Bài giảng Hành vi người tiêu dùng - Chương 9: Group influence and opinion leadership - Bùi Thị Phương Hoa

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Chapter 9

Group Influence and

Opinion Leadership

CONSUMER

BEHAVIOR, 8e

Michael Solomon

Chapter Objectives

When you finish this chapter you should understand

why:

• Others, especially those who possess some kind of

social power, often influence us.

• We seek out others who share our interests in

products or services.

• We are motivated to buy or use products in order to

be consistent with what other people do.

• The things that other consumers tell us about

products (good and bad) are often more influential

than the advertising we see.

Hoang Duc Binh, 2008

Chapter Objectives (cont.)

• Online technologies are accelerating the impact of

word-of-mouth communication.

• Social networking is changing the way companies

and consumers interact.

• Certain people are particularly likely to influence

others’ product choices.

Hoang Duc Binh, 2008

Reference Groups

• Reference group: an actual or imaginary

individual/group conceived of having significant

relevance upon an individual’s evaluations,

aspirations, or behavior

• Influences consumers in three ways:

• Informational

• Utilitarian

• Value-expressive

Hoang Duc Binh, 2008

Reference Group Influences

• Reference group influences stronger for purchases

that are:

• Luxuries rather than necessities

• Socially conspicuous/visible to others

Hoang Duc Binh, 2008

Figure 11.1

When Reference Groups Are Important

• Social power: capacity to alter the actions of others

• Types of social power:

Referent power

Legitimate power

Reward power

Information power

Expert power

Coercive power

Hoang Duc Binh, 2008

Discussion

High schools have all types of reference groups, with

members representing all types of social power.

Think back to high school and try to identify people

who had the following types of power (consider not

only peers but also teachers and administrators).

• Referent power

• Information power

• Legitimate power

• Expert power

• Reward power

• Coercive power

Hoang Duc Binh, 2008

Types of Reference Groups

Any external influence that provides social clues can

be a reference group

• Cultural figure

• Parents

• Large, formal organization

• Small and informal groups

• Exert a more powerful influence on individual

consumers

• A part of our day-to-day lives: normative influence

Hoang Duc Binh, 2008

Brand Communities and Consumer Tribes

• A group of consumers who

share a set of social

relationships based upon usage

or interest in a product

• Brandfests enhance brand

loyalty

• Consumer tribe share emotions,

moral beliefs, styles of life, and

affiliated product

• Tribal marketing: linking a

product to the needs of a

group as a whole

Hoang Duc Binh, 2008

Membership versus Aspirational

Reference Groups

Membership reference groups: people the

consumer actually knows

• Advertisers use “ordinary people”

Aspirational reference groups: people the

consumer doesn’t know but admires

 Click to view

Quicktime video on

use of celebrity

athletes in advertising

• Advertisers use celebrity

spokespeople

Hoang Duc Binh, 2008

Positive versus Negative Reference

Groups

• Reference groups may exert either a positive or

negative influence on consumption behaviors

• Avoidance groups: motivation to distance oneself

from other people/groups

• Marketers show ads with undesirable people using

competitor’s product

• Antibrand communities: coalesce around a celebrity,

store, or brand—but in this case they’re united by

their disdain for it

Hoang Duc Binh, 2008

Consumers Do It in Groups

• Deindividuation: individual identities become

submerged within a group

• Example: binge drinking at college parties

• Social loafing: people don’t devote as much to a task

when their contribution is part of a larger group

• Example: we tend to tip less when eating in

groups

• Risky shift: group members show a greater

willingness to consider riskier alternatives following

group discussion than if members mad their own

decisions

Hoang Duc Binh, 2008

Discussion

• Do you agree that deindividuation encourages binge

drinking on campus?

• What can or should a college do to discourage this

behavior?

Hoang Duc Binh, 2008

Consumers Do It in Groups (cont.)

Decision polarization: after

group discussion of an

issue, opinions become

more extreme

Home shopping parties

capitalize on group

pressure to boost sales

• Informational and

normative social influence

Hoang Duc Binh, 2008

Discussion

Home shopping parties—such as Tupperware, Avon,

Pampered Chef, Amway, or Botox—are designed to

put pressure on friends and neighbors to buy

merchandise.

• Have you attended these parties? Why or why not?

• Do you believe putting social pressure is ethical?

Why or why not?

• Why are these parties more common among

women?

Hoang Duc Binh, 2008

Conformity

• Most people tend to follow

society’s expectations

regarding how to look/act

• Factors influencing conformity:

• Cultural pressures

• Fear of deviance

• Commitment to group

membership

• Group unanimity, size,

expertise

• Susceptibility to

interpersonal influence

Hoang Duc Binh, 2008

Word-of-Mouth Communication

WOM: product information transmitted by individuals

to individuals

• More reliable form of marketing

• Social pressure to conform

• Influences two-thirds of all sales

• We rely upon WOM in later stages of product

adoption

• Powerful when we are unfamiliar with product