Chapter 12-Group, Dyadic & Diffusion Process

7/25/2019 Chapter 12-Group, Dyadic & Diffusion Process

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Chapter 12Group, Dyadic and DifusionProcesses

Consumer Behavior: A

FrameworkJohn C. MowenMichael S. Minor


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Key Concepts Groups and types

o roups

!ole Social co"parison

processes

Group polari#ation

$rends inhouseholdde"oraphics

Child in%uence ona"ily decisions

&ow 'usiness to'usiness andconsu"er 'uyindifer

Ser(ice encountersas theater

Mar)et "a(ens Difusion


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Group Processes

* roup is a set o indi(iduals which interacts with one another o(er so"e period

o ti"e, and

shares so"e co""on need or oal.


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Groups +n%uence uyin

in $wo -ays

$hey afect the

purchases "ade 'yindi(idualconsu"ers

Group "e"'ersso"eti"es "a)edecisions as a roup


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$ypes o Groups/!eerence roup0 enco"passes anu"'er o "ore specic types oroups. *spiration roup Dissociati(e roup Pri"ary roup or"al roup +nor"al roup


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&ow Do Groups +n%uence

Consu"ers3

Group in%uence processes

$he creation o roles within the roup $he de(elop"ent o conor"ity

pressures

$he social4co"parison process $he de(elop"ent o roup polari#ation


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Group +n%uence Processes Groups in%uence people 'y

pro(idin nor"s

pro(idin inor"ation encourain the" to e5press certain types

o (alues.

Group in%uence is reater or /pu'lic0oods, not as reat or /pri(ate0 oods.


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6or"ati(e, +nor"ational,

and 7alue485pressi(e+n%uences 6or"ati(e in%uence 4 occurs when roup

nor"s act to in%uence indi(idual

'eha(ior. +nor"ational in%uence 4 operates when

the roup pro(ides hihly credi'leinor"ation that in%uences theconsu"er9s purchase decision.

7alue4e5pressi(e in%uence 4 consu"erssense that a reerence roup has certain(alues and attitudes pertainin to theconsu"ption process.


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* !ole . . .

. . . consists o the specic 'eha(iors

e5pected o a person in a certain position

!ole4related product cluster 4 a set oproducts necessary or playin aparticular role.


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Conor"ity is . . .. . . a chane in 'eha(ior or 'elie

toward a roup as a result o real ori"ained roup pressure.

$here are two types o conor"ity Co"pliance Pri(ate *cceptance


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actors :eadin to

Conor"ity Group actors

Cohesi(eness

85pertise Si#e o roup

+ndi(idual actors *"ount o inor"ation the indi(idual possesses

*ttracti(eness o roup;+ndi(idual9s need to 'eli)ed

$ype o Decision


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Social4Co"parison

Processes $he process 'y which people e(aluate

the

/correctness0 o their opinions,

e5tent o their a'ilities, and

appropriateness o their possessions.


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a"ilies and &ouseholds

&ouseholds are

co"posed o allthose people whooccupy a li(in unit$he 6uclear a"ily

$he 85tended a"ily$he Detached

6uclear a"ily


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$he De"oraphics o

&ouseholds

$wo eneral types o

households

a"ilies .?@A

6ona"ilies


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a"ily &ouseholds

Married couples

Married with children at ho"e Married with no children at ho"e

Sinle athers

Sinle "others ther a"ilies


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6ona"ily &ouseholds Men :i(in

*lone

-o"en:i(in *lone

ther6ona"ilies


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So"e &ousehold $rends

Childless couples E4? ha(e the "ost'uyin power. Sinle parents;childless sinles o(er E ha(e

the least.

Si#e has shrun) ro" F.1 to 2.?= persons. +ncrease in di(orce children lea(e ho"e prior

to "arriae older people "aintain own ho"es. :ater "arriae.

24career a"ilies.


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a"ily Decision Ma)in *s in orani#ational 'uyin units,

the decision "a)er "ay not 'e theuser or "aintainer o the product.

a"ilies co"e in "any diferent

conurations so it is dicult toidentiy a(erae a"ily decision"a)in.


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!elati(e +n%uence

Decision Ma)ers

-ie4Do"inated

Decisions &us'and4Do"inated

Decisions

*utono"icDecisions

Syncratic Decisions


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a"ily +n%uence 4 Children Children ha(e "ore in%uence on

ood, (acations, eatin out . *dept at or"in alliances with 1

parent to constitute a "aHority.

Child in%uence increases with aeand earnins.


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Childhood Consu"er

Sociali#ation. . . reers to theprocesses 'y which

youn peopleacIuire s)ills,)nowlede andattitudes rele(ant

to their unctioninas consu"ers inthe "ar)etplace.


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Model o Consu"er

Sociali#ationBackgroundFactors

Socialization

Agents

Learning

Mechanisms

Outcomes

The

Socialized

Customer

SESSex

Age

Class

Religion

MediaFamily

Peers

Teachers

ModelingReinorce!

ment

Cogniti"e

de"elo#!

ment


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rani#ational uyin

eha(ior*n organizationalbuying centeris"ade up o thosepeople in anorani#ation whoparticipate in the'uyin decision

and who share theris)s and oals othe decision.


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uildin !elationships in

rani#ational uyin

!elationship "ar)etin reers to the o(ertatte"pt o e5chane partners to 'uild a

lon4ter" association characteri#ed 'ypurposeul cooperation and "utualdependence and de(elop"ent o social,as well as structural 'onds.


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-e'ster9s Mar)etin

!elationships Continuu"Pure Transaction

Full Integration

$% Transaction

'% Re#eated Transactions

(% Long!Term Relationshi#

)% Buyer!Seller Relationshi#

*% Strategic Alliance

+% ,et-ork Organization

.% /ertical 0ntegrationSource1 Frederick E%2e3ster4 5The Changing

Role o Marketing in the Cor#oration46

Journal of Marketing *+ 7Octo3er $88'94 ##% $!$.%


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Dyadic 85chane . . .

. . . ta)es placewhen twoindi(idualstranser resources

'etween eachother


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-ord4o4Mouth

Co""unication. . . reers to ane5chane oco""ents,thouhts, or ideas'etween two or

"ore consu"ers,none o who" is a"ar)etin source.


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-ord4o4Mouth

Co""unication May account or F

ti"es as "anysales as

ad(ertisin. +s twice as efecti(e

as radio ads, ti"es as efecti(e

as personal sellin,= ti"es as efecti(eas newspapers or"aa#ines.


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pinion :eaders... :ead in a specic product cateory and

situation.

*re usually in(ol(ed with the productcateory.

May ha(e hiher social status thanollowers.

May 'e "ore inno(ati(e in purchases thanollowers.

*re a 'it si"ilar to product inno(ators.


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$ypes o pinion :eaders pinion :eader

*lways in(ol(ed inproduct cateory.

&ih status,socially acti(e.

Product +nno(ator Purchases

inno(ati(eproducts

:ess interatedinto social roups.

Mar)et Ma(en General "ar)et

)nowlede 85pertise not

product specic.

SurroateConsu"er ten proessional

ta5 consultant,wine steward, stoc)'ro)er.


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Ser(ice 8ncounters . . .

. . a personalinteraction'etween aconsu"er and a

"ar)eter.


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Ser(ice 8ncounters as

$heaterFirm:s Backstage

Firm:s Front

Region

Customer:s Front

Region

Customer:s Backstage

Management Functions4 Rehearsal

Management Functions4 Rehearsal

Personal Front4 etc%

Perormance

Personal Front4 etc%


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Sy""etrical Custo"er;

8"ployee Ser(ice $he"es

*utono"y

Mutualcooperation

$otal dependence

+ndiference

Cooperation

Do"inance


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Difusion . . .. . . reers to theidea that

su'stances andideas canradually spreadthrouh a "ediu"

o so"e type andreach a state oeIuili'riu".

. . . in the consu"er'eha(ior settin,

reers to the process'y which inno(ati(eideas, products, andser(ices spread

throuh theconsu"erpopulation.


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$rans"ission Processes

$ric)le4Down$heory

Multi4Step lowModel


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Multistep low Model...

Mass

Media

;atekee#er

O#inion Leaders

Follo-!ers

Mass

Media

Mass

Media

;

O

O

F

F

F


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+"plications o Multistep

Model Mass co""unications can directly reach

nearly e(eryone.

or so"e products, opinionleader;ollower roles are re(ersed.

Gate)eepers can choose whetheropinion leaders;ollowers et

inor"ation. Co""unication %ows 'ac) and orth

'etween all F roups.


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$he Difusion o

+nno(ations* productinno(ation is a

product that has'een recentlyintroduced and ispercei(ed 'y

consu"ers to 'enew in relation toe5istin productsor ser(ices


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Manaerial +"plications Positionin. 6ew products should 'e

positioned to appeal to opinion leaders, thenpossi'ly repositioned to appeal to ollowers.

8n(iron"ental Scannin. Scannin canidentiy what present custo"ers are sayinto other custo"ers or potential custo"ersa'out the co"pany or its products.

Mar)et !esearch. !esearch can pro(ideinsiht into the shape o the difusion cur(eor a new product.


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+"plications continued... Mar)etin Mi5. Pro"otions can 'e

positioned to appeal to children and

thus utili#e their in%uence in a"ilydecision "a)ins.

Se"entation. 6aturally e5istin roupso custo"ers "a)e outstandin taret

"ar)ets.

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Chapter 12-Group, Dyadic & Diffusion Process