Group Influences
A collection of individuals who have regular contact and frequent interaction, mutual influence, common feeling of camaraderie, and who work together to achieve a common set of goals.
Group
influence
n Group
types
n Primary
n Secondary
n Brand
community
n Formal v.
informal groups
n Aspiration
v. dissociative
n Conformity
n Peer
pressure
Social
Power
Types of
power
n Referent
n Legitimate
n Expert
n Reward
n Coercive
Reference
Group Influences
n Types
n Informational
n Utilitarian
n Value-expressive
n Value
& Reference groups
n Utilitarian
n Hedonic
Reference
Group Influence
What
makes people susceptible to group influence?
n Attention
to social comparison information
n Separateness-connectedness
n Connected
self-schema
n Social
influence and embarrassment
Word-of-mouth
Marketing
n Characteristics
n Organic
n Amplified
n Cheaper
and more influential
n Positive
& negative word-of-mouth
n Consumer
expertise
n Online
capabilities
n Social
networking
Word-of-mouth
Marketing
n Buzz
marketing
n Guerilla
marketing
n Ford
Focus
n Viral
marketing
n Cloverfield
n The Dark
Knight
n Stealth
marketing
n Tactics
Word-of-mouth
Marketing
n Opinion
leaders
n Characteristics
n Market
mavens
n Surrogate
consumers
n Rachel on
Friends
n Diffusion
processes
Household
Decision-Making
n Traditional
Structure
n Family
n Nuclear
n Extended
n Emerging
trends
Household
life cycle
n Boomerang
kids
n Sandwich
generation
n Household
Decision-Making
n Purchasing
roles
n Influencer
n Gatekeeper
n User
n Decision-maker
n Purchaser
n Sex roles
n Power of
children
n Consumer
socialization
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