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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Title: Reference Groups, Opinion

Leaders, & E-Fluentials

Speaker: Ioannis Kareklas

online.wsu.edu

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM © Open Mentis 2007 © Open Mentis 2007 OpenMentis.com MYCBBOOK.COM

10

Reference Groups, Opinion Leaders, & e-fluentials

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Persons, groups, and Institutions one

uses as Points of Reference (for

one’s own values and behavior)

Referent: A person one uses as a point

of reference.

Everyone has at least one

Referent, or Reference

Group.

No one lives by him/herself,

for him/herself, of

him/herself

Reference Groups

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Groups. Two or more persons

sharing a common purpose.

GROUP Members:

Share Some Values

Recognize Interdependency

Assume Specific Roles

Communicate Mutual

Expectations and

Evaluations

Provide members some

rewards/punishments

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Types of Groups.

Primary vs. Secondary

Formal vs. Informal

Ascribed vs. Choice

Associative vs. Dissociative

Membership vs. Symbolic

Aspirational

Reference Groups

Discuss personal examples of each on Angel.

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Reference Groups

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Reference Groups

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Referent Influence Across Products/Brands

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Professional Advisors

Product Enthusiasts

Market Mavens

Experienced Consumers

3. Identification

2. Normative Parents & Family Members

Friends and Peers

Regulatory Bodies

Public Institutions (Church, Schools)

Work Organizations

Influence Types

Personal Acquaintances

Cultural Heroes

Social Groups

(Consumers sharing a Lifestyles))

1. Informational

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Examples of Each Type of Influence

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

How Susceptible Are Individual Consumers?

S.I.P.I.

Consumer

Motivation to

follow other

people’s

expectations

and advice.

Susceptibility to Interpersonal Influence

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Measurement of SIPI (Rate Yourself)

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

OPINION LEADERS People Who Hold and Give an Opinion, Which

is ACCEPTED by Opinion Recipients

Two Essential

Qualities:

Expertise

Trustworthiness

Other Characteristics of OL’s:

High Product Involvement

Recognized as Leaders

Socially Well-Integrated

More exposed to Media

Hold leadership positions

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Measuring Opinion Leadership

Score yourself.

Do your scores surprise you? Discuss.

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

Topic Distance and Opinion

Leadership Influence

Monorphous &

Polymorphous

Opinion Leaders.

Influentials &

e-fluentials.

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

INFLUENTIALS

How Are They Different?

Demographics

Participation

Interests

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM

e-fluentials

Word of Mouse

Emails

Chat Rooms

Weblogs

Public Blog Sites

Consumer Opinion

Websites

Social Media

(Facebook, Twitter)

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

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Buzz Marketing

Viral marketing:

Spreading product acceptance through

consumers in an exponential fashion.

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

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Diffusion of Innovations

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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials

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Innovation Adoption Process:

The AIDA Model