Download - Schiffman Cb09 Ppt 15

Transcript
Page 1: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall

Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Chapter 15

Consumer Influence and the Diffusion of Innovations

Page 2: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 2

Chapter Outline

• What Is Opinion Leadership?• Dynamics of the Opinion Leadership Process• The Motivation Behind Opinion Leadership• Measurement of Opinion Leadership• The Interpersonal Flow of Communication• Diffusion of Innovations• The Adoption Process

Page 3: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 3

Opinion Leadership

The process by which one person (the opinion leader)

informally influences the consumption

actions or attitudes of others who may be opinion seekers or opinion recipients.

Page 4: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 4

What Is Opinion Leadership?

Opinion Leader

Opinion Receiver

Opinion Seeker

Page 5: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 5

Word of Mouth in ActionFigure 15-1

Page 6: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 6

Discussion Question

• Who are the most influential opinion leaders to college-aged people?

• Why are they influential?

Page 7: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 7

Dynamics of the Opinion Leadership Process

• Credibility

• Positive and Negative Product Information

• Information and Advice

• Opinion Leadership Is Category-Specific

• Opinion Leadership Is a Two-way Street

Page 8: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 8

Many not-for-profit

organizations that hope to

change behavior, count on opinion leaders.

Page 9: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 9

Motivations Behind Opinion Leadership

• The Needs of Opinion Leaders

• The Needs of Opinion Receivers

• Purchase Pals• Surrogate Buyers

versus Opinion Leaders

• Self-involvement• Social involvement• Product involvement• Message involvement

Issues

Page 10: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 10

Motivations Behind Opinion Leadership

• The Needs of Opinion Leaders

• The Needs of Opinion Receivers

• Purchase Pals• Surrogate Buyers

versus Opinion Leaders

• New product or new usage information

• Reduction of perceived risk

• Reduction of search time• Receiving the approval of

the opinion leader

Issues

Page 11: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 11

Motivations Behind Opinion Leadership

• The Needs of Opinion Leaders

• The Needs of Opinion Receivers

• Purchase Pals• Surrogate Buyers

versus Opinion Leaders

• Actually accompany consumers on shopping trips

• Used 25 percent of the time for purchases of electronic equipment

Issues

Page 12: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 12

Motivations Behind Opinion Leadership

• The Needs of Opinion Leaders

• The Needs of Opinion Receivers

• Purchase Pals• Surrogate Buyers

versus Opinion Leaders

• Surrogate buyers may replace opinion leaders

• An example is a wardrobe consultant who helps in the purchase of business clothes

Issues

Page 13: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 13

Table 15.3 Key Differences Between Opinion Leaders and Surrogate Buyers

Part I: Opinion Leaders

OPINION LEADER 1. Informal relationship with end users 2. Information exchange occurs in the context of a casual interaction 3. Homophilous (to a certain extent) to end users 4. Does not get paid for advice 5. Usually socially more active than end users 6. Accountability limited regarding the outcome of advice 7. As accountability limited, rigor in search and screening of alternatives

low 8. Likely to have used the product personally 9. More than one can be consulted before making a final decision10. Same person can be an opinion leader for a variety of related product

categories

Page 14: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 14

Table 15.3 Key Differences Between Opinion Leaders and Surrogate Buyers

Part II: Surrogate Buyers

SURROGATE BUYER 1. Formal relationship; occupation-related status 2. Information exchange in the form of formal instructions/advice 3. Heterophilus to end users (that is, is the source of power) 4. Usually hired, therefore gets paid 5. Not necessarily socially more active than end-users 6. High level of accountability 7. Search and screening of alternatives more rigorous 8. May not have used the product for personal consumption 9. Second opinion taken on rare occasions10. Usually specializes for a specific product/service category

Page 15: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 15

Online Retailers Compete with “Specialty Shoppers” Who Give Advice

weblink

Page 16: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 16

Measurement of Opinion Leadership

• Self-Designating Method

• Sociometric Method

• Key Informant Method

• Objective Method

Page 17: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 17

Discussion Question

• Who do you know, personally, that you would consider an opinion leader?

• What is it about that person that makes them an opinion leader? What personality traits might they have which prompt their status?

Page 18: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 18

Table 15.4 Measuring Opinion Leadership

SELF-DESIGNATING METHOD

“Do you influence other people in their selection of products?”

Each respondent is asked a series of questions to determine the degree to which he or she perceives himself or herself to be an opinion leader.

OPINION LEADERSHIP OPINION LEADERSHIP MEASUREMENT MEASUREMENT METHODMETHOD

SAMPLE SAMPLE QUESTIONS ASKEDQUESTIONS ASKED

DESCRIPTION OF METHODDESCRIPTION OF METHOD

SOCIOMETRIC METHOD

Members of a social system are asked to identify to whom they give advice and to whom they go for advice.

“Whom do you ask?”“Who asks you for info about that product category?”

Page 19: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 19

Table 15.4 continued

OPINION OPINION LEADERSHIP LEADERSHIP MEASUREMENT MEASUREMENT METHODMETHOD

SAMPLE SAMPLE QUESTIONS QUESTIONS

ASKEDASKEDDESCRIPTION OF METHODDESCRIPTION OF METHOD

KEY INFORMANT METHOD

“Who are the most influential people in the group?”

Carefully selected key informants in a social system are asked to designate opinion leaders.

Artificially places individuals in a position to act as opinion leaders and measures results of their efforts.

“Have you tried the product?”

OBJECTIVE METHOD

Page 20: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 20

Table 15.6 Profile of Opinion Leaders

GENERALIZED ATTRIBUTES ACROSS PRODUCT CATEGORIES

CATEGORY-SPECIFIC ATTRIBUTES

InnovativenessWillingness to talkSelf-confidenceGregariousnessCognitive differentiation

InterestKnowledgeSpecial-interest media exposureSame ageSame social statusSocial exposure outside group

Page 21: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 21

Market Maven

Individuals whose influence stems from a general knowledge or market expertise that

leads to an early awareness of new

products and services.

Page 22: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 22

The Interpersonal Flow of Communication

• Two-Step Flow– A communication model that portrays

opinion leaders as direct receivers of information from mass media sources who, in turn, interpret and transmit this information

• Multistep Flow– A revision of the traditional two-step theory

that shows multiple communication flows

Page 23: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 23

Two-Step Flow of Communication Theory

Figure 15.3

Page 24: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 24

Multistep Flow of Communication Theory

Figure 15.4

Page 25: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 25

Issues in Opinion Leadership and Marketing Strategy

• Advertisements Stimulating Opinion Leadership

• Word of Mouth May Be Uncontrollable

eGo Bikes Video

Page 26: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 26

Marketers Seek to Take Control of the Opinion Leadership Process• Creating products with built-in buzz

potential

• Strategy designed to stimulate buzz

• Viral marketing

• Weblogs

Page 27: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 27

At Blogwise You Can Find a Blog on Almost Any Topic

weblink

Page 28: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 28

Proctor & Gamble Uses Tremor to Influence Buzz Marketing

weblink

Page 29: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 29

Diffusion Process

The process by which the acceptance of an

innovation is spread by communication to members of social

system over a period of time.

Page 30: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 30

Adoption Process

The stages through which an individual consumer passes in

arriving at a decision to try (or not to try), to continue using (or

discontinue using) a new product.

Page 31: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 31

Elements of the Diffusion Process

• The Innovation

• The Channels of Communication

• The Social System

• Time

Page 32: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 32

Defining Innovations

• Firm-oriented definitions– Product is “new” to the company

• Product-oriented definitions– Continuous– Dynamically continuous– Discontinuous

• Market-oriented definitions– Based on consumer exposure

• Consumer-oriented definitions– Consumer judges it as “new”

Page 33: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 33

What type of product innovation

is this product?

Page 34: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 34

Telephone InnovationsFigure 15.7

Page 35: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 35

Product Characteristics That Influence Diffusion

• Relative Advantage

• Compatibility

• Complexity

• Trialability

• Observability

Page 36: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 36

Time and Diffusion

• Purchase Time

• Adopter Categories

• Rate of Adoption

Page 37: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 37

Adopter Categories

A sequence of categories that

describes how early (or late) a consumer

adopts a new product in relation to other

adopters.

Page 38: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 38

Adopter CategoriesFigure 15.8

Page 39: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 39

This ad is designed to

appeal to innovators.

Page 40: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 40

Discussion Question

• Which adaptor category are you?

• Does it differ with different product categories?

• How about your parents, what category are they?

• Is age a factor in innovation behavior?

Page 41: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 41

Table 15.14 Stages in Adoption Process

NAME OF STAGE

WHAT HAPPENS DURING THIS

STAGEEXAMPLE

AwarenessConsumer is first exposed to the product innovation.

Eric sees an ad for a 23-inch thin LCD HDTV in a magazine he is reading.

Interest

Consumer is interested in the product and searches for additional information.

Eric reads about the HDTV set on the manufacturer’s Web site and then goes to an electronics store near his apartment and has a sales person show him the unit.

Evaluation

Consumer decides whether or not to believe that this product or service will satisfy the need--a kind of “mental trial.”

After talking to a knowledgeable friend, Eric decides that his TV will fit nicely on top of the chest in his bedroom. He also calls his cable company and finds out that he can exchange his “standard” cable box at no cost for an HDTV cable box.

Page 42: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 42

Table 15.14 Stages in Adoption Process

Trial

Consumer uses the product on a limited basis

Since the HDTV set cannot be “tried” like a small tube of toothpaste, Eric buys the TV at this local electronics store on his way home from work. The store offers a 14-day full refund policy.

Adoption (Rejection)

If trial is favorable, consumer decides to use the product on a full, rather than a limited basis--if unfavorable, the consumer decides to reject it.

Eric loves his new HDTV set and expects many year of service from it.

NAME OF STAGE

WHAT HAPPENS DURING THIS

STAGEEXAMPLE

Page 43: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 43

An Enhanced Adoption Process ModelFigure 15.10

Page 44: Schiffman Cb09 Ppt 15

Copyright 2007 by Prentice Hall 15 - 44

Issues in Profiling Consumer Innovators

• Defining the Consumer Innovator• Interest in the Product Category• The Innovator Is an Opinion Leader• Personality Traits• Media Habits• Social Characteristics• Demographic Characteristics• Are There Generalized Consumer Innovators?