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Lecture 11

MCS 2600 Lecture Notes - Lecture 11: Hitech, Memetics, Multiple Choice

Marketing and Consumer Studies
Course Code
MCS 2600
Lianne Foti

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MCS2600 Week 6
Persuading Consumers &Reference Groups
Midterm Wednesday February 11th 2015
o Majority on chapters *3-9
Attitude formation / change
Persuading consumers and reference groups
o 85 Multiple choice (key terms)
o 15 Marks of short answer PowerPoint slides
Basic communication process model
o Sender Message Channel (Medium) → Receiver (Consumer) Decodes
o Impersonal vs. interpersonal
o Formal vs. informal
The source as the initiator
o Formal communication source: marketer or organization
o Informal source: a parent, friend or other consumer
The source: impersonal and interpersonal communications
o Source credibility: a sources persuasive impact, stemming from its perceived expertise,
trustworthiness, and believability
o Reference groups considered very creditable sources
Normative: influences your norms, attitudes and values through direct
interaction. Examples of your normative reference groups include your parents,
siblings, teachers, peers, associates and friends.
Comparative: is a group of individuals whom you compare yourself against and
may strive to be like. Examples include celebrities and heroes; set a benchmark
for a more narrow category of lifestyle, people in a fraternity or resident can
Membership: One to which a person belongs or qualifies for membership. All
workers in a factory qualify for membership to the labor union.
Symbolic: A symbolic reference group is one which an individual aspires to
belong to, but is not likely to be received as a member.
Consumption-related groups
o Friendship groups
o Shopping groups
o Virtual groups
o Advocacy groups
Factors affecting reference groups
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