Social influences

Social influences

1. Source

   • General sources
     • Marketing sources
       • Delivered via Mass Media
         • advertising
         • sales promotion
         • publicity
         • special events
       • Delivered Personally
         • Salespeople
         • service representatives
         • customer service agents
     • Non marketing sources
       • Delivered via Mass Media
         • movies
         • tv coverage
         • websites
       • Delivered Personally
         • observing others behave
         • word of mouth
           • familiy,friends,neighbours,strangers
     • Differ in
       • Reach
         • mass media sources
       • Capacity for Two-Way Communication
         • personally delivered sources
       • Credibility
         • non marketing sources
   • Special sources
     • Opinion leader
       • information broker between
         • the mass media
         • the opinions and behaviors of an individual or group
       • part of
         • general gatekeepers
     • Market maven*
       • consumer on whom others rely for information about the marketplace
   • Reference groups
     • Types
       • Aspirational
         • A group that we admire and desire to be like
       • Associative
         • A group to which we currently belong
         • Brand community
       • Dissociative
         • A group we do not want to emulate.
     • Characteristics
       • Degree of Contact
         • Primary reference group
           • physical face-to-face interaction
         • Secondary reference group
           • do not have direct contact
       • Formality
       • Homophily
         • overall similarity among group members
       • Group Attractiveness
         • influences on
           • the desire to participate
       • Density
         • group members all know one another
       • Degree of Identification
         • related to
           • group influence
       • Tie-Strength
         • The extent to which a close, intimate relationship connects people
     • Embedded markets*
       • social relationships among buyers and sellers change the way the market operates
     • Consumer socialization
       • The process by which we learn to become consumers
       • People as Socializing Agents
         • Intergenerational influence
       • The Media and the Marketplace

2. Characteristics

   • Normative influence
     • social pressure designed to encourage conformity to the expectations of others
     • Norms*
       • society’s collective decisions about what behavior should be
     • how affects CB
       • Brand-Choice Congruence and Conformity
         • Purchase of the same brand as members of a group
         • The tendency to behave in an expected way
       • Compliance versus Reactance
         • Doing what the group or social influencer asks
         • Doing the opposite of what the individual or group wants us to do
       • Social-Relational Theory
         • consumers conduct their social interactions according to
           • rights and responsibilities of their relationship with group members
             • balance of reciprocal actions with group members
               • relative status and authority
                 • value placed on different objects and activities
     • Depdens on
       • Product Characteristics
         • whether we buy a product
         • what brand we buy
       • Consumer Characteristics
         • susceptibility
       • Group Characteristics
         • Coercive power
           • extent to which the group has the capacity to deliver rewards and sanctions
   • Informational influence
     • extent to which sources influence consumers simply by providing information
     • how affects CB
       • time
         • decision making
       • effort
         • info search
     • Factors Affecting its strength
       • Product Characteristics
       • Consumer and Influencer Characteristics
       • Group Characteristics
   • Descriptive Dimensions of Information
     • Valence
       • whether the information is
         • positive
         • negative
           • diagnostic
     • Modality
       • verbally
       • nonverbally
     • Word of mouth
       • pervasive
       • persuasive
       • Viral marketing*
       • Rumors and scandals
         • Do nothing
         • Do something locally
         • Do something discreetly
         • Do something big