1. Personal & Family Influence on Consumer Behavior
Marketing 547
Personal & Family Influence on Consumer Behavior

2. Reference Groups
Definition -- A group or person that serves as a point of comparison for an individual which serves as a guide in formulating values
Types of Reference Groups
Normative & Comparative
Aspirational & Contractual
Disclaimant & Avoidance

3. Reference Groups Reference Group Influence on Consumption Conformity
Norms
Influence
Informational
Normative
Identification

4. Reference Groups Reference Group Influence on Consumption
Determinants of Reference Group Influence
Usage Visibility
Group Commitment
Relevance of Behavior to the Group
Consumer Confidence

5. The Family & CB Definition of Family Family versus Household
Two or more persons related to each other by blood, marriage or adoption, who reside together
Family versus Household
Mom, Dad & Kids
Roommates
The Nuclear Family (and reality)
Divorces (second marriage divorce rates are higher than first)
“Single by Choice”
Extended Families

6. The Family & CB Family Decision Making Info Influencers Gatherers
Decision Makers
Purchasers
Consumers

7. The Family & CB Information Gatherers Influencers Decision Makers
Those with a problem – notify family of needs/wants
Influencers
Those with specific needs – different than family may have as a unit
Decision Makers
Person with the authority to choose an alternative
Purchasers
Person who actually buys the product (at the store)
User
Person who actually uses the product

8. The Family & CB Implications of Family Decision Making
Many differing individuals are involved
Individuals may play differing roles – know who they are for your product
Implications for Promotion
Different elements targeted at different roles
Multi-pronged effort is likely required

9. The Family & CB The Family Life-Cycle (FLC)
Joint Decision Making Strategies
Autonomic
Syncratic
The Family Life-Cycle (FLC)
Definition -- classification scheme based on the assumption that families pass through an orderly progression of stages, each having unique characteristics financial situations and purchasing patterns

10. The Family Life-Cycle (FLC)
FLC Stages
Young Singles
Young Marrieds
Full Nest I
Single Parent I
Middle-Aged Singles
Empty Nest I
Full Nest II
Single Parent II
Empty Nest II
Survivors

11. To Which FLC Segment is this Ad Targeted?