networked consumer behavior: word-of- mouth, social media,...
TRANSCRIPT
Networked Consumer Behavior: Word-of-Mouth, Social Media, and Fashion
ref: Michael R. Solomon (2014), Consumer Behavior 11/e. Global edition. Pearson.
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Word-of-Mouth Communication
WOM is product information transmitted by individuals to individuals
■ More reliable form of marketing
■ Social pressure to conform
■ Influences two-thirds of all sales
■ We rely upon WOM in later stages of product adoption
■ Powerful when we are unfamiliar with product category
Transmission of Misinformation
Serial reproduction
• Assimilation: changing content to make it
consistent with one’s preexisting schemas
• Leveling: omitting details to simplify the
structure.
• Sharpening: exaggerating prominent details.
Comparison of Acceptance Cycles
• Classic:
extremely long acceptance cycle
• Fad: very short lived, nonutilitarian fashion
Innovation Theory
Diffusion of Innovations
“The part of the diffusion curve from about 10 percent to 20 percent adoption is the heart of the diffusion process. After that point, it is often impossible to stop the further diffusion of a new idea, even if one wished to do so.”
E.M. Rogers, Diffusion of Innovations
Critical Mass and Momentum
Innovation Theory
“Ideas and products and messages and behaviors spread just like viruses do.”
- Malcolm Gladwell, The tipping Point
The Surrogate Consumer
■ Surrogate consumer: a marketing intermediary hired to provide input into purchase decisions
■ e.g., wedding planner, realtor
Structure of Social Networks
Characteristics of Online Communities
■ Conversations – communication among members
■ Presence
■ Collective Interest – commonalities that create bonds among the members.
■ Democracy
■ Standards of Behavior
■ Levels of Participation – most users are lurkers
■ Crowd Power – wisdom of crowds
Social Shopping