11-1 Copyright 1999 Prentice HallChapter 11Group Influence and Opinion LeadershipCONSUMER BEHAVIORFourth EditionMichael R. Solomon11-2 Copyright 1999 Prentice HallReference GroupsA Reference Group Reference Group is an Actual or Imaginary Individual or Group Conceived of Having Significant Relevance Upon an Individuals Evaluations, Aspirations, or Behavior.Reference Groups Influence Consumers in Three Ways:InformationalInformationalValue-ExpressiveValue-ExpressiveUtilitarianUtilitarian11-3 Copyright 1999 Prentice HallInfluence and Types of Reference Groups Normative InfluenceNormative Influence Reference group helps to set and enforce fundamental standards of conduct. (i.e. family) Comparative InfluenceComparative Influence Reference group affects decisions about specific brands or activities. (i.e. club) Formal Versus Informal GroupsFormal Versus Informal Groups Small, informal groups are more common and important to us because of their high Normative Influence. Larger, formal groups tend to be higher in Comparative Influence.11-4 Copyright 1999 Prentice HallMembership Versus Aspirational Reference GroupsPropinquityMere ExposureGroup CohesivenessThe Likelihood That People Will Become Part of a Consumers Identificational Reference Group is Affected By:11-5 Copyright 1999 Prentice HallWhen Reference Groups Are ImportantLuxuries Rather Than NecessitiesSocially Conspicuousor Visible to OthersA Reference Groups Influence Is More Powerful and Important for Purchases That Are:11-6 Copyright 1999 Prentice HallThe Power of Reference GroupsSocial PowerReferent PowerLegitimate PowerInformation PowerExpert PowerCoercive PowerReward PowerTypes of Reference Group Power11-7 Copyright 1999 Prentice HallInformationalInformational Conformity That Occurs Because the Groups Behavior is Taken as Evidence About Reality.ConformityConformityConformity Refers to a Change in Beliefs or Actions as a Reaction to Real or Imagined Group Pressure.Types of Social InfluenceNormativeNormative Person Conforms to Meet the Expectations of a Person or Group.11-8 Copyright 1999 Prentice HallFactors Affecting the Likelihood of Conformity Cultural PressuresFear of DevianceCommitmentGroup DynamicsSex DifferencesInterpersonal Influences11-9 Copyright 1999 Prentice HallSocial Comparison Social Comparison Theory Social Comparison Theory assets that we look to the behavior of others to provide a yardstick about reality as a way to increase the stability of ones self-evaluation. Consumers are selective about whom they use for benchmarks. In general, people tend to choose a Co-Co- Oriented PeerOriented Peer, or a person of equivalent standing when performing social comparisons. 11-10 Copyright 1999 Prentice HallCompliance and ObedienceFoot-in-the-DoorLow-Ball TechniqueDoor-in-the-FaceMake a Small Request First, Then Make a Larger One Later.Person is Asked for a Small Favor That Turns Out to Be Costly.Make an Extreme Request First, Then a Reasonable Request Later.The Way a Request for Compliance is Phrased or Structured Can Make a Difference in Acceptance.11-11 Copyright 1999 Prentice HallGroup Effects on Individual BehaviorDeindi vidu- alismSocial Loafin gRisky ShiftGroup EffectsBandw agon EffectShopp ing Behavi orDecisi on Polariz ation11-12 Copyright 1999 Prentice HallResistance to InfluenceVs.AnticomformityDefiance of the Group is the Object of BehaviorIndependenceDeep-Seated Need to Preserve Freedom of ChoiceReactancePeople try to Overcome a Loss of Freedom11-13 Copyright 1999 Prentice HallWord-of-Mouth CommunicationMuch Information About Products and Services is Actually Conveyed by Individuals on an Informal Basis called Word-of-Mouth Communication (WOM)Word-of-Mouth Communication (WOM).Factors That Encourage WOM Are:Person is Highly Involved With the ProductPerson is Highly Knowledgeable About the Product Person Has a Genuine Concern for Someone ElsePerson May be Uncertain About a Recent Purchase11-14 Copyright 1999 Prentice HallNegative Word-of-Mouth Negative Word-of-Mouth:Negative Word-of-Mouth: Is weighted more heavily by consumers than positive comments. Has been shown to reduce the credibility of a firms advertising. May influence consumers attitudes toward a product as well as their intention to buy it. Rumors Rumors are the chief form of negative WOM. Rumors often result in BoycottsBoycotts of products, companies, or services.11-15 Copyright 1999 Prentice HallOpinion LeadersAn Opinion Leader Opinion Leader is Someone Who is Knowledgeable About Products and Whose Advice is Taken Seriously By Others.Have Prescreened, Evaluated, and Synthesized Product InformationAre Similar to the Consumer in Values and BeliefsHave Prescreened, Evaluated, and Synthesized Product InformationAre Socially Active in Their CommunityAre Technically Competent and Have Expert PowerAre Often Among the First to Buy New ProductsOpinion Leaders11-16 Copyr