Consumer Behavior - Social Influences

Consumer Behavior - Social Influences

1. 1. Young adults from disrupted families are more materialistic and have higher levels of compulsive consumptions (Rindfleisch, Burroughs & Denton, 1997)

2. 2. Culture influences decision-making when consumers are required to draw on cultural knowledge (Briley, Morris & Simonson, 2000)

3. 3. Member groups have larger effect on brand connection for self-verification, and aspiration groups have greater effect on self-brand connections for self-enhancement needs (Escalas & Bettman, 2003)

   • Related to: Reference group theory (Park & Leasing, 1977; Bearden & Etzel, 1982)

4. 4. Consumers use brands to construct their self-concepts and in this way, form connections with brands. Brands with images consistent with an ingroup enhance self-brand connections, but brands with images consistent with an out group detract from this connections (Escalas & Bettman, 2005)

5. 5. Consumers make choices that diverge from others to communicate their identity. They are more likely to differ from others in product domains symbolic of identity (Berger & Heath, 2007)

6. 6. More guests recycled when told the majority of guests do it (normative appeal) than when told how much water they would save (descriptive appeal). Normative appeals were more effective when descrived behavior ocurring in the same setting (the last person in your room). (Goldstein, Cialdini & Griskevicus, 2008)

   • Related to: Behavioral decision theory (Slovic, Fischhoff & Linchestein, 1977)

7. 7. Introduces a framework of family identity interplay to understand how families use consumption to manage indivudal, relational and collective identities. Describes identity interplay in terms of: communication forms, symbolic marketplace resources and family identities (Epp & Price, 2008)

8. 8. Exposure to other consumers and their brands, increases choice of that brand when the other consumer are not associated with any group. Exposure affects choice non consciously (Ferraro, Bettman & Chartrand, 2008)

9. 9. Consumers chose larger or smaller amounts after seeing another consumer doing likeliwise. If the other person is obese, consumers select smaller portions, if the other consumer is thin, they consume more (McFeran, Dahl, Fitzsimonds, & Morales, 2009)