MRKT 351 Lecture Notes - Lecture 9: Silent Majority, Pluralistic Ignorance, Social Influence
Document Summary
Opinion leadership: opinion leaders: influence others attitudes and behaviors, hard to identify but are: technically competent, knowledge power, socially active, highly interconnected, are similar to consumer, are often the first to buy, hands-on experience. Power of reference groups social power: capacity to alter the actions of others types of social power: referent power legitimate power reward power information power: expert power, coercive power. Group types: close-knit, neighborhood, professional friends/family tribe- activity & interest, diffused, effects spread virally through loose social networks, general community influence of new media, cultural effects of national groups. Social effects rebrand: acquire with incentive, participate, personal behavior change, others conform. Types of group effects: conforming, norming normative influence, helps to set and enforce fundamental standards of conduct, groupthink, diffusion of innovations. Group effects on individual behavior support groups: aa; ai-anon, weight watchers, gamblers anonymous, home shopping parties. Informational and normative social influence: deindividuation, risky shift/ decision polarization.
