Study Guide for Chapter 12: How Groups Define Us

Reference Groups

Actual or imaginary groups that significantly influence an individual's evaluations, aspirations, or behavior.

Associative Reference Group

Groups we belong to.

Aspirational Reference Group

Groups we admire and aspire to join.

Dissociative Reference Group

Groups we seek to avoid association with.

Social Norms

Informal rules governing group behavior.

Descriptive Norms

What others are doing.

Prescriptive Norms

What others think we should do.

Conformity

Adjusting behavior or beliefs due to group pressure.

Red Sneakers Effect

Positive impression through nonconforming behavior.

Word-of-Mouth Communication

Sharing product-related information between individuals.

Viral Marketing and Buzz Building

Leveraging user-generated content to amplify brand awareness.

Negative WOM

Harmful communication that can lead to negative perceptions.

Opinion Leaders

Influential individuals who guide others’ attitudes and behaviors.

Initiator

Role in decision-making: Recognizes the need.

Gatekeeper

Role in decision-making: Controls information flow.

Influencer

Role in decision-making: Affects the decision outcome.

Buyer

Role in decision-making: Makes the purchase.

User

Role in decision-making: Consumes the product.

Family Dynamics in Decision-Making

Spouses and other family members may play varied roles based on priorities and power.

Organizational Decision-Making

Organizational buyers weigh financial risk, supplier reputation, and product involvement.

Consumption Tribes

Groups bonded by shared lifestyles or product usage.

Brand Communities

Consumers united by passion for a brand.

Key Characteristics of Online Communities

Standards of behavior, member contributions, degree of connectedness, network effects.

Culture of Participation

Social media platforms enable interaction, sharing, and content creation.