MKT 3411 Study Guide - Midterm Guide: Reference Group, Individualism, Binary Opposition
Document Summary
Reference group: an actual or imaginary group/individual conceived of having significant relevance upon an individual"s evaluations, aspirations, or behavior. Informational: groups can provide us with info: utilitarian: group can influence us in our decisions, value-expressive: express our values that are consistent within the group. Social power: capacity to alter the actions of others. Referent power: we admire the individual and mirror said individual. Information power: someone knows a lot of information. Reward power: results from the ability to reward us for behavior. Coercive power: individual who has the power to punish us. Any external influence that provides social clues can be a reference group: cultural figure, parents. Large, formal organization: small & informal groups: family, s/o , same name, normative influence: set and enforce fundamental standards ie parents over children, comparative influence: affects more specific decisions. **brand communities and consumer tribes: a group of consumers who share a set of social relationships based upon usage or interest in a product.
