Download - Chapter 12-Group, Dyadic & Diffusion Process
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Chapter 12Group, Dyadic and DifusionProcesses
Consumer Behavior: A
FrameworkJohn C. MowenMichael S. Minor
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Key Concepts Groups and types
o roups
!ole Social co"parison
processes
Group polari#ation
$rends inhouseholdde"oraphics
Child in%uence ona"ily decisions
&ow 'usiness to'usiness andconsu"er 'uyindifer
Ser(ice encountersas theater
Mar)et "a(ens Difusion
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Group Processes
* roup is a set o indi(iduals which interacts with one another o(er so"e period
o ti"e, and
shares so"e co""on need or oal.
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Groups +n%uence uyin
in $wo -ays
$hey afect the
purchases "ade 'yindi(idualconsu"ers
Group "e"'ersso"eti"es "a)edecisions as a roup
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$ypes o Groups/!eerence roup0 enco"passes anu"'er o "ore specic types oroups. *spiration roup Dissociati(e roup Pri"ary roup or"al roup +nor"al roup
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&ow Do Groups +n%uence
Consu"ers3
Group in%uence processes
$he creation o roles within the roup $he de(elop"ent o conor"ity
pressures
$he social4co"parison process $he de(elop"ent o roup polari#ation
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Group +n%uence Processes Groups in%uence people 'y
pro(idin nor"s
pro(idin inor"ation encourain the" to e5press certain types
o (alues.
Group in%uence is reater or /pu'lic0oods, not as reat or /pri(ate0 oods.
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6or"ati(e, +nor"ational,
and 7alue485pressi(e+n%uences 6or"ati(e in%uence 4 occurs when roup
nor"s act to in%uence indi(idual
'eha(ior. +nor"ational in%uence 4 operates when
the roup pro(ides hihly credi'leinor"ation that in%uences theconsu"er9s purchase decision.
7alue4e5pressi(e in%uence 4 consu"erssense that a reerence roup has certain(alues and attitudes pertainin to theconsu"ption process.
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* !ole . . .
. . . consists o the specic 'eha(iors
e5pected o a person in a certain position
!ole4related product cluster 4 a set oproducts necessary or playin aparticular role.
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Conor"ity is . . .. . . a chane in 'eha(ior or 'elie
toward a roup as a result o real ori"ained roup pressure.
$here are two types o conor"ity Co"pliance Pri(ate *cceptance
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actors :eadin to
Conor"ity Group actors
Cohesi(eness
85pertise Si#e o roup
+ndi(idual actors *"ount o inor"ation the indi(idual possesses
*ttracti(eness o roup;+ndi(idual9s need to 'eli)ed
$ype o Decision
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Social4Co"parison
Processes $he process 'y which people e(aluate
the
/correctness0 o their opinions,
e5tent o their a'ilities, and
appropriateness o their possessions.
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a"ilies and &ouseholds
&ouseholds are
co"posed o allthose people whooccupy a li(in unit$he 6uclear a"ily
$he 85tended a"ily$he Detached
6uclear a"ily
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$he De"oraphics o
&ouseholds
$wo eneral types o
households
a"ilies .?@A
6ona"ilies
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a"ily &ouseholds
Married couples
Married with children at ho"e Married with no children at ho"e
Sinle athers
Sinle "others ther a"ilies
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6ona"ily &ouseholds Men :i(in
*lone
-o"en:i(in *lone
ther6ona"ilies
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So"e &ousehold $rends
Childless couples E4? ha(e the "ost'uyin power. Sinle parents;childless sinles o(er E ha(e
the least.
Si#e has shrun) ro" F.1 to 2.?= persons. +ncrease in di(orce children lea(e ho"e prior
to "arriae older people "aintain own ho"es. :ater "arriae.
24career a"ilies.
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a"ily Decision Ma)in *s in orani#ational 'uyin units,
the decision "a)er "ay not 'e theuser or "aintainer o the product.
a"ilies co"e in "any diferent
conurations so it is dicult toidentiy a(erae a"ily decision"a)in.
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!elati(e +n%uence
Decision Ma)ers
-ie4Do"inated
Decisions &us'and4Do"inated
Decisions
*utono"icDecisions
Syncratic Decisions
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a"ily +n%uence 4 Children Children ha(e "ore in%uence on
ood, (acations, eatin out . *dept at or"in alliances with 1
parent to constitute a "aHority.
Child in%uence increases with aeand earnins.
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Childhood Consu"er
Sociali#ation. . . reers to theprocesses 'y which
youn peopleacIuire s)ills,)nowlede andattitudes rele(ant
to their unctioninas consu"ers inthe "ar)etplace.
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Model o Consu"er
Sociali#ationBackgroundFactors
Socialization
Agents
Learning
Mechanisms
Outcomes
The
Socialized
Customer
SESSex
Age
Class
Religion
MediaFamily
Peers
Teachers
ModelingReinorce!
ment
Cogniti"e
de"elo#!
ment
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rani#ational uyin
eha(ior*n organizationalbuying centeris"ade up o thosepeople in anorani#ation whoparticipate in the'uyin decision
and who share theris)s and oals othe decision.
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uildin !elationships in
rani#ational uyin
!elationship "ar)etin reers to the o(ertatte"pt o e5chane partners to 'uild a
lon4ter" association characteri#ed 'ypurposeul cooperation and "utualdependence and de(elop"ent o social,as well as structural 'onds.
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-e'ster9s Mar)etin
!elationships Continuu"Pure Transaction
Full Integration
$% Transaction
'% Re#eated Transactions
(% Long!Term Relationshi#
)% Buyer!Seller Relationshi#
*% Strategic Alliance
+% ,et-ork Organization
.% /ertical 0ntegrationSource1 Frederick E%2e3ster4 5The Changing
Role o Marketing in the Cor#oration46
Journal of Marketing *+ 7Octo3er $88'94 ##% $!$.%
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Dyadic 85chane . . .
. . . ta)es placewhen twoindi(idualstranser resources
'etween eachother
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-ord4o4Mouth
Co""unication. . . reers to ane5chane oco""ents,thouhts, or ideas'etween two or
"ore consu"ers,none o who" is a"ar)etin source.
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-ord4o4Mouth
Co""unication May account or F
ti"es as "anysales as
ad(ertisin. +s twice as efecti(e
as radio ads, ti"es as efecti(e
as personal sellin,= ti"es as efecti(eas newspapers or"aa#ines.
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pinion :eaders... :ead in a specic product cateory and
situation.
*re usually in(ol(ed with the productcateory.
May ha(e hiher social status thanollowers.
May 'e "ore inno(ati(e in purchases thanollowers.
*re a 'it si"ilar to product inno(ators.
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$ypes o pinion :eaders pinion :eader
*lways in(ol(ed inproduct cateory.
&ih status,socially acti(e.
Product +nno(ator Purchases
inno(ati(eproducts
:ess interatedinto social roups.
Mar)et Ma(en General "ar)et
)nowlede 85pertise not
product specic.
SurroateConsu"er ten proessional
ta5 consultant,wine steward, stoc)'ro)er.
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Ser(ice 8ncounters . . .
. . a personalinteraction'etween aconsu"er and a
"ar)eter.
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Ser(ice 8ncounters as
$heaterFirm:s Backstage
Firm:s Front
Region
Customer:s Front
Region
Customer:s Backstage
Management Functions4 Rehearsal
Management Functions4 Rehearsal
Personal Front4 etc%
Perormance
Personal Front4 etc%
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Sy""etrical Custo"er;
8"ployee Ser(ice $he"es
*utono"y
Mutualcooperation
$otal dependence
+ndiference
Cooperation
Do"inance
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Difusion . . .. . . reers to theidea that
su'stances andideas canradually spreadthrouh a "ediu"
o so"e type andreach a state oeIuili'riu".
. . . in the consu"er'eha(ior settin,
reers to the process'y which inno(ati(eideas, products, andser(ices spread
throuh theconsu"erpopulation.
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$rans"ission Processes
$ric)le4Down$heory
Multi4Step lowModel
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Multistep low Model...
Mass
Media
;atekee#er
O#inion Leaders
Follo-!ers
Mass
Media
Mass
Media
;
O
O
F
F
F
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+"plications o Multistep
Model Mass co""unications can directly reach
nearly e(eryone.
or so"e products, opinionleader;ollower roles are re(ersed.
Gate)eepers can choose whetheropinion leaders;ollowers et
inor"ation. Co""unication %ows 'ac) and orth
'etween all F roups.
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$he Difusion o
+nno(ations* productinno(ation is a
product that has'een recentlyintroduced and ispercei(ed 'y
consu"ers to 'enew in relation toe5istin productsor ser(ices
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Manaerial +"plications Positionin. 6ew products should 'e
positioned to appeal to opinion leaders, thenpossi'ly repositioned to appeal to ollowers.
8n(iron"ental Scannin. Scannin canidentiy what present custo"ers are sayinto other custo"ers or potential custo"ersa'out the co"pany or its products.
Mar)et !esearch. !esearch can pro(ideinsiht into the shape o the difusion cur(eor a new product.
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+"plications continued... Mar)etin Mi5. Pro"otions can 'e
positioned to appeal to children and
thus utili#e their in%uence in a"ilydecision "a)ins.
Se"entation. 6aturally e5istin roupso custo"ers "a)e outstandin taret
"ar)ets.