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Chapter 11
Social Influences on Consumer Behavior
Learning Objectives~ Ch. 11
To understand:
1.How general sources of influence differ in four key ways
2.The influence of opinion leaders-especially in the era of social media
3.The types/characteristics of reference groups
4.Both normative & informational influence
Social Influences
“. . . information pressures . . . [that have] a strong influence on consumers because the information source is very credible; . . . they have a strong influence simply because the source can communicate information widely.”
Social Influences
General Sources of InfluenceMarketer-dominated
Non-marketer-dominated
Delivered– Via mass media– Personally
Sources differ?– Reach– Capacity for two-way communication– Credibility
Sources of Influence
Opinion Leaders
Gatekeepers
– Knowledgeable about products
– Heavy users of mass media
– Buy new products when introduced
– Perceived as credible
Market maven
Marketing implications
– Target
– Use in marketing communications
– Refer consumers
Types of Reference Groups
Aspirational– Associate products with
Associative– Accurately represent– Brand communities
Dissociative – Avoid using
Reference Groups
CharacteristicsDegree of Group Contact– Primary– Secondary
Formality
Homophily: Similarity among members
Group attractiveness
Density
Degree of identity
Tie strength
Many facebook friends, LinkedIn contacts & twitter followers- a large social & or professional network
Tie-Strength & Social Influence
Marketing Implications
Understand information transmission
Target formal reference groups
Target homophilous consumers
Target the network
Understand strength of weak ties– Embedded markets
Reference Groups as Socializing Agents
People
Media & marketplace
Celebrity
Sorority/Fraternity
Campus organizations
Sport
In What Ways is Tiger an Influencer?
Normative Influence
“. . . derives from norms, society’s collective decisions about what behavior should be.”
Implies Consumers Will Be– Sanctioned/punished if norms not followed– Rewarded for performing expected
behaviors
Sources & Types of Influence
Normative Influence & CB
Brand-choice congruence & conformity
Compliance versus reactance
Characteristics affecting strength– Product– Consumer– Group-coercive power– May be more visible in this era of
social media & events
Marketing Implications
Rewards/sanctions for product use/nonuse
Create norms for group behavior
Create conformity pressures
Use compliance techniques
– Foot-in-the door
– Door-in-the-face
– Even-a-penny will help
Ask consumers to predict behavior
Provide freedom of choice
Use service providers similar to customers
Informational Influence
“. . . influence, reference groups & other influence sources can exert . . . by offering
information to help make decisions.”
“. . . can affect how much time & effort consumers devote to information search & decision making.”
Informational Influence Strength
Is impacted by:
Product characteristics
Consumer & influencer characteristics
Group characteristics
Descriptive Dimensions of Information
Valence: Information positive or negative?– Negative more likely to be communicated– People pay more attention to & give weight to
negative
Modality: Verbal or nonverbal?
Pervasive/Persuasive: Word-of-mouth, viral marketing
Restoring Public Trust
Negative Wom/eWOM
Pervasive & persuasive– Viral marketing
What to do– Prevent & respond to negative word of
mouth– Engineer favorable word of mouth– Handle rumors– Track word of mouth
Handling Rumors & Scandals
Do nothing
Do something locally
Do something discreetly
Do something big
Take responsibility for what is right
Questions?