Opinion Leadership

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Copyright 1999 Prentice Hall

Chapter 11

Group Influence andOpinion Leadership

CONSUMER BEHAVIOR

Fourth Edition

Michael R. Solomon

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Reference 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:

InformationalInformational Value-ExpressiveValue-Expressive

UtilitarianUtilitarian

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Influence and Types of Reference Groups

• Normative InfluenceNormative Influence– Reference group helps to set and enforce

fundamental standards of conduct. (i.e. family)• Comparative InfluenceComparative Influence

– Reference group affects decisions about specific brands or activities. (i.e. club)

• 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

Propinquity MereExposure

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

Luxuries Rather ThanNecessities

SociallyConspicuous or Visible to

Others

A Reference Groups Influence Is More Powerful

and Important for Purchases

That Are:

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The Power of Reference Groups

Social Power

Referent Power

LegitimatePower

InformationPower

ExpertPower

CoercivePower

RewardPower

Types of Reference

Group Power

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InformationalInformationalConformity That Occurs Because

the Group’s Behavior is Takenas Evidence About Reality.

ConformityConformityConformity Refers to a Change in Beliefs or Actions as a Reaction to Real or Imagined Group Pressure.

Types of Social Influence

NormativeNormativePerson Conforms to Meet

the Expectations of aPerson or Group.

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Factors Affecting the Likelihoodof Conformity

Cultural Pressures

Fear of Deviance

Commitment

Group Dynamics

Sex Differences

Interpersonal Influences

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Social Comparison

• Social Comparison Theory Social Comparison Theory assets 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 Obedience

Foot-in-the-Door

Low-Ball Technique

Door-in-the-Face

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

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

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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Group Effects on IndividualBehavior

Deindividu-alism

SocialLoafing

Risky Shift

Group Effects

BandwagonEffect

ShoppingBehavior

Decision Polarization

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Resistance to Influence

Vs.

AnticomformityDefiance of the

Group is the Object of Behavior

IndependenceDeep-Seated Need

to Preserve Freedom of

Choice

ReactancePeople try to

Overcome a Loss of Freedom

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Word-of-Mouth CommunicationMuch Information About Products and Services is Actually Conveyed by Individuals on an Informal

Basis called Word-of-Mouth Communication Word-of-Mouth Communication (WOM)(WOM).Factors That Encourage WOM Are:

Person is Highly Involved With the Product

Person is Highly Knowledgeable About the Product

Person Has a Genuine Concern for Someone Else

Person May be Uncertain About a Recent Purchase

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Negative 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 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

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

OpinionLeaders

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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

Appearance-Conscious and

Narcissistic

Own More Clothing With aBroader Range

of Styles

Are Opinion Seekers

EarlyCommunicators

Innovators

KeyCharacteristics

ofOpinionLeaders

Socially Active

Like Music andMagazines

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Identifying Opinion Leaders

Self-Designating Method

Bona Fide Opinion Leader

Sociometric Method

Key Informant

Marketers Are Interested in Identifying Opinion Leaders Because They Influence Consumer Decision Making.

Examines Referral Behavior

Examines Cliques and Networks

Opinion Leadership

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