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© 2009 South-Western, a division of Cengage Learning.
Chapter 9Group InfluenceChapter 9Group Influence
BABIN / HARRISBABIN / HARRIS
© 2009 South-Western, a division of Cengage Learning. 9-2
Learning Outcomes
Understand the different types of reference groups that influence consumers and how reference groups influence value perceptions.
Describe the various types of social power that reference groups exert on members.
Comprehend the difference between informational, utilitarian, and value-expressive reference group influence.
Understand the importance of word-of-mouth communications in consumer behavior.
Comprehend the role of household influence in consumer behavior.
LO1
LO2
LO3
LO4
LO5
© 2009 South-Western, a division of Cengage Learning.
LO1
Understand the different types of reference groups that influence consumers and how reference
groups influence value perceptions.
Understand the different types of reference groups that influence consumers and how reference
groups influence value perceptions.
© 2009 South-Western, a division of Cengage Learning. 9-4
Reference Group
A group of individuals who has significant relevance for a consumer and who impacts the consumer’s evaluations, aspirations, and behavior.
A group of individuals who has significant relevance for a consumer and who impacts the consumer’s evaluations, aspirations, and behavior.
LO1
© 2009 South-Western, a division of Cengage Learning. 9-5
Group Influence
• Refers to the ways in which group members influence the attitudes, opinions, and behaviors of others within the group.
• Group members:– Share common goals
and interests– Communicate with,
and influence, one another
– Share a set of expectations, rules, and roles
– View themselves as members of a common social unit
LO1
© 2009 South-Western, a division of Cengage Learning. 9-6
Reference Group Influence
Fraternity brothers often have a great deal of influence on each other.
LO1
© 2009 South-Western, a division of Cengage Learning. 9-7
Types of GroupsLO1
Primary & Secondary
Primary & Secondary
Formal & Informal
Formal & Informal
Aspirational & Dissociative
Aspirational & Dissociative
© 2009 South-Western, a division of Cengage Learning. 9-8
Aspirational Groups
Do you know a Parrot-Head?
© 2009 South-Western, a division of Cengage Learning. 9-9
Conformity
ConformityA result of group influence in which an individual yields to the attitudes and behavior of others.
ConformityA result of group influence in which an individual yields to the attitudes and behavior of others.
LO1
Peer PressureThe extent to which group members feel
pressure to behave in accordance with group
expectations.
Peer PressureThe extent to which group members feel
pressure to behave in accordance with group
expectations.
© 2009 South-Western, a division of Cengage Learning. 9-10
Peer Pressure
Friends are especially influential during the teen years.
LO1
© 2009 South-Western, a division of Cengage Learning.
LO2
Describe the various types of social power that reference groups exert on members.
Describe the various types of social power that reference groups exert on members.
© 2009 South-Western, a division of Cengage Learning. 9-12
Exhibit 9.1Types of Social Power
LO2
© 2009 South-Western, a division of Cengage Learning.
LO3
Comprehend the difference between informational, utilitarian, and value-expressive reference
group influence.
Comprehend the difference between informational, utilitarian, and value-expressive reference
group influence.
© 2009 South-Western, a division of Cengage Learning. 9-14
Reference Group Influence
• Informational influence – consumers use the behaviors and attitudes of reference groups as information into making their own decisions.
• Utilitarian influence – consumers conform to group expectations to receive a reward or avoid punishment.
• Value-expressive influence – consumers internalize a group’s values or join groups to express their own values and beliefs.
LO3
© 2009 South-Western, a division of Cengage Learning. 9-15
We’ve Got Connections
Membership has its privileges!
© 2009 South-Western, a division of Cengage Learning. 9-16
Value and Reference Groups
• Utilitarian value – group membership becomes a means to a valued end state.
• Hedonic value – value is an end in and of itself.
• Information obtained directly impacts consumer expectations, which then affect value perceptions and satisfaction.
LO3
© 2009 South-Western, a division of Cengage Learning. 9-17
Exhibit 9.2: Reference Group Influence on Product Selection
LO3
© 2009 South-Western, a division of Cengage Learning. 9-18
Individual Difference in Susceptibility to Group Influence
LO3
Susceptibility to interpersonal
influences
Susceptibility to interpersonal
influences
Attention to social comparison information
Attention to social comparison information
Separateness - connectedness
Separateness - connectedness EmbarrassmentEmbarrassment
© 2009 South-Western, a division of Cengage Learning. 9-19
Connectedness
Consumers with connected self schemas respond favorably toadvertisements promoting togetherness.
© 2009 South-Western, a division of Cengage Learning.
LO4
Understand the importance of word-of-mouth communications
in consumer behavior.
Understand the importance of word-of-mouth communications
in consumer behavior.
© 2009 South-Western, a division of Cengage Learning. 9-21
Word-of-Mouth (WOM)
Information about products, services, and experience that is transmitted from consumer to consumer.
Information about products, services, and experience that is transmitted from consumer to consumer.
LO4
OrganicOrganic AmplifiedAmplified
© 2009 South-Western, a division of Cengage Learning. 9-22
Online Social Networking
Web sites like momjunction.com have grown in popularity.
© 2009 South-Western, a division of Cengage Learning. 9-23
Buzz Marketing
• Includes marketing efforts that focus on generating excitement (“buzz”) that is spread from consumer to consumer.
• A form of guerilla marketing – the marketing of a product using unconventional means.
• Viral marketing – uses online technologies to facilitate WOM by having consumers spread marketing messages through their online conversations.
LO4
© 2009 South-Western, a division of Cengage Learning. 9-24
Stealth Marketing
• A guerilla marketing tactic that is similar to buzz marketing, but consumers are completely unaware that they are being marketed to.
• Often considered unethical, along with practices called “shilling” and “infiltrating.”
LO4
© 2009 South-Western, a division of Cengage Learning. 9-25
Opinion Leaders
Consumers who have great influence on the behavior of others relating to product adoption and purchase.
Consumers who have great influence on the behavior of others relating to product adoption and purchase.
LO4
© 2009 South-Western, a division of Cengage Learning. 9-26
Market Mavens and Surrogate Consumers
Market MavenA consumer who spreads information about all types of products and services.
Market MavenA consumer who spreads information about all types of products and services.
LO4
Surrogate ConsumerHired by another
consumer to provide input into a purchase
decision.
Surrogate ConsumerHired by another
consumer to provide input into a purchase
decision.
© 2009 South-Western, a division of Cengage Learning. 9-27
Diffusion Process
The way in which new products are adopted and spread throughout a marketplace.
The way in which new products are adopted and spread throughout a marketplace.
LO4
© 2009 South-Western, a division of Cengage Learning. 9-28
Maybe Talk Isn’t Cheap
Some bloggers are paid to talk about products.
© 2009 South-Western, a division of Cengage Learning. 9-29
Exhibit 9.4Adopter Categories
LO4
© 2009 South-Western, a division of Cengage Learning.
LO5
Comprehend the role of household influence in consumer
behavior.
Comprehend the role of household influence in consumer
behavior.
© 2009 South-Western, a division of Cengage Learning. 9-31
Traditional Family Household
At least two people who are related by blood or marriage who occupy a housing unit.
At least two people who are related by blood or marriage who occupy a housing unit.
LO5
Nuclear family
Nuclear family
Extended family
Extended family
© 2009 South-Western, a division of Cengage Learning. 9-32
Emerging Trends in Family Structure
“Non-traditional” household arrangements
“Non-traditional” household arrangements
Single parent householdsSingle parent households
Blended familiesBlended families
LO5
© 2009 South-Western, a division of Cengage Learning. 9-33
Exhibit 9.6: Traditional Household Life Cycle Categories
LO5
© 2009 South-Western, a division of Cengage Learning. 9-34
Household Purchase RolesLO5
GatekeeperGatekeeper
Decision MakerDecision Maker
InfluencerInfluencer
UserUser
PurchaserPurchaser
© 2009 South-Western, a division of Cengage Learning. 9-35
Kid Power
Children play a much larger role in influencing household purchases than ever before.
© 2009 South-Western, a division of Cengage Learning. 9-36
K.G.O.Y.
Kids are growing older younger!
© 2009 South-Western, a division of Cengage Learning. 9-37
Polariod Gives Kids What They Want!
LO5
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