S6 - Social influence

Question 1

What is the concept of differential Treshold? How does it apply to marketing?

Answer 1

This concept refers to the ability to detect change between stimuli.

Point of Just Noticeable Difference (JND): point where stimuli starts to be noticeable.

When brands market new products, they want to make sure:
- that the difference is noticeable
- to maintain some similarities with the old product (ex. colour of the package).

This way, consumers detect the new attributes while associating it with the brand.

Question 2

What factors influence attention paid to stimuli?

Answer 2

1. Personal factors:
   - Perceptual filters: ignore because comes from a filtered source
   - Perceptual vigilance: paying attention to info relevant to a pressing need
   - Perceptual defense: ignore info you don’t want to know :(
   - Adaptation: ignore due to overexposure and familiarity
2. Stimulus factors
   - size: larger = attracts more attention
   - color
   - position/placement
   - novelty/originality

Question 3

What are mental schemas? Examples?

Answer 3

We interpret a sensory stimuli based on mental schemas.

Mental schemas = cognitive framework (knowledge) that helps organize and interpret information.

Ex.:
- red wine = tasty, healthy, fancy. white wine = boring, old.
- medicine taste strong = effective

• Expectations
• Knowledge and beliefs
• Past experience
• Environmental factors
• Contextual factors

Question 4

What is a reference group? What are the three types of reference group?

Answer 4

Reference group = Individual/Group conceived of having a significant relevance upon an individual’s evaluations, aspirations, and/or behaviours

1. Membership RG (consumer = member of the group)
2. Aspirational RG (idealized, celebrity/artists/athletes)
3. Dissociative (avoid association, old people)

Question 5

What are the three types of RG Influence?

Answer 5

1. Informative
   - RG = source of information
2. Normative
   - RG = define basic code of conduct to be a part of the group
3. Comparative
   - RG = benchmark for comparison

Question 6

What is conformity? Why do we conform?

Answer 6

A change in beliefs or actions as a reaction to real or imagined group behaviour.

We conform because of:

• Fear of deviance:
  Sanctions, bullying
• Group commitment:
  Dedication, following dictates of group
• Environmental cues:
  Unanimity, group size, expertise = power = harder to resist
• Individual differences / cultural pressures:
  Certain group/people are more susceptible to social influence and conformity, ex.: collectivists vs individualists