AH

Social Influence

Module 11: Social Influence in Consumer Behavior

Overview

  • Definition of Social Influence: Social influence involves direct or indirect pressure affecting consumer behavior and can stem from individuals, groups, or mass media.

  • Main Aspects Discussed:

    • Sources of influence (marketing and non-marketing)

    • Tools of influence (online and offline)

    • Types of social influence (norm-related, emotional, and word of mouth)

    • Extent of influence (intensity of the influence)

Sources of Influence

  • Marketing Sources:

    • Created by companies.

    • Direct advertising and communications.

    • E.g., sponsored advertisements.

  • Non-Marketing Sources:

    • Information from groups or individuals not directly sponsored by the company.

    • May include unbiased recommendations from opinion leaders.

    • Example: Word of mouth from consumers who discuss products without direct sponsorship.

  • Gray Area: Some influencers may receive perks from companies, complicating their classification as marketing or non-marketing sources.

Types of Influences

  • Normative Influence: Pressure to conform to group norms regarding product choices. Includes:

    • Brand choice congruence (selecting brands used by the group).

    • Technical Terms:

      • Conformity: Adapting to group behavior.

      • Compliance: Agreeing to group norms.

      • Reactance: Doing the opposite of what the group wants.

  • Informational Influence: Outcome from providing pertinent information to consumers, especially when they are unsure between options. Works best in:

    • Complex purchases (e.g. cars).

    • High-risk situations where detailed information is crucial.

  • Consumer Socialization: How consumers learn to buy based on family and media influences from childhood.

  • Word of Mouth (WOM):

    • Strong influencer with asymmetric effects: one positive action can encourage others, but one negative experience can deter many.

    • Delivered through verbal or social media means, impacting real-time consumer opinions.

Tools of Influence

  • Offline Tools:

    • Print ads, brochures, newsletters, events, conversations with sales personnel.

  • Online Tools:

    • Social media platforms, owned media (company-managed accounts), and earned media (consumer-generated content). Include:

      • Reviews, ratings, and social interactions (e.g., platforms like Instagram and Facebook).

  • Communication Modes:

    • One-on-one vs. one-to-many communications.

    • One-on-one interactions foster strong personal connections; one-to-many can be effective but less personalized.

Implications for Marketing

  • Effectively targeting and investing in sources of influence can yield brand communities.

  • Identifying aspirational and associative reference groups is critical to leverage influences positively.

  • The selection of influencers must match the target market to ensure effectiveness.

Consumer Behavior and Reference Groups

  • Differentiate between:

    • Aspirational Reference Group: Groups you admire but don’t belong to.

    • Associative Reference Group: Groups you actively belong to.

    • Dissociative Reference Group: Groups you consciously avoid.

  • Reference groups influence private and public consumption differently:

    • Private Consumption: Lower influence on brand choice.

    • Public Consumption: Higher influence, especially for luxury and visible items.

Strategies for Increasing Influence

  • Use citation of proper sources, favorable branding, and community-building strategies to enhance social influence.

  • Incorporate techniques like foot-in-the-door, door-in-the-face, and even-a-penny-will-help to drive conformity and compliance.

  • Importance of Transparency: Companies must handle negative feedback with a transparent approach to maintain trust.

Conclusion

  • Understanding sources and types of influence informs marketing strategies.

  • Targeting the right influencers and utilizing suitable tools fosters community building and strengthens consumer trust.