07-11-2012, 01:38 PM
Reference Group
1Reference Group.ppt (Size: 401 KB / Downloads: 30)
Is a group that serves as a reference point for the individual in the information of his or her
beliefs,
attitudes and
behavior
The Individual’s Attitude Toward the Group (Bearden & Rose)
Views the group as a credible source of information about the product or service
Values the views and reactions of group members regarding purchasing decision
Accepts the rewards and sanctions meted out by groups for appropriate or inappropriate behavior
The Nature of the Group
Homogenous in that members have similar norms and values
Frequently interacting, thus creating more opportunities to influence members
Distinctive and exclusive in that membership in the group is highly valued
The Nature of the Product
Visible product
Clothing
Cosmetics
furniture
Exclusive products that might connote status
Norms
Are the rules and standards of conduct the group establishes
The appropriateness of clothes
Eating habits
Makes of cars
Brands of cosmetics
Roles
Are functions that the individual assumes or that the group assigns to the individual to attain group objectives
Roles have been identified in family decision making:
The influencer, the gatekeeper, the decision maker, the purchasing agent and the consumer
Status
Refers to the position the individual occupies within the groups
High status implies greater power and influence
Example:
A chairperson
Highest status within groups
Weakest status bridge club
Power
Three power are particularly relevant:
Expert power
An individual or group must have experience and knowledge
Referent power
The individual’s identification with members of the group
Reward power
Based on the group’s ability to reward and employee with money and status
Comparative Influence
Moschis
Consumers likely are likely to seek information from friends viewed as similar to themselves and to regard such sources as credible
The salesperson is effective if:
Customer sees the similarity of tastes, attitudes and even religion
Normative Influence
Park and Lessig
a consumer is motivated to conform to the norms and behavior of the group if;
The group provides significant rewards for compliance and punishment for lack of compliance
The individual’s behavior in conforming is visible to members of the group