chapter 8 group and interpersonal influence

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Chapter 8Group and Interpersonal Influence


Learning Outcomes

• Understand the different types of reference groups that influence consumers and how reference groups influence value perceptions

• Describe the various types of social power that reference groups exert on members

• Comprehend the difference between informational, utilitarian, and value-expressive reference group influence


Learning Outcomes

• Understand the importance of word-of-mouth in influencing consumer behavior

• Comprehend the role of household influence in consumer behavior


Reference Group and Group Influence

Reference Group– Have significant

relevance for a consumer – An impact on the

consumer’s evaluations, aspirations, and behavior

– Consumers become members of many groups that either meet physically, or meet in cyberspace

Group Influence– Ways in which group

members influence attitudes, opinions, and behaviors of others within the group


Types of GroupsPrimary: Members who have frequent, direct contact with one another

Secondary: Interaction within the group is much less frequent than in a primary group

Formal: Consumer formally becomes a member

Informal: Nonexistent membership or application requirements, and codes of conduct

Aspirational: Consumer desires to become a member

Dissociative: Consumer does not want to belong


Conformity and Peer Pressure

• Conformity occurs when an individual yields to the attitudes and behaviors of other consumers

• Peer pressure is the pressure an individual feels to behave in accordance with group expectations– Consumers sometimes succumb to group

pressures that encourage counter produc tive behaviors


Reference Group Influence

• Informational influence: Ways in which consumers use the behaviors and attitudes of reference groups as information

• Utilitarian influence: When consumers conform to group expectations to receive a reward or avoid punishment

• Value-expressive influence: Ways in which consumers internalize a group’s values


Social Media and Consumer Behavior

• Social media: Media through which communication occurs

• Social networks: Networks of consumers that are formed based on common interest, associations, or goals

• Social networking websites: Facilitate online social networking

• Social networking helps to fulfill the need to belong• Both utilitarian and hedonic value can be derived from

social media


Social Buying and Couponing

• Social buying – Consumer buying

behavior that takes place on social networking sites

• Social couponing– Type of buying where

consumers receive a coupon, or deal, by joining a special social networking website


Individual Difference in Susceptibility to Group Influence

Susceptibility to interpersonal influences

Attention to social comparison information

Separateness – connectedness

Social presence and embarrassment


Word-of-Mouth (WOM)

• Information about products, services, and experiences that is transmitted from consumer to consumer– Organic– Amplified

• Consumers spread WOM when a product is particularly relevant to their own self-concept

• Negative WOM creates more damage than positive WOM


Value and Word-of-Mouth

• WOM is affected in large part by the perceived value that consumers receive from products and services

• Marketers may encourage digital WOM in order to help build brand communities. They also attempt to monitor and respond to negative digital WOM

• Consumer researchers gather information on WOM statistics through certain social networks, blogs, and video views


Buzz and Stealth Marketing

• Includes marketing efforts that fo cus on generating excite ment (or buzz) that is spread among market segments

• Guerrilla marketing: Marketing of a product using unconventional means

• Viral marketing: Uses online technologies to facilitate WOM

• Stealth marketing: Consumers are completely unaware that they are being marketed to – Shilling– Infiltrating


Consumer Influencers

Opinion Leaders: Consumers who have great influence on the behavior of others

Market Maven: Consumer who spreads information about all types of products and services

Surrogate Consumer: Consumer who is hired by another to provide input into a purchase decision


Traditional Family Structure and Emerging Trends

• Family household: At least two people who are related by blood or marriage– Nuclear family – Extended family

• Emerging trends include:– “Nontraditional” household arrangements– Blended families– Single parent households

• Boomerang kids • Sandwich generation


Household Purchase Roles

• Influencer - Provides information about a potential purchase to others

• Gatekeeper - Controls information flow into the household

• User - Actual user of the product • Decision maker - Makes the final decision

regarding product purchase • Purchaser - Actually buys the product


Gender Roles and Household Decision Making

• Sex role orientation (SRO): A family’s set of beliefs that influences the way household decisions are made

• Kid Power – Children in the ages of 8 and 12 greatly influence many household purchases

• Consumer socialization: Process in which young consumers develop attitudes and learn skills that help them function in the marketplace

chapter 8 group and interpersonal influence

Documents

cengage learning

accessible website

learning outcomesunderstand

attitudes of reference

group members

group pressures

group expectationsconsumers

interpersonal influence