1、GROUP AND PERSONAL INFLUENCEOverviewYou have toown at leastten directoriesto be a memberof our group!Individual Lifestyles,Behaviors,Purchases,and ConsumptionLow Degree of InfluenceHigh Degree of InfluencePersonal and Group Influence on IndividualsReference GroupsWe work very well together!Iwill che
2、ck the EncyclopaediaBritannica while you look throughthe Statistical Abstracts of theUnited States!Types of Reference GroupsTypes of Group InfluenceHow Reference Groups Influence IndividualsHow Reference Groups Influence Individuals:SocializationSocialization:permits an individual to know what behav
3、ior is likely to result in stability both for the individual and for the groupManual may tell people how to dress in the workplaceInformal groups may tell them what is acceptable and the norm in that particular environmentHow Reference Groups Influence Individuals:Self-ConceptSelf-concept:people pro
4、tect and modify their self-concept in their interactions with group members People can maintain self-concept by conforming to learned rolesTestimonial advertising is effective when the self projected in the ad is consistent with the idealized self of the target consumerHow Reference Groups Influence
5、 Individuals:Social ComparisonSocial comparison:individuals often assess themselves by comparing themselves to othersConsumers often use reference groups as benchmarks to measure their own behaviors,opinions,abilities,and possessionsAdvertising or television can be sources of social comparison How R
6、eference Groups Influence Individuals:ConformityConformity:a change in beliefs or actions based on real or perceived group pressuresCompliance:when an individual conforms to the wishes of the group without accepting all its beliefs or behaviorsAcceptance:when an individual actually changes his or he
7、r beliefs and values to those of the groupStrength of InfluenceSTRENGTHOFREFERENCEGROUP INFLUENCEPRODUCTCHARACTERISTICS public vs.private use significance of the product to the group degree of complexityCONSUMERCHARACTERISTICS desire to belong need for social acceptanceGROUPCHARACTERISTICS cohesiven
8、ess size expertise on topicsReference Group Influence on Product and Brand Purchase DecisionsProducttypePlace of consumptionPrivatePublicNecessityMattressWater heaterToilet paperDeodorantComputerClothingWatchesAutomobileShoesLaptopLuxuryBody massagerElectric blanketSpaStereo equipmentPhotographyJewe
9、lrySports carInfluence on brand choiceProduct usageinfluenceLowHighHighLowPushing Normative Influence on ConsumersSpecial Sources of InfluenceSpecial Sources of InfluenceWord of MouthVons features excellentdeals on toilet paper,butLucky has better dealson vinegar!Functional BenefitsHedonic BenefitsBenefits of Word-of-MouthReceiver Sender
