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Can influence a person to conform to norms values or

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can influence a person to conform to norms, values orbeliefsincludes: family. close friends, work colleaguesworks via normative influenceaspirational group: a type of reference group that an individualwishes to belong to (e.g; the cool kids at school, celebrities)can influence product choice brands, lifestyles, etc)works via comparative influencesocial view of self :self concept:actual self: your current view of yourselfideal self: the self that you would like to beought self: the self you feel you should beself esteem: the ratio of what we are, compared to what wecould bereferring to different “selves” can motivate behavioursocial networksonlinesocial network: a community of individuals on a websitewhere people socialize or exchange information on opinionssocial network:the interconnected web of connections an indi-vidual has with others within a given environment (could onlineand/or offline)
32close ties: people you interact with regularly (more in-fluential)weak ties: acquaintancesword of mouth influence: the impact of personal words andrecommendations of trusted individuals on your behaviouropinion leaders: people within a reference group who, becauseof other characteristics, exert social influence on othersaka: influential or leading adoptersbuzz marketing: enlisting or creating opinion leaders to serveas brand ambassadors who spread the word about a com-pany’s products (vloggers promoting brands (ads))familymost important consumer buying organization in societywife = main purchaserchildren = influencers3.personalityindividuals differ in how they perceive and react to marketing offeringshow you process info;need for cognition: an individual’s tendency to engagein thinking and elaboration during a tasksusceptibility to social influence : people differ in theextent to which info about others’ behaviour and prefer-ences influences their decision to purchase or con-sume a good or servicepersonality traits;openness to experience: degree of curiosity, creativityextraversion: energetic, assertive, dominantsituation specific traits:brand engagement in self concept; pays atten-tion, feels a connection to brands
33value of consciousness; wanting good qualityproducts for a fair priceonline social connectedness; feeling of belong-ing in an online settingcultural differences; individualism VS collectivism
34self-construal theory: people differ based on the impor-tance they place on relatedness to others4.psychological factorsmotive (or drive): a need that is sufficiently pressing to direct the per-son to seek satisfactionMaslow’s hierarchy of needs:try to satisfy the base needs firstproblem? does not always workex; buying fancy shoes when you cant pay rent
35an example of future discountingWe receive information through 5 senseswe do not interpret this info the same way all the timeperception: the process by which people select, organize, and

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Term
Winter
Professor
ALEXZINEGYI

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