Quiz 3 Flashcards
(27 cards)
Two or more people who
interact to accomplish either
individual or mutual goals.
Group
A person or group that serves
as a point of comparison (or
reference) for an individual in
the formation of either general
or specific values, attitudes, or
behaviour.
Reference Group
Types of Reference Groups
● Membership
● Extent of interaction
● Nature of attraction
● Degree of formality
Symbolic
Membership
Direct versus indirect
Extent of interaction
Aspirational versus dissociative
Nature of attraction
Formal versus informal
Degree of formality
Types of Reference Group Influence
● Informational Influence
● Normative Influence
● Identification Influence
When a member of reference group provides information used to make purchase decisions
Informational Influence
When we conform to group norms in order to belong to that group.
Normative Influence
When we identify with, and internalize, a group’s values and behaviours.
Identification Influence
Selected Consumer-Related Reference Groups
■ Friendship groups
■ Shopping groups
■ Work groups
■ Virtual groups or communities
■ Brand communities
■ Consumer-action groups
■ Celebrities
Types of celebrity appeals
• Testimonial
• Endorsement
• Actor
• Spokesperson
Referring to personal use
Testimonial
Celebrity lend his or her name
Endorsement
Present a product as part of character endorsement
Actor
respresent the brand over extended period of time
Spokesperson
8 roles in family decision making process
- Influencers
- Gatekeepers
- Deciders
- Buyers
- Prepapers
- Users
- Maintainers
- Disposers
provide information
Influencers
Control the flow of information
Gatekeepers
w/ power to determine unilaterally or jointly
Deciders
Transform the product
Preparers
use or consume particular product
Users
Repair the product
Maintainers
