Chap 12 - Group Influence & Social Power

Social Identity Theory

Argues that each of us has several "selves" that relate to groups. We favor those who share the same group membership (known as the Minimal Group Paradigm).

Social Power

The capacity to alter the actions of others.

Referent Power

Influence based on the consumer's desire to identify with or imitate a person/group

• EX: celebrities

Information/Expert Power

Influence based on what a person knows or their specific professional abilities.

Legitimate Power

Influence granted by virtue of social agreements

• EX: police, doctors

Reward/Coercive Power

The ability to provide positive reinforcement or apply social/physical intimidation.

Reference Groups

Any external influence that provides social cues. This includes Membership groups and Aspirational groups.

Membership groups

People we actually know

Aspirational groups

People we admire, like athletes

Conformity

A change in beliefs or actions as a reaction to real or imagined group pressure.

Why we conform

Cultural pressure, fear of deviance, commitment to the group, and group size/unanimity.

Nonconformity

We often value nonconformity, but only if we believe the person has the power to choose not to fit in

• EX: the "Red Sneakers Effect"

Social Norms:

• Associative

• Dissociative (Avoidance Groups)

Associative

Groups we belong to and want to emulate.

Dissociative (Avoidance Groups)

Groups we distance ourselves from; we deliberately do the opposite of what these groups do to avoid being associated with them.

Principle of Least Interest

The person who is least committed to staying in a relationship (or group) has the most power, because they don't care about the consequences of disagreeing.

Word-of-Mouth (WOM)

Product information that individuals transmit to other individuals. It is perceived as more reliable and trustworthy than traditional marketing.

Opinion Leaders

People who are frequently able to influence others' attitudes or behaviors because of their expertise or social standing.

Innovators

The first to try new products.

Market Mavens

People who like to transmit marketplace information of all types; they just enjoy staying on top of what is happening in the market.

Surrogate Consumers

A third party we retain to provide input into our purchase decisions

• EX: interior decorators, personal shoppers, professional tax evaluators

Social Networks

A set of socially relevant nodes (members) connected by one or more ties (relationships).

Information Cascades

Occurs when a piece of information triggers a sequence of interactions (going viral).

Influencer Marketing

Partnering with "power users" to increase brand awareness.

Engagement

The number of interactions (likes, shares, comments) received from content.

Reach

The total number of unique people who see the content.

Influencer Tiers

The slides note that engagement is often higher for "Micro-influencers" (those with fewer followers) compared to major celebrities.