ADM 3321 Lecture Notes - Lecture 6: Deindividuation, Social Comparison Theory, Opinion Leadership

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Michael Mulvey

Document Summary

> marketers must first identify the types of groups that consumers are likely to refer to when making a purchase. > then they are in a position to select appropriate influencers to deliver the marketing message. > deindividuation:= a process in which individual identities become submerged within a group. > social loafing: = people do not devote as much to a task when their contribution is part of a larger group effort. > risky shift: = group members are willing to consider riskier alternatives subsequent to group discussion. > diffusion of responsibility: = as more people are involved in a decision, each individual is less accountable for the outcome. > value hypothesis (to explain the increased riskiness/risky shift): Riskiness is a culturally valued characteristic to which individuals feel pressure to conform to attributes valued by society. Whichever direction the group members were leaning toward before discussion becomes more extreme subsequent to discussion (risky choice vs conservative choice)