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Reference Groups
Two or more people who interact to accomplish either individual or mutual goals
A membership group is one to which a person either belongs or would qualify for membership
A symbolic group is one in which an individual is not likely to receive membership despite acting like a member
What Is a Group?
Content or function◦ Membership group◦ Symbolic group
Degree of personal involvement◦ Primary ◦ Secondary
Degree of organization◦ Formal◦ Informal
Classification of Groups
Major Consumer Reference Groups
• Normative Reference Groups• Comparative Reference Groups
Broad Categories of Reference Groups
Friendship groups Shopping groups Work groups Virtual groups or communities Consumer-action groups
Selected Consumer-Related Reference Groups
Wild Planet Video
Individuals or groups with whom a person identifies but does not have direct face-to face contact, such as movie stars, sports heroes, political leaders, or TV personalities.
Indirect Reference Groups
Product Conspicuousness and Exclusivity How much a reference group influences
depends on two characteristics of a product:◦ Conspicuousness
How visible the product is to people Public vs. private
◦ Exclusivity How exclusively the product is owned Necessity vs. luxury
“Private necessities”
Reference group influence:Weak for product ownership and weak for brand choice.
Examples:MattressFloor lamprefrigerator
“Public Luxuries”
Reference group influence:Strong for product ownership and strong for brand choice.
Examples:Golf clubsSail boatSnowboard
“Private luxuries”
Reference group influence:Strong for product ownershipbut weak for brand choice.
Examples:Theater sound systemPool tableTrash compactor
“Public necessities”
Reference group influence:Weak for product ownershipBut strong for brand choice.
Examples:CarComputerClothes
Low exclusivity High exclusivity
Lowvisibility
High visibility
Positive Influences on Conformity
Group Characteristics
Attractiveness Expertise Credibility Past Success Clarity of Group
Goals
Personal Characteristics
Tendency to Conform Need for Affiliation Need to be Liked Desire for Control Fear of Negative
Evaluation
GROUP EXERT INFLUENCES
1. ATTITUDE TOWARDS THE GROUP VIEWS THE REFERENCE GROUP AS A CREDIBLE SOURCE OF
INFORMATION VALUES THE VIEWS AND REACTIONS ACCEPTS THE REWARDS AND SANCTIONS
2 NATURE OF THE GROUP COHESIVE FREQUENTLY INTERACTING DISTINCTIVE AND EXCLUSIVE
3 NATURE OF THE PRODUCT VISIBLE EXCLUSIVE
Factors Encouraging ConformityA Reference Group Must ...• Inform or make the individual aware of a specific
product or brand
• Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group
• Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group
• Legitimize the decision to use the same products as the group
Reference Group Appeals
• Celebrities• The expert• The “common man”• The executive and Employee spokesperson• Trade or spokes characters• Other reference group appeals
Spokes Character
A FRIEND MENTIONS THAT STORE XHAS A GOOD COLLECTION OF SUITS
A DEVELOPS A CONSEVATIVE
WARDROBE
A BUYS THE RECOMMENDED
MOUTHWASH
NEEDING A NEW SUIT A DECIDES
TO VISIT THE STORE
NORMATIVE
IDENTIFICATION
AN AD STRESSES THAT”EVEN YOUR FRIENDS WON’T TELL YOU IF YOU HAVE BAD BREATH-THEY WILL IGNORE YOU
INFORMATIONAL
Behavioral
responseSITUATION
Type of influence
OVER TIME.A NOTICES THAT SUCCESSFUL EXECUTIVES DRESSCONSERVATIVELY
•Visible usage
•High relevance of product to group
•Low individual purchase •confidence
•Strong individual commitment to group
•Nonnecessary item
HIGH DEGREE OF
REFERENCE GROUP
INFLUENCE