消费者行为与心理复习大纲课件

Chapter10ReferenceGroups&FamilyInfluencesChapter10ReferenceGroups&1ReferenceGroupApersonorgroupthatservesasapointofcomparison(orreference)foranindividualintheformationofeithergeneralorspecificvalues,attitudes,orbehavior.ReferenceGroupApersonorgro2TypesofGroupsUncategorized Membership Attraction ContactPurchasersFrequent(primaryassociative)Limited(secondaryassociative)Frequent(primarydissociative)Limited(secondarydissociative)Desired(aspiration)Avoided(dissociative)Positive(associative)Negative(dissociative)Positive(aspiration)Negative(dissociative)Yes(membership)No(nonmembership)TypesofGroupsUncategorized 3PositiveInfluencesonConformityGroupCharacteristicsAttractivenessExpertiseCredibilityPastSuccessClarityofGroupGoalsPersonalCharacteristicsTendencytoConformNeedforAffiliationNeedtobeLikedDesireforControlFearofNegativeEvaluationPositiveInfluencesonConfor4ThreeTypesofGroupInfluenceInformationalinfluenceNormativeinfluenceIdentificationinfluenceThreeTypesofGroupInfluence5ConsumptionSituationsand

ReferenceGroupInfluencesInformationalAfriendmentionsthatBrooksBrothershasagoodselectionofsuits.Atseveralfriends’home,MaxwellHousecoffeeisserved.ThebestskierinthegroupusesTRAKskis.Needinganewsuit,TimvisitsaBrooksBrothersstore.TimdecidestogiveMaxwellHouseatry.TimbuysasetofTRAKskis.

Situation Behavioralresponse TypeofinfluenceConsumptionSituationsand

Re6ConsumptionSituationsand

ReferenceGroupInfluencesNormativeTwoneighborsjokeaboutTim’scarbeingdirty.Timnoticesthathisfriendsbuypremiumbeersthoughhecan’ttastethedifference.Anadstressesthat“Evenyourfriendswon’ttellyou”ifyouhavebadbreath—theywilljustignoreyou.Timwashesandwaxeshiscar.Forparties,butnotforhomeuse,Timbuyspremiumbeers.Timbuystherecom-mendedmouthwash.

Situation Behavioralresponse TypeofinfluenceConsumptionSituationsand

Re7ConsumptionSituationsand

ReferenceGroupInfluencesIdentificationOvertime,Timnoticesthatsuccessfulexecutivesdressconservatively.Timseesanadshowing“smartyoungpeopleonthewayup”servingRedondo.ManyofTim’sfriendsregularlyconsumehealthfoods.Timbelievesthataconservativeimageisappropriateforexecu-tivesanddevelopsaconservativewardrobe.TimbeginstoserveRedondo.Timdecidesthathealthfoodsaregoodforyouandbeginstoconsumethemregularly.

Situation Behavioralresponse TypeofinfluenceConsumptionSituationsand

Re8ThreeTypesofGroupInfluence7-3

NormativeinfluenceInformationalinfluenceIdentificationinfluenceConformityHighNeutralLowHighNeutralLowHighNeutralLowDegreeofrewardorsanctionfromgroupImportanceofinformationprovidedbygroupDegreetowhichgroupattitudes/valuesguideindividualattitudes/valuesThreeTypesofGroupInfluence9FactorsThatAffectReferenceGroupInfluenceInformationandexperienceCredibility,attractiveness,andpowerofthereferencegroupConspicuousnessoftheproductFactorsThatAffectReference10

DegreeNeeded

Necessity NonnecessityConsumptionVisibleStrongreferencegroupinfluenceonbrandPrivateWeakreferencegroupinfluenceonbrandWeakreferencegroupinfluenceonproductPublicnecessitiesInfluence:WeakproductandstrongbrandExamples:Wristwatch,BicyclePrivatenecessitiesInfluence:WeakproductandbrandExamples:Mattress,RefrigeratorStrongreferencegroupinfluenceonproductPublicluxuriesInfluence:StrongproductandbrandExamples:Snowskis,HealthclubPrivateluxuriesInfluence:StrongproductandweakbrandExamples:Hottubs,HomeentertainmentcenterTwoConsumptionSituationCharacteristicsandProduct/BrandChoice7-5 DegreeNeeded Necessity11FamilyTwoormorepersonsrelatedbyblood,marriage,oradoptionwhoresidetogether.FamilyTwoormorepersonsrela12HouseholdAllthepeoplewholivetogetherinahouse.HouseholdAllthepeoplewholi13TraditionalFamilyLifeCycleStageI:BachelorhoodStageII:HoneymoonersStageIII:ParenthoodStageIV:PostparenthoodStageV:DissolutionTraditionalFamilyLifeCycleS14

FunctionsoftheFamilyEconomicwell-beingEmotionalsupportSuitablefamilylifestylesConsumersocializationFunctionsoftheFamilyEconom15ConsumerSocializationTheprocessbywhichchildrenacquiretheskills,knowledge,andattitudesnecessarytofunctionasconsumers.ConsumerSocializationTheproc16

TheEightRolesintheFamilyDecision-MakingProcessROLEDESCRIPTIONInfluencersFamilymember(s)whoprovideinformationtoothermembersaboutaproductorserviceGatekeepersFamilymember(s)whocontroltheflowofinformationaboutaproductorserviceintothefamilyDecidersFamilymember(s)withthepowertodetermineunilaterallyorjointlywhethertoshopfor,purchase,use,consume,ordisposeofaspecificproductorserviceBuyersFamilymember(s)whomaketheactualpurchaseofaparticularproductorservicePreparersFamilymember(s)whotransformtheproductintoaformsuitableforconsumptionbyotherfamilymembersUsersFamilymember(s)whouseorconsumeaparticularproductorserviceMaintainersFamilymember(s)whoserviceorrepairtheproductsothatitwillprovidecontinuedsatisfaction.DisposersFamilymember(s)whoinitiateorcarryoutthedisposalordiscontinuationofaparticularproductorserviceTheEightRolesintheFamil17Chapter11SocialClassandConsumerBehaviorChapter11SocialClassandCo18SocialClassThedivisionofmembersofasocietyintoahierarchyofdistinctstatusclasses,sothatmembersofeachclasshaveeitherhigherorlowerstatusthanmembersofotherclasses.SocialClassThedivisionofme19SocialClassandSocialStatusResearchersdefineeachsocialclassbytheamountofstatus.Socialstatusisusuallydefinedintermsofoneormoreofthefollowingsocioeconomicvariables:FamilyIncomeOccupationalStatusEducationalAttainmentSocialClassandSocialStatus20SocialClassMeasurementSubjectiveMeasures:individualsareaskedtoestimatetheirownsocial-classpositionsReputationalMeasures:informantsmakejudgmentsconcerningthesocial-classmembershipofotherswithinthecommunityObjectiveMeasures:individualsanswerspecificsocioeconomicquestionsandthenarecategorizedaccordingtoanswersSocialClassMeasurementSubjec21ObjectiveMeasuresSingle-variableindexesOccupationEducationIncomeOtherVariablesComposite-variableindexesObjectiveMeasuresSingle-varia22Chapter12TheInfluenceofCultureonConsumerBehaviorChapter12TheInfluenceofCu23CultureThesumtotaloflearnedbeliefs,values,andcustomsthatservetoregulatetheconsumerbehaviorofmembersofaparticularsociety.CultureThesumtotaloflearne24IssuesinCultureEnculturationandacculturation（文化习得与文化适应）LanguageandsymbolsIssuesinCultureEnculturation25Chapter13SubculturesandConsumerBehaviorChapter13SubculturesandCon26WhatisSubculture?Adistinctgroupthatexistsasanidentifiablesegmentwithinlarger,morecomplexsociety.Eachsubculturehasitsownuniquetraits,yetitsharesthedominanttraitsofallthewholesociety.WhatisSubculture?Adistinct27

RelationshipBetweenCultureandSubcultureSubculturalTraitsofHispanicAmericansDominantCulturalTraitsofU.S.CitizensSubculturalTraitsofAsianAmericansRelationshipBetweenCulture28MajorSubculturalCategoriesCATEGORIESEXAMPLESNationalityFrench,British,IrishReligionCatholic,Hindu,JewGeographicregionSoutheastern,Midwestern,EasternRaceAfrican-American,Caucasian,Asian-AmericanAgeTeens,Xers,middleage,elderlyGenderFemale,MaleOccupationEngineer,cook,plumberSocialclassLower,middle,upperMajorSubculturalCategoriesCA29Chapter14Cross-CulturalConsumerBehaviorChapter14Cross-Cultural30TheImperativeToBeMultinationalGlobalTradeAgreementsEUNAFTAAcquiringExposuretoOtherCulturesCountry-of-originEffectsTheImperativeToBeMultinati31Cross-CulturalConsumerAnalysisResearchtodeterminetheextenttowhichconsumersoftwoormorenationsaresimilarinrelationtospecificconsumptionbehavior.Cross-CulturalConsumerAnalys32IssuesinCross-CulturalConsumerAnalysisSimilaritiesandDifferencesAmongPeopleTheGrowingGlobalMiddleClassAcculturationResearchTechniquesIssuesinCross-CulturalConsu33WorldBrandsProductsthataremanufactured,packaged,andpositionedthesamewayregardlessofthecountryinwhichtheyaresold.WorldProductsthataremanufa34AFrameworkforAlternativeGlobalMarketingStrategiesPRODUCTSTRATEGYCOMMUNICATONSTRATEGYSTANDARDIZEDCOMMUNICATIONSLOCALIZEDCOMMUNICATIONSSTANDARDIZEDPRODUCTGlobalstrategy:UniformProduct/UniformMessageMixedStrategy:UniformProduct/CustomizedMessageLOCALIZEDPRODUCTMixedstrategy:CustomizedProduct/UniformMessageLocalStrategy:CustomizedProduct/CustomizedMessageAFrameworkforAlternative35Chapter15ConsumerInfluenceandtheDiffusionofInnovationsChapter15ConsumerInfluencea36OpinionLeadershipTheprocessbywhichoneperson(theopinionleader)informallyinfluencestheconsumptionactionsorattitudesofotherswhomaybeopinionseekersoropinionrecipients.OpinionLeadershipTheprocess37ReasonsfortheEffectivenessofOpinionLeadershipCredibilityPositiveandNegativeProductInformationInformationandAdviceOpinionLeadershipIsCategory-SpecificOpinionLeadershipIsaTwo-wayStreetReasonsfortheEffectiveness381.Productswhichreflectsgroupnormsandhighlyvisible(clothing);

2.Productswherethereishighperceivedrisk(car,personalcomputer);

OpinionLeadershipisofgreatinfluenceon1.Productswhichreflectsgro39TheNeedsofOpinionLeadersSelfinvolvementSocialinvolvementProductinvolvementMessageinvolvementTheNeedsofOpinionLeaders40TheNeedsofOpinionReceiversNew-productornewusageinformationReductionofperceivedriskReductionofsearchtimeReceivingtheapprovaloftheopinionleaderTheNeedsofOpinionReceivers41ProfileofOpinionLeadersGENERALIZEDATTRIBUTESACROSSPRODUCTCATEGORIESCATEGORY-SPECIFICATTRIBUTESInnovativenessWillingnesstotalkSelf-confidenceGregariousnessCognitivedifferentiationInterestKnowledgeSpecial-interestmediaexposureSameageSamesocialstatusSocialexposureoutsidegroupProfileofOpinionLeadersGE42DiffusionProcessTheprocessbywhichtheacceptanceofaninnovationisspreadbycommunicationtomembersofsocialsystemoveraperiodoftime.DiffusionProcessTheprocessb43AdoptionProcessThestagesthroughwhichanindividualconsumerpassesinarrivingatadecisiontotry(ornottotry),tocontinueusing(ordiscontinueusing)anewproduct.Thefivestagesofthetraditionaladoptionprocessareawareness,interest,evaluation,trial,andadoption.AdoptionProcessThestagesthr44Product-OrientedDefinitionsContinuousInnovationDynamicallyContinuousInnovationDiscontinuousInnovationProduct-OrientedDefinitionsCo45ProductCharacteristicsThatInfluenceDiffusionRelativeAdvantageCompatibilityComplexityTrialabilityObservabilityProductCharacteristicsThatI46CharacteristicsThatInfluenceDiffusionCHARACTERISTICSEXAMPLESRelativeAdvantageAirtravelovertraintravel,cordlessphonesovercordedtelephonesCompatibilityGilletteMACH3overdisposablerazors,digitaltelephoneansweringmachinesovermachinesusingtapeComplexityElectricshavers,instantpuddingsCharacteristicsThatInfluence47CharacteristicsThatInfluenceDiffusionCHARACTERISTICSEXAMPLESTrialabilityTrialsizejarsandbottlesofnewproducts,freetrialsofsoftware,freesamples,cents-offcouponsObservabilityClothing,suchasanewTommyHilfigerjacket,acar,wristwatches,eyeglassesCharacteristicsThatInfluence48AdopterCategoriesAsequenceofcategoriesthatdescribeshowearly(orlate)aconsumeradoptsanewproductinrelationtootheradopters.

AdopterCategoriesAsequenceo49AdopterCategoriesInnovators2.5%EarlyAdopters13.5%Laggards16%PercentageofAdoptersbyCategorySequenceEarlyMajority34%LateMajority34%AdopterCategoriesInnovators50InnovatorsVenturesomeVeryeagertotrynewideasAcceptableifriskisdaringMorecosmopolitesocialrelationshipsCommunicateswithotherinnovatorsInnovatorsVenturesome51EarlyAdoptersRespectedMoreintegratedintothelocalsocialsystemThepersonstocheckwithbeforeadoptinganewideaCategorycontainsgreatestnumberofopinionleadersArerolemodelsEarlyAdoptersRespected52EarlyMajorityDeliberateAdoptnewideasjustpriortotheaveragetimeSeldomholdleadershippositionsDeliberateforsometimebeforeadoptingEarlyMajorityDeliberate53LateMajoritySkepticalAdoptnewideasjustaftertheaveragetimeAdoptingmaybebothaneconomicnecessityandareactiontopeerpressuresInnovationsapproachedcautiouslyLateMajoritySkeptical54LaggardsTraditionalThelastpeopletoadoptaninnovationMost“localite”inoutlookOrientedtothepastSuspiciousofthenewLaggardsTraditional55RateofAdoptionHowlongittakesanewproduct/servicetobeadoptedbymembersofasocialsystem,thatis,howquicklyittakesanewproducttobeacceptedbythosewhowillultimatelyadoptit.Gettingfasterorshorter.RateofAdoptionHowlongitta56RateofAdoptionRapidrateofadoptionPenetrationpolicy:usuallyaccompaniedbyarelativelylowintroductorypricedesignedtodiscouragecompetitionfromenteringthemarket.Slowrateofadoption:Skimmingpolicy:firstmaketheproductavailableataveryhighpricetoconsumerswhoarewillingtopaytopdollarandthengenerallylowerthepriceinastepwisefashiontoattractadditionalmarketsegmentsateachpricereductionplateau.RateofAdoptionRapidrateof57TheStagesintheAdoptionProcessNAMEOFSTAGEWHATHAPPENSDURINGTHISSTAGEEXAMPLEAwarenessConsumerisfirstexposedtotheproductinnovation.Davidseesanadforanewdigitalcamerainthenewspaper.InterestConsumerisinterestedintheproductandsearchesforadditionalinformation.Davidreadsaboutthecameraonthemanufacturer’sWebsite,adthengoestoacamerastorenearhisofficeandhasasalesmanshowhimthecamera.EvaluationConsumerdecideswhetherornottobelievethatthisproductorservicewillsatisfytheneed--akindof“mentaltrial.”Aftertalkingwithaknowledgeablefriend,DaviddecidesthathiscamerashouldbeabletoprovidehimwiththephotosheneedstouseinPowerPointpresentations.Healsolikesthefactthatituses“standard”floppydisksforstorage.TheStagesintheAdoptionP58TheStagesintheAdoptionProcessTrialConsumerusestheproductonalimitedbasisSincecameracannotbe“tried”likeasmallbottleofanewshampoo,Davidbuysthecamerafromadealerofferinga14-dayfullrefundpolicy.Adoption(Rejection)Iftrialisfavorable,consumerdecidestousetheproductonafull,ratherthanalimitedbasis--ifunfavorable,theconsumerdecidestorejectit.Davidfindsthatthecameraiseasytouseandtheresultsareexcellent;consequently,hekeepsthedigitalcamera.NAMEOFSTAGEWHATHAPPENSDURINGTHISSTAGEEXAMPLETheStagesintheAdoptionPr59TheRelativeImportanceofDifferentTypesofInformationSourcesintheAdoptionProcessImportanceHighLowAwarenessAdoptionTrialEvaluationInterestPersonalandinterpersonalsourcesImpersonalmass-mediasourcesTheRelativeImportanceofDif60Chapter16ConsumerDecisionMaking

Chapter1661ASimpleModelofConsumerDecisionMakingFirm’sMarketingEfforts1.Product2.Promotion3.Price4.ChannelsofdistributionSocioculturalEnvironment1.Family2.Informalsources3.Othernoncommercialsources4.Socialclass5.SubcultureandcultureNeedRecognitionPrepurchaseSearchEvaluationofAlternativesPsychologicalField1.Motivation2.Perception3.Learning4.Personality5.AttitudesExperiencePurchase1.Trial2.RepeatpurchasePostpurchaseEvaluationOutputProcessInputExternalInfluencesConsumerDecisionMakingASimpleModelofConsumerDe62InvolvementTheoryAtheoryofconsumerlearningwhichpostulatesthatconsumersengageinarangeofinformationprocessingactivityfromextensivetolimitedproblemsolving,dependingontherelevanceofthepurchase(perceivedrisk).InvolvementTheoryAtheory63PerceivedRiskTypesFunctionalRiskPhysicalRiskFinancialRiskSocialRiskPsychologicalRiskTimeRiskThedegreeofuncertaintyperceivedbytheconsumerastotheconsequences(outcome)ofaspecificpurchasedecision.PerceivedRiskTypes64LevelsofConsumerDecisionMakingExtensiveProblemSolvingLimitedProblemSolvingRoutinizedResponseBehaviorLevelsofConsumerDecisionMa65ExtensiveProblemSolving

Asearchbytheconsumertoestablishthenecessaryproductcriteriatoevaluateknowledgeablythemostsuitableproducttofulfillaneed.ExtensiveProblemSolvingA66LimitedProblemSolving

Alimitedsearchbyaconsumerforaproductthatwillsatisfyhisorherbasiccriteriafromamongaselectedgroupofbrands.LimitedProblemSolvingAli67RoutinizedResponseBehaviorAhabitualpurchaseresponsebasedonpredeterminedcriteria.Consumershaveexperiencewiththeproductcategory.RoutinizedResponseBehavior68InvolvementLevelandDecisionMakingProcessLowinvolvementpurchase

HighInvolvementPurchase

RoutinizedResponseBehavior Limiteddecisionmaking ExtensivedecisionmakingProblemrecognition

SelectiveProblemrecognition

GenericProblemrecognition

GenericInformationsearch

Internal

LimitedexternalInformationsearch

LimitedinternalInformationsearch

Internal

ExternalAlternativeevaluation

Fewattributes

SimpledecisionrulesFewalternativesAlternativeevaluation

Manyattributes

ComplexdecisionrulesManyalternativesPurchasePurchasePurchasePostpurchase

Nodissonance

LimitedevaluationPostpurchase

Nodissonance

VerylimitedevaluationPostpurchase

Dissonance

ComplexevaluationInvolvementLevelandDecision69StagesofConsumerDecisionMakingNeedRecognitionPrepurchaseSearchEvaluationofAlternativesPurchasePostpurchaseEvaluationStagesofConsumerDecisionMa70NeedRecognitionOccurswhenaconsumerisfacedwithaproblem.Twodifferentproblemrecognitionstyles:a)

Actualstatetypes—consumerswhoperceivethattheyhaveaproblemwhenaproductfailstoperformsatisfactorily.b)

Desiredstatetypes—thedesireforsomethingnewmaytriggerthedecisionprocess.NeedRecognitionOccurswhena71FactorsthatareLikelytoIncreasePrepurchaseSearchProductFactorsSituationalFactors

ConsumerFactors

FactorsthatareLikelytoInc72ProductFactorsLonginterpurchasetime(along-lastingorinfrequentlyusedproduct)FrequentpricechangesFrequentchangesinproductstylingVolumepurchasingHighpriceManyalternativebrandsMuchvariationinfeaturesProductFactorsLonginterpurch73SituationalFactorsthatareLikelytoIncreasePrepurchaseSearchExperience First-timepurchase Nopastexperiencebecausetheproductisnew UnsatisfactorypastexperiencewithintheproductcategorySocialAcceptability Thepurchaseisforagift TheproductissociallyvisibleValue-RelatedConsiderations Purchaseisdiscretionaryratherthannecessary Allalternativeshavebothdesirableandundesirableconsequences Familymembersdisagreeonproductrequirementsorevaluationofalternatives Productusagedeviatesfromimportantreferencegroup Thepurchaseinvolvesecologicalconsiderations ManysourcesofconflictinginformationSituationalFactorsthatareL74ConsumerFactorsthatareLikelytoIncreasePrepurchaseSearchDemographicCharacteristicsofConsumer Well-educated;High-income;White-collar; Under35yearsofagePersonality Lowdogmatic Low-riskperceiver Otherpersonalfactors,suchashighproductinvolvementandenjoymentofshoppingandsearchConsumerFactorsthatareLike75AlternativePrepurchaseInformationSourcesforanUltralightLaptopPERSONALFriendsNeighborsRelativesCo-workersComputersalespeopleCallingtheelectronicsstoreIMPERSONALNewspaperarticlesMagazinearticlesConsumerReportsDirect-mailbrochuresInformationfromproductadvertisementsInternalwebsiteAlternativePrepurchaseInform76OutcomesofPostpurchaseEvaluationActualPerformanceMatchesExpectationsNeutralFeelingActualPerformanceExceedsExpectationsPositiveDisconfirmationofExpectationsPerformanceisBelowExpectationsNegativeDisconfirmationofExpectationsOutcomesofPostpurchaseEvalu77RelationshipMarketingMarketingaimedatcreatingstrong,lastingrelationshipswithacoregroupofcustomersbymakingthemfeelgoodaboutthecompanyandbygivingthemsomekindofpersonalconnectionwiththebusiness.RelationshipMarketingMarke78

APortrayaloftheCharacteristicsofRelationshipMarketingProducts/ServicesIndividualizedattentionContinuousinformationPriceoffersCustomerservicesExtras,etc.RepeatPurchaseIncreasedLoyaltyGoodwillPositiveword-of-mouthLowercostsforthefirmTrustandpromisesTheFirmprovidesTheCustomerprovidesAPortrayaloftheCharacter79Chapter10ReferenceGroups&FamilyInfluencesChapter10ReferenceGroups&80ReferenceGroupApersonorgroupthatservesasapointofcomparison(orreference)foranindividualintheformationofeithergeneralorspecificvalues,attitudes,orbehavior.ReferenceGroupApersonorgro81TypesofGroupsUncategorized Membership Attraction ContactPurchasersFrequent(primaryassociative)Limited(secondaryassociative)Frequent(primarydissociative)Limited(secondarydissociative)Desired(aspiration)Avoided(dissociative)Positive(associative)Negative(dissociative)Positive(aspiration)Negative(dissociative)Yes(membership)No(nonmembership)TypesofGroupsUncategorized 82PositiveInfluencesonConformityGroupCharacteristicsAttractivenessExpertiseCredibilityPastSuccessClarityofGroupGoalsPersonalCharacteristicsTendencytoConformNeedforAffiliationNeedtobeLikedDesireforControlFearofNegativeEvaluationPositiveInfluencesonConfor83ThreeTypesofGroupInfluenceInformationalinfluenceNormativeinfluenceIdentificationinfluenceThreeTypesofGroupInfluence84ConsumptionSituationsand

ReferenceGroupInfluencesInformationalAfriendmentionsthatBrooksBrothershasagoodselectionofsuits.Atseveralfriends’home,MaxwellHousecoffeeisserved.ThebestskierinthegroupusesTRAKskis.Needinganewsuit,TimvisitsaBrooksBrothersstore.TimdecidestogiveMaxwellHouseatry.TimbuysasetofTRAKskis.

Situation Behavioralresponse TypeofinfluenceConsumptionSituationsand

Re85ConsumptionSituationsand

ReferenceGroupInfluencesNormativeTwoneighborsjokeaboutTim’scarbeingdirty.Timnoticesthathisfriendsbuypremiumbeersthoughhecan’ttastethedifference.Anadstressesthat“Evenyourfriendswon’ttellyou”ifyouhavebadbreath—theywilljustignoreyou.Timwashesandwaxeshiscar.Forparties,butnotforhomeuse,Timbuyspremiumbeers.Timbuystherecom-mendedmouthwash.

Situation Behavioralresponse TypeofinfluenceConsumptionSituationsand

Re86ConsumptionSituationsand

ReferenceGroupInfluencesIdentificationOvertime,Timnoticesthatsuccessfulexecutivesdressconservatively.Timseesanadshowing“smartyoungpeopleonthewayup”servingRedondo.ManyofTim’sfriendsregularlyconsumehealthfoods.Timbelievesthataconservativeimageisappropriateforexecu-tivesanddevelopsaconservativewardrobe.TimbeginstoserveRedondo.Timdecidesthathealthfoodsaregoodforyouandbeginstoconsumethemregularly.

Situation Behavioralresponse TypeofinfluenceConsumptionSituationsand

Re87ThreeTypesofGroupInfluence7-3

NormativeinfluenceInformationalinfluenceIdentificationinfluenceConformityHighNeutralLowHighNeutralLowHighNeutralLowDegreeofrewardorsanctionfromgroupImportanceofinformationprovidedbygroupDegreetowhichgroupattitudes/valuesguideindividualattitudes/valuesThreeTypesofGroupInfluence88FactorsThatAffectReferenceGroupInfluenceInformationandexperienceCredibility,attractiveness,andpowerofthereferencegroupConspicuousnessoftheproductFactorsThatAffectReference89

DegreeNeeded

Necessity NonnecessityConsumptionVisibleStrongreferencegroupinfluenceonbrandPrivateWeakreferencegroupinfluenceonbrandWeakreferencegroupinfluenceonproductPublicnecessitiesInfluence:WeakproductandstrongbrandExamples:Wristwatch,BicyclePrivatenecessitiesInfluence:WeakproductandbrandExamples:Mattress,RefrigeratorStrongreferencegroupinfluenceonproductPublicluxuriesInfluence:StrongproductandbrandExamples:Snowskis,HealthclubPrivateluxuriesInfluence:StrongproductandweakbrandExamples:Hottubs,HomeentertainmentcenterTwoConsumptionSituationCharacteristicsandProduct/BrandChoice7-5 DegreeNeeded Necessity90FamilyTwoormorepersonsrelatedbyblood,marriage,oradoptionwhoresidetogether.FamilyTwoormorepersonsrela91HouseholdAllthepeoplewholivetogetherinahouse.HouseholdAllthepeoplewholi92TraditionalFamilyLifeCycleStageI:BachelorhoodStageII:HoneymoonersStageIII:ParenthoodStageIV:PostparenthoodStageV:DissolutionTraditionalFamilyLifeCycleS93

FunctionsoftheFamilyEconomicwell-beingEmotionalsupportSuitablefamilylifestylesConsumersocializationFunctionsoftheFamilyEconom94ConsumerSocializationTheprocessbywhichchildrenacquiretheskills,knowledge,andattitudesnecessarytofunctionasconsumers.ConsumerSocializationTheproc95

TheEightRolesintheFamilyDecision-MakingProcessROLEDESCRIPTIONInfluencersFamilymember(s)whoprovideinformationtoothermembersaboutaproductorserviceGatekeepersFamilymember(s)whocontroltheflowofinformationaboutaproductorserviceintothefamilyDecidersFamilym