View
227
Download
0
Category
Preview:
Citation preview
8/8/2019 Group Influence and Opinion Leadership_class
1/46
Week 8
Group Influence and opinion leadership
8/8/2019 Group Influence and Opinion Leadership_class
2/46
Interpersonal influence
Is altered thinking or behaviour - othersaccidental, expressive, rhetoricalcommunication
contrast with the persuasion - conscious tochange
Influence may be conscious / accidently
Most of our actions/words stimulate somemeaning to others
8/8/2019 Group Influence and Opinion Leadership_class
3/46
emotional enthusiasm for a movie/book
As per the story mentioned, rhetoricalcommunication has a goal - attempting topersuade by stimulating a specific meaning in
others minds
8/8/2019 Group Influence and Opinion Leadership_class
4/46
can take an expressive form
e.g; org emphasise it's personnel to showcertain kinds of emotions to help persuadecustomers of service quality
Mc Donald's - enthusiasm and a sense ofhumour, smiling at customers (auto industry,service industry)
8/8/2019 Group Influence and Opinion Leadership_class
5/46
In forming beliefs, people rely on many sources of
information
Rely on cultural backgroundRely on observation, feedback from others, their
own moral values and standards which havebeen instilled in them by their families and societyRely on their education and what they see inmass media
Rely on the history, religion, literature, law,behavioural sciences etc
8/8/2019 Group Influence and Opinion Leadership_class
6/46
3 behavioural sciences which have direct
relevance to influence and persuasion are
Anthroplogy- study certain attitudes and values shared in a culture thatmakes the members of that culture to behave in a certain behaviour
Sociology study how family, friends, classmates, colleagues sharebeliefs, attitudes and behaviours
Psychology study how various influence strategies affect an individual'sfeelings of esteem &, control (as shown in Linda's case)
In CB we have understood the consumer feelings, beliefsand actions that remind us about the powerful impact ofothers (macro environment and local)on how we interpretmeanings in a situation
8/8/2019 Group Influence and Opinion Leadership_class
7/46
Symbolic interaction emphasises that consumersinteract with symbols in their environment and
products play symbolic roles
Some people are not more attuned to others dueto their not me orientation personal
invulnerability
Such persons say often - he is swayed byopinions, but not me
It can be dangerous as well as a barrier
It is thru communication - we develop, cultivate,share, expand, reshape ideas/behaviours
8/8/2019 Group Influence and Opinion Leadership_class
8/46
Interpersonal relationships are social associations,
connections, or affiliations between two or more people
Interpersonal influence affects everyday life
It has systematic, observable, and surprising effects
Often intangible and illusive
Can be intentional/accidental/verbal/nonverbal
Pervasive (omnipresent/ubiquitous), people are allpersonally vulnerable to influence
8/8/2019 Group Influence and Opinion Leadership_class
9/46
Social context of personal consumption behaviour
People like to think of themselves as making theirown consumption choices but actually they areinfluenced by the (social context) advertisementfrom morning to evening
A person may be exposed to a 100 ad in a day
Not all of these are interpersonal but they
influence
People have been found to buy products ifrecommended / seek information
8/8/2019 Group Influence and Opinion Leadership_class
10/46
Word of mouth
Admission, job, brand to buy
Most powerful advt tool
1. 87% WOM2. 77% newspapers3.73% Websites (opinions expressed online on brands)4. 65% Television
Top ten countries which trust WOM from consumers
Hongkong, Taiwan, Indonesia, India, philippines
8/8/2019 Group Influence and Opinion Leadership_class
11/46
Word of mouth
Admission, job, brand to buy
Most powerful advt tool
1. 87% WOM2. 77% newspapers3.73% Websites (opinions expressed online on brands)4. 65% Television
Top ten countries which trust WOM from consumers
Hongkong, Taiwan, Indonesia, India, philippines
8/8/2019 Group Influence and Opinion Leadership_class
12/46
8/8/2019 Group Influence and Opinion Leadership_class
13/46
Word of mouth advertising
Powerful to motivate attitude/behaviours
Positive and negative word of mouth
In -ve WOM, almost 60% of customers tell friendsnot to buy
WOM is salient and vivid (intense)
e.g for vivid quality of WOM can be a movie Peeplilive which attracted large and larger crowds thruWOM recommendations
8/8/2019 Group Influence and Opinion Leadership_class
14/46
WOM can turn sleeper into hits
WOM also called buzz - self generating demand(Dove campaign)
A website called Epinions.com has been built toprovide consumers information related to buyingdecisions with unbiased services and personalised
recommendations
8/8/2019 Group Influence and Opinion Leadership_class
15/46
8/8/2019 Group Influence and Opinion Leadership_class
16/46
8/8/2019 Group Influence and Opinion Leadership_class
17/46
A buzz helps promote/hurt
recent Volkswagen ad with TOI, Dove campaign
Companies encourage WOM not just to create
buzz but also to encourage responsible use oftheir products
8/8/2019 Group Influence and Opinion Leadership_class
18/46
8/8/2019 Group Influence and Opinion Leadership_class
19/46
Marketing uses of WOM
Guerrilla Marketing
Viral Marketing
8/8/2019 Group Influence and Opinion Leadership_class
20/46
Imagine the buzz created for a music albummonths before its release, leaking advance copies,then pushing into club deejays. As release date is
near, slap posters announcing the release. This allabout creating a buzz and epitomises guerillamarketing
8/8/2019 Group Influence and Opinion Leadership_class
21/46
Guerrilla Marketing
marketing intended to get maximum results fromminimal resources.
unconventional system of promotions that relies on
time, energy and imagination rather than a bigmarketing budget
These campaigns are -
UnexpectedConsumers are usually targeted at unexpectedplaces.Create - buzz which often turns viral within a shortperiod of time.
8/8/2019 Group Influence and Opinion Leadership_class
22/46
Places targeted
streets, markets, phone booths, subways are theplaces which people visit regularly.
billboards or posters.
But these posters, are the most innovative and grab theattention of the passers-by.
The motive of these marketing tools is to relate theirproduct to everyday experiences which, in turn, the people
can also relate too.
8/8/2019 Group Influence and Opinion Leadership_class
23/46
8/8/2019 Group Influence and Opinion Leadership_class
24/46
8/8/2019 Group Influence and Opinion Leadership_class
25/46
Keep West-aSide. Make a smart choice !
Shoppers! Stop. Make a smart choice !
Change Your Lifestyle. Make a smart choice !
Big bazaars new Guerrilla marketing strategy(source : agencyfaqs.com)
Big bazaar's strategy selectively attacks the target at its
weak points.
Future Group- Big Bazaar - on the biggies like ShoppersStop, Lifestyle, and Tatas Westside.
8/8/2019 Group Influence and Opinion Leadership_class
26/46
Smoking Awareness Campaigns Guerilla marketing
one of the best guerrilla marketing examples
where dustbins on the sidewalk of the streets were paintedlike eyes and the mouth of the bin was the eyeball. The
caption around it said, "smoking causes blindness".
8/8/2019 Group Influence and Opinion Leadership_class
27/46
Viral Marketing
Refers to the strategy of getting visitors to awebsite to forward information on their site to theirfriends in order to make their more consumersaware of the product usually by creating an
online content which is entertaining
Chidiya udi campaign of Make my trip which wasforwarded many times
8/8/2019 Group Influence and Opinion Leadership_class
28/46
8/8/2019 Group Influence and Opinion Leadership_class
29/46
8/8/2019 Group Influence and Opinion Leadership_class
30/46
8/8/2019 Group Influence and Opinion Leadership_class
31/46
8/8/2019 Group Influence and Opinion Leadership_class
32/46
8/8/2019 Group Influence and Opinion Leadership_class
33/46
8/8/2019 Group Influence and Opinion Leadership_class
34/46
8/8/2019 Group Influence and Opinion Leadership_class
35/46
8/8/2019 Group Influence and Opinion Leadership_class
36/46
Reference groups
An actual or imaginary individual or group havingsignificant relevance upon an individuals aspirations,evaluations or behaviour
Tools of influence
3 forms of influence
Utilitarian
Value expressive (identification)
informational
8/8/2019 Group Influence and Opinion Leadership_class
37/46
Three forms of reference group influence
Informational influence : individual seeksinformation on various brands and forms anassociation of experts
Individual seeks info from those who work withthe product as profession
Purchase pal/shopping companion has credibleinfo and influences our feelings
Seeks info and knowledge from friends,neighbours, relatives, magazines, also whatexperts do
8/8/2019 Group Influence and Opinion Leadership_class
38/46
Utilitarian Influence:
the individual's decision to purchase a brand isinfluenced by fellow associates/he has a socialinteraction/family members
Individuals decision to purchase a brand isinfluenced by others preferences
8/8/2019 Group Influence and Opinion Leadership_class
39/46
Value expressive: individual feels that thepurchase of particular brand will enhance his
image in front of others
Feels those who purchase a particular brandpossess the characteristics he would like to have
Feels it would be nice to be like people shown inads
Feels the purchase of a certain brand would helphim show others that he is a good parent,business person etc
8/8/2019 Group Influence and Opinion Leadership_class
40/46
Conformity
Is a change in beliefs/actions as a reaction to realor imagined group pressure (Linda's case).
In society to function we make norms or rules thatgovern behaviour(appropriate dress up, traditions)
Imagine the confusion if the red light traffic does
not exist
We conform in many small ways everyday brushing teeth, appropriate clothing, gift giving etc
8/8/2019 Group Influence and Opinion Leadership_class
41/46
Why we conform
Cultural pressures : Different cultures conform to agreater/lesser degree. Americans are moretowards individualism and Japanese are moretowards collective wellbeing, group loyalty etc
Fear of deviance: The individual may be punishedfor nonconforming behaviours. e.g; adolescentsshunning a peer who is different
Commitment: more people are dedicated to agroup and value their membership in it the moremotivated they are to do what the group wants
8/8/2019 Group Influence and Opinion Leadership_class
42/46
Group unanimity, size and expertise : As groups
gain in power, compliance increases and itbecomes harder to resist the demands of large noof people than few
8/8/2019 Group Influence and Opinion Leadership_class
43/46
43
Opinion Leaders
If you need expert advice you might ask a
friend known to be very knowledgeable about
a specific product group (e.g. computers)
This makes your friend an opinion leader forthis product group
An opinion leader is someone who is likely to
influence others attitudes or behaviour
8/8/2019 Group Influence and Opinion Leadership_class
44/46
Opinion leaders
opinion leader Individual whose ideas andbehavior serve as a model to others.
Marketers try to reach opinion leaders byidentifying their demographic and psychographiccharacteristics, identifying the media they readand directing the messages at them
8/8/2019 Group Influence and Opinion Leadership_class
45/46
Characteristics of opinion leaders
Techincally competent so exert power
Prescreen, evaluate and synthesise info in anunbiased manner
Socially active, highly interconnected
Tend to be similar to the groups they influence interms of their value and beliefs
Set apart due to their product knowlwdge in acategory and are homophilious
8/8/2019 Group Influence and Opinion Leadership_class
46/46
Homophilious the degree to which a pair of
individuals is similar in terms of education, socialstatus and beliefs
They are often the first to purchase a new product
and absorb the maximum risk. They are theinnovators and reduce the uncertainity for others
Recommended