Professional Documents
Culture Documents
2.Utilitarian
3.Value Expressive
Types of Reference Groups
1. Formal vs. Informal
2. Brand Community
5. Antibrand Community
Pick two types and create one example for each of the two.
Power of Reference Groups
SOCIAL POWER:
the capacity to alter the actions of others
Legitimate Power
Power granted by virtue of social agreements
Reward Power
Power based on the ability to provide positive reinforcement
Information Power
Based on access to information that others seek
Expert Power
The individual possesses a special knowledge or skill
Coercive Power
Effective in the short term, requires surveillance to ensure compliance
Conformity
Cultural
Pressures
Susceptibility Fear
to of
Influence Likelihood Deviance
of
Conforming
Gender
Commitment
Differences Group
unanimity,
size,
expertise
Resistance to Influence
Anti-Conformity
Defiance is the root of this behaviour
Paradox: being intentionally different
requires a concerted effort
Independence
The individual is oblivious to expected social
patterns
Reactance
Consumer resistance to stimuli
boomerang effect
WOM Communications
The Dominance of WOM:
Guerilla Viral
Encouraging
Marketing Marketing
Factors
http://www.youtube.com/watch?v=ad4fagTyaM4
Negative WOM:
Rumours Distortion
Opinion Leadership
Reduce
Risk
Similar first to buy
Technically
Values Competent
referent power
Key
Characteristics
of
Opinion Leaders
Legitimate Knowledge
Power Power
Social Networks
COMPONENTS
Social networks (set of socially relevant nodes) = social graphs
Nodes = members in a network
Ties = relationships among nodes
Nodes (members of the network)
Have interactions (behaviour based ties)
Have flows (exchange information, influence, etc.)
ELEMENTS
Media multiplexity flows are in many directions
Social object theory object of common interest
(more powerful if there is a way to activate relationship between
people and objects)