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Chapter 11 : Group Influences and Social Media - Coggle Diagram

- - - - The study found that smokers tend to quit in sets: When one person quits, this creates a ripple effect that motivates others in his social network to give up the death sticks also
      - Research on smoking cessation programs powerfully illustrates the impact of reference groups.
      - A spouse who quit had a bigger impact than did a friend, whereas friends had more influence than siblings
      - A reference group is an actual or imaginary individual or group that significantly influences an individual’s evaluations, aspirations, or behavior
      - Coworkers had an influence only in small firms where everyone knew one another.
      - Reference group influences don’t work the same way for all types of products and consumption activities.
      - The referent may be a cultural figure that has an impact on many people (e.g., the Pope) or a person or group whose influence operates only in the consumer’s immediate environment (e.g., the “popular” kids in high school)
      - A membership reference group consists of people we actually know. In contrast although we don’t know those in an aspirational reference group, we admire them anyway.
      - One study of business students who aspired to the “executive” role found a strong relationship between products they associated with their ideal selves (see Chapter 6) and those they assumed that real executives own
      - Reference groups impact our buying decisions both positively and negatively
      - Sometimes, however, we also deliberately do the opposite if we want to distance ourselves from avoidance groups
      - That’s why advertisements occasionally show an undesirable person who uses a competitor’s product.
    - - Conformity is a change in beliefs or actions as a reaction to real or imagined group pressure
      - For a society to function, its members develop norms or informal rules that govern behavior
      - Without these rules, we would have chaos. Imagine the confusion if a simple norm such as “always stop for a red traffic light” did not exist.
      - One study suggests that we try to have it both ways: We line up with a group on one dimension such as choosing a popular brand, but we differentiate ourselves on another by choosing a unique attribute such as color.
      - Red Sneakers Effect
        
        describe a brave person who sports a pair of red kicks in a professional setting
      - These are some common culprits:
        
        Fear of deviance
        
        The individual may have reason to believe that the group will apply sanctions to punish nonconforming behaviors
        
        It’s not unusual to observe adolescents who shun a peer who is “different” or a corporation or university that passes over a person for promotion because he or she is not a “team player.”
        
        Commitment
        
        The more people are dedicated to a group and value their membership in it, the greater their motivation to conform to the group’s wishes.
        
        According to the Principle of Least Interest the person who is least committed to staying in a relationship has the most power because that party doesn’t care as much if the other person rejects him.. Remember that on your next date.
        
        Cultural pressures
        
        In a study, groups of passengers who arrived at an airport were asked to complete a survey: They were offered a handful of pens to use, for example four orange and one green.
        
        People of European descent more often chose the one pen that stood out, and Asians chose the color that was like the majority of the others.
        
        Different cultures encourage conformity to a greater or lesser degree
        
        Group unanimity, size, and expertise
        
        As groups gain in power, compliance increases
        
        It is often harder to resist the demands of a large number of people than only a few, especially when a “mob mentality” rules
        
        Susceptibility to interpersonal influence
        
        This trait refers to an individual’s need to have others think highly of him or her
        
        Consumers who don’t possess this trait are role-relaxed; they tend to be older, affluent, and have high self-confidence.
        
        Environmental cues
        
        One study reported that people are more likely to conform when they make decisions in a warm room
        
        Apparently the warmth caused participants to feel closer to other decision makers and this feeling led them to assume the others’ opinions were more valid
    - - describes “the capacity to alter the actions of others.”
      - Referent power
        
        If a person admires the qualities of a person or a group, he tries to copy the referent’s behaviors
        
        Referent power is important to many marketing strategies because consumers voluntarily modify what they do and buy to identify with a referent.
      - To the degree to which you are able to make someone else do something, regardless of whether that person does it willingly, you have power over that person.
      - Information power
        
        A person possesses information power simply because he or she knows something others would like to know
        
        People with information power are able to influence consumer opinion by virtue of their access to the knowledge that provides some kind of competitive advantage
      - Legitimate power
        
        Marketers “borrow” this form of power to influence consumers.
        
        For example, an ad that shows a model who wears a white doctor’s coat adds an aura of legitimacy or authority to the presentation of the product (“I’m not a doctor, but I play one on TV”)
        
        The legitimate power a uniform confers wields authority in consumer contexts, including teaching hospitals where medical students don white coats to enhance their standing with patients.
      - Expert power
        
        Hawking’s expert power derives from the knowledge he possesses about a content area
      - Reward power
        
        A person or group with the means to provide positive reinforcement has reward power.
        
        The reward may be the tangible kind, such as the contestants on Survivor experience when their comrades vote them off the island.
      - Coercive power
        
        A threat is often effective in the short term, but it doesn’t tend to stick because we revert to our original behavior as soon as the bully leaves the scene
        
        Fortunately, marketers rarely try to use this type of power (unless you count those annoying calls from telemarketers!).
        
        We exert coercive power when we influence someone because of social or physical intimidation.
    - - In virtually any category, you’ll find passionate brand communities (in some cases devoted to brands that don’t even exist anymore)
      - Unlike other kinds of communities, these members typically don’t live near each other—except when they may meet for brief periods at organized events or brandfests that community-oriented companies
      - a group of consumers—like those zealous Halo players—who share a set of social relationships based on usage of or interest in a product.
      - These events help owners to “bond” with fellow enthusiasts and strengthen their identification with the product as well as with others they meet who share their passion.
      - people who participate in these events feel more positive about the sponsor’s products as a result, and this enhances brand loyalty
      - They tend to forgive product failures or lapses in service quality, and they’re less likely to switch brands even if they learn that competing products are as good or better
      - Furthermore, these community members become emotionally involved in the company’s welfare, and they often serve as brand missionaries because they carry its marketing message to others.
      - brand community members do more than help the product build buzz; their inputs actually create added value for themselves and other members as they develop better ways to use and customize products
      - It’s common for experienced users to coach “newbies” in ways to maximize their enjoyment of the product, so that more and more people benefit from a network of satisfied articipants demonstrates this process of collective value creation.
    - - Social identity theory
        
        each of us has several “selves” that relate to groups
        
        These linkages are so important that we think of ourselves not just as “I,” but also as “we.”
        
        we favor others that we feel share the same identity—even if that identity is superficial and virtually meaningless.
      - minimal group paradigm
        
        even when they arbitrarily assign subjects to one group or another, people favor those who wind up in the same group
        
        Zach doesn’t model himself after just any biker—only the RUB members with whom he really identifies can exert that kind of influence on him
        
        “You don’t buy a Harley because it’s a superior bike, you buy a Harley to be a part of a family.”
      - Humans are social animals, belong to groups, try to please others, and look to others’ behavior for clues about what we should do in public settings.
- - - - They are socially active and highly interconnected in their communities
      - They are likely to hold offices in community groups and clubs and to be active outside of the home
      - Knowledge: They prescreen, evaluate, and synthesize product information in an unbiased way
      - They tend to be similar to the consumer in terms of their values and beliefs
      - Experts: They are technically competent
      - Opinion leaders are often among the first to buy new products, so they absorb much of the risk
      - Companies spend lots to court opinion leaders
    - - Influence networks: Reap the same benefits of information networks, but are also able to get things done.
      - Influence cascades: An influenceing piece of information triggers a sequence of interactions
      - Two step flow model of influence: proposes that a small group of influencers disseminate information since they can modify the opinions of a large number of other people.
    - - The Market Maven
        
        Consumer who spreads information about all types of products and services that are available in the marketplace
      - The Surrogate Consumer
        
        A person whom we retain to provide input into our purchase decisions.
        
        A marketing intermediary hired to provide input into purchase decisions
      - Opinion leaders also are likely to be opinion seekers
        
        They are generally more involved in a product category and so they actively search for information
        
        As a result, they are more likely to talk about products with others and to solicit others’ opinions as well
    - - Self designating method
        
        Inflation or unawareness of own importance/influence
        
        Easy to apply to large group of potential opinion leaders
        
        Simply ask individuals whether they consider themselves to be opinion leaders
      - Key informant method
        
        Key informants identify opinion leaders
      - Sociometric methods
        
        Systematic map of group interactions
        
        Most precise method of identifying product- information sources, but is very difficult and expensive to implement
        
        Trace communication patterns among group members
        
        Network analysis
        
        Referral behavior/network, tie strength
        
        Bridging function, strength of weak ties
- - - - Stimulate WOM to build buzz around a product or service, then sit back and let your customers do the heavy lifting
    - - Negative WOM reduces the credibility of a firm’s advertising and influences consumers’ attitudes toward a product as well as their intention to buy it
      - The resulting information usually does not resemble the original
      - Pay more attention to negative information and tell others about nasty experience
      - Assimilation: distortions change from ambiguous forms to more conventional ones as subjects try to make them consistent with their preexisting schemas
      - Informal discussions among consumers can make or break a product or store
      - Leveling: omit details to simplify the structure; Sharpening: exaggerate prominent details
- - - - The collective participation of members who together build and maintain a site.
  - - - Standards of behavior:
        
        A simple example is discouragement of the practice of flaming when a
        POST CONTAINS ALL CAPITAL LETTERS TO EXPRESS ANGER
      - Member contributions
        
        A healthy proportion of users need to contribute content
        
        Remember the 80/20 rule
        
        lurkers
        
        That’s kind of a creepy term, but it just means
        they absorb content that others post rather than contributing their own
      - Degree of connectedness
        
        Powerful groups are cohesive
        
        A graphical representation of one person’s
        network neighborhood on Facebook.
        
        Maintained Relationships
        
        One-way Communication
        
        All Friends
        
        Mutual Communication
      - Network effects
        
        The quality of the site improves as the number of users increases
  - - - A game platform
      - Mode
      - Millieu
      - gerne