ADMS 2200 Study Guide - Quiz Guide: Hair Gel, Viral Marketing, Social Proof

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Richard Patterson

Document Summary

The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence. We often rely upon (cid:494)rules-of-thumb(cid:495) to make routine decisions. We may use heuristics, or mental rules-of-thumb, to product(cid:495)s country of origin as signals of product quality. Other people and groups, especially those that possess social power, influence our decisions. We belong to or admire many different groups, and a desire for them to accept us often drives our purchase decisions. individuals or groups whose opinions or behaviour are particularly important to consumers are reference groups. Both formal and informal groups influence the individual(cid:495)s purchase decisions, although such factors as the conspicuousness of the product and the relevance of the reference group for a particular purchase determine how influential the reference group is. Individuals have influence in a group to the extent that they possess social power.