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Chapter 11

Chapter 11

Group Influence and

Opinion Leadership

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Asch’s Classic Conformity StudyAsch’s Classic Conformity Study

Test Line A B C

Which line equals the test line?

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Drivers of Group DynamicsDrivers of Group Dynamics

• Conformity (Asch’s Conformity Study)

• Authority (Milgram’s Study About Pain)

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Reference GroupsReference GroupsA Reference Group Reference Group is an Actual or Imaginary

Individual or Group Conceived of Having Significant Relevance Upon an Individual’s Evaluations,

Aspirations, or Behavior.

Reference Groups Influence Consumers in Three Ways:

InformationalInformationalInformationalInformational Value-ExpressiveValue-ExpressiveValue-ExpressiveValue-Expressive

UtilitarianUtilitarianUtilitarianUtilitarian

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Influence and Types of Reference Groups

Influence and Types of Reference Groups

• Normative InfluenceNormative Influence– The social power of reward and punishment that

produces behavioral compliance but may not produce any private acceptance of the position advocated.

• Comparative InfluenceComparative Influence– The group does not attempt to set, or enforce, rules for

your behavior, but only serves as a standard you choose for comparison.

• Formal Versus Informal GroupsFormal Versus Informal Groups– Small, informal groups are more common and important

to us because of their high Normative Influence.

– Larger, formal groups tend to be higher in Comparative Influence.

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Membership Versus AspirationalReference Groups

Membership Versus AspirationalReference Groups

PropinquityPropinquity MereExposure

MereExposure

GroupCohesiveness

GroupCohesiveness

The Likelihood That People Will Become Part of a Consumer’s Identificational Reference Group is

Affected By:

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When Reference Groups Are Important

When Reference Groups Are Important

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The Power of Reference GroupsThe Power of Reference Groups

Social Power

Social Power

Referent Power

Referent Power

LegitimatePower

LegitimatePower

InformationPower

InformationPower

ExpertPower

ExpertPower

CoercivePower

CoercivePower

RewardPower

RewardPower

Types of Reference

Group Power

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InformationalInformationalConformity That Occurs Because

the Group’s Behavior is Takenas Evidence About Reality.

InformationalInformationalConformity That Occurs Because

the Group’s Behavior is Takenas Evidence About Reality.

ConformityConformityConformityConformity Refers to a Change in Beliefs or Actions

as a Reaction to Real or Imagined Group Pressure.

NormsNorms Refer to Informal Rules That Governs Behavior

Types of Social InfluenceTypes of Social Influence

NormativeNormativePerson Conforms to Meet

the Expectations of aPerson or Group.

NormativeNormativePerson Conforms to Meet

the Expectations of aPerson or Group.

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Factors Affecting the Likelihoodof Conformity

Factors Affecting the Likelihoodof Conformity

Cultural PressuresCultural Pressures

Fear of DevianceFear of Deviance

CommitmentCommitment

Group DynamicsGroup Dynamics

Susceptibility to Interpersonal Influences

Susceptibility to Interpersonal Influences

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Social Comparison TheorySocial Comparison Theory

• Three fundamental propositions:–people have a drive to evaluate their

opinions and abilities

– in the absence of “objective” bases for comparison, this need can be satisfied by “social” comparison with other people

–such social comparisons will, when possible, be made with similar others.

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Social ComparisonSocial Comparison

• Social Comparison Theory Social Comparison Theory asserts that we look to the behavior of others to provide a yardstick about reality as a way to increase the stability of one’s self-evaluation.

• Consumers are selective about whom they use for benchmarks.

• In general, people tend to choose a Co-Co-Oriented PeerOriented Peer, or a person of equivalent standing when performing social comparisons.

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Compliance and ObedienceCompliance and Obedience

Foot-in-the-DoorFoot-in-the-Door

Low-Ball TechniqueLow-Ball Technique

Door-in-the-FaceDoor-in-the-Face

Make a Small Request First, Then Make a Larger One Later.

Make a Small Request First, Then Make a Larger One Later.

Person is Asked for a Small Favor That Turns Out to Be Costly.

Person is Asked for a Small Favor That Turns Out to Be Costly.

Make an Extreme Request First, Then a Reasonable Request Later.

Make an Extreme Request First, Then a Reasonable Request Later.

The Way a Request for Compliance is Phrased or Structured Can Make a Difference in Acceptance.

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Selling, Buying, and Giving Selling, Buying, and Giving

• Automatic Responding• Social behavior is learned according to principles

of social learning theory.• Much of what is learned involves informal rules of

social exchange.• We over-learn to such a degree that it becomes

automatic.• Marketers take advantage of this over-learning to

produce immediate compliance, rather than thoughtful consideration of the requests that are being made.

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Six Weapons of InfluenceSix Weapons of Influence• Reciprocation

– “free sample” - we believe that exchanges are equitable if each person’s outcomes are proportional to his or her inputs. We restore equity by giving away enough of our own assets to make the situation “fair.” Ex: Hare Krishna Society.

• Authority– Milgram’s study on pain.

• Liking– we comply more readily with those who like us than

with those who do not. Ex: salesperson saying the suit looks nice on you.

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Six Weapons of InfluenceSix Weapons of Influence

• Consistency– get you to make a public commitment to

attitudes, it will be simpler to sell you a product consistent with that commitment

• Social Proof– large numbers of people cannot be wrong!

• Scarcity– your “last opportunity’ to buy before being

discontinued.

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Group Effects on IndividualBehaviorGroup Effects on IndividualBehavior

Deindividu-alism

Deindividu-alism

SocialLoafing

SocialLoafing

Risky Shift

Risky Shift

Group Effects

Group Effects

BandwagonEffect

BandwagonEffect

ShoppingBehavior

ShoppingBehavior

Decision Polarization

Decision Polarization

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Resistance to InfluenceResistance to Influence

Vs.

Anticomformity

Defiance of the Group is the

Object of Behavior

Independence

Deep-Seated Need to Preserve Freedom of

Choice

Reactance

People try to Overcome a Loss

of Freedom

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Word-of-Mouth CommunicationWord-of-Mouth CommunicationMuch Information About Products and Services is

Actually Conveyed by Individuals on an Informal Basis called Word-of-Mouth Communication (WOM)Word-of-Mouth Communication (WOM).

Factors That Encourage WOM Are:

Person is Highly Involved With the ProductPerson is Highly Involved With the Product

Person is Highly Knowledgeable About the Product Person is Highly Knowledgeable About the Product

Person Has a Genuine Concern for Someone ElsePerson Has a Genuine Concern for Someone Else

Person May be Uncertain About a Recent PurchasePerson May be Uncertain About a Recent Purchase

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The Dominance of WOM The Dominance of WOM

• Guerilla Marketing• Viral Marketing

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Negative Word-of-MouthNegative Word-of-Mouth

• Negative Word-of-Mouth:Negative Word-of-Mouth:– Is weighted more heavily by consumers than

positive comments.

– Has been shown to reduce the credibility of a firm’s advertising.

– May influence consumers’ attitudes toward a product as well as their intention to buy it.

• Rumors Rumors are the chief form of negative WOM.– Rumors often result in BoycottsBoycotts of products,

companies, or services.

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Opinion LeadersOpinion LeadersAn Opinion Leader Opinion Leader is Someone Who is

Knowledgeable About Products and Whose Advice is Taken Seriously By Others.

Have Prescreened, Evaluated, and

SynthesizedProduct Information

Have Prescreened, Evaluated, and

SynthesizedProduct Information

Are Similar to the Consumer in

Values and Beliefs

Are SociallyActive in

Their Community

Are TechnicallyCompetent and

Have Expert Power

Are Often Amongthe First to BuyNew Products

OpinionLeadersOpinionLeaders

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Extent of An Opinion Leader’sInfluence

Extent of An Opinion Leader’sInfluence

• Very few people are Generalized Opinion Generalized Opinion LeadersLeaders, someone whose recommendations are sought for all types of purchases.

• More likely, opinion leaders are either:– MonomorphicMonomorphic, or an expert in a limited field.

– PolymorphicPolymorphic, or an expert in several fields.

• Even opinion leaders who are PolymorphicPolymorphic, tend to concentrate on one broad domain, such as electronics or fashion.

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Characteristics of Opinion Leaders

Characteristics of Opinion Leaders

Innovative Communicators

Innovative Communicators

Are Opinion Seekers

Are Opinion Seekers

MarketMaven

MarketMaven

InnovatorsInnovators

KeyCharacteristics

ofOpinionLeaders

KeyCharacteristics

ofOpinionLeaders

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Opinion Leadership Scale Opinion Leadership Scale

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Identifying Opinion LeadersIdentifying Opinion Leaders

Self-Designating MethodSelf-Designating Method

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Identifying Opinion LeadersIdentifying Opinion Leaders

• Sociometric Method– Referral Behavior– Network Analysis– Referral Network– Tie Strength– Bridging Function