臺(tái)大消費(fèi)者行為cb grou influence

GROUPANDPERSONALINFLUENCEOverviewTypesofReferenceGroupsTypesofGroupInfluenceHowReferenceGroupsInfluenceIndividualsSpecialSourcesofInfluencesWordofMouthYouhavetoownatleasttendirectoriestobeamemberofourgroup!TypesofInfluence

TransmissionofInfluencePersonalandGroupInfluencesonIndividualsIndividualLifestyles,Behaviors,Purchases,andConsumptionLowDegreeofInfluenceHighDegreeofInfluencePersonalandGroupInfluenceonIndividualsReferenceGroupsanypersonorgroupofpeoplethatsignificantlyinfluencesanindividual’sbehaviorImpactonproductownershipbrandchoiceWeworkverywelltogether!IwillchecktheEncyclopaediaBritannicawhileyoulookthroughtheStatisticalAbstractsoftheUnitedStates!TypesofReferenceGroupsPrimarySecondaryFormalInformalMembershipAspirationalDissociativeVirtualTypesofGroupInfluenceNormative:

whenindividualsaltertheirbehaviorsorbeliefstomeettheexpectationsofagroupValue-expressive:

whenaneedforpsychologicalassociationwithagroupcausesacceptanceofitsnorms,values,attitudes,orbehaviorsInformational:

whenpeoplehavedifficultyassessingproductorbrandcharacteristicsbytheirowncontactsorobservationsHowReferenceGroupsInfluenceIndividualsSocializationSelf-conceptSocialComparisonConformityHowReferenceGroupsInfluenceIndividuals:SocializationSocialization:permitsanindividualtoknowwhatbehaviorislikelytoresultinstabilitybothfortheindividualandforthegroupManualmaytellpeoplehowtodressintheworkplaceInformalgroupsmaytellthemwhatisacceptableandthenorminthatparticularenvironmentHowReferenceGroupsInfluenceIndividuals:Self-ConceptSelf-concept:peopleprotectandmodifytheirself-conceptintheirinteractionswithgroupmembersPeoplecanmaintainself-conceptbyconformingtolearnedrolesTestimonialadvertisingiseffectivewhentheselfprojectedintheadisconsistentwiththeidealizedselfofthetargetconsumerHowReferenceGroupsInfluenceIndividuals:SocialComparisonSocialcomparison:individualsoftenassessthemselvesbycomparingthemselvestoothersConsumersoftenusereferencegroupsasbenchmarkstomeasuretheirownbehaviors,opinions,abilities,andpossessionsAdvertisingortelevisioncanbesourcesofsocialcomparisonHowReferenceGroupsInfluenceIndividuals:ConformityConformity:achangeinbeliefsoractionsbasedonrealorperceivedgrouppressuresCompliance:whenanindividualconformstothewishesofthegroupwithoutacceptingallitsbeliefsorbehaviorsAcceptance:whenanindividualactuallychangeshisorherbeliefsandvaluestothoseofthegroupStrengthofInfluenceSTRENGTHOFREFERENCEGROUPINFLUENCEPRODUCTCHARACTERISTICSpublicvs.privateusesignificanceoftheproducttothegroupdegreeofcomplexityCONSUMERCHARACTERISTICSdesiretobelongneedforsocialacceptanceGROUPCHARACTERISTICScohesivenesssizeexpertiseontopicsReferenceGroupInfluenceonProductandBrandPurchaseDecisionsInfluenceonbrandchoiceProductusageinfluenceLowHighHighLowPushingNormativeInfluenceonConsumersCreateinfluencethroughadvertisingCreateorganizationswithagendaCreatethroughassociationTechniquestoincreasecompliancefoot-in-the-doordoor-in-the-faceSpecialSourcesofInfluenceOpinionleaderscharacteristicsinfluencelikelytooccurwhen:AnindividualhaslimitedknowledgeApersoncannotevaluateoptionsTheconsumerdoesnottrustadvertisingorothersourcesofinformationOtherinformationsourceshavelowcredibilitywiththeconsumerTheindividualhasahighneedforsocialapprovalStrongsocialtiesexistbetweensenderandreceiverTheproductiscomplexTheproductisdifficulttotestagainstobjectivecriterionTheproductishighlyvisibletoothersSpecialSourcesofInfluenceMarketmavensknowledgeaboutlargevarietyofproductsheavymediausers;likelytobenonwhite,nonmale,havelowerincomeSurrogateconsumeranindividualwhoactsasanagenttoguide,direct,and/orconductactivitiesinthemarketplaceWordofMouthOftenthemostsignificantsourceofinfoforconsumersMorecrediblethanpaidmediaendorsementsConsumersareparticularlylikelytospreadnegativeinfoVonsfeaturesexcellentdealsontoiletpaper,butLuckyhasbetterdealsonvinegar!-potentialreciprocityofexchange-increasedattentionandstatus-increasednumberofindividualswithsimilarbehaviors-increasedcohesionwithingroup-satisfactionofverbalexpression-feelingofpowerandprestigeofinfluencingothers’’behaviors-enhancedpositionwithinagroup-decreaseddoubtaboutone’sownbehavior-moreinformationaboutoptions-morereliable/credibleinformation-lesstimespentonsearch-enhancedrelationshipwithanotherindividual-decreaseriskofnewbehavior-increaseconfidenceinchoice-decreasecognitivedissonance-increaselikelihoodofacceptancebyadesiredgrouporindividualFunctionalBenefitsHedonicBenefitsBenefitsofWord-of-MouthReceiverSender9、靜夜四四無(wú)鄰，，荒居舊舊業(yè)貧。。。1月-231月-23Friday,January6,202310、雨中黃葉葉樹，燈下下白頭人。。。00:24:5900:24:5900:241/6/202312:24:59AM11、以我我獨(dú)沈沈久，，愧君君相見見頻。。。1月-2300:25:0000:25Jan-2306-Jan-2312、故人江江海別，，幾度隔隔山川。。。00:25:0000:25:0000:25Friday,January6,202313、乍見翻疑疑夢(mèng)，相悲悲各問(wèn)年。。。1月-231月-2300:25:0000:25:00January6,202314、他鄉(xiāng)生白發(fā)發(fā)，舊國(guó)見青青山。。06一月202312:25:00上午午00:25:001月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月2312:25上上午1月-2300:25January6,202316、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2023/1/60:25:0000:25:0006January202317、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時(shí)時(shí)，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點(diǎn)點(diǎn)的的射射線線向向前前。。。。12:25:00上上午午12:25上上午午00:25:001月月-239、沒有有失敗敗，只只有暫暫時(shí)停停止成成功！！。1月-231月-23Friday,January6,202310、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。00:25:0000:25:0000:251/6/202312:25:00AM11、成功就是是日復(fù)一日日那一點(diǎn)點(diǎn)點(diǎn)小小努力力的積累。。。1月-2300:25:0000:25Jan-2306-Jan-2312、世間成事，，不求其絕對(duì)對(duì)圓滿，留一一份不足，可可得無(wú)限完美美。。00:25:0000:25:0000:25Friday,January6,202313、不知香積寺寺，數(shù)里入云云峰。。1月-231月-2300:25:0000:25:00January6,202314、意志志堅(jiān)強(qiáng)強(qiáng)的人人能把把世界界放在在手中中像泥泥塊一一樣任任意揉揉捏。。06一一月月202312:25:00上上午午00:25:001月-2315、楚塞三三湘接，，荊門九九派通。。。。一月2312:25上上午1月-2300:25January6,202316、少年十五五二十時(shí)，，步行奪得得胡馬騎。。。2023/1/60:25:0000:25:0006January202317、空山新雨后后，天氣晚來(lái)來(lái)秋。。12:25:00上午午12:25上上午00:25:001月-239、楊柳散散和風(fēng)，，青山澹澹吾慮。。。1月-231月-23Friday,January6,202310、閱讀讀一切切好書書如同同和過(guò)過(guò)去最最杰出出的人人談話話。00:25:0000:25:0000:251/6/202312:25:00AM11、越是沒有本本領(lǐng)的就越加加自命不凡。。1月-2300:25:0000:25Jan-2306-Jan-2312、越越是是無(wú)無(wú)能能的的人人，，越越喜喜歡歡挑挑剔剔別別人人的的