CLASS 8 - INFLUENCING CONSUMERS: SOCIAL INFLUENCE

CLASS 8 - INFLUENCING CONSUMERS: SOCIAL INFLUENCE

1. Reference groups: Persons, groups, and institutions one uses as guide for one’s own values and behavior

2. Informational Influence

   • Word of Mouth
     • 1. Observe; 2. Facilitate; 3. Moderate (dmv creating buzz); 4.Participate (respond, answer questions)
   • Opinion Leaders
     • Expertise&Trustworthiness
   • Diffusion of innovation

3. Normative Influence (Peer Pressure) (desire to conform;social norms;reward&punishment)

   • Conformity: to meet people's expectations
     • Influence to conform. We want to meet people's expectations and to conform to others' behaviors
   • Authority (created by content & presentation)
     • Milgram experiment '63
   • Commitment (need for consistency)
     • Foot-in-the-Door
     • Lowballing technique
     • Mere measurement technique
   • Reciprocity
     • Free gift/Favor technique
     • Door-in-the-Face
   • Other techniques: Samples/Gifts/Compliments/'Let me tell more about myself" (personal information/relation)

4. Identificational influence (value expressive)

   • Associative vs. Dissociative Identification Groups
     • Food choices experiment
   • Symbolic values of products and brands

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