Post on 04-Apr-2018
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Marketing 334
Consumer Behavior
Chapter 7Group Influences
Based on Consumer Behavior, 10th edition by Hawkins, Mothersbaugh and Best
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Consumer Behavior In The News
Goodyear is beginning to offer collegiate tires which have thecollege name in white letters on the tires sidewalls.
Goodyear claims these tires are only for the ultimate fan.
Source: J. Halliday, Tire maker eyes college sports fans, Advertising Age, November 8, 2004, p. 8.
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Consumer Behavior In The News
What would drive a fan to put his/her teams name on theirtires?
How big do you think this market is?
Source: J. Halliday, Tire maker eyes college sports fans, Advertising Age, November 8, 2004, p. 8.
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Reference Group Influence
A group is defined as two or more individuals who share a set of norms,values, or beliefs and have certain implicitly or explicitly definedrelationships to one another such that their behaviors areinterdependent.
A reference group is a group whose presumed perspectives or values arebeing used by an individual as the basis for his/her current behavior.
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Reference Group Influence
Four criteria that are particularly useful in classifyinggroups:
1. Membership
2. Strength of Social Tie
3. Type of Contact
4. Attraction
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Types of Groups
Consumption Subcultures
Brand Communities
Virtual Communities
Leaders
Participants
Lurkers
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Types of Groups
Brand communities can add
value to the ownership of theproduct and build intenseloyalty.
Marketing and Brand Communities
Jeep has a longstanding loyal brand community
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Types of Groups
Marketing in virtual communities is both possible andpotentially beneficial.
The approach taken must be tailored to the type of virtualcommunity.
Virtual Communities
Many online groups are sensitive tocommercial interference and
companies have to be careful notto overstep.
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Reference Group Influences on theConsumption Process
Types of Reference Group Influence
Situational determinants of Reference Group Influence
Brand vs. Product Class Influence
Marketing Strategy and Reference Groups
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Reference Group Influences on theConsumption Process
Reference group influence can take three forms:
1. Informational Influence
2. Normative Influence (a.k.a. utilitarian influence)
3. Identification Influence (a.k.a. value expressive)
Types of Reference Group Influence
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WOM
Opinion Leaders
Market Mavens, Influentials, and e-fluentials
Marketing and Online Strategies
Communications within Groups andOpinion Leadership
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Communications within Groups andOpinion Leadership
Mass Communication Information Flows
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Communications within Groups andOpinion Leadership
1. Individual seeks
information fromanother or
2. Individualvolunteersinformation
Situations in Which WOM and Opinion Leadership Occur
Likelihood of Seeking an Opinion Leader
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Communications within Groups andOpinion LeadershipMarketing Strategy, WOM, and Opinion Leadership
Strategies designed to generate WOM and encourage opinionleadership include:
1. Advertising2. Product Sampling
3. Retailing/Personal Selling
4. Creating Buzz
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Communications within Groups andOpinion LeadershipOnline Strategies to Leverage Buzz and WOM
Viral marketing
Online GuidesBlogs
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Applications in Consumer Behavior
Example of Online Viral Marketing Campaign
Courtesy of HersheyCorporation.
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Diffusion of Innovations
Categories of Innovation
Adoption Process
Diffusion Rate
Adopter Categories
Marketing Strategies and the Diffusion Process
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Diffusion of Innovations
Categories of Innovations
Continuous Innovation
Dynamically continuous Innovation
Discontinuous Innovation
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Diffusion of Innovations
Diffusion Rates for Popular Consumer Electronics (Cumulative)
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Diffusion of Innovations
Factors Affecting the Spread of Innovations
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Diffusion of Innovations
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Adopter Categories