消费者行为学第10版-11(中译版)

参与
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视觉营销
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回避群体
去个性化
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服从
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影响服从可能性的因素
文化压力 对异常的恐惧
承诺
群体一致性
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对人际影响的感受性
意见领袖
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品牌社区
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渴望型参照群体
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预测参照群体成员
11 群体影响和社会化媒体
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学习目标 11
经过本章的学习，你应该理解： • 其他人，特别是那些拥有某种社会权力的人，经常影响我们 的购买决策 • 我们寻找其他与我们对产品或服务的兴趣相投的人 • 我们被迫购买或使用那些与其他人保持一致的产品 • 某些人特别喜欢影响别人对产品的选择 • 其他消费者告诉我们有关产品的情况（好和坏）常常比我们 看到的广告更有影响力 • 网络技术正在加速口碑沟通的影响 • 社会化媒体正在改变公司和消费者互动的方式
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代理消费者
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如何识别意见领袖
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参照群体
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口碑传播
OBJECTIVE:
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消费者为何谈论产品？
高度介入某类 产品或活动并 津津乐道
获得关注或 展示知识水 平
对他人的真 正关怀
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邻近性 单纯曝光 凝聚力
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参照群体成员
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影响网络
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意见领袖的类型
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市场 行家
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网络社区
在场
集体兴趣
民主
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负面口碑
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社会化媒体
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社交网络
wenku.baidu.com
社会力量
参照权 信息权 合法权 专家权 奖赏权 强制权
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参照群体影响力
规范性影响力
比较性影响力
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Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall
网络意见领袖
OBJECTIVE:
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两步影响力模型
1
意见领袖
2
意见接受者
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两步
影响力模型
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