Factors Affecting Influence Of Reference Groups

Front 1

How many factors affecting influence of reference groups?

Back 1

6

Front 2

Information and experience

Back 2

Individual with first hand exp and easily obtain information about it - less likely influenced.

If there is little or no exp and no access to objective information - seek out advice of others.

Front 3

Credibility, Attractiveness and Power

Back 3

Credibility - Depend on level of perception that ref grp is trustworthy and knowledgeable.

Attractiveness - People concerned with the acceptance of others, purchase in accordance to the norms of the group the idv identifies himself with.

Power - Individuals may conform to the behaviour of a powerfulperson or group, but are not as likely to experience a change in their ownattitudes.

Front 4

Conspicuousness of product

Back 4

Visually - stand out and noticeable (luxury item)

Verbally - highly interesting and easily described to people.

People that want a reaction from others tend to buy conspicuous or status revealing items. (Luxury bags, new car)

Front 5

Reference groups and consumer conformity

Back 5

To be capable of such influence, a reference group must accomplish thefollowing:

• informor make the individual aware of a specific product or brand

• providethe individual with the opportunity to compare his or her own thinking with theattitudes and behaviour of the group

• influencethe individual to adopt attitudes and behaviour that are consistent with thenorms of the group

• legitimisethe decision to use the same products as the group.

Front 6

Selected consumer-related reference groups

Back 6

These include friendship groups, shopping groups, virtual communitiesand brand communities and consumer-action groups.

Front 7

Marketing created reference groups

Back 7

The Expert,

Trade character or spokes-character,

Common person appeals,

Others (Editorial content of special-interest magazines) - provide a frame of reference