消费基础及行为 16

ConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter11GroupsandSocialMediaCopyright©2017,2015,2013PearsonEducation,Inc.

AllRightsReserved.LearningObjectives11.1Otherpeopleandgroups,especiallythosethatpossesssocialpower,influenceourdecisions.11.2Word-of-mouthcommunicationisthemostimportantdriverofproductchoice.11.3Opinionleaders’recommendationsaremoreinfluentialthanotherswhenwedecidewhattobuy.11.4Socialmediachangesthewaywelearnaboutandselectproducts.LearningObjective11.1Otherpeopleandgroups,especiallythosewhopossesssomekindofsocialpower,influenceourdecisions.GroupsSocialIdentityMinimalgroupparadigmWhatAreSourcesofPower?Socialpower:capacitytoaltertheactionsofothers.ReferentpowerInformationpowerLegitimatepowerExpertpowerRewardpowerCoercivepowerMembershipVersusAspirationalReferenceGroupsMembershipreferencegroupsPeopletheconsumeractuallyknowsAdvertisersuse“ordinarypeople”AspirationalreferencegroupsPeopletheconsumerdoesn’tknowbutadmireAdvertisersusecelebrityspokespeoplePositiveVersusNegativeReferenceGroupsAvoidancegroups:motivationtodistanceoneselffromotherpeople/groupsAntibrandcommunities:coalescearoundacelebrity,store,orbrand—butinthiscasethey’reunitedbytheirdisdainforitConsumersDoItinGroupsWhydoweconform?CulturalpressureFearofdevianceCommitmentGroupunanimityInterpersonalinfluenceEnvironmentalcuesBrandCommunitiesandConsumerTribesAgroupofconsumerswhoshareasetofsocialrelationshipsbaseduponusageorinterestinaproductConsumertribesshareemotions,moralbeliefs,stylesoflife,andaffiliatedproductBrandfestscelebratedbycommunityForReflection(1of4)Foreachtypeofsocialpowersourceofinfluence,shareanexampleofatimeyouexperiencedthatformofinfluence.LearningObjective11.2Word-of-mouthcommunicationisthemostimportantdriverofproductchoice.Figure11.1CollectiveValueCreationSource:ReprintedwithpermissionfromJournalofMarketing,“HowBrandCommunityPracticesCreateValue,”publishedbytheAmericanMarketingAssociation,HopeJensen,AlbertM.Muniz,andEricJ.Arnould,September2009,73,30–51.Word-of-MouthCommunicationBuzzbuildingNegativeword-of-mouthSerialreproductionForReflection(2of4)Whatorganizationsorproductshaveyoupostednegativeword-of-mouthabout?LearningObjective11.3Opinionleaders’recommendationsaremoreinfluentialthanotherswhenwedecidewhattobuy.Figure11.1TheTransmissionofMisinformationOpinionLeaders’InfluenceTwo-stepflowmodelofinfluenceInfluencenetworkInformationcascadesCharacteristicsofOpinionLeadersExpertsUnbiasedevaluationSociallyactiveSimilartotheconsumerAmongthefirsttobuyTheMarketMavenMarketmavensareactivelyinvolvedintransmittingmarketplaceinformationofalltypesTheyareintoshoppingandawareofwhat’shappeninginthemarketplaceTheyhaveoverallknowledgeofhowandwheretogetproductsTheSurrogateConsumerSurrogateconsumer:amarketingintermediaryhiredtoprovideinputintopurchasedecisions.Interiordecorators,stockbrokers,professionalshoppers,collegeconsultantsConsumerrelinquishescontroloverdecision-makingfunctionsMarketersshouldnotoverlookinfluenceofsurrogates!HowDoWeFindOpinionLeaders?Theself-designatingmethodSimplyaskindividualswhethertheyconsiderthemselvestobeopinionleadersEasytoapplytolargegroupofpotentialopinionleadersInflationorunawarenessofownimportance/influenceKeyinformantmethodKeyinformantsidentifyopinionleadersSociometricMethodsSociometricmethods:tracecommunicationpatternsamonggroupmembersSystematicmapofgroupinteractionsMostprecisemethodofidentifyingproduct-informationsources,butisverydifficult/expensivetoimplementNetworkanalysisReferralbehavior/network,tiestrengthBridgingfunction,strengthofweaktiesForReflection(3of4)Whatopinionleadershaveinfluencedyourpurchasebehavior?LearningObjective11.4Socialmediachangesthewaywelearnaboutandselectproducts.Source:CourtesyofToyotaMotorSalesU.S.A.,Inc.SuccessfulOnlineSocialNetworksandCommunitiesStandardsofbehaviorMembercontributionsDegreeofconnectednessSocialGamesLeaderboardsBadgesGameplatformModeMilieuGenreDigitalWord-of-MouthViralmarketingHaulvideosUnboxingvideosMegaphoneeffectDisperferredMarkerEffectDigitalOpinionLeadersPowerusersInfluenceimpressionsMassconnectorsForReflection(4of4)Whatsocialgamesdoyouplay?Howhavetheyinfluencedyourpurchasebehavior?ChapterSummary(1of2)Otherpeopleandgroups,especiallythosethatpossesssocialpower,influenceou