Group Influences and Social Media

PERILAKU
KONSUMEN
WEEK 12
SEM GENAP 21/22
Chapter Objectives
When you finish this chapter, you should
understand why:
1.Others, especially those who possess some
kind of social power, often influence us.
2.Marketers often need to understand
consumers’ behavior rather than a
consumer’s behavior.
3.Members of a family unit play different roles
and have different amounts of influence
when the family makes purchase decisions.
Chapter Objectives (continued)
4. Word-of-mouth communication is the
most important driver of product
choice.
5. Opinion leaders’ recommendations are
more influential than others when we
decide what to buy.
6. Social media changes the way we learn
about and select products.
 1. OTHERS, ESPECIALLY
THOSE WHO POSSESS SOME
KIND OF SOCIAL POWER,
OFTEN INFLUENCE US.
GROUPS
Humans are social beings as such we belong to
groups, try to please others, and look to others’
behavior for clues about what we should do in public
settings.
Social Power
Social power: capacity to alter the actions of
others

Referent power Information power

Legitimate power Expert power

Reward power Coercive power

Reference Groups
Reference group: actual or imaginary individual or
group that significantly influences an individual’s
evaluations, aspirations, or behavior.
Any external influence that provides social clues can
be a reference group.
• Cultural figure
• Parents
• Large, formal organization
• Small and informal groups
• Exert a more powerful influence on individual
consumers
• A part of our day-to-day lives: normative influence
• Membership reference group
o People the consumer actually knows
o Advertisers use “ordinary people”
• Aspirational reference group
o People the consumer doesn’t know but admire
o Advertisers use celebrity spokespeople
• Avoidance groups: negative reference group which
we distance ourselves from those people/groups.
Conformity
• Conformity is a change in beliefs or actions as a
reaction to real or imagined group pressure.
• We conform in many small ways every day, even
though we don’t always realize it.
E.g. gift-giving (we expect birthday presents from
loved ones and get upset if they don’t materialize),
heterosexual roles (men often pick up the check on a
first date), and personal hygiene (our friends expect
us to shower regularly).
Factors Influencing Conformity
•Cultural pressures
•Fear of deviance
•Commitment
•Group characteristics
• unanimity
• size
• expertise
•Susceptibility to
interpersonal influence
Brand Communities

• Brand Communities:
A group of consumers who
share a set of social
relationships based upon
usage or interest in a product
• Consumer tribes share emotions,
moral beliefs, styles of life, and
affiliated product
• Brandfests celebrated by
community
2. MARKETERS OFTEN NEED
TO UNDERSTAND
CONSUMERS’ BEHAVIOR
RATHER THAN A
CONSUMER’S BEHAVIOR.
Collective Decision Making:
How Groups Influence What We Buy
• Collective decision-making process often includes
two or more people who may not have the same
level of investment in the outcome, the same tastes
and preferences, or the same consumption
priorities.
• Group members, and different group members play
important roles in what can be a complicated
process.
These roles include the following:
•Initiator—The person who brings up the idea or
identifies a need.
•Gatekeeper—The person who conducts the information
search and controls the flow of information available to
the group
•Influencer—The person who tries to sway the outcome
of the decision.
•Buyer—The person who actually makes the purchase.
•User—The person who actually consumes the product
or service.
 3. MEMBERS OF A FAMILY
UNIT PLAY DIFFERENT ROLES
AND HAVE DIFFERENT
AMOUNTS OF INFLUENCE
WHEN THE FAMILY MAKES
PURCHASE DECISIONS.
The Intimate Corporation:
Family Decision Making
Some specific factors that determine how much family
decision conflict there will be include:
•Interpersonal need—a person’s level of investment in
the group
•Product involvement and utility—the degree to which
a person will use the product to satisfy a need
•Responsibility—for procurement, maintenance,
payment, and so on
•Power—or the degree to which one family member
exerts influence over the others
 The Wife
• Working mothers often struggle with what one
researcher calls the juggling lifestyle: a frenzied,
guilt-ridden compromise between conflicting cultural
ideals of motherhood and professionalism
• Women are still primarily responsible for the
continuation of the family’s kin-network system.
They maintain ties among family members, both
immediate and extended.
 The Husband

• Dadvertising: a domestic version of fathers who

tenderly and wisely look after the kids.
• This shift causes marketers to reexamine how they sell
a range of products as they try to appeal to Dads.
o Lego and Mattel now offer construction toys.
o Procter & Gamble is developing “man aisle”: organizes
men’s products in one place with shelf displays and even
small TV monitors to help them pick out the appropriate
items
 4. WORD-OF-MOUTH
COMMUNICATION IS THE
MOST IMPORTANT DRIVER OF
PRODUCT CHOICE.
Word-of-Mouth Communication
WOM is product information transmitted by
individuals to individuals
• More reliable form of marketing
• Social pressure to conform
• Influences two-thirds of all sales
• We rely upon WOM in later stages of
product adoption
• Powerful when we are unfamiliar with
product category
 Negative WOM
We weigh negative WOM more heavily than we do
positive comments!
• Negative WOM is easy to spread, especially
online
• Determined detractors
• Information/rumor distortion
 Figure 11.1
The Transmission of Misinformation

07/01/22
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
 5. OPINION LEADERS’
RECOMMENDATIONS ARE
MORE INFLUENTIAL THAN
OTHERS WHEN WE DECIDE
WHAT TO BUY.
Opinion Leadership

Opinion leaders influence

others’ attitudes and
behaviors
• Experts
• Unbiased evaluation
• Socially active
• Similar to the consumer
• Among the first to buy
 The Market Maven

Market maven:
actively involved in
transmitting marketplace
information of all types
• Just into shopping and
aware of what’s happening
in the marketplace
• Overall knowledge of how
and where to get products
 The Surrogate Consumer
Surrogate consumer:
a marketing intermediary hired to provide input
into purchase decisions
• Interior decorators, stockbrokers,
professional shoppers, college
consultants
• Consumer relinquishes control over
decision-making functions
•Marketers should not overlook influence of
surrogates!
 Product Curator
• Product curators: who assemble merchandise on
behalf of manufacturers or stores.
• These experts (or in some cases, celebrities) often
include recommendations about how to use the
items and perhaps even share their stories about
how they use them in their own lives.
How Do We Find Opinion Leaders?
• The self-designating method
• Simply ask individuals whether they
consider themselves to be opinion leaders
• Easy to apply to large group of potential
opinion leaders
• Inflation or unawareness of own
importance/influence
• Key informant method
• Key informants identify opinion leaders
Sociometric Methods
• Sociometric methods: trace communication
patterns among group members
• Systematic map of group interactions
• Most precise method of identifying product-
information sources, but is very
difficult/expensive to implement
• Network analysis
• Referral behavior/network, tie strength
• Bridging function, strength of weak ties
6. SOCIAL MEDIA CHANGES
THE WAY WE LEARN ABOUT
AND SELECT PRODUCTS.
Social Media: The Horizontal Revolution
• Horizontal revolution: communications no longer just
flow top-down from companies and established media.
They also flow across regular users via social media
• Every day the influence of social media expands as
more people join online communities.
• WhatsApp and Snapchat that offer synchronous
communications.
• Facebook, Instagram, and LinkedIn that offer
asynchronous communications.
• Fear of missing out (FOMO): feel the need to check
social media constantly
REVIEW

KERJAKAN di LMS:
•QUIZ 11
THANK YOU…

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