Chapter 10 Reference Groups and Family References

Consumer Behavior, Ninth Edition Schiffman & Kanuk

Copyright 2007 by Prentice Hall

Chapter Outline
What Is a Group? Categories of Reference Groups Selected Consumer-Related Reference Groups Reference Group Appeals The Changing Family Consumer Socialization Family Decision Making The Family Life Cycle
Copyright 2007 by Prentice Hall

10 - 2

What Is a Group?
Two or more people who interact to accomplish either individual or mutual goals A membership group is one to which a person either belongs or would qualify for membership A symbolic group is one in which an individual is not likely to receive membership despite acting like a member
Copyright 2007 by Prentice Hall 10 - 3

Reference Group

A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior.

Copyright 2007 by Prentice Hall

10 - 4

Broad Categories of Reference Groups

Normative Reference Groups Comparative Reference Groups

Copyright 2007 by Prentice Hall

10 - 5

Indirect Reference Groups

Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities.

Copyright 2007 by Prentice Hall

10 - 6

Teens are very influenced by indirect reference groups.

weblink

Copyright 2007 by Prentice Hall

10 - 7

Discussion Question
You are marketing a new fragrance for young men (ages 17-22). Who would make a good spokesperson? Why?

Copyright 2007 by Prentice Hall

10 - 8

Major Consumer Reference Groups - Figure 10.1

Copyright 2007 by Prentice Hall

10 - 9

Table 10.1 Positive Influences on Conformity

Group Characteristics Attractiveness Expertise Credibility Past Success Clarity of Group Goals Personal Characteristics Tendency to Conform Need for Affiliation Need to be Liked Desire for Control Fear of Negative Evaluation

Copyright 2007 by Prentice Hall

10 - 10

Selected Consumer-Related Reference Groups

Friendship groups Shopping groups Work groups Virtual groups or communities

Copyright 2007 by Prentice Hall

10 - 11

Selected Consumer-Related Reference Groups

The Internet has created many friendship and shopping groups.
weblink Copyright 2007 by Prentice Hall 10 - 12

Brand Communities
Harley-Davidson Owner Groups

Copyright 2007 by Prentice Hall

10 - 13

Brand Communities
Since Honda cannot compete on brand community, they choose to emphasize the family.

Brand Communities

weblink

Copyright 2007 by Prentice Hall

10 - 15

Reference Group Appeals

Celebrities The expert The common man The executive and employee spokesperson Trade or spokes-characters Other reference group appeals

Copyright 2007 by Prentice Hall

10 - 16

The common women

Households
Family Households: Married couple, Nuclear family, Extended family Households Nonfamily Households: Unmarried couples, Friends/ Roommates, Boarders

Copyright 2007 by Prentice Hall

10 - 18

The Changing Families

Increase in childless women More working mothers Changes in household spending patterns

Copyright 2007 by Prentice Hall

10 - 19

Consumer Socialization

The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.

Copyright 2007 by Prentice Hall

10 - 20

Discussion Question
How do marketers influence consumer socialization? Does this seem unethical? At what point would it be unethical?

Copyright 2007 by Prentice Hall

10 - 21

A Simple Model of the Socialization Process - Figure 10.11

Copyright 2007 by Prentice Hall

10 - 22

Other Functions of the Family

Economic well-being Emotional support Suitable family lifestyles

Copyright 2007 by Prentice Hall

10 - 23

Table 10.7 Eight Roles in the Family Decision-Making Process

ROLE Influencers Gatekeepers Deciders DESCRIPTION Family member(s) who provide information to other members about a product or service Family member(s) who control the flow of information about a product or service into the family Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Family member(s) who make the actual purchase of a particular product or service Family member(s) who transform the product into a form suitable for consumption by other family members Family member(s) who use or consume a particular product or service Family member(s) who service or repair the product so that it will provide continued satisfaction. Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service
10 - 24

Buyers Preparers Users Maintainers Disposers

Copyright 2007 by Prentice Hall

Dynamics of Husband-Wife Decision Making

Husband-Dominated Wife-Dominated Joint
Equal Syncretic

Autonomic
Solitary Unilateral
Copyright 2007 by Prentice Hall 10 - 25

Expanding Role of Children In Family Decision Making

Choosing restaurants and items in supermarkets Teen Internet mavens

Copyright 2007 by Prentice Hall

10 - 26

The Family Life Cycle

Traditional Family Life Cycle
Stage I: Bachelorhood Stage II: Honeymooners Stage III: Parenthood Stage IV: Postparenthood Stage V: Dissolution

Modifications - the Nontraditional FLC

Copyright 2007 by Prentice Hall

10 - 27

Targeting the parenthood segment