Consumer Behaviour Topic 7 - Reference Groups

Practice flashcards covering types of reference groups, forms of influence, social power, word of mouth, and the social media revolution.

Schiffman et al. (2012) define a __________ as two or more people who interact to accomplish either individual or mutual goals.

Group

Solomon et al. (2019) define a __________ as an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations or behaviours.

Reference group

Reference groups that are often associated with primary groups involve __________ influence, while those associated with secondary groups involve comparative influence.

Normative

The three forms of reference group influence used to identify vignettes are informational, utilitarian, and __________.

Value-expressive

Reference groups are particularly important for __________ products rather than necessities, such as watches, laptops, or cars.

Luxury

The capacity to alter the actions of others is referred to as __________.

Social power

Power granted by social agreement is known as __________ power.

Legitimate

The power base characterized by an admired representative of the community is called __________ power.

Referent

Solomon et al. (2016) distinguish between __________ (shared interests to a product) and consumer tribes (shared allegiance to an activity or lifestyle).

Brand communities

Two factors that affect the likelihood people will join a consumer’s identificational reference group are group cohesiveness and __________.

Propinquity

People conform to others due to fear of __________, where the group applies penalties to rule violators.

Deviance

The defiance of a group is known as __________.

Anti-conformity

Word-of-mouth (WOM) is estimated to influence up to __________ of consumer purchases.

$$50\%$$

Consumer-generated WOM that is authentic and genuine is called __________, whereas inauthentic corporate propaganda is dismissed as hype.

Buzz

Promotions using unusual locations and intensive word-of-mouth are known as __________ marketing.

Guerrilla

Social media personalities who tackle finances and help young people with financial decisions are dubbed __________.

Finfluencers

According to Hoffman & Novak (2012), the 4Cs of why people engage with social media are Connecting, Consuming, Controlling, and __________.

Creating

The developmental search for the forbidden as a form of resistance to influence is called __________.

Reactance