11-1

Chapter 11
Group Influence and Opinion Leadership

11-2

Aschs Classic Conformity Study

Test Line

Which line equals the test line?

11-3

Drivers of Group Dynamics

Conformity (Aschs Conformity Study) Authority (Milgrams Study About Pain)

Reference Groups

11-4

A Reference Group is an Actual or Imaginary Individual or Group Conceived of Having Significant Relevance Upon an Individuals Evaluations, Aspirations, or Behavior. Reference Groups Influence Consumers in Three Ways:

Informational

Value-Expressive

Utilitarian

Influence and Types of Reference Groups

Normative Influence
The social power of reward and punishment that produces behavioral compliance but may not produce any private acceptance of the position advocated.

11-5

Comparative Influence
The group does not attempt to set, or enforce, rules for your behavior, but only serves as a standard you choose for comparison.

Formal Versus Informal Groups

Small, informal groups are more common and important to us because of their high Normative Influence. Larger, formal groups tend to be higher in Comparative Influence.

Membership Versus Aspirational Reference Groups

11-6

The Likelihood That People Will Become Part of a Consumers Identificational Reference Group is Affected By:

Propinquity

Mere Exposure

Group Cohesiveness

When Reference Groups Are Important

11-7

The Power of Reference Groups

Coercive Power Social Power

11-8

Reward Power

Types of Reference Group Power

Referent Power

Expert Power Legitimate Power

Information Power

Conformity
Conformity Refers to a Change in Beliefs or Actions as a Reaction to Real or Imagined Group Pressure.
Norms Refer to Informal Rules That Governs Behavior

11-9

Types of Social Influence

Normative
Person Conforms to Meet the Expectations of a Person or Group.

Informational
Conformity That Occurs Because the Groups Behavior is Taken as Evidence About Reality.

Factors Affecting the Likelihood of Conformity

Cultural Pressures Fear of Deviance Commitment Group Dynamics Susceptibility to Interpersonal Influences

11-10

Social Comparison Theory

Three fundamental propositions:
people have a drive to evaluate their opinions and abilities in the absence of objective bases for comparison, this need can be satisfied by social comparison with other people such social comparisons will, when possible, be made with similar others.

11-11

Social Comparison
Social Comparison Theory asserts that we look to the behavior of others to provide a yardstick about reality as a way to increase the stability of ones self-evaluation. Consumers are selective about whom they use for benchmarks. In general, people tend to choose a CoOriented Peer, or a person of equivalent standing when performing social comparisons.

11-12

Compliance and Obedience

11-13

The Way a Request for Compliance is Phrased or Structured Can Make a Difference in Acceptance.
Foot-in-the-Door
Make a Small Request First, Then Make a Larger One Later.

Low-Ball Technique

Person is Asked for a Small Favor That Turns Out to Be Costly.

Door-in-the-Face

Make an Extreme Request First, Then a Reasonable Request Later.

11-14

Selling, Buying, and Giving

Automatic Responding Social behavior is learned according to principles of social learning theory. Much of what is learned involves informal rules of social exchange. We over-learn to such a degree that it becomes automatic. Marketers take advantage of this over-learning to produce immediate compliance, rather than thoughtful consideration of the requests that are being made.

11-15

Six Weapons of Influence

Reciprocation
free sample - we believe that exchanges are equitable if each persons outcomes are proportional to his or her inputs. We restore equity by giving away enough of our own assets to make the situation fair. Ex: Hare Krishna Society.

Authority
Milgrams study on pain.

Liking
we comply more readily with those who like us than with those who do not. Ex: salesperson saying the suit looks nice on you.

11-16

Six Weapons of Influence

Consistency
get you to make a public commitment to attitudes, it will be simpler to sell you a product consistent with that commitment

Social Proof
large numbers of people cannot be wrong!

Scarcity
your last opportunity to buy before being discontinued.

Group Effects on Individual Behavior

Deindividualism

11-17

Decision Polarization

Social Loafing

Group Effects

Shopping Behavior

Risky Shift

Bandwagon Effect

Resistance to Influence
Anticomformity
Defiance of the Group is the Object of Behavior

11-18

Independence
Deep-Seated Need to Preserve Freedom of Choice

Vs.

Reactance
People try to Overcome a Loss of Freedom

Word-of-Mouth Communication

11-19

Much Information About Products and Services is Actually Conveyed by Individuals on an Informal Basis called Word-of-Mouth Communication (WOM). Factors That Encourage WOM Are:
Person is Highly Involved With the Product
Person is Highly Knowledgeable About the Product Person Has a Genuine Concern for Someone Else Person May be Uncertain About a Recent Purchase

11-20

The Dominance of WOM

Guerilla Marketing Viral Marketing

Negative Word-of-Mouth
Negative Word-of-Mouth:
Is weighted more heavily by consumers than positive comments. Has been shown to reduce the credibility of a firms advertising. May influence consumers attitudes toward a product as well as their intention to buy it.

11-21

Rumors are the chief form of negative WOM.

Rumors often result in Boycotts of products, companies, or services.

Opinion Leaders

11-22

An Opinion Leader is Someone Who is Knowledgeable About Products and Whose Advice is Taken Seriously By Others.
Are Often Among the First to Buy New Products Are Technically Competent and Have Expert Power

Are Similar to the Consumer in Values and Beliefs

Opinion Leaders

Are Socially Active in Their Community

Have Prescreened, Evaluated, and Synthesized Product Information

Extent of An Opinion Leaders Influence

Very few people are Generalized Opinion Leaders, someone whose recommendations are sought for all types of purchases. More likely, opinion leaders are either:
Monomorphic, or an expert in a limited field. Polymorphic, or an expert in several fields.

11-23

Even opinion leaders who are Polymorphic, tend to concentrate on one broad domain, such as electronics or fashion.

Characteristics of Opinion Leaders

Are Opinion Seekers
Key Characteristics of Opinion Leaders

11-24

Innovators

Innovative Communicators

Market Maven

11-25

Opinion Leadership Scale

Identifying Opinion Leaders

Self-Designating Method

11-26

11-27

Identifying Opinion Leaders

Sociometric Method
Referral Behavior Network Analysis Referral Network Tie Strength Bridging Function