MKTG 3101 Lecture Notes - Lecture 5: Social Proof, Opinion Leadership, Selective Exposure Theory
Document Summary
Evident culture: behaviors, language, customs, traditions, etc. , which can be observed and described. Deep culture: beliefs, values, assumptions, thought processes, which represent the underlying aspects of culture. Opinion leader: a person who because of special skills, knowledge, personality, or other characteristics, exerts social influence on others. Social proof: people look to others when deciding what to do. Social proof (asch 1956): people will go along with the group and conform. Laddering: technique used to unveil consumer"s deeper motives underlying purchase decision. Keep asking why? until deeper motive emerges. Elicits responses that reveal more about the emotional values of an individual. Understanding the consequences of product or application attributes can provide the basis for marketing messages or branding. High-involvement purchase decisions: purchases with high levels of potential social or economic consequences. Low-involvement purchase decisions: routine purchases that pose little risk to the consumer. The consumer becomes aware of a gap between the actual and the ideal (or preferred) state.
