Lecture 9 Flashcards
(22 cards)
What are social influences in consumer behavior?
Information and pressure from individuals, groups, or media that affect how a person behaves.
What is a reference group?
An individual or group that significantly influences an individual’s evaluations, aspirations, or behaviors.
What are the types of social power?
Referent, Legitimate, Expert, Reward, Coercive, and Information power.
What is referent power?
When a consumer admires a person or group and imitates their behavior.
What is informational influence?
Using a group to obtain information about brands and products.
What are associative reference groups?
Groups we belong to—primary (close contact), secondary (occasional contact), formal, and informal.
What is an aspirational reference group?
A group we wish to join or emulate.
What are disassociative reference groups?
Groups we avoid and do not wish to be associated with.
What is conformity in consumer behavior?
Changing beliefs or behaviors in response to group pressure.
What are key factors that affect reference group influence?
Contact, formality, attractiveness, identification, similarity, density, tie-strength.
What is value-expressive influence?
Buying a brand to enhance self-image due to admiration for its users.
What is normative compliance (utilitarian influence)?
Choosing brands based on preferences of social contacts.
What are the five roles in collective decision making?
Initiator, Gatekeeper, Influencer, Buyer, User.
What is the Family Financial Officer (FFO)?
The person in the family who manages money, bills, and surplus funds.
What is parental yielding?
When parents give in to children’s purchase requests.
What is the synoptic ideal in family decision-making?
A joint decision-making process between partners.
What is word-of-mouth (WOM)?
Consumer-to-consumer product information that influences decisions more than advertising.
What are opinion leaders?
Individuals with social and expert power who influence others’ purchase decisions.
What is the two-step flow model?
A model where opinion leaders pass information to others, creating cascades of influence.
What are the “Law of the Few” roles?
Connectors (networkers), Mavens (info specialists), and Salespeople (persuaders).
What is a brand community?
A group of consumers bonded by admiration for a brand, sharing interactions and experiences.
What are virtual brand communities?
Online platforms where consumers engage around a brand, increasing trust, loyalty, and WOM.
