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Chapter 10student - Chapter 10 Groups CONSUMER BEHAVIOR 9e...

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10-1 4/2/12 © Chapter 10 Groups CONSUMER BEHAVIOR, 9e Michael R. Solomon
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10-2 4/2/12 © 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.
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10-3 4/2/12 © Chapter Objectives (continued) Certain people are particularly likely to influence others’ product choices. The things that other consumers tell us about products (good and bad) are often more influential than the advertising we see. Online technologies are accelerating the impact of word-of-mouth communication. Social networking is changing the way companies and consumers interact.
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10-4 4/2/12 © 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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10-5 4/2/12 © When Reference Groups Are Important Social power: capacity to alter the actions of others Referent power Information power Legitimate power Expert power Reward power Coercive power
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10-6 4/2/12 © Types of Reference Groups Any external influence that provides social clues can be a reference group Cultural figure
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