1. Chapter 10 Reference Groups and Family References
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Chapter Outline
What Is a Group?
Categories of Reference Groups
Selected Consumer-Related Reference Groups
Reference Group Appeals
The Changing U.S. Family
Consumer Socialization
Family Decision Making
The Family Life Cycle
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What Is a Group?
Two or more people who interact to accomplish either individual or mutual goals
A membership group is one to which a person either belongs or would qualify for membership
A symbolic group is one in which an individual is not likely to receive membership despite acting like a member
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Reference Group
A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior.
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5. Broad Categories of Reference Groups
Normative Reference Groups (origin family)
Comparative Reference Groups (neighboring family serve as benchmarks)
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6. Indirect Reference Groups
Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities.
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7. Teens are very influenced by indirect reference groups.
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Discussion Question
You are marketing a new fragrance for young men (ages 17-22). Who would make a good spokesperson? Why?
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9. Major Consumer Reference Groups - Figure 10.1
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10. Table 10.1 Positive Influences on Conformity
Group Characteristics
Attractiveness
Expertise
Credibility
Past Success
Clarity of Group Goals
Personal Characteristics
Tendency to Conform
Need for Affiliation
Need to be Liked
Desire for Control
Fear of Negative Evaluation
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11. Factors Encouraging Conformity: A Reference Group Must ...
Inform or make the individual aware of a specific product or brand
Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group
Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group
Legitimize the decision to use the same products as the group
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Discussion Question
Who are your reference groups?
How do they influence different types of purchases? When do certain groups have the most influence?
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13. Selected Consumer-Related Reference Groups
Friendship groups: Informal group unstructured
Shopping groups: friendship or family
Work groups: Formal group& informal coffee break
Virtual groups or communities: Adult or children turned their computers
Consumer-action groups: correct the consumer abuse and solve it
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14. Selected Consumer-Related Reference Groups
The Internet has created many friendship and shopping groups.
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15. Brand Communities
Since Honda cannot compete on brand community, they choose to emphasize the family.

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Brand Communities
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17. Reference Group Appeals
Celebrities: Movie Star ,
The expert: professional people
The “common man”: antismoking massage
The executive and employee spokesperson CEO
Trade or spokes-characters 10.6
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18. Households Family Households: Married couple, Nuclear family,
Extended family
(grand parents)
Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
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19. The Changing U.A.E Family
Increase in childless women
More working mothers
Changes in household spending patterns
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20. Consumer Socialization
The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.
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Discussion Question
How do marketers influence consumer socialization?
Does this seem unethical? At what point would it be unethical?
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22. Other Functions of the Family
Economic well-being
Emotional support
Suitable family lifestyles
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23. Table 10.7 Eight Roles in the Family Decision-Making Process
DESCRIPTION
Influencers
Family member(s) who provide information to other members about a product or service
Gatekeepers
Family member(s) who control the flow of information about a product or service into the family
Deciders
Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service
Buyers
Family member(s) who make the actual purchase of a particular product or service
Preparers
Family member(s) who transform the product into a form suitable for consumption by other family members
Users
Family member(s) who use or consume a particular product or service
Maintainers
Family member(s) who service or repair the product so that it will provide continued satisfaction.
Disposers
Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service
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24. Dynamics of Husband-Wife Decision Making
Husband-Dominated
Wife-Dominated
Joint
Equal
Syncretism (Mutual)
Autonomic (Independent)
Solitary (Individually)
Unilateral
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25. Expanding Role of Children In Family Decision Making
Choosing restaurants and items in supermarkets
Teen Internet mavens
Pester power
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The Family Life Cycle
Traditional Family Life Cycle
Stage I: Bachelorhood (Single)
Stage II: Honeymooners (Couple)
Stage III: Parenthood
Stage IV: Postparenthood
Stage V: Dissolution with the death of one spouse.
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