COMM 362 Chapter Notes - Chapter 11: Reference Group, Group Cohesiveness, Home Shopping
Document Summary
Chapter 11: group influence and social media 12/10/2015 8:15:00. Reference groups: actual or imaginary individual or group conceived of as having significant relevance upon an individual"s evaluations, aspirations, behaviour, influences: informational, utilitarian, value-expressive. Types of reference groups: normative influence: reference group helps to set and enforce fundamental standards of conduct, comparative influence: decisions about specific brands or activities are affected. Informal groups: formal organization: more product/activity specific, high in comparative influence, informal groups: more involved in day-to-day lives. Brand communities: set of consumers who share a set of social relationships based on usage or interest in a product, brandfests, enhances brand loyalty. Membership vs. aspirational reference groups: aspirational reference groups: comprise idealized figures, factors affecting the likelihood that people will be part of reference group, propinquity (physical nearness, mere exposure, group cohesiveness. Negative reference groups: dissociative reference groups: groups that consumers want to avoid association with, eg) ladies" cut study.
