24/09/20 12.

10
Halaman 1 dari 27
Chapter 9 Learning Objectives

1.To understand the credibility of reference groups and their

influence on consumer behavior.
2.To understand the persuasive power and credibility of
spokespersons, endorsers, celebrities, salespersons,
vendors, and media.
3.To understand the dynamics and measurement of opinion
leadership and word-of-mouth.
4.To understand the strategic applications, advantages, and
potential perils of word-of-mouth.
5.To understand the process for diffusion of innovations, and
adopter categories as distinct market segments.

24/09/20 12.10
Halaman 2 dari 27
Learning Objective 9.1
9.1 To understand the credibility of reference
groups and their influence on consumer behavior.

24/09/20 12.10
Halaman 3 dari 27
Family = Most Important Reference Group

24/09/20 12.10
Halaman 4 dari 27
 Source Credibility
A source’s persuasive impact, stemming from
its perceived expertise, trustworthiness, and
believability.

24/09/20 12.10
Halaman 5 dari 27
 Reference Group Influence

• Normative influence
• Comparative influence

24/09/20 12.10
Halaman 6 dari 27
 Consumption-Related Reference Groups

• Friendship groups
• Shopping groups
• Virtual communities
• Advocacy groups

24/09/20 12.10
Halaman 7 dari 27
Factors Affecting Reference Group Influence

Conformity

To influence its members, a reference group must:

•Inform members that the brand or product exists.
•Provide opportunity to compare thinking with the attitudes/behavior
of the group.
•Influence individual to adopt attitudes and behavior that are
consistent with the group’s norms.
•Legitimize the member’s decision to use the same products as other
members.

24/09/20 12.10
Halaman 8 dari 27
Factors Affecting Reference Group
Influence

• Group power and expertise

• Relevant information and
experiences
• Product conspicuousness
• Personality characteristics

Slide 0 of 27

24/09/20 12.10
Halaman 9 dari 27
Learning Objective 9.2
9.2 To understand the persuasive power and
credibility of spokespersons, endorsers, celebrities,
salespersons, vendors, and media.

24/09/20 12.10
Halaman 10 dari 27
Conveying Company Credibility

• Past performance • Reputation of

• Good Reputation retailers that carry
• Product Quality offerings
• Good Service • Media where they
• Image and advertise
attractiveness of
spokespersons

24/09/20 12.10
Halaman 11 dari 27
 Endorsers and Spokespersons

• Synergy between endorser and type of

product/service advertised important
• Endorsers with demographics similar to target
audience more credible & persuasive
• Consumers must trust the marketer (even if
they like the endorser)
• Message contents must be congruent with
spokesperson’s qualifications

24/09/20 12.10
Halaman 12 dari 27
Slide 0 of 27
 Other Sources Credibility

• Salesperson credibility
• Vendor credibility
• Message credibility (previous experience)
• Medium credibility

How does time affect the influence of source

credibility on message persuasiveness?

24/09/20 12.10
Halaman 14 dari 27
Learning Objective 9.3
9.3 To understand the dynamics and measurement
of opinion leadership and word-of-mouth.

24/09/20 12.10
Halaman 15 dari 27
 Opinion Leaders

Information provided
– Best brands
– Use of brands
– Where to buy
Important for services Category specific
Motivations

24/09/20 12.10
Halaman 16 dari 27
 Characteristics of Opinion
Leaders
• Knowledgeable in product category
• Self-confident, outgoing, sociable
• Read special-interest publications and websites
• Often same socioeconomic & age group as
receivers

24/09/20 12.10
Halaman 17 dari 27
Measuring Opinion Leadership

Self-designating method
Sociometric method
Key informant
Klout score

24/09/20 12.10
Halaman 18 dari 27
Learning Objective 9.4
9.4 To understand the strategic applications,
advantages, and potential perils of word-of-mouth.

24/09/20 12.10
Halaman 19 dari 27
 E-WOM

Factors affecting engagement

• Social networks
• Brand communities
• Blogs and microblogs

24/09/20 12.10
Halaman 20 dari 27
 Stimulating Word of Mouth

• Viral marketing
• Motivations for passing along emails
• Buzz agents

24/09/20 12.10
Halaman 21 dari 27
Discussion Question:
Why do consumer share negative
rumors about companies and their
products/services?
Learning Objective 9.5
9.5 To understand the process for diffusion of
innovations, and adopter categories as distinct
market segments.

24/09/20 12.10
Halaman 23 dari 27
 Adopter Categories

• Innovators • Late Majority

• Early Adopters • Laggards
• Early Majority

24/09/20 12.10
Halaman 24 dari 27
Innovators

24/09/20 12.10
Halaman 25 dari 27
Adopter Categories

Early adopters
Early
majority Late
majority
Laggards

24/09/20 12.10
Halaman 26 dari 27
 24/09/20 12.10
Halaman 27 dari 27