Group Influences Chapter 9

Reference Groups What is a reference group? Group influence Group types Primary Secondary Brand community Formal v. informal groups Aspiration v. dissociative Conformity Peer pressure

Social Power Types of power Referent Legitimate Expert Reward Coercive

Reference Group Influences Types Informational Utilitarian Value-expressive Value & Reference groups Hedonic

Influence on Product Selection Necessity Luxury Jeans Sailboat Toilet paper Gum Public Private

Reference Group Influence What makes people susceptible to group influence? Attention to social comparison information Separateness-connectedness Connected self-schema Social influence and embarrassment

Word-of-mouth Marketing Characteristics Organic Amplified Cheaper and more influential Positive & negative word-of-mouth Consumer expertise Online capabilities Social networking

Word-of-mouth Marketing Buzz marketing Guerilla marketing Ford Focus Viral marketing Cloverfield The Dark Knight Stealth marketing Tactics

Word-of-mouth Marketing Opinion leaders Characteristics Market mavens Surrogate consumers Rachel on Friends Diffusion processes

Household Decision-Making Traditional Structure Family Nuclear Extended Emerging trends Household life cycle Boomerang kids Sandwich generation

Household Decision-Making Purchasing roles Influencer Gatekeeper User Decision-maker Purchaser Sex roles Power of children Consumer socialization