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Chapter 8: Social Infleunces (reference groups point of comparison to…
Chapter 8: Social Infleunces
important for acceptance of innovative new products/services.
mass media
TV
Radio (Broadcast)
Print media
Internet/e-mail
cinema or outdoor
direct
communication
direct mail using ICT
subscription services
door-to-door visits
family,friends,social class,subculture,own culture, other cultures. (in order of importance)
Communication-
transmission of message from sender to receiver via a medium(channel), in hopes of feedback using appropriate words, images and symbols.
Credibility (honesty & objectivity)
Perceived intentions
opinion leaders have more
credibility as they have little to gain
Spokesperson
endorsers persuasion affected
by likeability and awareness of brand/product category
ensure synergy between endorser and type of product/service
similar demographics to target audience
not a substitute for corporate credibility (measured by attitude towards brand)
Celebrity credibility
expertise (how much he knows)
trustworthiness(how honest he is)
more he endorses = less credibility (economic motivation)
neutral/non-profit rating services good for credibility
Vendor credibility
intention of profit-making
judged by expertise,knowledge and reputation
Medium credibility
where the ad is shown
Types of groups
Two or more people
interacting for
individual or mutual goal.
Membership(school team) vs
symbolic (intention to be in national team)
Primary(more important) vs secondary
Formal vs informal
reference groups
point of comparison to form general or specific values,attitudes or guide of behaviour.
normative(general/broadly defined)
comparative (benchmarks for specific)
direct (family, friends) / contactual (+ve infleunce)
indirect (movie stars,sports people,politicians)
aspirational ( indirect and +ve infleunce)
disclaimant (direct contact -ve infleunce)
avoidance (no membership -ve infleunce)
factors
affecting
influence
information & experience
more = less likely to influence
credibility, attractiveness & power of reference group
power groups not likely to cause attitude change
conspicuousness of product
watch,car,clothing,mobile phone
individuals more likely to care about what others think
conformity (for market leaders)
1)inform about the product/brand
2) provide opportunity to compare thinking with group's
3) influence him to adopt the norms of the group
4) legitimise the decision to use the same products
buzz agents - people who agree to use products in their life, without any direct payment for promotion.
selected groups
friendship, shopping, work, virtual community, brand community, consumer action group
opinion leaders- think of someone who knows alot about a certain product category and go to that person for advice.