Transcript BABIN / HARRIS CONSUMER BEHAVIOR

BABIN / HARRIS
CB
PART 3
CHAPTER 10
Group and Interpersonal
Influence
©2012 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
1. Understand the different types of reference groups that
influence consumers and how reference groups influence
value perceptions.
2. Describe the various types of social power that reference
groups exert on members.
3. Comprehend the difference between informational,
utilitarian, and value-expressive reference group
influence.
4. Understand the importance of word-of-mouth
communications in consumer behavior.
5. Comprehend the role of household influence in consumer
behavior.
10-2
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Group Influence
•
Reference group—a group of individuals who has
significant relevance for a consumer and who impacts
the consumer’s evaluations, aspirations, and behavior.
•
Group influence—refers to the ways in which group
members influence the attitudes, opinions, and
behaviors of others within the group.
Group members:
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LO1
Share common goals and interests.
Communicate with, and influence, one another.
Share a set of expectations, rules, and roles.
View themselves as members of a common social unit.
10-3
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Primary/Secondary Groups
• Primary group—includes members who have
frequent, direct contact with one another.
•
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Most influence
Strong social ties
• Secondary group—less frequent interaction
than in a primary group.
•
LO1
Brand community—groups of consumers who
develop relationships based on shared interests
or product usage.
10-4
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Formal/Informal Groups
• Formal group—one in which a consumer
formally becomes a member.
• Set of stated rules
• Accepted values
• Codes of conduct
• Informal group—one that has no
membership or application requirements
and codes of conduct may be non-existent.
LO1
10-5
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Aspirational/Dissociative Groups
• Aspirational group—one in which a
consumer desires to become a member.
• Often appeals to the consumer’s ideal self.
• Dissociative group—one to which a
consumer does not want to belong.
LO1
10-6
©2012 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
• Conformity—a result of group influence in
which an individual yields to the attitudes
and behaviors of others.
• Peer pressure—the extent to which group
members feel pressure to behave in
accordance with group expectations.
LO1
10-7
©2012 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 Power
•
The ability of an individual or a group to alter the
actions of others.
•
Types:
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For power to originate, members must:
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LO2
Referent power
Legitimate power
Expert power
Reward power
Coercive power
Be aware that the power base exists.
Desire to maintain or establish membership into the
group.
10-8
©2012 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
• Generally falls into one of three categories:
• Informational influence
• Utilitarian influence
• Value-expressive influence
LO3
10-9
©2012 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 Reference Groups
• Utilitarian value—group membership
becomes a means to a valued end state.
• Hedonic value—value is an end in and of
itself.
• Information obtained directly impacts
consumer expectations, which then effect
value perceptions and satisfaction.
LO3
10-10
©2012 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 on
Product Selection
• The influence of reference groups on
product selection is affected by:
• Situation in which the product is consumed.
• Extent to which the product is considered a
necessity or a luxury.
• Whether selecting a type of product or a
particular brand.
LO3
10-11
©2012 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 Group Influence
• Social media
• Social networks
• Social networking websites
Individual Differences in
Susceptibility to Group Influence
• Susceptibility to interpersonal influence
• Attention to social comparison information
(ATSCI)
• Separateness-Connectedness
• Embarrassment
LO3
10-12
©2012 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.
• Types:
• Organic—occurs naturally.
• Amplified—occurs when marketers attempt
to launch or accelerate WOM in existing
customer circles.
LO4
10-13
©2012 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 Marketing
• Includes marketing efforts that focus on
generating excitement (“buzz”) that is spread
from consumer to consumer.
• A form of guerrilla marketing—the marketing
of a product using unconventional means.
• Viral marketing—uses online technologies to
facilitate WOM by having consumers spread
marketing messages through their online
conversations.
LO4
10-14
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Stealth Marketing
• A guerilla marketing tactic that is similar to
buzz marketing, but consumers are
completely unaware that they are being
marketed to.
• Often considered unethical, along with
practices called “shilling” and “infiltrating.”
LO4
10-15
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Opinion Leaders
• Opinion leader—has great influence on the
behavior of others relating to product
adoption and purchase.
•
Influence is category specific.
•
Influence is not category specific.
• Market maven—spreads information about
all types of products and services that are
available in the marketplace.
• Surrogate consumer—hired by another to
provide input into a purchase decision.
LO4
10-16
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Diffusion Process
• The way in which new products are
adopted and spread throughout a
marketplace.
• Adopter categories:
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LO4
Innovators
Early adopters
Early majority
Late majority
Laggards
10-17
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Household Decision Making
• The process by which decisions are made in
household units.
• Family household—at least two people related by
blood or marriage occupying a housing unit.
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Nuclear family—mother and father and a set of
siblings.
Extended family—three or more generations of
family members.
• Emerging trends in family structure:
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LO5
“Nontraditional” household arrangements
Blended families
Single parent households
10-18
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Household Life Cycle (HLC)
• Represents a segmentation technique that
acknowledges that changes in family
composition and income alters household
demand for products and services.
• Two evolving issues:
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•
LO5
Boomerang kids—college graduates moving back
home.
Sandwich generation—consumers taking care of
both their own children and their aging parents.
10-19
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Household Purchase Roles
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Influencer
Gatekeeper
User
Decision maker
Purchaser
A family’s sex role orientation (SRO)
influences the ways in which household
decisions are reached.
• Children influence household purchases.
LO5
10-20
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.