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Lecture 8 (Reference groups) (Reference group influence (Publicly consumed…
Lecture 8 (Reference groups)
Opinion formers
is someone knowledgeable in their field derived from job, status, qualifications or first-hand experience. (entrepreneurs, politicians, consultancies)
Reference groups
(an individual or group which significantly influence a consumers behavior), are significant because consumers want to be like them, emulate them, listen to them and buy what they buy
3 distinct uses , (1) Groups which the individual compares themselves, their attitudes to an informal group or person, (2) Groups which the individual aspires to belong, (3) groups who's social perspectives are assumed by an individual and used as a frame of reference for own actions
Types of reference group influence
Informational influence
, if a consumer is considering buying a product and seeks advice from family, friends perceived experts
Utilitarian influence,
an individual may purchase a brand because they want to comply with the expectations of others, family members, friends,
Value expressive influence
, consumer buys a brand which they think will enhance their image among others in the group
Reference group influence
Publicly consumed necessity (
clothing, cars, watches),
weak reference group influence
on whether or not the product is owned,
but strong
on the specific brand purchased
Privately consumed luxury
(TV games, toaster, bread maker),
Strong reference
group influence on product (everyone has it),
weak influence
on specific brand (brand consumption is hidden from public)
Publicly consumed luxury
(golf clubs, skis), s
trong reference group influence,
both product and brand are visable to others
Privately consumed necessity
, (mattresses, duvet)
weak influence
on both product and brand (neither product or brand is visible to public
Why are they influential?
Information power,
when a consumer perceives someone as possessing knowledge about the issue (motoring journalists, tech experts, trust their opinions)
Referent power
, consumer admires a person or identifies themselves with a particular group/person, celebrity endorsements in advertising
Coercive power
, encourages conformity by explicitly or implicitly threatening some form of intimidation, personal selling to elderly
Impression management
is a conscious or subconscious process in which people attempt to influence the perceptions of other people about a person, object or event. They do so by regulating and controlling information in social interaction.
Example, a manager might attempt to regulate and control information in their interactions with staff or the general public to give them the most favorable impression about their company and its objectives.
Opinion leaders
, a person who is from a personal influence channel who has given you information about something and is not considered an expert. This is regarded as more persuasive than information received through mass media