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Group Influences

Group Influences. Chapter 9. Reference Groups. What is a reference group? Group influence Group types Primary Secondary Brand community Formal v. informal groups Aspiration v. dissociative Conformity Peer pressure. Social Power. Types of power Referent Legitimate Expert Reward

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Group Influences

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  1. Group Influences Chapter 9

  2. Reference Groups • What is a reference group? • Group influence • Group types • Primary • Secondary • Brand community • Formal v. informal groups • Aspiration v. dissociative • Conformity • Peer pressure

  3. Social Power • Types of power • Referent • Legitimate • Expert • Reward • Coercive

  4. Reference Group Influences • Types • Informational • Utilitarian • Value-expressive • Value & Reference groups • Utilitarian • Hedonic

  5. Influence on Product Selection Necessity Luxury Public Private

  6. Reference Group Influence • What makes people susceptible to group influence? • Attention to social comparison information • Separateness-connectedness • Connected self-schema • Social influence and embarrassment

  7. Word-of-mouth Marketing • Characteristics • Organic • Amplified • Cheaper and more influential • Positive & negative word-of-mouth • Consumer expertise • Online capabilities • Social networking

  8. Word-of-mouth Marketing • Buzz marketing • Guerilla marketing • Ford Focus • Viral marketing • Cloverfield • The Dark Knight • Stealth marketing • Tactics

  9. Word-of-mouth Marketing • Opinion leaders • Characteristics • Market mavens • Surrogate consumers • Rachel on Friends • Diffusion processes

  10. Household Decision-Making • Traditional Structure • Family • Nuclear • Extended • Emerging trends • Household life cycle • Boomerang kids • Sandwich generation

  11. Household Decision-Making • Purchasing roles • Influencer • Gatekeeper • User • Decision-maker • Purchaser • Sex roles • Power of children • Consumer socialization

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