Chapter 9

membership groups

a group to which a person belongs to, or realistically can join

Formal Sources

a person or medium providing consumption-related information an hired or paid by an organization

Informal Sources

a person whom the message receiver knows personally, such as a parent or friend, or an individual met online, who provides the receiver with product information and advice

source credibility

a sources's persuasive impact, stemming from its perceived expertise, trustworthiness, and believabilty

Comparative influence

comparing oneself to other whom they respect and admire and then adopting some of those peoples values or imitate their behaviors

Buzz Agents

consumers who promote products clandestinely and generally receive free product samples but not monetary payments

Friendship groups

Friends fulfill a wide range of needs: They provide companionship, security, and opportunities to discuss problems that an individual may be reluctant to discuss with family members. They may be a credible source of information about purchases.

relevant information and experiences

Individuals who have firsthand experience with a product or service, or can easily obtain detailed information about it, are less likely to be influenced by the advice or example of others. In contrast, persons who have little or no experience with a product or service, and do not trust advertising messages, are more likely to seek out the advice or example of others.

virtual communities

Social groups whose interactions are mediated through information technologies, particularly the internet. The fact that people can share their interests, hobbies, and opinions with thousands of peers online has benefited marketers.

factors that affect reference group influence

- group power & expertise - relevant info and experiences - product conspicuousness

Reference Groups

- membership -symbolic

To influence its members, a reference group must:

-Inform members that the brand or product exists -Provide opportunity to compare thinking with the attitudes/behavior of the group -Influence individuals to adopt attitudes and behavior that are consistent with the group's norms -Legitimize the member's decision to use the same products as other members

consumption-related groups

-friendship groups -shopping groups -virtual communities -advocacy groups

Endorsers and Spokesperson credibility (key aspects of)

1. The synergy between the endorser and the type of product or service advertised is very important. The greater the fit between the celebrity and the product endorsed, the higher the persuasiveness of the message. 2. Endorsers whose demographic characteristics (e.g., age and ethnicity) are similar to those of the target audiences are viewed as more credible and persuasive than those whose characteristics are not. 3. Although consumers may like an ad featuring a famous endorser, they will buy the product advertised only if they trust the marketer as well. 4. Marketers who use celebrities in testimonials or endorsements must ensure that the message contents are congruent with spokespersons' qualifications.

group power and expertise

Different reference groups may influence the beliefs, attitudes, and behaviors of individuals at different times or under different circumstances. Consumers who are primarily concerned with approval from others usually adopt the same products and brands as those group members who have status

Sleeper effect

One's disassociation of the message from its source over time, and remembering only the message content but not its source

Shopping groups

People may shop together just to enjoy shopping or to reduce their perceived risk; that is, they may bring someone along whose expertise regarding a particular product category will reduce their chances of making incorrect purchases. Referral programs are an important element of shopping groups. Another example of a shopping group is the shared experience of waiting in line. Retail experts say that by standing in a crowd, shoppers see themselves as making the right buying decision—a concept known as "social proof."

Product Conspicuousness

The degree of reference group influence on purchase decisions varies according to product conspicuousness. Products that are especially conspicuous and status revealing are most likely to be purchased with an eye to the reactions of relevant others.

Viral Marketing

is a marketing technique that uses pre-existing social networks and other technologies to produce increases in brand awareness or to achieve other marketing objectives through encouraging individuals to pass along messages.

symbolic group

is unlikely to belong, bust whose values and behaviors a person adopts

Normative influence

learning and adopting a group's norms, values, and behaviors

institutional advertising

marketers promote a company's image without referring to any of its specific offerings

Differential decay

the memory of a negative cue simply decays faster than the message itself, leaving behind the primary message content