9. Social Influences On Consumer Behaviour

Front 1

Sources of influence

Back 1

1. General

2. Special

3. Reference groups

Front 2

Characteristics of sources

Back 2

1. Normative

2. Informational

Front 3

Marketing Source

Back 3

The activating agent/medium/channel/platform that is delivering the information and influence, for example, advertising, personal selling.

Front 4

Marketing source delivered via mass media

Back 4

Deliver influence through the mass media include advertising, sales promotions, publicity, special events and social media posts.

Front 5

Marketing Source delivered personally

Back 5

marketing sources of influence can also deliver information personally via Salespeople, service representatives and customer service agents.

however when consumers worry about undue persuasion, they adopt techniques to fend off unwanted attention.

blogs and tweets sit in middle

Front 6

Non-marketing sources

Back 6

An information source that is external to the marketing organisation, such as friends, family or the media

Front 7

Non-Marketing Source delivered via Mass Media

Back 7

Sources that are not working for marketing companies also wield influence via media delivered messages. Such as News items about new products, product contamination.

eg. News, critiques, reviews, blogs, social media, virtual communities

Front 8

Non-Marketing Sources delivered Personally

Back 8

information about offerings delivered via observing how others behave or word of mouth (verbally by an individual or group). Such as friends, family or strangers.

Front 9

Marketing and Non Marketing sources delivered via Social Media

Back 9

- Such as Facebook and Youtube

- has mass reach

- has a more personal feel

- can stimulate a range of social media conversations

Front 10

How these Sources Differ

Back 10

1. Reach

2. Capacity for two way communication

3. Credibility

Front 11

Opinion Leaders

Back 11

An individual who acts as an information broker between the mass media and the opinions and behaviours of an individual or group

Special Source of influence, generally have some position, expertise or firsthand knowledge that makes them particularly important sources of relevant and credible information

Front 12

GateKeeper

Back 12

A source that controls the flow of information

opinion leaders are part of a category of gatekeepers, that is people who have special influence or power in deciding whether a product or information will be disseminated to a market

Front 13

Symbolic meaning

Back 13

The idea that consumers do not just buy products, but rather what the products mean and represent, such as certain images or ideals, and how it enhances their self-concept.

Front 14

Reference Groups as Source of Influence

Back 14

is a set of people with whom individuals compare themselves fr guidance in developing their own attitudes, knowledge and or behaviours

eg. highschool

Front 15

Types of Reference Groups

Back 15

1. Aspirational reference group

2. Associative reference group

3. Brand Community

4. Dissociative reference group

Front 16

Aspirational reference group

Back 16

A group that we admire and desire to be like

Front 17

Associative reference group

Back 17

groups which we currently belong

Front 18

Brand Community

Back 18

A specialised group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand and the product in use. Eg. (Harley Owners Group)

Front 19

Dissociative Reference Group

Back 19

A group we do not want to emulate. Groups whose attitudes, values and behaviours we disapprove of and do not wish to be like.

Front 20

Characteristics of Reference Groups

Back 20

1. Degree of Contact

2. Formality

3. Homophily

4. Group Attractiveness

5. Density

6. Degree of identification

7. Tie Strength

Front 21

Degree of Contact

Back 21

level/amount of contact on scale of high to low

primary is a group whom we have physical face to face interaction

Secondary with whom we do not have direct contact

Front 22

Formality

Back 22

whether they have formal structures, with rules outlining membership

Front 23

Homophily

Back 23

The overall similarity among members in the social system

Front 24

Normative Influences

Back 24

social pressure designed to encourage conformity to the expectation of others.

Collective decision about what constitutes appropriate behaviour

Front 25

Brand choice congruence

Back 25

result of normative influences, the purchase of the same brand as members of a group

Front 26

Brand choice conformity

Back 26

The tendency to behave in the expected way