MKG 310 Chapter Notes - Chapter 7: Opinion Leadership, Observability, Guerrilla Marketing
Document Summary
A group is defined as two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent. A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. An individual uses a reference group as a guide for behavior in a specific situation. Groups may be classified according to a number of variables. Membership; it is dichotomous: either one member of a particular group or one is not a member of that group. Strength of social tie refers to the closeness and intimacy of the group linkages. Primary groups, such as family and friends, involve strong ties and frequent interaction. Secondary groups, such as professional and neighborhood associations, involve weaker ties and less frequent interaction. Type of contact refers to whether the interaction is direct or indirect.
