Chapter 11 Reference Groups and Family References

1. Chapter 11 Reference Groups and Family References Copyright 2007 by Prentice Hall

2. What Is a Group? • Two or more people who interact to accomplish either individual or mutual goals • A membership group is one to which a person either belongs or would qualify for membership • A symbolic group is one in which an individual is not likely to receive membership despite acting like a member Copyright 2007 by Prentice Hall

3. Reference Group A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior. Copyright 2007 by Prentice Hall

4. Broad Categories of Reference Groups • Normative Reference Groups • Comparative Reference Groups Copyright 2007 by Prentice Hall

5. Indirect Reference Groups Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities. Copyright 2007 by Prentice Hall

6. Teens are very influenced by indirect reference groups. weblink Copyright 2007 by Prentice Hall

7. Discussion Question • You are marketing a new fragrance for young men (ages 17-22). Who would make a good spokesperson? Why? Copyright 2007 by Prentice Hall

8. Major Consumer Reference Groups - Figure 10.1 Copyright 2007 by Prentice Hall

9. Group Characteristics Attractiveness Expertise Credibility Past Success Clarity of Group Goals Personal Characteristics Tendency to Conform Need for Affiliation Need to be Liked Desire for Control Fear of Negative Evaluation Table 10.1 Positive Influences on Conformity Copyright 2007 by Prentice Hall

10. Factors Encouraging Conformity:A Reference Group Must ... • Inform or make the individual aware of a specific product or brand • Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group • Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group • Legitimize the decision to use the same products as the group Copyright 2007 by Prentice Hall

11. This ad compares the product to a reference group.

12. Selected Consumer-Related Reference Groups • Friendship groups • Shopping groups • Work groups • Virtual groups or communities • Consumer-action groups Wild Planet Video Copyright 2007 by Prentice Hall

13. Selected Consumer-Related Reference Groups The Internet has created many friendship and shopping groups. weblink Copyright 2007 by Prentice Hall

14. Brand Communities • Saturn car owners who meet for reunions and barbecues • Saab owners • Harley-Davidson Owner Groups Copyright 2007 by Prentice Hall

15. Brand Communities Since Honda cannot compete on brand community, they choose to emphasize the family.

16. Brand Communities weblink Copyright 2007 by Prentice Hall

17. Reference Group Appeals • Celebrities • The expert • The “common man” • The executive and employee spokesperson • Trade or spokes-characters • Other reference group appeals Copyright 2007 by Prentice Hall

18. The common “wo”men

19. Importance of Celebrity Characteristics According to Product Types Figure 10-4 Copyright 2007 by Prentice Hall

20. Households Family Households: Married couple, Nuclear family, Extended family Households Nonfamily Households: Unmarried couples, Friends/ Roommates, Boarders Copyright 2007 by Prentice Hall

21. The Changing U.S. Family • Increase in childless women • More working mothers • Changes in household spending patterns Copyright 2007 by Prentice Hall

22. Evidence of the Dynamic Nature of U.S. Households - Figure 10-7 Copyright 2007 by Prentice Hall

23. Consumer Socialization The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers. Copyright 2007 by Prentice Hall

24. A Simple Model of the Socialization Process - Figure 10.11 Copyright 2007 by Prentice Hall

25. Other Functions of the Family • Economic well-being • Emotional support • Suitable family lifestyles Copyright 2007 by Prentice Hall

26. Table 10.7 Eight Roles in the Family Decision-Making Process ROLE DESCRIPTION Influencers Family member(s) who provide information to other members about a product or service Gatekeepers Family member(s) who control the flow of information about a product or service into the family Deciders Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Buyers Family member(s) who make the actual purchase of a particular product or service Preparers Family member(s) who transform the product into a form suitable for consumption by other family members Users Family member(s) who use or consume a particular product or service Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction. Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service Copyright 2007 by Prentice Hall

27. Expanding Role of Children In Family Decision Making • Choosing restaurants and items in supermarkets • Teen Internet mavens • Pester power Copyright 2007 by Prentice Hall

28. The Family Life Cycle • Traditional Family Life Cycle • Stage I: Bachelorhood • Stage II: Honeymooners • Stage III: Parenthood • Stage IV: Postparenthood • Stage V: Dissolution • Modifications - the Nontraditional FLC Copyright 2007 by Prentice Hall