solomon_cb09_ppt_10

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10-108/26/15Copyright © 2011 Pearson Education, Inc. pubishing as Prentice !a

Chapter 10

Groups

CONSUMER

BEHAVIOR, 9eMichael R Solo!o"



10-2

08/26/15Copyright © 2011 Pearson Education, Inc. pubishing as Prentice !a

Chapter O#$ecti%es

&he" 'ou (i"ish this chapter, 'ou shoul)u")ersta") *h'+

• Others, especiall' those *ho possess so!ei") o( social po*er, o(te" i"(lue"ce us

• &e see out others *ho share our i"terestsi" pro)ucts or ser%ices

• &e are !oti%ate) to #u' or use pro)ucts i"

or)er to #e co"siste"t *ith *hat other people)o



10-3


Chapter O#$ecti%es -co"ti"ue).

• Certai" people are particularl' liel' toi"(lue"ce others/ pro)uct choices

• he thi"s that other co"su!ers tell us a#out

pro)ucts -oo) a") #a). are o(te" !orei"(lue"tial tha" the a)%ertisi" *e see

• O"li"e tech"oloies are accelerati" the

i!pact o( *or)2o(2!outh co!!u"icatio"

• Social "et*ori" is cha"i" the *a'

co!pa"ies a") co"su!ers i"teract



10-4


Re(ere"ce Groups

• Re(ere"ce roup+ a" actual or i!ai"ar'i")i%i)ual3roup co"cei%e) o( ha%i"

si"i(ica"t rele%a"ce upo" a" i")i%i)ual/s

e%aluatio"s, aspiratio"s, or #eha%ior

• I"(lue"ces co"su!ers i" three *a's+

• I"(or!atio"al

• Utilitaria"

• Value2e4pressi%e



10-5


&he" Re(ere"ce Groups Are I!porta"t

• Social po*er+ capacit' to alter the actio"s o(others

Re(ere"t po*er I"(or!atio" po*er

5eiti!ate po*er E4pert po*er

Re*ar) po*er Coerci%e po*er



10-6


6iscussio"

High schools have all types of referencegroups, with members representing all types ofsocial power. Think back and try to identify

people who had the following types of power.

• Referent power

• Information power

• Legitimate power

• Epert power

• Reward power

• !oercive power


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'pes o( Re(ere"ce Groups

A"' e4ter"al i"(lue"ce that pro%i)es socialclues ca" #e a re(ere"ce roup

• Cultural (iure

• 7are"ts• 5are, (or!al ora"i8atio"

• S!all a") i"(or!al roups

• E4ert a !ore po*er(ul i"(lue"ce o"i")i%i)ual co"su!ers

• A part o( our )a'2to2)a' li%es+ "or!ati%ei"(lue"ce




Bra") Co!!u"ities a") Co"su!er ri#es

• A roup o( co"su!ers *hoshare a set o( social

relatio"ships #ase) upo"

usae or i"terest i" a pro)uct

• Co"su!er tri#es share

e!otio"s, !oral #elie(s,

st'les o( li(e, a") a((iliate)

pro)uct

• Bra")(ests cele#rate) #'

co!!u"it'




Me!#ership %ersus

Aspiratio"al Re(ere"ce Groups

• Me!#ership re(ere"ce roups

• 7eople the co"su!er actuall' "o*s

• A)%ertisers use or)i"ar' people:

• Aspiratio"al re(ere"ce roups

• 7eople the co"su!er )oes"/t "o* #ut

a)!ire

• A)%ertisers use cele#rit' spoespeople




;actors 7re)icti"

Re(ere"ce Group Me!#ership

Propinquity

Mere exposure

Group cohesiveness



10-11


7ositi%e %ersus

Neati%e Re(ere"ce Groups

• A%oi)a"ce roups+ !oti%atio" to )ista"ceo"esel( (ro! other people3roups

• A"ti#ra") co!!u"ities+ coalesce arou") a

cele#rit', store, or #ra")<#ut i" this casethe'/re u"ite) #' their )is)ai" (or it



10-12


Co"su!ers 6o It i" Groups

• 6ei")i%i)uatio"+ i")i%i)ual i)e"tities #eco!esu#!ere) *ithi" a roup

• Social loa(i"+ people )o"/t )e%ote as !uch

to a tas *he" their co"tri#utio" is part o( alarer roup

• Ris' shi(t+ roup !e!#ers sho* a reater

*illi""ess to co"si)er risier alter"ati%es

(ollo*i" roup )iscussio" tha" i( !e!#ers

!a)e their o*" )ecisio"s



10-13


6iscussio"

Home shopping parties"such as Tupperware, #von,$ampered !hef, #mway, or %oto"are designed to

put pressure on friends and neighbors to buy

merchandise.

• Have you attended these parties& 'hy or why not&

• (o you believe putting social pressure is ethical&

'hy or why not&

• 'hy are these parties more common among

women&



10-14


;actors I"(lue"ci" Co"(or!it'

• Cultural pressures

• ;ear o( )e%ia"ce

• Co!!it!e"t

• Group characteristics

• u"a"i!it'

• si8e

• e4pertise

• Suscepti#ilit' to i"terperso"al i"(lue"ce



10-15


Opi"io" 5ea)ership

• Opi"io" lea)ers i"(lue"ceothers/ attitu)es a")

#eha%iors

•E4perts

• U"#iase) e%aluatio"

• Sociall' acti%e

• Si!ilar to the co"su!er

• A!o" the (irst to #u'




Opi"io" 5ea)ers

• Is there a e"erali8e) opi"io" lea)er *hosereco!!e")atio"s *e see (or all t'pes o(

purchases=

• E4perts !a' #e !o"o!orphic orpol'!orphic




;iure 101 Ol) a") Ne* Social Net*ors




he Maret Ma%e"

Maret !a%e"+ acti%el'i"%ol%e) i" tra"s!itti"

!aretplace i"(or!atio" o(

all t'pes

• >ust i"to shoppi" a")

a*are o( *hat/s happe"i"

i" the !aretplace

• O%erall "o*le)e o( ho*

a") *here to et pro)ucts




he Surroate Co"su!er

• Surroate co"su!er+ a !areti"i"ter!e)iar' hire) to pro%i)e i"put i"to

purchase )ecisio"s

• I"terior )ecorators, stoc#roers,

pro(essio"al shoppers, collee

co"sulta"ts

• Co"su!er reli"?uishes co"trol o%er

)ecisio"2!ai" (u"ctio"s

• Mareters shoul) "ot o%erloo i"(lue"ce o(

surroates@




Ho* 6o &e ;i") Opi"io" 5ea)ers=

• he sel(2)esi"ati" !etho)• Si!pl' as i")i%i)uals *hether the'

co"si)er the!sel%es to #e opi"io" lea)ers

• Eas' to appl' to lare roup o( pote"tialopi"io" lea)ers

• I"(latio" or u"a*are"ess o( o*"

i!porta"ce3i"(lue"ce

• e' i"(or!a"t !etho)

• e' i"(or!a"ts i)e"ti(' opi"io" lea)ers




Socio!etric Metho)s

• Socio!etric !etho)s+ trace co!!u"icatio"patter"s a!o" roup !e!#ers

• S'ste!atic !ap o( roup i"teractio"s

• Most precise !etho) o( i)e"ti('i" pro)uct2i"(or!atio" sources, #ut is %er')i((icult3e4pe"si%e to i!ple!e"t

• Net*or a"al'sis

• Re(erral #eha%ior3"et*or, tie stre"th• Bri)i" (u"ctio", stre"th o( *ea ties




&or)2o(2Mouth Co!!u"icatio"

&OM is pro)uct i"(or!atio" tra"s!itte) #'i")i%i)uals to i")i%i)uals

• More relia#le (or! o( !areti"

• Social pressure to co"(or!

• I"(lue"ces t*o2thir)s o( all sales

• &e rel' upo" &OM i" later staes o(

pro)uct a)optio"

• 7o*er(ul *he" *e are u"(a!iliar *ith

pro)uct cateor'




B88Ae"t




Neati%e &OM a") 7o*er o( Ru!ors

• &e *eih "eati%e &OM !ore hea%il' tha" *e )opositi%e co!!e"ts@

• Neati%e &OM is eas' to sprea), especiall' o"li"e

• 6eter!i"e) )etractors

• I"(or!atio"3ru!or )istortio"

• here are the!es to co!plai"t &e# sites

• I"$ustice

• I)e"tit'• Ae"c'




;iure 10

he ra"s!issio" o( Misi"(or!atio"




Cutti"2E)e &OM I"(lue"ces

Social Networking

Crowd Power

Guerilla Marketing

Viral Marketing




Virtual &orl)s+ he Ne4t 6iital ;ro"tier



10 2808/26/15Copyright © 2011 Pearson Education Inc pubishing as Prentice !a

Chapter Su!!ar'

• 7eople *ith social po*er i"(lue"ce our #eha%ior asco"su!ers

• &e are !oti%ate) to #u' thi"s that are co"siste"t

*ith those i" our re(ere"ce roups

• &OM co!!u"icatio" a#out pro)ucts, especiall'

(ro! opi"io" lea)ers, !a' #e !ore i"(lue"tial tha"

i"(or!atio" (ro! !areters

• &e# 0 accelerates the spee) o( )eli%er' a") the

po*er o( &OM co!!u"icatio"

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