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Topic 9: Social Influences (Reference groups (Aspirational, associative,…
Topic 9: Social Influences
Sources of social influences
General sources
marketing sources
non-marketing sources
Special sources
opinion leader
gate keeper
market maven
Reference groups
Aspirational
associative
dissociative
Characteristics
normative influences
Brand-choice congruence
Conformity
Compliance vs Reactance
Social-relational theory
informational influences
Product characteristics
consumer and influencer characteristics
group characteristics