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Chapter 11

Chapter 11. Electronic Transparencies in PowerPoint For Consumer Behaviour, 2 nd Canadian Edition by Michael R. Solomon, Judith L. Zaichkowsky, and Rosemary Polegato. Reference Groups.

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Chapter 11

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  1. Chapter 11 Electronic Transparencies in PowerPoint ForConsumer Behaviour, 2nd Canadian EditionbyMichael R. Solomon, Judith L. Zaichkowsky, and Rosemary Polegato

  2. Reference Groups • A reference group is an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behaviour. • Forms of Reference Group Influence • Informational • Utilitarian • Value-Expressive • Types of Reference Groups • Formal vs. Informal • Membership vs. Aspirational • Positive vs. Negative

  3. Reference Group Power Referent Power Information Power Coercive Power Sources of Power Legitimate Power Reward Power Expert Power

  4. Conformity • Types of Social Influence • 1. Normative 2. Informational Reasons for Conformity Gender Differences Cultural Pressure Fear of Deviance Group Dynamics Commitment

  5. Word of Mouth (WOM) Communication • Application to World Wide Web • Negative WOM • Rumours

  6. Opinion Leadership Reduce Risk Technically Competent Key Characteristics of Opinion Leaders Similar Values Knowledge Power Legitimate Power

  7. Video: Smoking Issues • How do consumers begin to smoke cigarettes? • What strategies do companies use to evade legislative restrictions on tobacco promotion and distribution? • What role do consumer researchers play in understanding the initiation and repeat purchase process for cigarettes? • What role could opinion leadership play in reducing cigarette consumption?

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