Chapter 11 Social Influences of Consumer Behavior – Flashcards
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social influence
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information by and implicit or explicit pressures from individuals, groups, and the mass media that affects how a person behaves
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marketing source
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influence delivered from a market agent, for example, advertising, personal selling
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non-marketing source
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influence delivered from an entity outside a marketing organization for example, friends, family, the media
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word of mouth
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influence delivered verbally from one person to another person or group of people
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how do sources differ
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reach, capacity for two-way communication, credibility
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how do marketers use source differences
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non-marketing sources to enhance credibility (WOM), personal sources to enhance two-way communication (sales reps), mix of sources to enhance impact (imc mix)
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opinion leader
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an individual who acts as an information broker between the mass media and the opinions and behaviors of an individual or group (heavy users of mas media, tend to buy new products, self-confident)
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gatekeeper
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source that controls flow of information
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market maven
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a consumer on whom others rely for information about the marketplace in general
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aspirational reference group
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a group that we admire and desire to be like (younger sibling wanting to be like older sibling)
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associative reference
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a group to which we currently belong
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brand community
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a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use
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dissociative reference group
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a group we do not want to emulate (neo-nazi's)
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marketing implications of reference groups
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1) associate products with aspirational reference groups 2) accurately rep associative reference groups 3) help to develop brand communities 4) avoid using dissociative reference groups
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characteristics of reference groups
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degree of contact, formality, homophily, group attractiveness, density (all group members know each other), degree of identification
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primary reference group
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group with whom we have physical face-to-face interaction
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secondary reference group
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group with whom we do not have direct contact (internet chat group)
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tie strength
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the extent to which a close, intimate relationship connects to people
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embedded market
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market in which the social relationships among buyers and sellers change the way the market operates (eg girl scouts)
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consumer socialization
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the process by which we learn to become consumers
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norm
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collective decision about what constitutes appropriate behavior
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brand-choice congruence
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the purchase of the same brand as members of a group
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conformity
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the tendency to behave in an expected way
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compliance
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doing what the group or social influencer asks
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reactance
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doing the opposite of what the individual or group wants us to do
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social-relational theory
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consumer conduct their social interactions according to (1) the rights and responsibilities of their relationship with group members (2) a balance of reciprocal actions with group members (3) their relative status and authority (4) the value place on different objects and activities
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coercive power
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the extent to which the group has the capacity to deliver rewards and sanctions
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foot-in-the door technique
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a technique designed to induce compliance by getting an individual to agree first to a small favor, then to a larger one, and then to an even larger one
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door-in-the-face technique
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a technique designed to induce compliance by first asking an individual to comply with a very large and possibly outrageous request, followed by smaller and more reasonable request
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even-a-penny-will-help technique
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a technique designed to induce compliance by asking individuals to do a very small favor one that is so small that it almost does not qualify as a favor
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informational influence
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the extent to which sources influence consumers simply by providing information
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valence
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whether information about something is good (positive valence) or bad (negative valence)
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viral marketing
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rapid spread of brand/product information among a population of people stimulated by brands
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handling rumors/scandals
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do nothing, do something locally, do something discreetly, do something big
