Chapter 11 Group Influence and Opinion Leadership. CONSUMER BEHAVIOR, 8e Michael Solomon. Chapter Objectives. When you finish this chapter you should understand why: Others, especially those who possess some kind of social power, often influence us.
CONSUMER BEHAVIOR, 8eMichael Solomon
When you finish this chapter you should understand why:
High schools have all types of reference groups, with members representing all types of social power. Think back to high school and try to identify people who had the following types of power (consider not only peers but also teachers and administrators).
Any external influence that provides social clues can be a reference group
Membership reference groups: people the consumer actually knows
Aspirational reference groups: people the consumer doesn’t know but admires
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use of celebrity
athletes in advertising
Decision polarization: after group discussion of an issue, opinions become more extreme
Home shopping parties capitalize on group pressure to boost sales
Home shopping parties—such as Tupperware, Avon, Pampered Chef, Amway, or Botox—are designed to put pressure on friends and neighbors to buy merchandise.
WOM: product information transmitted by individuals to individuals
Three basic themes found in Web-based “protest” communities:
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Market maven: actively involved in transmitting marketplace information of all types
Many ads intend to reach influentials rather than average consumer