Groups affect individual consumer behaviour in order

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: for coordination of effort towards achievement of group goals – Cohesion develops through the group dynamic process: Variables you can affect: – Purchase, usage, maintenance, disposal costs Speation – Satisfaction effects Assignment of roles – Responsiveness to consumer needs, trust Development of norms – Group cohesion depends on conformity of individual members: Information influence Normative influence 19 Identification influence 20 Lecture 14 Lecture 14 Model Model of Consumer Behaviour Model of Consumer Behaviour Revision Revision Group Dynamics Culture and Sub-culture In the exam: – Discuss the effect of group interaction on individual consumer behaviour. How and why is individual behaviour altered as a result of group influence. How can you use this knowledge to affect consumer behaviour? Culture is the extension of group influence on the large scale – Culture has a function to secure the continuity of the society – To understand a culture, understand the influences of: th External environment – Information influence (information search and evaluation) Material development – Normative influence (need to belong, social acceptance operant cond) Social/normative development – Identification influence (social identity – categorization of self, identification with groups that are strong, influential) Cognitive development Symbolic development Variables that you can affect: 21 Cross-cultural marketing needs to understand the diffe...
View Full Document

{[ snackBarMessage ]}

Ask a homework question - tutors are online