Mkt 231 - Chapter 11

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actual or imaginary individual or group having significant relevance upon evaluations, aspirations, or behavior

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reference group

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- informational
- utilitarian
- value-expressive

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three ways reference groups influence

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capacity to alter others' actions

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social poiwer

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imitate qualities of admired people by copying behaviors

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referent power

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influence by virtue of access to the perceived "truth"

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information poiwer

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granted by virtue of social agreements

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legitimate power

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possess specific knowledge

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expert power

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means to provide positive reinforcement

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reward power

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influencing by social or physical intimidation

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coercive power

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any external influence providing social cues

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reference group

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help set and enforce standards of conduct

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normative influence

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decisions about brands or activities are affected

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comparative influence

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consumers sharing social relationships based upon a product

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brand community

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help owners "bond" with enthusiasts, strengthen their identification with the product as well as others they met and share their passion

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brandfests

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sharing a lifestyle and identifying with each other because of allegiance to an activity or product

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tribal marketing

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idealized figures

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aspirational reference groups

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consumption activities provide informational social influence

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membership reference group

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physical nearness

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propinquity

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liking a result of seeing often

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mere exposure

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degree to which members are attracted to each other and value membership

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group cohesiveness

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groups consumers purposely distance themselves from
- nerds
- druggies
- preppies

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avoidance groups

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individual identities submerged within a group (military)

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deindividualization

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reduced effort when part of a group effort

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social loafing

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consider riskier alternatives subsequent to group discussion

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risky shift

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more people involved, less individual accountability

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diffusion of responsibility

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reaction to real or imagined group pressure

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conformity

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informal rules that govern behavior

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norms

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- cultural pressures
- fear of deviance
- commitment
- group unanimity, size, and expertise
- susceptibility to interpersonal influence

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factors influencing the likelihood of conformity

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look to the behavior of others to increase stability of self-evaluation

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social comparison theory

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oblivious or indifferent to others

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independence

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defiance of the group

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anticonformity

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negative emotional state when deprived of freedom to choose

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reactance

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information transmitted by individuals to individuals

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word of mouth (WOM)

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consumers weigh negative information more heavily than they do positive comments

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negative WOM

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lack strong social ties to the group

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tourists

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social ties, not interested in consumption activity

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minglers

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interest in activity, few social attachments

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devotees

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social ties and interest in the activity

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insiders

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strategy of getting visitors to a web site to forward information on the sit to their friends in order to make more consumers aware of the product

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viral marketing

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web sites let members post information about themselves and make contact with others who share similar interests and opinions or who want to make business contacts

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social marketing

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knowledgeable about products taken seriously by others

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opinion leader

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early purchaser

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innovator

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-opinion leaders who are also early purchasers
-opinion leader likely to be opinion seeker

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innovative communicators

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actively involved in transmitting all types of marketplace information

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market maven

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hired to provide input in purchase decisions

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surrogate consumer

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any computer-generated environment in which people social interact through the structured format of role and game playing

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multi-user dungeons

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internet relay chat (IRC)

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chat rooms

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organizations of related home pages

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rings

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groups of people on a single mailing list who share information

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lists

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online communities organized around interest-specific electronic bulletin boards

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boards

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online personal journals

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blogs