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11-1
Copyright 1999 Prentice Hall
Chapter 11
Group Influence andOpinion Leadership
CONSUMER BEHAVIOR
Fourth Edition
Michael R. Solomon
11-2
Copyright 1999 Prentice Hall
Reference GroupsA Reference Group Reference Group is an Actual or Imaginary
Individual or Group Conceived of Having Significant Relevance Upon an Individual’s Evaluations,
Aspirations, or Behavior.Reference Groups Influence Consumers in Three
Ways:
InformationalInformational Value-ExpressiveValue-Expressive
UtilitarianUtilitarian
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Copyright 1999 Prentice Hall
Influence and Types of Reference Groups
• Normative InfluenceNormative Influence– Reference group helps to set and enforce
fundamental standards of conduct. (i.e. family)• Comparative InfluenceComparative Influence
– Reference group affects decisions about specific brands or activities. (i.e. club)
• Formal Versus Informal GroupsFormal Versus Informal Groups– Small, informal groups are more common and
important to us because of their high Normative Influence.
– Larger, formal groups tend to be higher in Comparative Influence.
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Copyright 1999 Prentice Hall
Membership Versus AspirationalReference Groups
Propinquity MereExposure
GroupCohesiveness
The Likelihood That People Will Become Part of a Consumer’s Identificational Reference Group is
Affected By:
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Copyright 1999 Prentice Hall
When Reference Groups Are Important
Luxuries Rather ThanNecessities
SociallyConspicuous or Visible to
Others
A Reference Groups Influence Is More Powerful
and Important for Purchases
That Are:
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Copyright 1999 Prentice Hall
The Power of Reference Groups
Social Power
Referent Power
LegitimatePower
InformationPower
ExpertPower
CoercivePower
RewardPower
Types of Reference
Group Power
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Copyright 1999 Prentice Hall
InformationalInformationalConformity That Occurs Because
the Group’s Behavior is Takenas Evidence About Reality.
ConformityConformityConformity Refers to a Change in Beliefs or Actions as a Reaction to Real or Imagined Group Pressure.
Types of Social Influence
NormativeNormativePerson Conforms to Meet
the Expectations of aPerson or Group.
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Copyright 1999 Prentice Hall
Factors Affecting the Likelihoodof Conformity
Cultural Pressures
Fear of Deviance
Commitment
Group Dynamics
Sex Differences
Interpersonal Influences
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Copyright 1999 Prentice Hall
Social Comparison
• Social Comparison Theory Social Comparison Theory assets that we look to the behavior of others to provide a yardstick about reality as a way to increase the stability of one’s self-evaluation.
• Consumers are selective about whom they use for benchmarks.
• In general, people tend to choose a Co-Co-Oriented PeerOriented Peer, or a person of equivalent standing when performing social comparisons.
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Copyright 1999 Prentice Hall
Compliance and Obedience
Foot-in-the-Door
Low-Ball Technique
Door-in-the-Face
Make a Small Request First, Then Make a Larger One Later.
Person is Asked for a Small Favor That Turns Out to Be Costly.
Make an Extreme Request First, Then a Reasonable Request Later.
The Way a Request for Compliance is Phrased or Structured Can Make a Difference in Acceptance.
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Copyright 1999 Prentice Hall
Group Effects on IndividualBehavior
Deindividu-alism
SocialLoafing
Risky Shift
Group Effects
BandwagonEffect
ShoppingBehavior
Decision Polarization
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Copyright 1999 Prentice Hall
Resistance to Influence
Vs.
AnticomformityDefiance of the
Group is the Object of Behavior
IndependenceDeep-Seated Need
to Preserve Freedom of
Choice
ReactancePeople try to
Overcome a Loss of Freedom
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Copyright 1999 Prentice Hall
Word-of-Mouth CommunicationMuch Information About Products and Services is Actually Conveyed by Individuals on an Informal
Basis called Word-of-Mouth Communication Word-of-Mouth Communication (WOM)(WOM).Factors That Encourage WOM Are:
Person is Highly Involved With the Product
Person is Highly Knowledgeable About the Product
Person Has a Genuine Concern for Someone Else
Person May be Uncertain About a Recent Purchase
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Copyright 1999 Prentice Hall
Negative Word-of-Mouth
• Negative Word-of-Mouth:Negative Word-of-Mouth:– Is weighted more heavily by consumers than
positive comments.– Has been shown to reduce the credibility of a
firm’s advertising.– May influence consumers’ attitudes toward a
product as well as their intention to buy it.
• Rumors Rumors are the chief form of negative WOM.– Rumors often result in BoycottsBoycotts of products,
companies, or services.
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Copyright 1999 Prentice Hall
Opinion LeadersAn Opinion Leader Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice is Taken Seriously By Others.
Have Prescreened, Evaluated, and
SynthesizedProduct Information
Are Similar to the Consumer in
Values and Beliefs
Are SociallyActive in
Their Community
Are TechnicallyCompetent and
Have Expert Power
Are Often Amongthe First to BuyNew Products
OpinionLeaders
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Copyright 1999 Prentice Hall
Extent of An Opinion Leader’sInfluence
• Very few people are Generalized Opinion Generalized Opinion LeadersLeaders, someone whose recommendations are sought for all types of purchases.
• More likely, opinion leaders are either:– MonomorphicMonomorphic, or an expert in a limited field.– PolymorphicPolymorphic, or an expert in several fields.
• Even opinion leaders who are PolymorphicPolymorphic, tend to concentrate on one broad domain, such as electronics or fashion.
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Copyright 1999 Prentice Hall
Characteristics of Opinion Leaders
Appearance-Conscious and
Narcissistic
Own More Clothing With aBroader Range
of Styles
Are Opinion Seekers
EarlyCommunicators
Innovators
KeyCharacteristics
ofOpinionLeaders
Socially Active
Like Music andMagazines
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Copyright 1999 Prentice Hall
Identifying Opinion Leaders
Self-Designating Method
Bona Fide Opinion Leader
Sociometric Method
Key Informant
Marketers Are Interested in Identifying Opinion Leaders Because They Influence Consumer Decision Making.
Examines Referral Behavior
Examines Cliques and Networks