Management and Organizational Studies 3321F/G Chapter Notes - Chapter 11: Opinion Leadership, Luxurious, Group Polarization

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

3321 chapter 11: group influence and social media. Need to fit in is a primary motivation for many of our purchase activities. Reference group: is an actual or imaginary individual or group convicted of having significant relevance upon an individuals evaluations, aspirations or behaviour. These influences are informational, utilitarian and value expressive. Items that are socially conspicuous or visible to others. If a person admires the qualities f an individual or group, he or she will try to imitate those qualities by copying the referents behaviours as a guide to forming consumption preferences. Informational social influence and normative social infleucne: roles with in a group. Initiator: brings up the idea: gate keeper: conducts info search, buyer: makes the purchase, user: person who uses it. Influencer: perons who tries to swat the out come of the decision. Word of mouth communication: product info transmitted by individuals to individuals.