GROUP AND PERSONAL INFLUENCE（英文）.ppt

1、,GROUP AND PERSONAL INFLUENCE,Overview,Types of Reference Groups Types of Group Influence How Reference Groups Influence Individuals Special Sources of Influences Word of Mouth,You have to own at least ten directories to be a member of our group!,Types of Influence,Transmission of Influence,Personal

2、 and Group Influences on Individuals,Individual Lifestyles, Behaviors, Purchases, and Consumption,Low Degree of Influence,High Degree of Influence,Personal and Group Influence on Individuals,Reference Groups,any person or group of people that significantly influences an individuals behavior Impact o

3、n product ownership brand choice,We work very well together! I will check the Encyclopaedia Britannica while you look through the Statistical Abstracts of the United States!,Types of Reference Groups,Primary Secondary Formal Informal Membership Aspirational Dissociative Virtual,Types of Group Influe

4、nce,Normative: when individuals alter their behaviors or beliefs to meet the expectations of a group Value-expressive: when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors Informational: when people have difficulty assessing product o

5、r brand characteristics by their own contacts or observations,How Reference Groups Influence Individuals,Socialization Self-concept Social Comparison Conformity,How Reference Groups Influence Individuals: Socialization,Socialization: permits an individual to know what behavior is likely to result in

6、 stability both for the individual and for the group Manual may tell people how to dress in the workplace Informal groups may tell them what is acceptable and the norm in that particular environment,How Reference Groups Influence Individuals: Self-Concept,Self-concept: people protect and modify thei

7、r self-concept in their interactions with group members People can maintain self-concept by conforming to learned roles Testimonial advertising is effective when the self projected in the ad is consistent with the idealized self of the target consumer,How Reference Groups Influence Individuals: Soci

8、al Comparison,Social comparison: individuals often assess themselves by comparing themselves to others Consumers often use reference groups as benchmarks to measure their own behaviors, opinions, abilities, and possessions Advertising or television can be sources of social comparison,How Reference G

9、roups Influence Individuals: Conformity,Conformity: a change in beliefs or actions based on real or perceived group pressures Compliance: when an individual conforms to the wishes of the group without accepting all its beliefs or behaviors Acceptance: when an individual actually changes his or her b

10、eliefs and values to those of the group,Strength of Influence,PRODUCT CHARACTERISTICS public vs. private use significance of the product to the group degree of complexity,CONSUMER CHARACTERISTICS desire to belong need for social acceptance,GROUP CHARACTERISTICS cohesiveness size expertise on topics,

11、Reference Group Influence on Product and Brand Purchase Decisions,Influence on brand choice,Product usage influence,Low,High,High,Low,Pushing Normative Influence on Consumers,Create influence through advertising Create organizations with agenda Create through association Techniques to increase compl

12、iance foot-in-the-door door-in-the-face,Special Sources of Influence,Opinion leaders characteristics influence likely to occur when: An individual has limited knowledge A person cannot evaluate options The consumer does not trust advertising or other sources of information Other information sources

13、have low credibility with the consumer,The individual has a high need for social approval Strong social ties exist between sender and receiver The product is complex The product is difficult to test against objective criterion The product is highly visible to others,Special Sources of Influence,Mark

14、et mavens knowledge about large variety of products heavy media users; likely to be nonwhite, nonmale, have lower income Surrogate consumer an individual who acts as an agent to guide, direct, and/or conduct activities in the marketplace,Word of Mouth,Often the most significant source of info for co

15、nsumers More credible than paid media endorsements Consumers are particularly likely to spread negative info,Vons features excellent deals on toilet paper, but Lucky has better deals on vinegar!,-potential reciprocity of exchange -increased attention and status -increased number of individuals with

16、similar behaviors -increased cohesion within group -satisfaction of verbal expression,-feeling of power and prestige of influencing others behaviors -enhanced position within a group -decreased doubt about ones own behavior,-more information about options -more reliable/credible information -less time spent on search -enhanced relationship with anot