Please enable JavaScript.
Coggle requires JavaScript to display documents.
Group Influence on Decision-Making (Reference Group (Types of Reference…
Group Influence on Decision-Making
Reference Group
Types of Reference Groups
Membership vs Symbolic
Direct vd Indirect
Aspirational vs Dissociative
Formal vs Informal
Normative vs Comparative
Consumption-related Reference Group
Friendship Groups
Shopping Groups
Virtual Communities
Power of Reference Groups
Referent
Information
Expert
Legitimate
Reward
Coercive
Benefits Perceived
Conformity
Group Power and Expertise
Relevant Information and Experience
Influence of Group
Informational
Utilitarian
Value-Expressive
Appeal
Celebrity
Testimonial
Endoresement
Actor
Spokesperson
Expert
Common-Man
Executive and Employee Spokesperson
Trade or Spokes-Characters
Word-of-Mouth
Reliable
Social Pressure to Conform
Powerful for unfamiliar product category
Factors of WOM
Individual Factors
Attitudinal Factors
Product Involvement
Situational Factors
Opinion Leadership
Effectiveness of Opinion Leadership
Credibility
Positive and Negative Product Information
Information and Advice
Need of Opinion Leaders
Self-Involvement
Social Involvement
Product Involvement
Message Involvement
Need of Opinion Receivers
New Information
Reduction of Perceived Risk/ Search Time
Approval of the Opinion Leader
Measuring Opinion Leadership
Self-designating Method
Key Informant Method
Objective Method
Sociometric Method
Viral Marketing
Surrogate Consumer
Market Maven
Consumer Socialization