1、Chapter 10 Reference Groups&Family InfluencesReference GroupA person or group that serves as a point of comparison(or reference)for an individual in the formation of either general or specific values,attitudes,or behavior.Types of GroupsUncategorized Membership Attraction ContactPurchasersFrequent(p
2、rimary associative)Limited(secondary associative)Frequent(primary dissociative)Limited(secondary dissociative)Desired(aspiration)Avoided(dissociative)Positive(associative)Negative(dissociative)Positive(aspiration)Negative(dissociative)Yes(membership)No(nonmembership)Positive Influences on Conformity
3、Group Characteristics Attractiveness Expertise Credibility Past Success Clarity of Group GoalsPersonal Characteristics Tendency to Conform Need for Affiliation Need to be Liked Desire for Control Fear of Negative EvaluationThree Types of Group Influence Informational influence Normative influence Id
4、entification influenceConsumption Situations and Reference Group InfluencesInformationalA friend mentions that Brooks Brothers has a good selection of suits.At several friends home,Maxwell House coffee is served.The best skier in the group uses TRAK skis.Needing a new suit,Tim visits a Brooks Brothe
5、rs store.Tim decides to give Maxwell House a try.Tim buys a set of TRAK skis.SituationBehavioral responseType of influenceConsumption Situations and Reference Group InfluencesNormativeTwo neighbors joke about Tims car being dirty.Tim notices that his friends buy premium beers though he cant taste th
6、e difference.An ad stresses that“Even your friends wont tell you”if you have bad breath they will just ignore you.Tim washes and waxes his car.For parties,but not for home use,Tim buys premium beers.Tim buys the recom-mended mouthwash.SituationBehavioral responseType of influenceConsumption Situatio
7、ns and Reference Group InfluencesIdentificationOver time,Tim notices that successful executives dress conservatively.Tim sees an ad showing“smart young people on the way up”serving Redondo.Many of Tims friends regularly consume health foods.Tim believes that a conservative image is appropriate for e
8、xecu-tives and develops a conservative wardrobe.Tim begins to serve Redondo.Tim decides that health foods are good for you and begins to consume them regularly.SituationBehavioral responseType of influenceThree Types of Group Influence7-3 Normative influence Informational influence Identification in
9、fluenceConformityHighNeutralLowHighNeutralLowHighNeutralLowDegree of reward or sanction from groupImportance ofinformation provided by groupDegree to which group attitudes/values guide individual attitudes/valuesFactors That Affect Reference Group Influence Information and experience Credibility,att
10、ractiveness,and power of the reference group Conspicuousness of the productDegree NeededNecessity NonnecessityConsumptionVisibleStrong reference groupinfluence on brandPrivateWeak reference groupinfluence on brandWeak reference groupinfluence on productPublic necessitiesInfluence:Weak product and st
11、rong brandExamples:Wristwatch,BicyclePrivate necessitiesInfluence:Weak productand brandExamples:Mattress,RefrigeratorStrong reference groupinfluence on productPublic luxuriesInfluence:Strong product and brandExamples:Snow skis,Health clubPrivate luxuriesInfluence:Strong productand weak brandExamples
12、:Hot tubs,Homeentertainment centerTwo Consumption Situation Characteristics and Product/Brand Choice7-5Two or more persons related by blood,marriage,or adoption who reside together.HouseholdAll the people who live together in a house.Traditional Family Life CycleStage I:BachelorhoodStage II:Honeymoo
13、nersStage III:ParenthoodStage IV:PostparenthoodStage V:Dissolution Functions of the Family Economic well-being Emotional support Suitable family lifestyles Consumer socializationThe process by which children acquire the skills,knowledge,and attitudes necessary to function as consumers.The Eight Role
14、s in the Family Decision-Making ProcessInfluencersFamily member(s)who provide information to other members about a product or serviceGatekeepersFamily member(s)who control the flow of information about a product or service into the familyDecidersFamily member(s)with the power to determine unilateral
15、ly or jointly whether to shop for,purchase,use,consume,or dispose of a specific product or serviceBuyersFamily member(s)who make the actual purchase of a particular product or servicePreparersFamily member(s)who transform the product into a form suitable for consumption by other family membersUsersF
16、amily member(s)who use or consume a particular product or serviceMaintainersFamily member(s)who service or repair the product so that it will provide continued satisfaction.DisposersFamily member(s)who initiate or carry out the disposal or discontinuation of a particular product or serviceChapter 11
17、 Social Class and Consumer BehaviorThe division of members of a society into a hierarchy of distinct status classes,so that members of each class have either higher or lower status than members of other classes.Social Class and Social Status Researchers define each social class by the amount of stat
18、us.Social status is usually defined in terms of one or more of the following socioeconomic variables:Family Income Occupational Status Educational AttainmentSocial Class Measurement Subjective Measures:individuals are asked to estimate their own social-class positions Reputational Measures:informant
19、s make judgments concerning the social-class membership of others within the community Objective Measures:individuals answer specific socioeconomic questions and then are categorized according to answersObjective Measures Single-variable indexesOccupationEducationIncomeOther Variables Composite-vari
20、able indexesChapter 12 The Influence of Culture on Consumer BehaviorThe sum total of learned beliefs,values,and customs that serve to regulate the consumer behavior of members of a particular society.Issues in Culture Enculturation and acculturation （文化习得与文化适应）文化习得与文化适应）Language and symbolsChapter 1
21、3 Subcultures and Consumer BehaviorWhat is Subculture?A distinct group that exists as an identifiable segment within larger,more complex society.Each subculture has its own unique traits,yet it shares the dominant traits of all the whole society.Relationship Between Culture and SubcultureSubcultural
22、Traitsof HispanicAmericansDominantCulturalTraits of U.S.CitizensSubculturalTraitsof AsianAmericansMajor Subcultural CategoriesCATEGORIESEXAMPLESNationalityFrench,British,IrishReligionCatholic,Hindu,JewGeographic regionSoutheastern,Midwestern,EasternRaceAfrican-American,Caucasian,Asian-AmericanAgeTee
23、ns,Xers,middle age,elderlyGenderFemale,MaleOccupationEngineer,cook,plumberSocial classLower,middle,upperChapter 14 Cross-Cultural Consumer BehaviorThe Imperative To Be Multinational Global Trade Agreements EU NAFTA Acquiring Exposure to Other Cultures Country-of-origin EffectsResearch to determine t
24、he extent to which consumers of two or more nations are similar in relation to specific consumption behavior.Issues in Cross-Cultural Consumer Analysis Similarities and Differences Among People The Growing Global Middle Class AcculturationResearch TechniquesProducts that are manufactured,packaged,an
25、d positioned the same way regardless of the country in which they are sold.A Framework for Alternative Global Marketing StrategiesPRODUCT STRATEGYCOMMUNICATON STRATEGYSTANDARDIZED COMMUNICATIONSLOCALIZED COMMUNICATIONSSTANDARDIZED PRODUCTGlobal strategy:Uniform Product/Uniform MessageMixed Strategy:
26、Uniform Product/Customized MessageLOCALIZED PRODUCTMixed strategy:Customized Product/Uniform MessageLocal Strategy:Customized Product/Customized MessageChapter 15Consumer Influence and the Diffusion of InnovationsThe process by which one person(the opinion leader)informally influences the consumptio
27、n actions or attitudes of others who may be opinion seekers or opinion recipients.Reasons for the Effectiveness of Opinion Leadership Credibility Positive and Negative Product Information Information and Advice Opinion Leadership Is Category-Specific Opinion Leadership Is a Two-way Street1.Products
28、which reflects group norms and highly visible(clothing);2.Products where there is high perceived risk(car,personal computer);Opinion Leadership is of great influence onThe Needs of Opinion Leaders Self involvement Social involvement Product involvement Message involvementThe Needs of Opinion Receive
29、rs New-product or new usage information Reduction of perceived risk Reduction of search time Receiving the approval of the opinion leader Profile of Opinion LeadersGENERALIZED ATTRIBUTES ACROSS PRODUCT CATEGORIESCATEGORY-SPECIFIC ATTRIBUTESInnovativenessWillingness to talkSelf-confidenceGregariousne
30、ssCognitive differentiationInterestKnowledgeSpecial-interest media exposureSame ageSame social statusSocial exposure outside groupThe process by which the acceptance of an innovation is spread by communication to members of social system over a period of time.The stages through which an individual c
31、onsumer passes in arriving at a decision to try(or not to try),to continue using(or discontinue using)a new product.The five stages of the traditional adoption process are awareness,interest,evaluation,trial,and adoption.Product-Oriented DefinitionsContinuous InnovationDynamically Continuous Innovat
32、ionDiscontinuous InnovationProduct Characteristics That Influence Diffusion Relative Advantage Compatibility Complexity Trialability ObservabilityCharacteristics That Influence DiffusionRelative AdvantageAir travel over train travel,cordless phones over corded telephonesCompatibilityGillette MACH3 o
33、ver disposable razors,digital telephone answering machines over machines using tapeComplexityElectric shavers,instant puddingsCharacteristics That Influence DiffusionTrialabilityTrial size jars and bottles of new products,free trials of software,free samples,cents-off couponsObservabilityClothing,su
34、ch as a new Tommy Hilfiger jacket,a car,wristwatches,eyeglassesA sequence of categories that describes how early(or late)a consumer adopts a new product in relation to other adopters.Adopter CategoriesInnovators2.5%EarlyAdopters13.5%Laggards16%Percentage of Adopters by Category SequenceEarlyMajority
35、34%LateMajority34%InnovatorsVenturesome Very eager to try new ideas Acceptable if risk is daring More cosmopolite social relationships Communicates with other innovatorsEarly AdoptersRespected More integrated into the local social system The persons to check with before adopting a new idea Category
36、contains greatest number of opinion leaders Are role modelsEarly MajorityDeliberate Adopt new ideas just prior to the average time Seldom hold leadership positions Deliberate for some time before adoptingLate MajoritySkeptical Adopt new ideas just after the average time Adopting may be both an econo
37、mic necessity and a reaction to peer pressures Innovations approached cautiouslyLaggardsTraditional The last people to adopt an innovation Most“localite”in outlook Oriented to the past Suspicious of the newRate of Adoption How long it takes a new product/service to be adopted by members of a social
38、system,that is,how quickly it takes a new product to be accepted by those who will ultimately adopt it.Getting faster or shorter.Rate of Adoption Rapid rate of adoption Penetration policy:usually accompanied by a relatively low introductory price designed to discourage competition from entering the
39、market.Slow rate of adoption:Skimming policy:first make the product available at a very high price to consumers who are willing to pay top dollar and then generally lower the price in a stepwise fashion to attract additional market segments at each price reduction plateau.The Stages in the Adoption
40、ProcessNAME OF STAGEWHAT HAPPENS DURING THIS STAGEEXAMPLEAwarenessConsumer is first exposed to the product innovation.David sees an ad for a new digital camera in the newspaper.InterestConsumer is interested in the product and searches for additional information.David reads about the camera on the m
41、anufacturers Web site,ad then goes to a camera store near his office and has a salesman show him the camera.EvaluationConsumer decides whether or not to believe that this product or service will satisfy the need-a kind of“mental trial.”After talking with a knowledgeable friend,David decides that his
42、 camera should be able to provide him with the photos he needs to use in PowerPoint presentations.He also likes the fact that it uses“standard”floppy disks for storage.The Stages in the Adoption ProcessTrialConsumer uses the product on a limited basisSince camera cannot be“tried”like a small bottle
43、of a new shampoo,David buys the camera from a dealer offering a 14-day full refund policy.Adoption(Rejection)If trial is favorable,consumer decides to use the product on a full,rather than a limited basis-if unfavorable,the consumer decides to reject it.David finds that the camera is easy to use and
44、 the results are excellent;consequently,he keeps the digital camera.NAME OF STAGEWHAT HAPPENS DURING THIS STAGEEXAMPLEThe Relative Importance of Different Types of Information Sources in the Adoption ProcessImportanceHighLowAwarenessAdoptionTrialEvaluationInterestPersonal and interpersonal sourcesIm
45、personal mass-media sourcesChapter 16ConsumerDecision Making A Simple Model of Consumer Decision MakingFirms Marketing Efforts1.Product2.Promotion3.Price4.Channels of distributionSociocultural Environment1.Family2.Informal sources3.Other noncommercial sources4.Social class5.Subculture and cultureNee
46、d RecognitionPrepurchase SearchEvaluation of AlternativesPsychological Field1.Motivation2.Perception3.Learning4.Personality5.AttitudesExperiencePurchase1.Trial2.Repeat purchasePostpurchase EvaluationOutputProcessInputExternal InfluencesConsumer Decision MakingInvolvement Theory A theory of consumer
47、learning which postulates that consumers engage in a range of information processing activity from extensive to limited problem solving,depending on the relevance of the purchase(perceived risk).Perceived RiskTypes Functional Risk Physical Risk Financial Risk Social Risk Psychological Risk Time Risk
48、The degree of uncertainty perceived by the consumer as to the consequences(outcome)of a specific purchase decision.Levels of Consumer Decision MakingExtensive Problem SolvingLimited Problem SolvingRoutinized Response Behavior A search by the consumer to establish the necessary product criteria to ev
49、aluate knowledgeably the most suitable product to fulfill a need.A limited search by a consumer for a product that will satisfy his or her basic criteria from among a selected group of brands.A habitual purchase response based on predetermined criteria.Consumers have experience with the product cate
50、gory.Involvement Level and Decision Making Process Low involvement purchase High Involvement Purchase Routinized Response Behavior Limited decision makingExtensive decision makingProblem recognitionSelectiveProblem recognitionGenericProblem recognitionGenericInformation searchInternalLimited externa
