Download Chapter 8

Chapter 8
Group and Interpersonal Influence
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
• Understand the importance of word-of-mouth
in influencing consumer behavior
• Comprehend the role of household influence
in consumer behavior
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Reference Group and Group
Influence
Reference Group
– Have significant
relevance for a
consumer
– An impact on the
consumer’s evaluations,
aspirations, and
behavior
– Consumers become
members of many
groups that either meet
physically, or meet in
cyberspace
Group Influence
– Ways in which group
members influence
attitudes, opinions, and
behaviors of others
within the group
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Types of Groups
Primary: Members who have frequent, direct contact
with one another
Secondary: Interaction within the group is much less
frequent than in a primary group
Formal: Consumer formally becomes a member
Informal: Nonexistent membership or application
requirements, and codes of conduct
Aspirational: Consumer desires to become a member
Dissociative: Consumer does not want to belong
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Conformity and Peer Pressure
• Conformity occurs when an individual yields
to the attitudes and behaviors of other
consumers
• Peer pressure is the pressure an individual
feels to behave in accordance with group
expectations
– Consumers sometimes succumb to group
pressures that encourage counterproductive
behaviors
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Reference Group Influence
• Informational influence: Ways in which
consumers use the behaviors and attitudes of
reference groups as information
• Utilitarian influence: When consumers
conform to group expectations to receive a
reward or avoid punishment
• Value-expressive influence: Ways in which
consumers internalize a group’s values
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Social Media and Consumer
Behavior
• Social media: Media through which communication
occurs
• Social networks: Networks of consumers that are formed
based on common interest, associations, or goals
• Social networking websites: Facilitate online social
networking
• Social networking helps to fulfill the need to belong
• Both utilitarian and hedonic value can be derived from
social media
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Social Buying and Couponing
• Social buying
– Consumer buying
behavior that takes place
on social networking
sites
• Social couponing
– Type of buying where
consumers receive a
coupon, or deal, by
joining a special social
networking website
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Individual Difference in Susceptibility
to Group Influence
Susceptibility to interpersonal
influences
Attention to social comparison
information
Separateness – connectedness
Social presence and embarrassment
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Word-of-Mouth (WOM)
• Information about products, services, and
experiences that is transmitted from
consumer to consumer
– Organic
– Amplified
• Consumers spread WOM when a product is
particularly relevant to their own self-concept
• Negative WOM creates more damage than
positive WOM
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Value and Word-of-Mouth
• WOM is affected in large part by the perceived value
that consumers receive from products and services
• Marketers may encourage digital WOM in order to
help build brand communities. They also attempt to
monitor and respond to negative digital WOM
• Consumer researchers gather information on WOM
statistics through certain social networks, blogs, and
video views
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Buzz and Stealth Marketing
• Includes marketing efforts that focus on
generating excitement (or buzz) that is spread
among market segments
• Guerrilla marketing: Marketing of a product
using unconventional means
• Viral marketing: Uses online technologies to
facilitate WOM
• Stealth marketing: Consumers are completely
unaware that they are being marketed to
– Shilling
– Infiltrating
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Influencers
Opinion Leaders: Consumers who
have great influence on the behavior
of others
Market Maven: Consumer who
spreads information about all types
of products and services
Surrogate Consumer: Consumer who
is hired by another to provide input
into a purchase decision
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Traditional Family Structure and
Emerging Trends
• Family household: At least two people who are
related by blood or marriage
– Nuclear family
– Extended family
• Emerging trends include:
– “Nontraditional” household arrangements
– Blended families
– Single parent households
• Boomerang kids
• Sandwich generation
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Household Purchase Roles
• Influencer - Provides information about a
potential purchase to others
• Gatekeeper - Controls information flow into
the household
• User - Actual user of the product
• Decision maker - Makes the final decision
regarding product purchase
• Purchaser - Actually buys the product
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Gender Roles and Household
Decision Making
• Sex role orientation (SRO): A family’s set of
beliefs that influences the way household
decisions are made
• Kid Power – Children in the ages of 8 and 12
greatly influence many household purchases
• Consumer socialization: Process in which
young consumers develop attitudes and learn
skills that help them function in the
marketplace
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.