台大消费者行为cb 13 group influence

1GROUPANDPERSONALINFLUENCE2OverviewTypesofReferenceGroupsTypesofGroupInfluenceHowReferenceGroupsInfluenceIndividualsSpecialSourcesofInfluencesWordofMouthYouhavetoownatleasttendirectoriestobeamemberofourgroup!TypesofInfluenceTransmissionofInfluencePersonalandGroupInfluencesonIndividualsIndividualLifestyles,Behaviors,Purchases,andConsumptionLowDegreeofInfluenceHighDegreeofInfluencePersonalandGroupInfluenceonIndividuals4ReferenceGroupsanypersonorgroupofpeoplethatsignificantlyinfluencesanindividual’sbehaviorImpactonproductownershipbrandchoiceWeworkverywelltogether!IwillchecktheEncyclopaediaBritannicawhileyoulookthroughtheStatisticalAbstractsoftheUnitedStates!5TypesofReferenceGroupsPrimarySecondaryFormalInformalMembershipAspirationalDissociativeVirtual6TypesofGroupInfluenceNormative:whenindividualsaltertheirbehaviorsorbeliefstomeettheexpectationsofagroupValue-expressive:whenaneedforpsychologicalassociationwithagroupcausesacceptanceofitsnorms,values,attitudes,orbehaviorsInformational:whenpeoplehavedifficultyassessingproductorbrandcharacteristicsbytheirowncontactsorobservations7HowReferenceGroupsInfluenceIndividualsSocializationSelf-conceptSocialComparisonConformity8HowReferenceGroupsInfluenceIndividuals:SocializationSocialization:permitsanindividualtoknowwhatbehaviorislikelytoresultinstabilitybothfortheindividualandforthegroupManualmaytellpeoplehowtodressintheworkplaceInformalgroupsmaytellthemwhatisacceptableandthenorminthatparticularenvironment9HowReferenceGroupsInfluenceIndividuals:Self-ConceptSelf-concept:peopleprotectandmodifytheirself-conceptintheirinteractionswithgroupmembersPeoplecanmaintainself-conceptbyconformingtolearnedrolesTestimonialadvertisingiseffectivewhentheselfprojectedintheadisconsistentwiththeidealizedselfofthetargetconsumer10HowReferenceGroupsInfluenceIndividuals:SocialComparisonSocialcomparison:individualsoftenassessthemselvesbycomparingthemselvestoothersConsumersoftenusereferencegroupsasbenchmarkstomeasuretheirownbehaviors,opinions,abilities,andpossessionsAdvertisingortelevisioncanbesourcesofsocialcomparison11HowReferenceGroupsInfluenceIndividuals:ConformityConformity:achangeinbeliefsoractionsbasedonrealorperceivedgrouppressuresCompliance:whenanindividualconformstothewishesofthegroupwithoutacceptingallitsbeliefsorbehaviorsAcceptance:whenanindividualactuallychangeshisorherbeliefsandvaluestothoseofthegroup12StrengthofInfluenceSTRENGTHOFREFERENCEGROUPINFLUENCEPRODUCTCHARACTERISTICS•publicvs.privateuse•significanceoftheproducttothegroup•degreeofcomplexityCONSUMERCHARACTERISTICS•desiretobelong•needforsocialacceptanceGROUPCHARACTERISTICS•cohesiveness•size•expertiseontopics13ReferenceGroupInfluenceonProductandBrandPurchaseDecisionsProducttypePlaceofconsumptionPrivatePublicNecessityMattressWaterheaterToiletpaperDeodorantComputerClothingWatchesAutomobileShoesLaptopLuxuryBodymassagerElectricblanketSpaStereoequipmentPhotographyJewelrySportscarInfluenceonbrandchoiceProductusageinfluenceLowHighHighLow14PushingNormativeInfluenceonConsumersCreateinfluencethroughadvertisingCreateorganizationswithagendaCreatethroughassociationTechniquestoincreasecompliancefoot-in-the-doordoor-in-the-face15SpecialSourcesofInfluenceOpinionleaderscharacteristicsinfluencelikelytooccurwhen:AnindividualhaslimitedknowledgeApersoncannotevaluateoptionsTheconsumerdoesnottrustadvertisingorothersourcesofinformationOtherinformationsourceshavelowcredibilitywiththeconsumerTheindividualhasahighneedforsocialapprovalStrongsocialtiesexistbetweensenderandreceiverTheproductiscomplexTheproductisdifficulttotestagainstobjectivecriterionTheproductishighlyvisibletoothers16SpecialSourcesofInfluenceMarketmavensknowledgeaboutlargevarietyofproductsheavymediausers;likelytobenonwhite,nonmale,havelowerincomeSurrogateconsumeranindividualwhoactsasanagenttoguide,direct,and/orconductactivitiesinthemarketplace17WordofMouthOftenthemostsignificantsourceofinfoforconsumersMorecrediblethanpaidmediaendorsementsConsumersareparticularlylikelytospreadnegativeinfoVonsfeaturesexcellentdealsontoiletpaper,butLuckyhasbetterdealsonvinegar!18-potentialreciprocityofexchange-increasedattentionandstatus-increasednumberofindividualswithsimilarbehaviors-increasedcohesionwithingroup-satisfactionofverbalexpression-feelingofpowerandprestigeofinfluencingothers’behaviors-enhancedpositionwithinagroup-decreaseddoubtaboutone’sownbehavior-moreinformationaboutoptions-morereliable/credibleinformation-lesstimespentonsearch-enhancedrelationshipwithanotherindividual-decreaseriskofnewbehavior-increaseconfidenceinchoice-decreasecognitivedissonance-increaselikelihoodofacceptancebyadesiredgrouporindividualFunctionalBenefitsHedonicBenefitsBenefitsofWord-of-Mouth