chapter 7 Other group Influences on CB

3 types of reference groups

1. Aspirational(nonmembers want to be associated or model the members/positive groups) 2. Associative(favorable groups that members associate with) 3. Dissociative (negative group/consumers DO NOT want to be associated with)

Reference Groups

A group that someone uses as a point of reference for comparison-their values/beliefs/norms are used as a guide

Which of the following is a factor determining a reference group's influence on a consumer Whether or not the product is a necessity Whether the use of the product or brand is visible to the group The degree of commitment the individual feels to a group The individual's confidence in the purchase situation

ALL ARE CORRECT Whether or not the product is a necessity Whether the use of the product or brand is visible to the group The degree of commitment the individual feels to a group The individual's confidence in the purchase situation

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a ()

Group

Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information?

Informational

Discontinuous Innovation

Major change and significant importance to consumer

Some individuals have information about many different kinds of products, places to shop, and other aspects of markets. They can be considered a special type of opinion leader and are known as:

Market Mavens(geniuses)

Dynamically continuous innovation

Moderate change to an important behavior OR major change in a low/moderate importance to consumer

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?

Normative

Primary Reference Group

Strong ties and frequent involvement

In studying reference groups, identification influence is also called __________ influence.

Value-Expressive

Secondary Reference Group

Weak ties and not much involvement

Innovation

an idea, practice, or product perceived to be NEW by the relevant individual or group

Identification Influences

association with reference groups can help consumers develop important parts of their social identity

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is

consumption subculture

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?

continuous innovation

Informational Influence

groups gives information to consumers

Opinion Leaders

highly knowledgeable about SPECIFIC products or activities

Influence varies on two characteristics:

necessity or luxury goods public(visible) or private goods

Normative or Utilitarian influence

reference group controls significant rewards/punishments -often psychosocial (like maintaining an ideal image to continue being part of the group)

Continuous innovation

requires minor changes in behavior that are NOT important to consumer

Which type of reference group involves relatively weak ties and less frequent interaction among its members?

secondary group