Chapter 11 - Group influence and opinion leadership

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5 Feb 2012
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Mkt400 chapter 11: group influence and opinion leadership. Reference groups y reference group an actual or imaginary individual or group conceived of as having significant relevance upon an individual s evaluations, aspirations, or behaviour: reference groups influence consumers in 3 ways: informational, utilitarian, and value-expressive. marketers are more successful at influencing them because they are easy to find. tend to be product or activity specific, thus higher in comparative influence. exert a more powerful influence on individual consumers. Resisting conformity y anticonformity people go out of their way to not buy whatever is in . bit paradox since to be vigilant about no doing what is expected, one much always be aware of what is expected. Independence they are oblivious to what is expected y y reactance when people are threatened with a loss of freedom, they try to overcome this loss censored lyrics spark more interest. Social networking y characteristics of a web 2. 0 platform:

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