Consumer Behavior ch.7

Group

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent.

Reference group

A group whose presumed perspectives or values are being used by an individual as the basis for his/her current behavior.

Types of Groups

1. Membership

2. Strength of Social Tie

3. Type of Contact

4. Attraction

Consumption Subcultures

Identifiable hierarchical social structure

Set of shared beliefs or valuesSet of shared beliefs or values

Unique jargon, rituals, and modes of expression

Brand Communities

Add value to the ownership of the product and build intense loyalty. Activities that can be encouraged and facilitated by both the brand and brand owners to enhance brand value.

Online Communities and Social Networks

Community interacts around a topic of interest on the Internet.

Online Social Network Sites

Facebook and Instagram

YouTube and Vimeo

Twitter

When Using Social Media in Marketing

Be transparent

Be part of the community

Take advantage of the unique capabilities of each venue

The Nature of Reference Group Influence

1. Informational InfluenceInformational Influence

2. Normative Influence (a.k.a. utilitarian influence)

3. Identification Influence (a.k.a. value-expressive)

Informational influence

often based on either the similarity of a reference group’s members to the potential consumer or the expertise of the influencing group member.

Identification influence

Based on the fact that the individual has internalized the group’s values and attitudes. The advertising task is to demonstrate that the product is consistent with the group’s—and therefore the individual’s—beliefs.

Opinion leader

The “go to person” for specific types of information. This person filters, interprets, and passes along information.

Market maven

A generalized market influence who provides significant amounts of information about various products, places to shop, and so on.

Influentials

Broader term for Opinion leaders regardless of their medium used

E-fluentials

specific subset of influentials whose influence is primarily exerted through digital (content that is stored, viewed, and distributed using electronic devices, typically over the internet) and electronic channels.

Product Influencer

a social media personality who promotes products to their followers by creating content like reviews and posts and leverage their credibility and audience to boost brand awareness and influence purchasing decisions.

Viral marketing

An online “pass-it-along” strategy utilizing electronic communication to trigger brand messages (often via email) throughout a widespread network of buyers.

Guerrilla marketing

Marketing with a limited budge using nonconventional communication strategies.using nonconventional communication strategies.

Categories of Innovation

Continuous Innovation

Dynamically Continuous Innovation

Discontinuous Innovation

Continuous Innovation

Adoption of this type of innovation requires relatively minor changes in behavior(s) that are unimportant to the consumer.

Dynamically Continuous Innovation

Adoption of this type of innovation requires a moderate change in an important behavior or a major change in a behavior of low or moderate importance to the individual.

Discontinuous Innovation

Adoption of this type of innovation requires major changes in behavior of significant importance to the individual or group.