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Social Influence. Reference Group. A set of people Whom individuals compare themselves to Guiding attitudes, knowledge and /or behavior. Types of Reference Groups. Associative Aspirational Dissociative Marketers Identify and appropriately represent target consumers
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Reference Group • A set of people • Whom individuals compare themselves to • Guiding attitudes, knowledge and /or behavior
Types of Reference Groups • Associative • Aspirational • Dissociative • Marketers • Identify and appropriately represent target consumers • Associate product with aspirational group
Aspects of Reference Groups • Degree of contact • Primary • Secondary • Formality • Structure • Ad hoc
Aspects of Reference Groups 2 • Homophily • Similarity • Density • Know each other • Individual characteristics • Degree of identification • Tie-strength
Aspects of Reference GroupsMarketing Implications • Type of group to target • How to target a group • Target grop or individual • Weak ties • Serve as bridge between 2 groups
Consumer Socialization • Direct teaching • Observation • Reward / Punishment • Reference groups change over time
Sources of Influence • Marketer / Mass Media • Marketer / Personal • Nonmarketer / Mass media • Nonmarketer / Personal
Characteristics of Influence Sources • Reach • 2 way flow of communication • Credibility • WOM
Opinion Leaders • Info broker between mass media and a group • In one specific domain • Characteristics • A lot of product knowledge • Heavy users of media • Buy new products • Credible no vested interest
Normative Influences • Social pressure to encourage compliance with others’ expectations • Norms • Collective decisions about what should be • Rewards and punishments
Normative Influence Process • Conformity • Tendency to behave as group wishes • Varies by culture, or so we think • Brand choice congruence • Likelihood consumers will buy what others in their group buy
Normative Influence Process 2 • Compliance • Agreement • Reactance • Boomerang effect
Product Characteristics and Normative Influence • Reference groups influence • Whether we buy a product • What brand we buy • Public / private product? • Necessity / luxury
Consumer and Normative Influence • Susceptibility • Some consumers are more influenced by social pressure • Attention to social comparison info • Pay attention to what others are doing • Strength of ties
The Group and Normative Influence • Coercive power • Cohesiveness / similarity • Group members are experts
Marketing Strategy and Normative Influence • Foot-in-the-door technique • From small to large • Door-in-the-face technique • From large to small • Even-a-penny will help • charity • Norm of reciprocity • A dollar as a thanks
Symbolic Consumption • Emblems • Role Acquisition • Connectedness • Expressiveness
Special Possessions • Mementos • Achievement • Collections • Ceremonial symbolic function
Discussion Questions • Ned enjoyed being with his body piercing friends and he did so himself. Ping hated these people and hated body piercing. Explain the reference group relations in this example. • Can some reference groups have a greater impact than others? Why or why not? • How do marketers make use of norms to sell. • Do all possessions have a utilitarian use? Explain.