MKTG1204 Lecture Notes - Lecture 10: Observability, Consumer Reports, Diffusion Process
Document Summary
Mktg1204 week 10 - group influence and consumption (chapter 14) Group influences: the influences that a group may have over an individual"s choices, including choices of product category and type of product and/or brand use, groups serve as one of the primary agents of consumer socialisation and learning. Types of groups: membership, dichotomous - either yes (reference) or no (aspirational, degree of contact, how much interpersonal contact the group members have with each other. Larger groups generally have less contact: primary groups generally have frequent interpersonal contact, secondary groups generally have limited interpersonal contact, attraction, desirability of being member of a given group has for the individual, either positive or negative. Changes in reference groups as the situation changes: consumers may belong to many groups simultaneously but they generally use only one group as their main point of reference in any given situation.
