Legitimate power (granted) Expert power (knowledge) Reward power (reinforcement) Coercive power (threat) 6
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Types of Reference Groups Any external influence that provides social clues Cultural figure Parents A large, formal organization Tend to be more product- or activity-specific: comparative influence Small and informal groups Exert a more powerful influence on individual consumers A part of our day-to-day lives: normative influence 7
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Membership vs. Aspirational
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This document was uploaded on 11/04/2011 for the course MKGT 633 at S.F. State.

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11_Group_Influences_and_Opinion_Leadership_S1 - Chapter 10...

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