24202 Chapter Notes - Chapter 9-10: Reference Group, Group Cohesiveness, Rise Time
Consumer’s Culture I
Social Influence - the influence of individual or groups on a person’s actions, reactions and
thoughts!
Marketing sources: delivered via mass media, delivered personally!
Sources of influence:!
•Reach - number of consumers exposed to the message!
•Capacity for two-way communication!
•Credibility - marketing sources vs non-marketing sources!
Marketing implications:!
-Having non-marketing sources promote marketer’s offering!
-Personal information sources are used to enhance two-way communication!
-A mix of complementary sources can enhance impact!
Opinion Leader - an individual who acts as an information broker between mass media and the
opinions and behaviours of an individual or group, who are:!
-Knowledgeable about products!
-Heavy users of mass media!
-Buy new products when introduced!
-Perceived as credible!
Opinion leaders have influence if they are perceived as unbiased and credible, having relevant
knowledge.!
Reference group - a set of people with whom the individuals compare themselves for guidance in
developing their own attitudes, knowledge, and behaviour.!
•Aspirational reference group - group that an individual is not currently a member of, but admires
and desires to be like!
•Associative reference group - group that an individual belongs to!
•Dissociative reference group - group an individual disapproves of and does not want to emulate!
Marketing implications:!
-Associate products with aspirational reference groups!
-Accurately represent associative reference groups!
-Avoid dissociative reference groups!
-Weak ties are important !
Normative influence - encourage conformity to the expectation of others!
Informative influence - information to help make decisions!
Factors affecting informational influence:!
•Product characteristics - complex products involve risk!
•Consumer and influencer characteristics - source targeted at an expert, personality traits, tie-
strength and culture!
•Group characteristics - group cohesiveness!
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