Reference Groups

Question 1

Why do we compare ourselves to others?

Answer 1

1. Accuracy
2. Downward social Comparison
3. Upward Social Comparison
4. Process info and communicate efficiently.

Question 2

Who do we compare ourselves with?

Answer 2

Similar others, it provides diagnositic information for the self evaluation

Question 3

What are the two reasons people are accepted into a group?

Answer 3

1. We adopt a belief or behavior supported by the group.

2. We reject a belief and behavior discouraged by the group.

Question 4

What are positive groups

Answer 4

Groups people want to be accepted by or associated with

Question 5

What are negative groups

Answer 5

Groups people do want to be accepted by or associated with, aka avoidance groups

Question 6

What is the social Visibility of Consumption

Answer 6

The extent to which other people can see the producte service being consumed

Question 7

What is a Does a primary group consist of?

Answer 7

1. Close personal ties with one another
2. Face to face interaction
3. Spontaneous interpersonal behavior

Question 8

what are the three types of reference groups?

Answer 8

Comparative, status and normative.

Question 9

What are the key characteristics of a comparative group?

Answer 9

People compare this,elves in makingg self judgments. Its a way for us to validate opinions, beliefs and attitudes.

Question 10

Reference Group theory says that..

Answer 10

We do not have to be in direct social contact with a reference group to be influenced by it.

Question 11

What are the key characteristics of a status reference group?

Answer 11

An aspiration group, A group where someone seeks acceptance. doesn’t need to be a member to be influenced by it.

Question 12

What are the key characteristics of a normative group?

Answer 12

A group who values, norms and perspectives an individual uses in defining a personal social situation.

Question 13

What is a group?

Answer 13

Where two or more people share norms about something.

Question 14

How people respond to reference group influence, 3 things..

Answer 14

Compliance
Identification
internalization

Question 15

What does compliance mean in regards to reference groups?

Answer 15

People comply by accepting social influence in order to obtain the desired response gets a reward or avoids a punishment.

Question 16

What is the social exchange theory?

Answer 16

Where people act to obtain a reward at a cost.
Profit=Reward -cost. People engage in social activities in whicht eh rewards exceed the costs and avoid those social activities that are unprofitable

Question 17

What does identification mean in regards to reference groups?

Answer 17

You are “like the group” Identification means that you accept influence from a group because they desire a relationship with them and thereby gain a satisfactory self-concept or identity. Closer than Compliance.

Question 18

What does internalization mean?

Answer 18

Final step, you are a bona fide member of teh group. the group’s norms and values are your norms and values. you are in it because it is intrinsically rewards and internally percieved as appropriate.

Question 19

What are the factors that affect reference group influence?

Answer 19

1. Cohesiveness
2. Attractiveness
3. Credibility
4. POwer

Question 20

How does cohesiveness affect reference group influence?

Answer 20

The more together a group is, the greater the pressure on its members to conform to the group norms. Greater bonds, greater cohesiveness.

Question 21

How does Attractiveness affect reference group influence?

Answer 21

The more attractive belonging to a group is to the individual, the greater the likelihood of group conformity. , or greater rewards.

Question 22

How does Credibility affect reference group influence?

Answer 22

More trustworthy, and knowledgeable the more persuasive they are in achieving conformity. We are likely to follow the smart groups when buying a product.

Question 23

What are the four types of power?

Answer 23

1. Reward Power,
2. Coercive Power
3. Expert power
4. Referent Power

Question 24

How does reward power influence a group?

Answer 24

Rewards reinforce the individuals response and likelihood of repition of the response, can be coupons, discounts, or anything.

Question 25

How does Coercive power influence a group?

Answer 25

Using fear of a consequence to your advantage, like saying body odor will make you unpopular

Question 26

How does Expert power influence a group?

Answer 26

When people are experts they are likely to be listened to in the category.

Question 27

How does Referent power influence a group?

Answer 27

The greater the extent to which the consumer shares or would like to share the comradery of teh group, the greater the referent power the group has.

Question 28

What does Conspicuousness mean?

Answer 28

Its how visibile the product is.

Question 29

What does Conspicuousness mean?

Answer 29

Its how visibile the product is.

Question 30

Why does word of mouth work?

Answer 30

ITs more persuasive, and its more targeteed.

Question 31

Six principles of contagiousness (SC-TR-EM-Pub-PracV-St)

STEPPS

Answer 31

1. Social currency (in the know)
2. Triggers (Dog Cat, ketchup Mustard)
3. Emotion (Focus on feeling)
4. Public (Make it visible so people see)
5. Practical Value (Pass it on)
6. Stories (Embed products and stories)