ADM 3321 Lecture Notes - Lecture 5: Image Editing, Compactor, Reinforcement
1 Aug 2018
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Document Summary
> information, brand-related knowledge, experts" experience: utilitarian. > image enhancement, admired or respected by others; > help showing as: athlete, successful person, good parents, etc. Relative influence of reference groups on purchase decisions > Pub lux e. g, - sailboat, golf clubs, skis. Pri lux e. g, - ice-maker, video game system, trash compactor. A reference groups influence is more powerful and important for purchases that are: luxuries rather than necessities (e. g, e. g. sailboats, socially conspicuous or visible to others (e. g. living room furniture, clothing) Social power = capacity to alter the actions of others. The power of reference groups- 6 different sources or types of social power: referent power. > based on admiration of an individual or group, patterns of consumption are copied: legitimate power. > power granted by virtue of social agreements: reward power. > power based on the ability to provide positive reinforcement: information power. > based on access to information that others seek: expert power.
