Chapter 12 Flashcards
(29 cards)
What is the social identity theory?
Each of us as several “selves” that relate to groups
EX: when I’m in class, I am a student. When I’m at home, I am the oldest sibling
What is the minimal group paradigm?
Even arbitrary and minor group assignments (i.e. based on last name) impact influence and favorability
What is incidental food consumption (IFC)?
We tend to like and favor people who eat the same things as us
EX: I like Karin because she likes to also eat Cucumbers.
What are reference groups?
An actual or imaginary group that significantly influences our evaluations, aspirations, or even behavior. There are associative, aspirational or dissociative groups.
What is an associative reference group?
People the consumer knows – advertisers usually use ordinary people.
EX: I am a part of the associative reference group that is the Foster School.
What is an aspirational reference group?
People the consumer doesn’t know but still admires anyway – advertisers use celebrities in their campaigns.
EX: I aspire to be a part of the law school.
What is the dissociative group?
Consists of people we want to distance ourselves from
EX: Apple’s Mac vs PC campaign – “you don’t want to be the PC guy”. They sold not a product but an identity.
What is perceived typicality?
It’s the extent to which an influencer conforms to the stereotypical consumer of a brand. It can chang the strength of a brand’s association with the reference group.
EX: Gymshark partnering with fitness influencers! They are the typical audience of the brand so it makes sense and strengthens the overall reference group.
What are descriptive norms?
Our perception of what others are doing (what’s actually happening)
EX: Everyone in the business school is studying 9 hours a day to defeat peers.
EX: If your friend group all wears a certain sneaker brand, the descriptive norm is “They wear Brand Y.”
What are prescriptive norms?
Our beliefs about what we should be doing. It communicates social approval/disapproval
What is conformity? VS. Red sneakers effect?
A change in beliefs or actions as a reaction to real or imagined group pressure.
EX: “Everyone’s switching to Verizon”
A brave person who does something outside the norm like sporting a pair of pink adidas at work.
What is social default?
Sometimes we imitate others behavior even without realizing it. The extent to which other people guide our choices is susceptibility to interpersonal influence.
EX: When I wanted a lemonade, but everyone else gets water, I get water.
What is social loafing?
When we don’t devote as much time and effort to a task as we could because our contribution is part of a larger group effort.
EX: People who eat in groups tend to tip less per person than when they eat alone. This is why restaurants tack on a fixed gratuity for groups of six or more.
What is Word of Mouth (WOM)?
Product info that individuals transmit to other individuals –> more influential than traditional marketing messages.
What is Viral marketing?
occurs when an organization motivates visitors to forward online content to friends and family.
What is an example of Negative WOM and is it a good idea to get involved as the company?
EX: FOB Sushi got shut down temporarily because a food influencer, Keith Lee, gave them a good review on TikTok, but people saw a parasite on the sushi.
Generally, for negative publicity, it’s a good idea to get involved so it doesn’t spread like fire. If you’v made a mistake, it’s important to acknowledge that and apologize.
What is an Opinion Leader? And what is Social Power?
A person who is knowledgeable about certain products and whose advice others take seriously.
They are extremely valuable information sources because they possess social power.
What is Referent Power?
It is a member of someone in an aspirational group, typically an influencer who endorses products that influences your behavior.
EX: Haley Pham has referent power in my life because I trust and follow her book recommendations
What is Legitimate Power?
Power that is granted by social agreement
What is Expert Power?
A person who is uniquely qualified due to specialized knowledge.
EX: U.S. robotics signed up a physicist, Stephen Hawking to endorse its modems.
What is Reward Power?
A person who provides positive reinforcement
EX: The girl who did an internship in Boston didn’t want to conform to the group norms of dressing up everyday but she did because the group had reward power.
What is Coercive Power?
Influencing someone because of social or physical intimidation
What is Informational Power?
Someone who controls access to something ohers would like to know (kinda like the gatekeeper)
EX: Editors of trade publications
What is the 2 step flow model of influence?
- Influence Network = followers communicate info vigorously to one another and they also participate in two-way dialogue with the opinion leader
- Information Cascades = these conversations create info cascades that occur when a piece of info triggers a sequence of interactions
EX: Saie and Rocky’s Matcha PR box was something I saw on TikTok I started talking about it with friends and now we all follow Saie and Rocky’s Matcha.
