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GROUPANDPERSONALINFLUENCE英文版知識講義GROUPANDPERSONALINFLUENCEOverviewTypesofReferenceGroupsTypesofGroupInfluenceHowReferenceGroupsInfluenceIndividualsSpecialSourcesofInfluencesWordofMouthYouhavetoownatleasttendirectoriestobeamemberofourgroup!TypesofInfluenceTransmissionofInfluencePersonalandGroupInfluencesonIndividualsIndividualLifestyles,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-i

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