GROUPANDPERSONALINFLUENCE英文.pptx

GROUPANDPERSONALINFLUENCE英文.pptx

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,GROUPANDPERSONALINFLUENCE,Overview,TypesofReferenceGroupsTypesofGroupInfluenceHowReferenceGroupsInfluenceIndividualsSpecialSourcesofInfluencesWordofMouth,Youhavetoownatleasttendirectoriestobeamemberofourgroup!

TypesofInfluence,TransmissionofInfluence,PersonalandGroupInfluencesonIndividuals,IndividualLifestyles,Behaviors,Purchases,andConsumption,LowDegreeofInfluence,HighDegreeofInfluence,PersonalandGroupInfluenceonIndividuals,ReferenceGroups,anypersonorgroupofpeoplethatsignificantlyinfluencesanindividualsbehaviorImpactonproductownershipbrandchoice,Weworkverywelltogether!

IwillchecktheEncyclopaediaBritannicawhileyoulookthroughtheStatisticalAbstractsoftheUnitedStates!

TypesofReferenceGroups,PrimarySecondaryFormalInformalMembershipAspirationalDissociativeVirtual,TypesofGroupInfluence,Normative:

whenindividualsaltertheirbehaviorsorbeliefstomeettheexpectationsofagroupValue-expressive:

whenaneedforpsychologicalassociationwithagroupcausesacceptanceofitsnorms,values,attitudes,orbehaviorsInformational:

whenpeoplehavedifficultyassessingproductorbrandcharacteristicsbytheirowncontactsorobservations,HowReferenceGroupsInfluenceIndividuals,SocializationSelf-conceptSocialComparisonConformity,HowReferenceGroupsInfluenceIndividuals:

Socialization,Socialization:

permitsanindividualtoknowwhatbehaviorislikelytoresultinstabilitybothfortheindividualandforthegroupManualmaytellpeoplehowtodressintheworkplaceInformalgroupsmaytellthemwhatisacceptableandthenorminthatparticularenvironment,HowReferenceGroupsInfluenceIndividuals:

Self-Concept,Self-concept:

peopleprotectandmodifytheirself-conceptintheirinteractionswithgroupmembersPeoplecanmaintainself-conceptbyconformingtolearnedrolesTestimonialadvertisingiseffectivewhentheselfprojectedintheadisconsistentwiththeidealizedselfofthetargetconsumer,HowReferenceGroupsInfluenceIndividuals:

SocialComparison,Socialcomparison:

individualsoftenassessthemselvesbycomparingthemselvestoothersConsumersoftenusereferencegroupsasbenchmarkstomeasuretheirownbehaviors,opinions,abilities,andpossessionsAdvertisingortelevisioncanbesourcesofsocialcomparison,HowReferenceGroupsInfluenceIndividuals:

Conformity,Conformity:

achangeinbeliefsoractionsbasedonrealorperceivedgrouppressuresCompliance:

whenanindividualconformstothewishesofthegroupwithoutacceptingallitsbeliefsorbehaviorsAcceptance:

whenanindividualactuallychangeshisorherbeliefsandvaluestothoseofthegroup,StrengthofInfluence,PRODUCTCHARACTERISTICSpublicvs.privateusesignificanceoftheproducttothegroupdegreeofcomplexity,CONSUMERCHARACTERISTICSdesiretobelongneedforsocialacceptance,GROUPCHARACTERISTICScohesivenesssizeexpertiseontopics,ReferenceGroupInfluenceonProductandBrandPurchaseDecisions,Influenceonbrandchoice,Productusageinfluence,Low,High,High,Low,PushingNormativeInfluenceonConsumers,CreateinfluencethroughadvertisingCreateorganizationswithagendaCreatethroughassociationTechniquestoincreasecompliancefoot-in-the-doordoor-in-the-face,SpecialSourcesofInfluence,Opinionleaderscharacteristicsinfluencelikelytooccurwhen:

AnindividualhaslimitedknowledgeApersoncannotevaluateoptionsTheconsumerdoesnottrustadvertisingorothersourcesofinformationOtherinformationsourceshavelowcredibilitywiththeconsumer,TheindividualhasahighneedforsocialapprovalStrongsocialtiesexistbetweensenderandreceiverTheproductiscomplexTheproductisdifficulttotestagainstobjectivecriterionTheproductishighlyvisibletoothers,SpecialSourcesofInfluence,Marketmavensknowledgeaboutlargevarietyofproductsheavymediausers;likelytobenonwhite,nonmale,havelowerincomeSurrogateconsumeranindividualwhoactsasanagenttoguide,direct,and/orconductactivitiesinthemarketplace,WordofMouth,OftenthemostsignificantsourceofinfoforconsumersMorecrediblethanpaidmediaendorsementsConsumersareparticularlylikelytospreadnegativeinfo,Vonsfeaturesexcellentdealsontoiletpaper,butLuckyhasbetterdealsonvinegar!

-potentialreciprocityofexchange-increasedattentionandstatus-increasednumberofindividualswithsimilarbehaviors-increasedcohesionwithingroup-satisfactionofverbalexpression,-feelingofpowerandprestigeofinfluencingothersbehaviors-enhancedpositionwithinagroup-decreaseddoubtaboutonesownbehavior,-moreinformationaboutoptions-morereliable/credibleinformation-lesstimespentonsearch-enhancedrelationshipwithanotherindividual,-decreaseriskofnewbehavior-increaseconfidenceinchoice-decreasecognitivedissonance-increaselikelihoodofacceptancebyadesiredgrouporindividual,FunctionalBenefits,HedonicBenefits,BenefitsofWord-of-Mouth,Receiver,Sender,谢谢,24.1.3110:

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58,2024年1月31日星期三10时25分58秒,