8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

1/14

Buyer BehaviourGroup Influence andOpinion Leadership

Chp. 11 with Duane Weaver

Where Reality meets the Road!

Perception in Action!

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

2/14

Learning Objectives

Understand how reference groupsinfluence consumer behaviour

Discuss the role of conformity as asocial influence

Discuss the importance of word-of-

mouth communication

Understand the nature of opinionleadership

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

3/14

Outline

Reference Group Influences

Types of Reference Groups

Power of Reference Groups Conformity

Resistance to Influence

W.O.M. Communications

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

4/14

Reference Group Influences

Reference group An actual or imaginary individual or group

that has a significant effect upon anindividuals evaluations, aspirations orbehaviour

Reference Group Influences

1.Informational

2.Utilitarian

3.Value Expressive

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

5/14

Types of Reference Groups

1. Formal vs. Informal

2. Brand Communities

3. Membership vs. Aspirational

4. Positive vs. Negative

Get together in a groups of three and come up with ideas as to how

we might use each of these to our advantage as Marketers.

Pick two types and create one example for each of the two.

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

6/14

SOCIAL POWER:

the capacity to alter the actions of others

Solomon, Zaichkowsky Polegato p. 315

Power of Reference Groups

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

7/14

Power of Reference Groups Referent Power

Based on admiration of an individual or group

Patterns of consumption are copied

Legitimate Power

Power granted by virtue of social agreements

Reward Power

Power based on the ability to provide positive reinforcement

Information Power

Based on access to information that others seek

Expert Power

The individual possesses a special knowledge or skill

Coercive Power

Effective in the short term, requires surveillance to ensure compliance

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

8/14

Conformity

GenderDifferences

Fear

of

Deviance

Susceptibility

to

Influence

Cultural

Pressures

Likelihood

of

Conforming

Group

unanimity,

size,

expertise

Commitment

Conformity: A change in beliefs or actions as a reactionto real or imagined group pressures

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

9/14

Resistance to Influence

Anti-Conformity

Defiance is the root of this behaviour

Paradox: being intentionally differentrequires a concerted effort

Independence The individual is oblivious to expected social

patterns

Reactance

Consumer resistance to stimuli boomerang effect

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

10/14

WOM Communications

The Dominance of WOM:

Negative WOM:

EncouragingFactors

ViralMarketing

GuerillaMarketing

Rumours Distortion

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

11/14

Virtual Communities(online consumer groupings)

1) Tourists: Lack strong social ties to group, and maintain

only a passing interest in the activity.

2) Minglers: Maintain strong social ties, but are not very

interested in the central consumption activity.

3) Devotees: Express strong interest in the activity, but

have few social attachments to the group.

4) Insiders: Exhibit both strong social ties and strong

interest in the activity

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

12/14

LegitimatePower

Similar

Valuesreferent power

ReduceRisk

KnowledgePower

Technically

Competent

Opinion Leadership

Key

Characteristics

of

Opinion Leaders

first to buy

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

13/14

Communication Process

Change in perspective of Group Influences on Communication

Static modelopinion leader absorbs and retransmits

Most product related discourse

is in the context of a casual

conversation

8/3/2019 Marketing 260 Buyer Behaviour - Group Influence and Opiion Leadership - Chp 11

14/14

Thank You

PERCEPTION IS REALITY