The Influence of Friend on Consumers Spending

The Role of Agency-Communion Orientation and Self Monitoring

Presented by: Nur Azierah Binti Abd Rahman 2009561929

INTRODUCTION
Researcher investigate the interactive influence of the presence of an accompanying friend and a consumers agency-communion orientation on the consumers spending behaviour.

 Definition influence,friend,social influence,agency oriented,communion oriented and self monitoring, Clear with the main idea from this journal Be able to relate social influence and consumers spending Conclusion

DEFINITION

FRIEND

a person who you know well and who you like a lot, but who is usually not a member of your family. *Your friends are a reflection of who
you are. When you start hanging out with someone a lot, its inevitable that youll pick up some of their habits and their opinion as well. Good or bad

INFLUENCE

1) a power to affect persons or events especially power based on prestige 2) causing something without any direct or apparent effort

AGENCY ORIENTED

Agency refers to an individuals striving to master the environment, to assert the self, to experience competence, achievement, and power. (Bakan, 1966) Agency-oriented individuals experience fulfilment through their individual accomplishments and their sense of independence separateness

COMMUNION ORIENTED

refers to a persons desire to closely relate to and cooperate and merge with others (Bakan, 1966) communion-oriented individuals experience fulfilment through their relationships with others and their sense of belonging

SELF MONITORING
Some people are sensitive to how other see them, but some are not. People who are high self-monitors constantly watch other people, what they do and how they respond to the behaviour of others. Such people are hence very selfconscious and like to 'look good' and usually adapt well to differing social situations. On the other hand, low self-monitors are generally dont really care of how other see them and more to their own ways.

Agency Oriented

INFLUENCE ON SPENDING CONSUMER

Communion Oriented

Self monitoring

Consumer will think of .

What product to buy?

Which brand to buy?

When to buy?

How much it cost?

When to buy?

SOCIAL INFLUENCE

Social influences play a pervasive role in shaping consumers affect, cognitions and behaviors (Argo, Dahl, and Manchanda 2005)

SOCIAL INFLUENCE

Occurs when an individual's thoughts, feelings or actions are affected by other people. For example, other consumers,

FRIENDS

How Friend can effect your spending

Positive motivates consumers to engage in impression management Can provide information regarding to the product and services. motivation to conform to the expectations their friends have. Negative You will get more confuse when your friends opinion are opposite where u cant accept their opinion with the certain things. You may overspend your money because you have friend that have high taste and afford to buy luxurious product but not you.

CONCLUSION
In this journal, researcher found that agency oriented (e.g males) are easily influenced by friend and will spend more if they Friend have important role to consumer decision making and spending habit. By creating shopping environments that can cater an agency orientation,communion orientation,self monitoring people by encourage shopping with friends, retailers may be able to boost sales. For example, offering promotions such as bring a friend and both get discount.

 From my personal opinion, either the consumer is agency oriented, communion oriented, is not really important to determine how consumer will spend their money but who their friend is and how affordable they are.

Reference
http://www.brokegradstudent.com/how-friends-influence-yourspending-habits/ http://www.consumerpsychologist.com/intro_Consumer_Behavior.ht ml http://www.learnmarketing.net/Factors%20influencing%20consumer %20buying%20behaviour.html http://www.blackwellpublishing.com/sociology/docs/BEOS_S1413.p df

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