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Group influences

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External situation affects all types of behaviour. ... Contactual. Member. Disapprove. Approve. refgroup.ppt May 05. 10. Roles and norms. Roles ... – PowerPoint PPT presentation

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Title: Group influences


1
Group influences
2
External situation affects all types of
behaviour.Social environment is a key
situational variable
Financial
Social
Internal Psychological
ACTION
Time
Other
3
Buying behaviour influenced by
  • how we feel others will react
  • communications function of the group
  • We act differently with others
  • as shopping group increases to 3 or more
    purchasing behaviour changes
  • The risky shift
  • group decisions less risky than one made by an
    individual

4
Not every bunch of people is a group
  • Group is a set of individuals who interact with
    one another over time and share a common need or
    goal

5
Degree of personal involvement
  • Primary
  • very important
  • face to face
  • frequent meetings
  • interlocking norms and roles
  • Secondary
  • leftovers - all those that are not primary
  • lack of personal involvement
  • could be formalised

6
Degree of organization
  • Formal
  • definite structure and/or rules
  • usually for a particular purpose
  • Friends of Albert Park
  • Liberal Party
  • Sometimes used for marketing
  • insurance or travel offer for university alumni
    or members of Australian Marketing Research
    Society
  • Informal
  • loose, unstructured
  • usually more important determinant of behaviour
  • more important to marketers
  • examples friendship, recreational
  • present product in an informal group setting,
    admiration for use

7
Reference groups
  • give a pattern to follow in forming general or
    specific values, attitudes and behaviours

8
Breadth of influence
  • Normative reference groups
  • general attitudes or behaviour
  • eg. family, school friends
  • Comparative reference groups
  • specific types of behaviours and attitudes
  • particular purpose reference groups
  • eg. computer user group, soccer team

9
Membership and valuation
10
Roles and norms
  • Roles
  • We are all actors playing different roles for
    different groups
  • role model
  • pattern behaviour on person
  • use role models to endorse
  • Norms
  • the rules
  • include products and brands that are acceptable
  • formal groups may have some written rules
  • often the most important rules are not set out -
    expected to pick these up

11
Enforcement of norms
  • deviants pulled into line
  • sanctions and punishments used depend on
    cohesion
  • may include
  • ridicule
  • silent treatment
  • violence
  • expulsion

12
Influence of groups varies
  • personal information and experience
  • concern with approval of others
  • power to enforce norms
  • visibility of consumption
  • if item a luxury

13
Types of reference group appeals
  • 1. Celebrity appeal
  • - expertise
  • - trustworthiness
  • 2. The expert
  • 3. Folks like us
  • 4. Executive spokesperson
  • 5. Respected retailers
  • 6. Editorials in respected media

14
Opinion leaders
  • little relation to social class ( no trickle down
    effect)
  • related to gregariousness
  • people who own or use a product are more likely
  • no easy pointers
  • VFL
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