GROUPANDPERSONALINFLUENCE英文.pptx

1、,GROUP AND PERSONAL INFLUENCE,Overview,Types of Reference GroupsTypes of Group InfluenceHow Reference Groups Influence IndividualsSpecial Sources of Influences Word of Mouth,You have toown at leastten directoriesto be a memberof our group!,Types of Influence,Transmissionof Influence,Personal and Gro

2、up Influences on Individuals,Individual Lifestyles,Behaviors,Purchases,and Consumption,Low Degree of Influence,High Degree of Influence,Personal and Group Influence on Individuals,Reference Groups,any person or group of people that significantly influences an individuals behavior Impact on product o

3、wnershipbrand choice,We work very well together!Iwill check the EncyclopaediaBritannica while you look throughthe Statistical Abstracts of theUnited States!,Types of Reference Groups,PrimarySecondaryFormalInformalMembershipAspirationalDissociativeVirtual,Types of Group Influence,Normative:when indiv

4、iduals alter their behaviors or beliefs to meet the expectations of a groupValue-expressive:when a need for psychological association with a group causes acceptance of its norms,values,attitudes,or behaviorsInformational:when people have difficulty assessing product or brand characteristics by their

5、 own contacts or observations,How Reference Groups Influence Individuals,SocializationSelf-conceptSocial ComparisonConformity,How Reference Groups Influence Individuals:Socialization,Socialization:permits an individual to know what behavior is likely to result in stability both for the individual an

6、d for the groupManual may tell people how to dress in the workplaceInformal groups may tell them what is acceptable and the norm in that particular environment,How Reference Groups Influence Individuals:Self-Concept,Self-concept:people protect and modify their self-concept in their interactions with

7、 group members People can maintain self-concept by conforming to learned rolesTestimonial advertising is effective when the self projected in the ad is consistent with the idealized self of the target consumer,How Reference Groups Influence Individuals:Social Comparison,Social comparison:individuals

8、 often assess themselves by comparing themselves to othersConsumers often use reference groups as benchmarks to measure their own behaviors,opinions,abilities,and possessionsAdvertising or television can be sources of social comparison,How Reference Groups Influence Individuals:Conformity,Conformity

9、:a change in beliefs or actions based on real or perceived group pressuresCompliance:when an individual conforms to the wishes of the group without accepting all its beliefs or behaviorsAcceptance:when an individual actually changes his or her beliefs and values to those of the group,Strength of Inf

10、luence,PRODUCTCHARACTERISTICS public vs.private use significance of the product to the group degree of complexity,CONSUMERCHARACTERISTICS desire to belong need for social acceptance,GROUPCHARACTERISTICS cohesiveness size expertise on topics,Reference Group Influence on Product and Brand Purchase Dec

11、isions,Influence on brand choice,Product usageinfluence,Low,High,High,Low,Pushing Normative Influence on Consumers,Create influence through advertisingCreate organizations with agendaCreate through associationTechniques to increase compliancefoot-in-the-doordoor-in-the-face,Special Sources of Influe

12、nce,Opinion leaderscharacteristicsinfluence likely to occur when:An individual has limited knowledgeA person cannot evaluate optionsThe consumer does not trust advertising or other sources of informationOther information sources have low credibility with the consumer,The individual has a high need f

13、or social approvalStrong social ties exist between sender and receiverThe product is complexThe product is difficult to test against objective criterionThe product is highly visible to others,Special Sources of Influence,Market mavensknowledge about large variety of productsheavy media users;likely

14、to be nonwhite,nonmale,have lower incomeSurrogate consumeran individual who acts as an agent to guide,direct,and/or conduct activities in the marketplace,Word of Mouth,Often the most significant source of info for consumersMore credible than paid media endorsementsConsumers are particularly likely t

15、o spread negative info,Vons features excellentdeals on toilet paper,butLucky has better dealson vinegar!,-potential reciprocity of exchange-increased attention and status-increased number of individuals with similar behaviors-increased cohesion within group-satisfaction of verbal expression,-feeling

16、 of power and prestige of influencing others behaviors-enhanced position within a group-decreased doubt about ones own behavior,-more information about options-more reliable/credible information-less time spent on search-enhanced relationship with another individual,-decrease risk of new behavior-in

17、crease confidence in choice-decrease cognitive dissonance-increase likelihood of acceptance by a desired group or individual,Functional Benefits,Hedonic Benefits,Benefits of Word-of-Mouth,Receiver,Sender,谢 谢,24.1.3110:25:5810:2510:2524.1.3124.1.3110:25,10:2510:25:5824.1.3124.1.3110:25:58,2024年1月31日星期三10时25分58秒,