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Chapter 11
Social Influences on Consumer Behavior
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Learning Objectives~ Ch. 11
To understand:
1.How general sources of influence differ in four key ways
2.The influence of opinion leaders-especially in the era of social media
3.The types/characteristics of reference groups
4.Both normative & informational influence
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Social Influences
“. . . information pressures . . . [that have] a strong influence on consumers because the information source is very credible; . . . they have a strong influence simply because the source can communicate information widely.”
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Social Influences
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General Sources of InfluenceMarketer-dominated
Non-marketer-dominated
Delivered– Via mass media– Personally
Sources differ?– Reach– Capacity for two-way communication– Credibility
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Sources of Influence
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Opinion Leaders
Gatekeepers
– Knowledgeable about products
– Heavy users of mass media
– Buy new products when introduced
– Perceived as credible
Market maven
Marketing implications
– Target
– Use in marketing communications
– Refer consumers
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Types of Reference Groups
Aspirational– Associate products with
Associative– Accurately represent– Brand communities
Dissociative – Avoid using
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Reference Groups
CharacteristicsDegree of Group Contact– Primary– Secondary
Formality
Homophily: Similarity among members
Group attractiveness
Density
Degree of identity
Tie strength
Many facebook friends, LinkedIn contacts & twitter followers- a large social & or professional network
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Tie-Strength & Social Influence
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Marketing Implications
Understand information transmission
Target formal reference groups
Target homophilous consumers
Target the network
Understand strength of weak ties– Embedded markets
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Reference Groups as Socializing Agents
People
Media & marketplace
Celebrity
Sorority/Fraternity
Campus organizations
Sport
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In What Ways is Tiger an Influencer?
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Normative Influence
“. . . derives from norms, society’s collective decisions about what behavior should be.”
Implies Consumers Will Be– Sanctioned/punished if norms not followed– Rewarded for performing expected
behaviors
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Sources & Types of Influence
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Normative Influence & CB
Brand-choice congruence & conformity
Compliance versus reactance
Characteristics affecting strength– Product– Consumer– Group-coercive power– May be more visible in this era of
social media & events
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Marketing Implications
Rewards/sanctions for product use/nonuse
Create norms for group behavior
Create conformity pressures
Use compliance techniques
– Foot-in-the door
– Door-in-the-face
– Even-a-penny will help
Ask consumers to predict behavior
Provide freedom of choice
Use service providers similar to customers
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Informational Influence
“. . . influence, reference groups & other influence sources can exert . . . by offering
information to help make decisions.”
“. . . can affect how much time & effort consumers devote to information search & decision making.”
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Informational Influence Strength
Is impacted by:
Product characteristics
Consumer & influencer characteristics
Group characteristics
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Descriptive Dimensions of Information
Valence: Information positive or negative?– Negative more likely to be communicated– People pay more attention to & give weight to
negative
Modality: Verbal or nonverbal?
Pervasive/Persuasive: Word-of-mouth, viral marketing
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Restoring Public Trust
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Negative Wom/eWOM
Pervasive & persuasive– Viral marketing
What to do– Prevent & respond to negative word of
mouth– Engineer favorable word of mouth– Handle rumors– Track word of mouth
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Handling Rumors & Scandals
Do nothing
Do something locally
Do something discreetly
Do something big
Take responsibility for what is right
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Questions?