MKT 400 Chapter Notes - Chapter 11: Viral Marketing, Weak Reference, Home Shopping
24 Oct 2014
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Chapter 11 group influence & opinion leadership: group influence: when other consumers actions or images affect the decision making process of individuals, opinion leadership: the ability to influence others attitudes or behaviours based on knowledge. Reference groups: reference groups: an actual or imaginary or group conceived of has having significant relevance upon & individuals evaluations, aspirations or behaviour. About various brands from an association of professional/independent group of experts. From those who work with the product in profession. Of people with whom has social interactions. Many tribes devoted to activities such as skateboarding is youth oriented. Antibrand communities antibrand communities: these groups also coalesce around a celebrity, store/brand but they unite by their disdain: new kind of avoidance group. 2 dimensions: public/private, luxury/necessity, reference groups are more robust for purchases that are, luxuries, socially conscious/visible to others, relative reference group influence on purchase decision.
