Chapter 11

1. Chapter 11 Group Influence and Opinion Leadership

2. Asch’s Classic Conformity Study Test Line A B C Which line equals the test line?

3. Conformity (Asch’s Conformity Study) Authority (Milgram’s Study About Pain) Drivers of Group Dynamics

4. A Reference Group is an Actual or Imaginary Individual or Group Conceived of Having Significant Relevance Upon an Individual’s Evaluations, Aspirations, or Behavior. Reference Groups Influence Consumers in Three Ways: Reference Groups Value-Expressive Informational Utilitarian

5. Normative Influence The social power of reward and punishment that produces behavioral compliance but may not produce any private acceptance of the position advocated. Comparative Influence The group does not attempt to set, or enforce, rules for your behavior, but only serves as a standard you choose for comparison. Formal Versus Informal Groups Small, informal groups are more common and important to us because of their high Normative Influence. Larger, formal groups tend to be higher in Comparative Influence. Influence and Types of Reference Groups

6. Membership Versus AspirationalReference Groups The Likelihood That People Will Become Part of a Consumer’s Identificational Reference Group is Affected By: Group Cohesiveness Mere Exposure Propinquity

7. When Reference Groups Are Important

8. Coercive Power Social Power The Power of Reference Groups Reward Power Referent Power Types of Reference Group Power Expert Power Information Power Legitimate Power

9. Types of Social Influence Conformity Refers to a Change in Beliefs or Actions as a Reaction to Real or Imagined Group Pressure. Norms Refer to Informal Rules That Governs Behavior Conformity Informational Conformity That Occurs Because the Group’s Behavior is Taken as Evidence About Reality. Normative Person Conforms to Meet the Expectations of a Person or Group.

10. Cultural Pressures Fear of Deviance Factors Affecting the Likelihoodof Conformity Commitment Group Dynamics Susceptibility to Interpersonal Influences

11. Three fundamental propositions: people have a drive to evaluate their opinions and abilities in the absence of “objective” bases for comparison, this need can be satisfied by “social” comparison with other people such social comparisons will, when possible, be made with similar others. Social Comparison Theory

12. Social Comparison Theory asserts that we look to the behavior of others to provide a yardstick about reality as a way to increase the stability of one’s self-evaluation. Consumers are selective about whom they use for benchmarks. In general, people tend to choose a Co-Oriented Peer, or a person of equivalent standing when performing social comparisons. Social Comparison

13. Foot-in-the-Door The Way a Request for Compliance is Phrased or Structured Can Make a Difference in Acceptance. Compliance and Obedience • Make a Small Request First, Then Make a Larger One Later. Low-Ball Technique • Person is Asked for a Small Favor That Turns Out to Be Costly. Door-in-the-Face • Make an Extreme Request First, Then a Reasonable Request Later.

14. Automatic Responding Social behavior is learned according to principles of social learning theory. Much of what is learned involves informal rules of social exchange. We over-learn to such a degree that it becomes automatic. Marketers take advantage of this over-learning to produce immediate compliance, rather than thoughtful consideration of the requests that are being made. Selling, Buying, and Giving

15. Reciprocation “free sample” - we believe that exchanges are equitable if each person’s outcomes are proportional to his or her inputs. We restore equity by giving away enough of our own assets to make the situation “fair.” Ex: Hare Krishna Society. Authority Milgram’s study on pain. Liking we comply more readily with those who like us than with those who do not. Ex: salesperson saying the suit looks nice on you. Six Weapons of Influence

16. Consistency get you to make a public commitment to attitudes, it will be simpler to sell you a product consistent with that commitment Social Proof large numbers of people cannot be wrong! Scarcity your “last opportunity’ to buy before being discontinued. Six Weapons of Influence

17. Group Effects on IndividualBehavior Deindividu-alism Decision Polarization Group Effects Social Loafing Shopping Behavior Risky Shift Bandwagon Effect

18. Resistance to Influence Independence Deep-Seated Need to Preserve Freedom of Choice Anticomformity Defiance of the Group is the Object of Behavior Vs. Reactance People try to Overcome a Loss of Freedom

19. Person is Highly Involved With the Product Person is Highly Knowledgeable About the Product Person Has a Genuine Concern for Someone Else Word-of-Mouth Communication Much Information About Products and Services is Actually Conveyed by Individuals on an Informal Basis called Word-of-Mouth Communication (WOM). Factors That Encourage WOM Are: Person May be Uncertain About a Recent Purchase

20. Guerilla Marketing Viral Marketing The Dominance of WOM

21. Negative Word-of-Mouth: Is weighted more heavily by consumers than positive comments. Has been shown to reduce the credibility of a firm’s advertising. May influence consumers’ attitudes toward a product as well as their intention to buy it. Rumors are the chief form of negative WOM. Rumors often result in Boycotts of products, companies, or services. Negative Word-of-Mouth

22. Have Prescreened, Evaluated, and Synthesized Product Information An Opinion Leader is Someone Who is Knowledgeable About Products and Whose Advice is Taken Seriously By Others. Opinion Leaders Are Technically Competent and Have Expert Power Are Often Among the First to Buy New Products Opinion Leaders Have Prescreened, Evaluated, and Synthesized Product Information Are Similar to the Consumer in Values and Beliefs Are Socially Active in Their Community

23. Very few people are Generalized Opinion Leaders, someone whose recommendations are sought for all types of purchases. More likely, opinion leaders are either: Monomorphic, or an expert in a limited field. Polymorphic, or an expert in several fields. Even opinion leaders who are Polymorphic, tend to concentrate on one broad domain, such as electronics or fashion. Extent of An Opinion Leader’sInfluence

24. Characteristics of Opinion Leaders Innovators Are Opinion Seekers Key Characteristics of Opinion Leaders Market Maven Innovative Communicators

25. Opinion Leadership Scale

26. Self-Designating Method Identifying Opinion Leaders

27. Sociometric Method Referral Behavior Network Analysis Referral Network Tie Strength Bridging Function Identifying Opinion Leaders