Groups Influences & Social Media

Week 3

Define Social influences.

Social influences are “information by and pressures from individuals, groups, and the mass media that affect how a person behaves” Hoyer & MacInnis, 2001; p387

What is the Social identity theory?

Social identity theory - each of us has several ‘selves’ that relate to groups.

What are reference groups?

An actual or imaginary individual or group that significantly influences our evaluation, aspirations or behaviors.

Outline the types of reference groups.

Membership Reference Group - people the consumer actually knows

Aspirational Reference Groups - people the consumer doesn’t know but admires

Avoidance Groups - people the consumer dislikes and avoids buying anything that might identify him/her with that group

What ways do reference groups influence customers?

1. Normative compliance

2. Value-expressive influence

3. Informational influence

Define Conformity

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

Name factors that effect conformity.

Cultural pressure

Fear of deviance

Commitment

Group unanimity, size, and expertise

Susceptibility to interpersonal influence

Environmental cues

What’s the most important reference group?

Family

What is a Family Financial Officer (FFO)?

the individual who keeps track of the family’s bills and decides how to spend surplus funds

What does it mean when there’s Synoptic Ideal?

joint-decision makers

What is meant by Task Specialisation in families?

Members responsible for certain duties within the home.

What are the two ways decisions can be made in families?

Autonomic decision - one family member chooses a product

Syncretic decision - involve both partners

Out of positive WOM and negative WOM, which is more influential?

Negative WOM

Why are opinion leaders important?

Law of Few

Their recommendations carry more weight than others

They are often among the first to buy new products

They have prescreened, evaluated, and synthesised (in an unbiased way) product information

They are generally more involved in a product category, and so they actively search for information

They are extremely valuable information sources

They are technically competent - expert power

They are socially active and interconnected in their communities - legitimate power

They are similar to the consumer in values and beliefs, a characteristic - referent power