Consumer

Behavior

Social Inflence

Types of Groups

By Degree of InfluencePrimary GroupsSecondary Groups

By Degree of FormalityFormal GroupsInformal Groups

By Degree of ContactMembership GroupsAspirational Groups*Symbolic Groups

*Not discussed in text.

Consumer-Relevant Groups

Family Groups Friendship Groups Social Groups Shopping Groups Consumer-Action

Groups Work Groups

Nature of Group Norms

Group norms are standards or rules of conduct for the group members.

They depend on reward or punishment.

They depend on propensity to conform.

Nature of Group Norms

Some norms are universal—the same ones apply to all members of the group.

They distinguish in-group from out-group.

They engender group cohesion.

Nature of Group Norms

Some norms are positional, applicable to individual roles within the group.

They are based on specialization.

They provide a status hierarchy.

Rules of the Group Power Game

The more the group values a member, the less power the group has over that member.

The more a member values the group, the more power the group has over that member.

Low HighValue of Member to Group

Valu

e of

Gro

up to

Mem

ber

Hig

hLo

w

Low Pressure

Low Conformity

Low Influence

Low Pressure

High Conformity

Medium Influence

High Pressure

Low Conformity

Medium Influence

High Pressure

High Conformity

High Influence

The Group Value/Power Matrix

Clown Intellectual Organizer Charmer Klutz

Leader Lieutenant Antagonist Chaplain Gladiator

Common Roles Within Groups

Group Norms and Consumer Behavior

Required Behavior Things the member must do,

buy, own, or use.

Acceptable Behavior Things the member may do,

buy, own, or use.

Prohibited Behavior Things the member must not

do, buy, own, or use.

Social Roles

Expectations of the ways in which people are to behave in specific situations.

These expectations are created by the society in which one lives.

Social roles define the ways people are "supposed to act".

Three Functions of Roles

Personal Provide Guidelines for Individual Behavior in

Social Relationships.

Interpersonal Make the Actions of Others Predictable.

Social Mask individual identity and lubricate social

and professional interactions.

Role-Related Consumer Goods

Goods Required for Role Performance

Goods to Improve Role Performance

Goods to Facilitate Role Acquisition

Goods to Symbolize a Role Relationship

Role Adoption Process

Anticipation Based on an idealized image of the role.

Acquisition Based on an essential requirements of the role.

Actualization Based on an pragmatic requirements of the role.

Accommodation Based on individual identity and personal

preference.

Role Transition Points

Mid-Career Change Divorce Late Job Entry Last Child Gone Retirement Death of Spouse Disability

Emancipation Majority Graduation First Job Marriage First Child Job Separation

Three Types of Reference Groups

Membership or Contractual Person belongs and interacts with others,

so influence is mutual.Disclaimant: Group has negative influence.

Aspirational Person wants or intends to join, so

influence is unilateral.Avoidance: Group has negative influence.

Symbolic Person neither belongs or intends to join,

but norms still exert influence.Repugnance: Group has negative influence.

Three Functions of Reference Groups

Informative Provides descriptive

information.

Comparative Provides standards or

benchmarks.

Normative Provides norms or rules

of behavior.

Bases of Group Influence

Power Group may require certain behavior.

Expertise May advise based on special knowledge.

Similarity May be representative, reflecting tastes.

Attraction May be emulated out of admiration.

Celebrity Reference

Endorsements

Testimonials

Placements

Dramatizations

Representatives

Identification

“Common” Reference

Advertisers use “slice of life”

messages, matching the

characteristics of their models to

those of the target market as

closely as possible, so the

audience will identify with them

and do as they do.