Management and Organizational Studies 1021A/B Study Guide - Final Guide: Disposable And Discretionary Income, Virtual Community, Marketing Buzz

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Vicki Olds

Document Summary

Chapter 11 group influence and social media. Humans desire to fit in primary motivation for purchase & activites. Reference group actual/imaginary ind/group of having sig relevance upon: influence consumers through informational/utilitarian/value-expressive, any external influence that provides social cues cultural evaluation/aspiration/behaviour go to great lengths to please group figure/immediate env. May be influenced by similar others feel attracted (name-letter effect like ways names/initials) Normative influence reference group helps set and enforce fundamental: parents key role in forming values to important issues (marriage, uni) standards of conduct. Comparative influence decisions about specific brands/activities. Marketers successful at influencing formal groups identifiable & accessible. Small informal groups exert more powerful influence day-to-day involvement , high normative. Large groups comparative influence product/activity specific. Business students who aspire to be an exec have strong relationship w/ p/s associated to ideal self. People compare self to similar others influenced by how similar others conduct lives (promos have ordinary people)