Group Influence and Opinion Leadership_class

8/8/2019 Group Influence and Opinion Leadership_class

1/46

Week 8

Group Influence and opinion leadership


2/46

Interpersonal influence

Is altered thinking or behaviour - othersaccidental, expressive, rhetoricalcommunication

contrast with the persuasion - conscious tochange

Influence may be conscious / accidently

Most of our actions/words stimulate somemeaning to others


3/46

emotional enthusiasm for a movie/book

As per the story mentioned, rhetoricalcommunication has a goal - attempting topersuade by stimulating a specific meaning in

others minds


4/46

can take an expressive form

e.g; org emphasise it's personnel to showcertain kinds of emotions to help persuadecustomers of service quality

Mc Donald's - enthusiasm and a sense ofhumour, smiling at customers (auto industry,service industry)


5/46

In forming beliefs, people rely on many sources of

information

Rely on cultural backgroundRely on observation, feedback from others, their

own moral values and standards which havebeen instilled in them by their families and societyRely on their education and what they see inmass media

Rely on the history, religion, literature, law,behavioural sciences etc


6/46

3 behavioural sciences which have direct

relevance to influence and persuasion are

Anthroplogy- study certain attitudes and values shared in a culture thatmakes the members of that culture to behave in a certain behaviour

Sociology study how family, friends, classmates, colleagues sharebeliefs, attitudes and behaviours

Psychology study how various influence strategies affect an individual'sfeelings of esteem &, control (as shown in Linda's case)

In CB we have understood the consumer feelings, beliefsand actions that remind us about the powerful impact ofothers (macro environment and local)on how we interpretmeanings in a situation


7/46

Symbolic interaction emphasises that consumersinteract with symbols in their environment and

products play symbolic roles

Some people are not more attuned to others dueto their not me orientation personal

invulnerability

Such persons say often - he is swayed byopinions, but not me

It can be dangerous as well as a barrier

It is thru communication - we develop, cultivate,share, expand, reshape ideas/behaviours


8/46

Interpersonal relationships are social associations,

connections, or affiliations between two or more people

Interpersonal influence affects everyday life

It has systematic, observable, and surprising effects

Often intangible and illusive

Can be intentional/accidental/verbal/nonverbal

Pervasive (omnipresent/ubiquitous), people are allpersonally vulnerable to influence


9/46

Social context of personal consumption behaviour

People like to think of themselves as making theirown consumption choices but actually they areinfluenced by the (social context) advertisementfrom morning to evening

A person may be exposed to a 100 ad in a day

Not all of these are interpersonal but they

influence

People have been found to buy products ifrecommended / seek information


10/46

Word of mouth

Admission, job, brand to buy

Most powerful advt tool

1. 87% WOM2. 77% newspapers3.73% Websites (opinions expressed online on brands)4. 65% Television

Top ten countries which trust WOM from consumers

Hongkong, Taiwan, Indonesia, India, philippines


11/46

Word of mouth

Admission, job, brand to buy

Most powerful advt tool

1. 87% WOM2. 77% newspapers3.73% Websites (opinions expressed online on brands)4. 65% Television

Top ten countries which trust WOM from consumers

Hongkong, Taiwan, Indonesia, India, philippines


12/46


13/46

Word of mouth advertising

Powerful to motivate attitude/behaviours

Positive and negative word of mouth

In -ve WOM, almost 60% of customers tell friendsnot to buy

WOM is salient and vivid (intense)

e.g for vivid quality of WOM can be a movie Peeplilive which attracted large and larger crowds thruWOM recommendations


14/46

WOM can turn sleeper into hits

WOM also called buzz - self generating demand(Dove campaign)

A website called Epinions.com has been built toprovide consumers information related to buyingdecisions with unbiased services and personalised

recommendations


15/46


16/46


17/46

A buzz helps promote/hurt

recent Volkswagen ad with TOI, Dove campaign

Companies encourage WOM not just to create

buzz but also to encourage responsible use oftheir products


18/46


19/46

Marketing uses of WOM

Guerrilla Marketing

Viral Marketing


20/46

Imagine the buzz created for a music albummonths before its release, leaking advance copies,then pushing into club deejays. As release date is

near, slap posters announcing the release. This allabout creating a buzz and epitomises guerillamarketing


21/46

Guerrilla Marketing

marketing intended to get maximum results fromminimal resources.

unconventional system of promotions that relies on

time, energy and imagination rather than a bigmarketing budget

These campaigns are -

UnexpectedConsumers are usually targeted at unexpectedplaces.Create - buzz which often turns viral within a shortperiod of time.


22/46

Places targeted

streets, markets, phone booths, subways are theplaces which people visit regularly.

billboards or posters.

But these posters, are the most innovative and grab theattention of the passers-by.

The motive of these marketing tools is to relate theirproduct to everyday experiences which, in turn, the people

can also relate too.


23/46


24/46


25/46

Keep West-aSide. Make a smart choice !

Shoppers! Stop. Make a smart choice !

Change Your Lifestyle. Make a smart choice !

Big bazaars new Guerrilla marketing strategy(source : agencyfaqs.com)

Big bazaar's strategy selectively attacks the target at its

weak points.

Future Group- Big Bazaar - on the biggies like ShoppersStop, Lifestyle, and Tatas Westside.


26/46

Smoking Awareness Campaigns Guerilla marketing

one of the best guerrilla marketing examples

where dustbins on the sidewalk of the streets were paintedlike eyes and the mouth of the bin was the eyeball. The

caption around it said, "smoking causes blindness".


27/46

Viral Marketing

Refers to the strategy of getting visitors to awebsite to forward information on their site to theirfriends in order to make their more consumersaware of the product usually by creating an

online content which is entertaining

Chidiya udi campaign of Make my trip which wasforwarded many times


28/46


29/46


30/46


31/46


32/46


33/46


34/46


35/46


36/46

Reference groups

An actual or imaginary individual or group havingsignificant relevance upon an individuals aspirations,evaluations or behaviour

Tools of influence

3 forms of influence

Utilitarian

Value expressive (identification)

informational


37/46

Three forms of reference group influence

Informational influence : individual seeksinformation on various brands and forms anassociation of experts

Individual seeks info from those who work withthe product as profession

Purchase pal/shopping companion has credibleinfo and influences our feelings

Seeks info and knowledge from friends,neighbours, relatives, magazines, also whatexperts do


38/46

Utilitarian Influence:

the individual's decision to purchase a brand isinfluenced by fellow associates/he has a socialinteraction/family members

Individuals decision to purchase a brand isinfluenced by others preferences


39/46

Value expressive: individual feels that thepurchase of particular brand will enhance his

image in front of others

Feels those who purchase a particular brandpossess the characteristics he would like to have

Feels it would be nice to be like people shown inads

Feels the purchase of a certain brand would helphim show others that he is a good parent,business person etc


40/46

Conformity

Is a change in beliefs/actions as a reaction to realor imagined group pressure (Linda's case).

In society to function we make norms or rules thatgovern behaviour(appropriate dress up, traditions)

Imagine the confusion if the red light traffic does

not exist

We conform in many small ways everyday brushing teeth, appropriate clothing, gift giving etc


41/46

Why we conform

Cultural pressures : Different cultures conform to agreater/lesser degree. Americans are moretowards individualism and Japanese are moretowards collective wellbeing, group loyalty etc

Fear of deviance: The individual may be punishedfor nonconforming behaviours. e.g; adolescentsshunning a peer who is different

Commitment: more people are dedicated to agroup and value their membership in it the moremotivated they are to do what the group wants


42/46

Group unanimity, size and expertise : As groups

gain in power, compliance increases and itbecomes harder to resist the demands of large noof people than few


43/46

43

Opinion Leaders

If you need expert advice you might ask a

friend known to be very knowledgeable about

a specific product group (e.g. computers)

This makes your friend an opinion leader forthis product group

An opinion leader is someone who is likely to

influence others attitudes or behaviour


44/46

Opinion leaders

opinion leader Individual whose ideas andbehavior serve as a model to others.

Marketers try to reach opinion leaders byidentifying their demographic and psychographiccharacteristics, identifying the media they readand directing the messages at them


45/46

Characteristics of opinion leaders

Techincally competent so exert power

Prescreen, evaluate and synthesise info in anunbiased manner

Socially active, highly interconnected

Tend to be similar to the groups they influence interms of their value and beliefs

Set apart due to their product knowlwdge in acategory and are homophilious


46/46

Homophilious the degree to which a pair of

individuals is similar in terms of education, socialstatus and beliefs

They are often the first to purchase a new product

and absorb the maximum risk. They are theinnovators and reduce the uncertainity for others

Documents

Group Influence and Opinion Leadership_class