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Week 18 Group influences on consumption - Coggle Diagram
Week 18 Group influences on consumption
social performance
A role is ‘an organised system of behavioural expectations’ (Williams, 1981, p. 74)
socially accepted
Goffman rule = no true self
performance
team
region
impression management
reference groups
Schein & Williams define as
number of people, interact
social influence
solve problems (OU)
satisfy social belonging (OU)
Ascribed v. acquired groups
automatic memebership
Formal v. informal groups
formality
Membership v. aspirational groups
groups we are member of versus ones we want to be part of
Associative v. dissociative groups
groups we want to associate with (associative) versus groups we want to avoid -(avoidance)
(disclaimant) - avoid at first but won you in end
Primary v. secondary groups
Primary-reguular meeting face to face
Secondary- dont meet often
Group influence French and Raven (1960)
infomational power
making objective information available to a member.
CAUSES ‘socially independent change’ (Raven 2008 p.2)
Coercive power
threat of sanction, such as exclusion or criticism by the group
associated with ‘socially dependent change with surveillance necessary’ (Raven 2008, p. 2).
continuing relationships
Reward power
rewarding a particular behaviour.
associated with ‘socially dependent change with surveillance necessary’ (Raven 2008, p. 2).
Legitimate power
authority, such as chairperson.
Raven (2008, p. 3) terms ‘socially dependent change with surveillance unnecessary’
change does not need monitoring
Expert power
specialist knowledge
Raven (2008, p. 3) terms ‘socially dependent change with surveillance unnecessary’
Referent power
personal admiration
Raven (2008, p. 3) terms ‘socially dependent change with surveillance unnecessary’
other influences - cohesion of group and if indiviual relies on the group
Family
definition? Oversimplification?
Family life cycle model
assumptions, in article in activity answers task 2
Marketing through children
Childrens vunerability
Pester power
marketers or parents fault?
unethical and deliberate marketing strategy?
children as customners and influencers
‘pejorative term’ (Brown, 2004, cited on p. 514)
atural part of children’s behaviour (p. 520).
Brown (2004) argues its natural for kdis to do it
unethical
consumer socialisation
John (1999) Conitive stages
Percepetual
make decision based on obvious physical factors-cant weigh up
analytical
more complex factors can weigh up
Reflective
more understanding branding and pricing and social impact of consumption-devlop identity
DMU Decision making unit-
user, influencer, buyer, decider and gatekeeper (Webster and Wind, 1972).
social class
classifying people
National Statistics Socio-economic classification (NS-SEC),
National Readership Survey (NRS)
social class ‘achieved’ group membership based on occupation
social mobility
value of education
move between levels -social hierarchy (The Equality Trust, 2017
critical-effect of internet & globalisation on class system?