Social Influence (Lecture8/H10)

Social Influence (Lecture8/H10)

1. 2. NORMATIVE INFLUENCE (PEER PRESSURE)

   • CONSUMER HAS A DESIRE TO CONFORM TO GROUP PRESSURE, IN ORDER TO BE REWARDED OR NOT TO BE PUNISHED
   • 1. CONFORMITY
     • INFLUENCE TO CONFORM TO SOCIAL NORMS AND POSITIVE EXPECTATIONS OF OTHERS
       • DEPENDS ON: Number of observers, ambiguity of situation, type of social group.
   • 2. AUTHORITY
     • WHAT CREATES AUTHORITY?
       • CONTENT: KNOWLEDGE, POWER
       • PRESENTATION: CLOTHING, LOOKS, PROFESSION
     • i.E. Electric shock experiment
   • 3. COMMITMENT
     • ONCE WE HAVE MADE A CHOICE WE FEEL PERSONAL COMMITTED TO IT. WE THEN BEHAVE CONSISTENTLY WITH THAT COMMITMENT.
     • A. FOOT-IN-THE-DOOR TECHNIQUE
       • Small request → Large request. You say yes on first one; then you want to behave consistently with your first choice.
     • B. LOWBALLING TECHNIQUE
       • First good offer → Removing some benefits or adding costs. The consumer has a positive attitude toward the product (because of first offer) and therefore will accept the changes.
     • C. MERE MEASUREMENT TECHNIQUE
       • Asking questions to consumers will increase their engagement; they are more willing to buy it then.
   • 4. RECIPROCITY
     • THE FEELING THAT YOU HAVE TO DO SOMETHING FOR PEOPLE THAT GIVE YOU A PRESENT OR ARE JUST KIND TO YOU
     • a. FREE GIFT OR FAVOR TECHNIQUE
     • b. DOOR IN THE FACE TECHNIQUE
       • First large offer → small offer. People feel guilty

2. 1. INFORMATIONAL INFLUENCE

   • CONSUMER IS INFLUENCED BY INFORMATION SOMEONE GIVES
   • WORD OF MOUTH (WOM)
     • Motives for the source
       • a. Help other consumers make decisions by giving info
       • b. Help the company
       • c. Sharing enthusiams
     • Motives for receiver
       • a. The information is relevant
       • b. The source is reliable
       • c. Information is vivid
     • HOW CAN MANAGERS MANAGE WOM?
       • 1. OBSERVE WOM: Know what consumers say about your product
       • 2. FACILITATE WOM: Facilitate channel by which consumers can communicate. (drawback: if you have no good product, you feed bad feedback)
       • 3. MODERATE WOM: Influence content by ads
       • 4. PARTICIPATE IN WOM: Actively participate by provide information, and respond to criticism.
   • OPINION LEADERS: KNOWLEDGEABLE PEOPLE (EXPERTISE AND TRUSTWORTHINESS IS IMPORTANT)
     • IDENTIFYING OPIONION LEADERS
       • a. Observation
       • b. Self-Designation (ask them)
       • c. Sociometry (who do you ask for advice?)
       • d. Key-Informants
     • Old Model: Opinion leaders communicate company info to consumers. New Model: Companies theirself also communicate to consumers.

3. 3. VALUE EXPRESSIVE (IDENTIFICATIONAL) INFLUENCE

   • CONSUMER EMULATES THE BEHAVIOR OF PEOPLE THEY FIND ATTRACTIVE AS ROLE MODELS
   • 1. ASSOCIATIVE GROUPS
     • WE WANT TO IDENTIFY OURSELVES WITH THEM
   • 2. DISSOCIATIVE GROUPS
     • WE DON'T WANT TO IDENTIFY OURSELVES WITH THEM
   • I.E. FOOD CHOICE BASED ON OBESE VS THIN PERSON

4. REFERENCE GROUPS: PERSONS, GROUPS, INSTITUTIONS ONE USES AS GUIDE FOR ONE'S OWN VALUES AND BEHAVIOR. REFERENCE GROUPS INFER THIS BY 3 TYPES OF INFLUENCE (zie 1, 2 en 3)