Upload
suman-pathak
View
222
Download
0
Embed Size (px)
Citation preview
8/13/2019 14 Group Fall09
1/16
GROUP INFLUENCES ON
CONSUMER BEHAVIOR
8/13/2019 14 Group Fall09
2/16
Group Processes
Group: Two or more individuals who share a set ofnorms, values, or beliefs and have certainimplicitly or explicitly defined relationships to one
another such that their behaviors areinterdependent.
Notes about groups and group processes:
Interdependence
Purpose
Influence on behavior
2 ways: as individuals & group decisions
Dichotomous membership
8/13/2019 14 Group Fall09
3/16
Types of GroupsReference group: an actual or imaginary
individual/group conceived of having significantrelevance upon an individuals evaluations,aspirations, or behavior
Any external influence that provides social clues canbe a reference group
1. Aspiration groups
2. Dissociative/avoidance groups
3. Formal vs. Informal groups
8/13/2019 14 Group Fall09
4/16
When Reference Groups Are Important
Social power: capacity to alter the actions of
others
Types of social power:
Referent power Information power
Legitimate power Expert power
Reward power Coercive power
8/13/2019 14 Group Fall09
5/16
3 ways:
Group Influence Processes
Roles Conformity
How Groups Influence Consumers
8/13/2019 14 Group Fall09
6/16
1. Group Influence Processes:
a) Informational
* Acquire information from the group
b) Normative (utilitarian)
* Gain approval or avoid disapproval from group
c) Identification (value expressive)
* Identify with the group and incorporate groupvalues and norms as part of your own self-
concept and identity
How Groups Influence Consumers
How do you get information from groups? Through whatprocess?
8/13/2019 14 Group Fall09
7/16
How Groups Influence Consumers
2. Roles
Defn: specific behaviors expected of a person in agiven position
Role Related Products: group of products neededby a person to fulfill a role
What are Some Role Related Products for Students?
Functionally necessary product for students?
Symbolically necessary product for students?
8/13/2019 14 Group Fall09
8/16
The Asch Experiment
Which of the 3 lines (A, B or C) are closest in length
to the length of line X?
X
A
B
C
Why did these subjects make the wrong choice?
Were the subjects convinced or did they just go
along with the crowd?
8/13/2019 14 Group Fall09
9/16
How Groups Influence Consumers
3. Conformity
Defn: Changing behavior or beliefs toward a group as a result
of real or imagined group pressure.
Two types of conformity: compliance & private acceptance
i) compliancethe consumer conforms to a group without
really accepting the groups beliefs
ii)private acceptancethe consumer actually changes his
or her beliefs in the direction of the group
What would lead someone to conform to group pressure?
8/13/2019 14 Group Fall09
10/16
How Groups Influence Consumers
What Factors lead to Conformity?Within the group
CohesivenessExpertiseSize
Within the individualInformation availableSelf-esteem
Attractiveness of the group and Need to be likedType of decision
Product salienceDegree of conspicuousness
8/13/2019 14 Group Fall09
11/16
Guerrilla Marketing
Origination of term Guerilla
Ambushing consumers with
promotional content in places
where it is not expected in order toget people talking
Unconventional
Good for small businesses or
limited budgets
Examples
Smirnoff underpass in England
Burnout 2 speeding fines
Discover and New Years Eve
8/13/2019 14 Group Fall09
12/16
Viral Marketing
Company recruits customers to be sales agents byoffering some incentive to spread the word about the
product
Providing opportunity for exponential growth
Includes implied endorsement from a friend
Must be easy to transfer and replicate
Get Your Free E-mail at Hotmail.com
Grew from 0 to 12 million users in 18 months Grew more rapidly than any company in any media
Budget $50,000
Other examples: evite.com, e-cards
8/13/2019 14 Group Fall09
13/16
8/13/2019 14 Group Fall09
14/16
Whats the difference between
Buzz vs. Hype?
Buzz Hype
Word of Mouth Advertising
Grassroots Corporate
Authentic Fake
Credibility Skepticism
8/13/2019 14 Group Fall09
15/16
Group Communications
Opinion Leadershipwhat is it?
Knowledgeable group member
Greater product involvement and knowledge
Public individuationwilling to act differently
Influence others attitudes and behaviors
8/13/2019 14 Group Fall09
16/16
Group Communications
Market Maven
Someone who has a lot of information on a lot of differentproducts, prices, or places
Likes to share the information with others but not a persuader
Connectors Know lots of people
Social gluebring people together
Salespeople
Persuaders through trust and rapport not forced conformity Emotional contagion (Cacioppo)expressive and contagious
personalities
From The Tipping Point by Malcolm Gladwell