Flashcards
Topic 3 Groups & Social Media
Cards in this deck (27)
- 1How do the groups we belong to influence our decisions?Groups have a major influence on our lives. Consumption behaviours are heavily influenced by the individuals and the groups around us. We are motivated to seek out the influences of others.
- 2What is a reference group? Explain the 3 ways reference groups can influence consumers• A reference group is an actual or imagery individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations or behaviour.
• Reference groups influence consumers in 3 ways:
o Informational influence (an expert function)
o Utilitarian influence (a normative function)
Value-Expressive Influence (Group Identity Function) - 3When are Reference Group effects more important?Luxury Purchases
Socially conspicious/Visible Purchases - 4What are the 6 Types of Power Reference Groups Have?Referent Power
Information Power
Legitimate Power
Expert Power
Reward Power
Coercive Power - 5Give me some examples of reference groups which affect consumptionParents
Team Members
Class Mates
Sports Clubs - 6What is meant by normative influence?A reference group which helps to set and enforce fundamental standards of conduct
- 7What is meant by comparative influence?Specific brands or activities are affected by the reference group
- 8What is a virtual community?A collection of people whose online interactions are based on shared enthusiasm
- 9What is a brand community?A set of consumers who share a set of social relationships based upon usage of a product
- 10What is a consumer tribe?A group of people who share a lifestyle and can identify with each other through a shared allegiance to an activity or a product
- 11What is a consumer tribe?An aggregate of people who come together around mutual engagement in an endeavour
- 12Why are reference groups important?Social Loafing
Risky Shift Effect
Diffusion of Responsibility (firing Squad) - 13What is meant by conformity?A change in beliefs or actions as a reaction to real or imagined group pressure.
- 14We conform for 2 basic reasons, what are they?Normative Influence: To meet the expectations of the group
Informational Social Influence: Conformity that occurs because the group's behaviour is taken as evidence of reality - 15Give me some reasons for conformityCultural Pressures
Fear of Deviance
Commitment
Group Unanimity
Susceptibility to interpersonal influence - 16Explain Social Comparison TheoryLook at behaviour of others to provide a yardstick for ourselves. Satisfied if doing well compared to those around us. Dissatisfied and therefore motivated to make a change if doing comparably worse.
- 17Explain the difference between anti-conformity and IndependenceIn anti-conformity, defiance of the group is the actual object of behaviour, whereas independent people are unaware of what is expected and do their own thing
- 18What is an Opinion Leader?A person who is frequently able to influence others attitudes or behaviours
- 19Why are opinion leaders valuable sources of information?Expert Power as technically competent
• They pre-screen, evaluate and synthesise product information in an unbiased way, so they possess knowledge power
• They are socially active and highly interconnected in their communities
• They hold offices in community groups and clubs and are active outside of home (so have legitimate power through social standing).
• Have similar values and beliefs to consumer (referent power) Homophily refers to the degree to which a pair of individuals is similar in education, social status and beliefs
• Opinion leaders are among the first to buy new products. Opinion leaders are more credible than marketing as they have no axe to grind. - 20How can you classify the extent of an Opinion Leader's Influence?Monomorphic (expert in a limited field)
Polymorphic (Expert in several fields) - 21What is a market maven?A person who likes to transmit marketplace information of all types. They are just interested in staying on top of what is happening in the marketplace.
- 22What is a surrogate consumer?A person whom we hire to provide input into our purchase decisions. They are usually compensated for their advice
- 23Where Can you find Opinion LeadersProfessionals
Consumer Opinion Leaders
Self-Designating Method
Sociometry
Online Power Users (Clout) - 24How can people define a social situation to others in order to influence their behaviour?Injustice - talk about bad experiences
Identity - Posters to characterise violator as evil
Agency - Individual website creators try to create a collective identity for those who share their anger with a company - 25Explain Bartlett's method of examining how content mutatesIt's called Assimilation. Involves people levelling (omitting details to simplify the structure) or sharpening (exaggerating prominent details)
- 26Explain social object theorySOT suggests that social networks will be more powerful communities if there is a way to activate relationships among people and objects. An object is something of common interest and its primary function is to mediate the interactions between people
- 27Why do online interactive platforms exist?To show:
Conversations
Presence
Collective Interest
Democracy
Standards of Behaviour
Crowd Power
Information
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- Flashcards on Topic 3 Groups & Social Media, created by simonloose22 on 14/06/2015.
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- simonloose22
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