消费者行为11.reference group

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Motivations Behind Opinion Leadership
Issues
• The Needs of Opinion Leaders • The Needs of Opinion Receivers • • • • Self-involvement Social involvement Product involvement Message involvement
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Reference Group
A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior.
Chapters 11 Reference Groups and Opinion Leadership
Consumer Behavior, Ninth Edition Schiffman & Kanuk
Chapter Outline
• • • • • Categories of Reference Groups Factors Influencing Conformity Reference Group Appeals Opinion Leadership The Motivation Behind Opinion Leadership • Measurement of Opinion Leadership
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Word of Mouth in Action Fnamics of the Opinion Leadership Process
• Credibility • Positive and Negative Product Information • Information and Advice
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Broad Categories of Reference Groups
• Normative Reference Groups • Comparative Reference Groups
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Three Forms of Reference Group Influence
• Informational: when people have difficulty
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Relative Reference Groups’ Influence on Purchase Intention
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Reference Group Appeals
• • • • Celebrities The expert The “common man” The executive and employee spokesperson • Trade or spokes-characters • Other reference group appeals
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Many not-forprofit organizations that hope to change behavior, count on opinion leaders.
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Table 15.6 Profile of Opinion Leaders
GENERALIZED ATTRIBUTES ACROSS PRODUCT CATEGORIES Innovativeness Willingness to talk Self-confidence Gregariousness Cognitive differentiation CATEGORY-SPECIFIC ATTRIBUTES Interest Knowledge Special-interest media exposure Same age Same social status Social exposure outside group
• Normative: when individuals alter their
behaviors or beliefs to meet the expectations of a group
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Indirect Reference Groups
Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities.
assessing product or brand characteristics by their own contacts or observations
• Value-expressive: when a need for
psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors
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Teens are very influenced by indirect reference groups.
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Table 10.1 Selective Factors that Positively Influences Conformity
Task/situational Characteristics • Difficulty/complexity • Ambiguity/subjectivity Brand Characteristics • No information • Limited choice • Public or private use • • • • • • • • • • Group Characteristics Attractiveness Expertise Credibility Past Success Clarity of Group Goals Personal Characteristics Tendency to Conform Need for Affiliation Need to be Liked Desire for Control Fear of Negative Evaluation
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Measurement of Opinion Leadership
• • • • Self-Designating Method Sociometric Method Key Informant Method Objective Method
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Revised Opinion Leadership Scale
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The common “wo”men
Opinion Leadership
The process by which one person (the opinion leader) informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients.
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Motivations Behind Opinion Leadership
Issues
• The Needs of Opinion Leaders • The Needs of Opinion Receivers • New product or new usage information • Reduction of perceived risk • Reduction of search time • Receiving the approval of the opinion leader
Figure 11.5
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Marketers Seek to Take Control of the Opinion Leadership Process
• Creating products with built-in buzz potential • Strategy designed to stimulate buzz • Viral marketing • Weblogs
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At Blogwise You Can Find a Blog on Almost Any Topic
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Proctor & Gamble Uses Tremor to Influence Buzz Marketing
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