Influence of Reference Groups on Fashion Choices

1. 12. Group Influence And Fashion Opinion Leadership

2. Reference Group • We all belong to groups, try to please others, and take cues about how to behave by observing the actions of those around us. • A reference group: an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior.

3. Reference Group (continued) • Reference groups influence our fashion and clothing choices in three ways: 1. Informational. 2. Utilitarian. 3. Value expressive.

4. Formal Versus Informal Groups • Formal groups: Large that has a recognized structure, complete with a charter, regular meeting times, and officers. • Informal groups: small, such as a group of friends

5. Formal Versus Informal Groups (continued) • Small, informal groups exert a more powerful influence on individual consumers.

6. Positive Versus Negative Reference Groups • Reference groups may exert either a positive or negative influence on consumption behavior.

7. The Power Of Reference Groups 1. Social power: the capacity to alter the actions of others. 2. Referent power: if a person admires the qualities of a person or a group, he or she will try to imitate those qualities by copying the referent’s behavior. 3. Information power:

8. The Power Of Reference Groups (continued) 4. Legitimate power 5. Expert power 6. Reward power 7. Coercive power

9. Word Of Mouth Communication (WOM) • WOM is important product information transmitted by individuals to individuals. • Because we get the word from people we know, WOM tends to be more reliable and trustworthy than recommendations we get through more formal marketing channels.