MGMT 105 Chapter Notes - Chapter 7: Opinion Leadership, Reference Group

• School: UC-Irvine
• Department: Management
• Course: MGMT 105
• Professor: Vanessa Sheppard

Document Summary

Reference group: definition: all the formal and informal groups in society that influence an individual"s purchasing behavior, direct: face to face membership groups that touch people"s lives directly. Primary membership group: people interact regularly in an informal, face to face manner, such as family, friends, and coworkers. Secondary membership group: less consistently and more formally such as a club, professional group, and religious group. : non-membership groups to which people don"t belong. Aspirational reference group: a group a person would like to join. To join, a person must at least conform to the norms of that group. Norm: consists of the values and attitudes deemed acceptable by the group. Nonaspirational reference group (dissociative groups): group with which an individual doe snot want to associate. First to try new products out of curiosity. Opinion leadership is a casual phenomenon and is inconspicuous, so locating opinion leaders can be a challenge. Family: most important social institution for many consumers.