MK220 Lecture Notes - Lecture 6: Reference Group, Homophily, Opinion Leadership
1 Nov 2018
School
Department
Course
Professor
Document Summary
Influence delivered from a marketing agent, for example, advertising, personal selling. Influence delivered from an entity outside a marketing organization, for example, friends, family, and the media. Influence delivered verbally from one person to another person or group of people. An individual who acts as an information broker between the mass media and the opinions and behaviors of an individual or group. A source that controls the flow of information. A consumer on whom others rely for information about the marketplace in general. A group that we admire and desire to be like. A group to which we currently belong. A specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use. A group we do not want to emulate. Group with whom we have physical face-to-face interaction. Group with whom we do not have direct contact. The overall similarity among members in the social system.
