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normative influences and informational influences (Normative: Social…
normative influences and informational influences
Normative: Social pressure designed to encourage conformity to expectations of others
norm: collective decision about what constitutes appropriate behaviour
morals can also have influence
Conformity: tendency to behave in an expected way
Compliance: doing what group/social influencer asks
Reactance: doin opposite to what individual group wants to do
Social relational theory: consumers conduct social interactions in relation to group members according to:
Relative stakes + authority
value places on inference objects and activities
balance of reciprocal actions
Rights and responsibilities
Affects on normative influence strength
product characteristics
Whether we buy a product within given category
What brands
Whether its consumed in private or public can influence degree of reference group
Consumer characteristics: personalities influence norms
attention to social comparisons info: normative influence (personality straight that increases normative influence )
susceptibility to interpersonal influence
Group characteristics: coercive power-extent to which group has capacity to deliver rewards and sanctions
Descriptive dimensions of info
Valence: whether info about something is +ve or -ve
People tend to give more weight to info with -ve valence
Modality: verbal vs non-verbal (observational)
Pervasive vs persuasive influence of WOM
Online wom: quick and easy access where +ve reviews ideal
Influenced by observation eg what did others buy
Social media wom: public messages + private
marketers can provide consumers with opportunities to comment ve SM during product acquisition/ consumption
When choice is easy, advise from others less likely taken and vice versa because they need info
Informational influence: the extent to which sources influence consumers simply by providing info
easily access info from friends --> less time in info search when dm
factors affecting informational influences
product characteristics: complex products more risk --> need more informational influence
Consumer and influencer characteristics: expert increases influence esp. if consumer lacks expertise/ambiguous experiences
affected by tie-strength
Group characteristics: cohesiveness increases opportunity and motivation to share info