Chapter 12: How Groups Define Us Flashcards
(23 cards)
What are the sources of group influences
- Social identity theory: each of us has several selves that relate to groups
- Minimal group paradigm: we favour others whom we feel share the same identity as us
- Incidental food consumption (IFC): the cues that we use to decide whether should identify with and trust others may be quite subtle, like people who simply eat the same things
What is a reference group
An actual or imaginary group that significantly influences an individual’s evaluations, aspirations, or behavior
What are the different types of reference groups
– Associate reference group: consists of people we know (family & friends)
– Aspirational reference group: we admire them anyway. Fantasy camps connect fans with their aspirational reference groups (tiger woods, Christiano Ronaldo, Messi)
– Dissociative groups: Sometimes, we deliberately do the opposite if we want to distance ourselves from groups of people (“nerds, druggies, or preppies”).
What are the norms that guide our behaviour
- Descriptive norms: refer to our perceptions of what others are doing
– Prescriptive norms: refer to our beliefs about what others think we should do (your parents want you at NWU)
What are the norms that depend upon comparison groups
- Associative norms: refer to our beliefs about a group to which we belong
– Dissociative norms: are norms we associate with a dissociative reference group
Explain perceived typicality
The extent to which an influencer conforms or fails to conform with the stereotypical consumer of the brand
Explain conformity
A change in beliefs or actions as a reaction to real or imagined group pressure
What is the red sneakers effect
describes a brave person who does something outside of the norm
Name and explain the key roles in a collective decision
Initiator - is played by the person who brings up the idea or identifies the need
Gatekeeper - is the person who conducts the information search and controls the flow of information available to the group
Influencer - is the person who tries to sway the outcome of the decision
Buyer - the person who actually makes the purchase
User - Those who will actually use the product are the users
What are the factors that influence group decisions
Interpersonal need – a person’s level of investment in the group (Fan club president of Taylor swift vs a newbie)
Product involvement and utility – the degree to which a person will use the product to satisfy a need (Coffee drinker will want a machine vs some who likes coca-cola)
Responsibility – for procurement, maintenance, payment, etc. (getting a new pet, who’s going to feed and clean up after it?)
Power – the degree to which one member of the group exerts influence over the others (Who has more say? Mom or dad? Or a child throwing a tantrum)
What are the different types of social power
Referent power - a member of an aspirational reference group. (when a person admires the qualities of a person or group they try to copy the referents behaviour)
Legitimate power - sometimes we grant power by virtue of social agreements, such as the authority we give to police officers soldiers and even professors
Expert power - a person or group may be uniquely qualified due to a specialised knowledge about a topic
Information power - a person possesses information power simply because they control access to something others would like to know (even if they don’t have expertise in the topic)
Reward power - a person or group with the means to provide positive reinforcement has a reward power
Coercive power - we exert cohesive power when we influence someone because of social or physical intimidation (a threat is often effective in the short term)
The differentiate between a synoptic ideal and oppositional brand choice
A synoptic ideal - calls for the members of the family to make decisions jointly.
Opposition of brand choice - when a partner in a close relationship feels frustrated with their relationship but has less power than their partner, and one way they can act out is by deliberately choosing brands they know their partner doesn’t like
What are the characteristics of collective decision-making
- Involves many people
- Requires precise, technical specifications
- Is based on past experience and careful weighing of alternatives
- May require risky decisions
- Impulse buying is rare
What are the three organisational buying/purchasing decisions
Straight rebuy - is a habitual decision. It’s an automatic choice. (as when an inventory level reaches a pre-established reorder point).
Modified rebuy - situation involves limited decision making. It occurs when an organization wants to repurchase a product or service but also wants to make some minor modifications.
New task - involves extensive problem solving. Because the company hasn’t made a similar decision already. (there is often a serious risk that the product won’t perform as it should or that it will be too costly)
Explain consumer collectives
networks of social relations centered on a brand
What are brand secret microcollectives
very small, secretive, and ephemeral groups formed around shared knowledge about the brand that is invisible outside the group
What is consumer activism
Groups sometimes form to fight for change in consumption culture or to demonstrate their frustration with corporations
What is the culture of participation
a belief in a democratic internet, the ability to freely interact with other people, companies and organizations and the power to build on the content of others from your own unique point of view
Define brand community
it is a group of consumers who share a set of social relationships based on usage of or interest in a product.
What are the characteristics of online communities
Standards of behavior - rules that specify what members can and can’t do on the site
Member contributions - a healthy proportion of users need to contribute content if not the site will fail to offer fresh material (youtube)
Degree of connectedness - powerful groups are cohesive, this means the members identify strongly with them and are highly motivated to stay connected
Network effects - the quality of the site improves as the number of users increases (amazon)
What are the different kinds of support groups
- Spiritual-therapeutic model: it maybe loosely based on religious principles
- Virtual support communities: social media provides a wide array of support group opportunities
- Counterspace: these are groups on social media that offer a safe space for identity expression, especially for groups that feel marginalized
Explain what a social game is
It is a multiplayer, competitive, goal-oriented, activity with defined rules of engagement and online connectivity among a community of players. (they make use of leaderboards and badges)
What is an MMORPG
Massive multiplayer online role playing games (for example, the sims)
