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RSM225H1 (70)
Lecture

CH.11 GROUP INFLUENCE AND OPINION LEADERSHIP.docx

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Department
Rotman Commerce
Course
RSM225H1
Professor
Malcolm Mac Kinnon
Semester
Fall

Description
CH.11 GROUP INFLUENCE AND OPINION LEADERSHIP Reference group: actual/imaginary individual conceived of as having significant relevance upon an individual’s evaluation or behavior - Normative influence: reference group helps to set/enforce fundamental standards of conduct - Comparative influence: decisions about specific brands are affected Brand community: a set of consumers who share a set of social relationships based on usage or interest in a product (usually don’t live near each other and meet only for brief periods at organized events: Harley Davidson). Often serve as brand missionaries by carrying its marketing message to others Consumer tribe: similar to above, as it refers to a group of people who share a lifestyle and who can identify with each other because of a shared allegiance to an activity or a product Aspirational reference group: comprise idealized figures (athletes, superstars) *the motivation to distance ourselves from a negative reference group can be as or more powerful than the desire to please a positive group Anti-brand community: these groups coalesce around a celebrity, store but united by their disdain for it Conformity: a change in beliefs or actions as a reaction to real or imagined grouped pressure Social comparison theory: occur as a way to increase the stability of one’s self-evaluation, especially when physical evidence is unavailable Deindividuation: individual identities get submerged within a group (ex; Halloween party) – group members often do things they would not do as individuals because their identities a
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