A(n) ________ is an actual or imaginary individual or group conceived of having significant relevanceupon an individual's evaluations, aspirations, or behavior. Show
reference groupPower that is granted by virtue or a social agreement, such as the authority we give to police officers, iscalled ________. ________ argue(s) that each of us has several "selves that relate to groups." If a consumer admires the qualities of another person and copies his or her behaviors, the person that iscopied has ________ power. ________ influence helps the consumer make decisions about specific brands or activities. A group composed of people that the consumer actually knows is called a(n) ________. Which of the following is a new kind of avoidance group that has grown in popularity through the Web? Phillip admires the qualities of the Sigma Chis on his college campus. Since he has decided to try andpledge this group, he begins to imitate the qualities that he perceives the group has. What type of powerdoes the fraternity seem to be displaying with respect to Phillip and his behavior? In a(n) ________, consumers participate in the production of the products or services they buy. Others who are present in a consumer's physical and social environment when purchases are made arecalled ________. Family branding, licensing, and look-alike packaging are all marketing strategies based on ________. ________ refers to the tendency people have to react to stimuli similar to an original stimulus in aclassical conditioning situation in much the same way they responded to the original stimulus. Presentation on theme: "REFERENCE GROUP ” An actual or imaginary individual or group conceived of having relevance upon individual’s evaluations, aspirations or behaviour.”"— Presentation transcript: 1 REFERENCE GROUP ”
An actual or imaginary individual or group conceived of having relevance upon individual’s evaluations, aspirations or behaviour.” 2 FORMAL AND INFORMAL GROUPS Formal group has highly defined structured
Informal group is a usually small social group whose members share close personal relationship 3 FORMS OF REFERENCE GROUP INFLUENCE Informational influence Utilitarian influence Value-expressive influence
4 SIX BASES OF POWER Referent power Expert power Information power Reward power Coersive power Social power Legitimate power
5 Studies made in Griffith University shows that: - Midwifes endorsement increased consumers purchase intention - Consumers willing to pay more HEALTHCARE PRODUCTS FOR BABYS
6 POWER BALANCE WRISTBAND 7 STORY BEHIND IT Producer was a US
company established in 2007 Price 25-40euros Over 100 million euros sale in 2010 Bankrupt in 2011 promoted through paid celebrity endorsements 8 WHAT THEY TOLD US? Holograms which are embedded with frequencies react with your body’s electro-magnetic field and the result is: Your balance gets better You become stronger It will make you more flexible
9 AND WE BELIEVED BECAUSE.... http://www.youtube.com/watch?v=D_i2W8K48CY 10 KOBY BRYANT
11 CRISTIANO RONALDO 12 DAVID BECKHAM 13 P. DIDDY
14 GERARD BUTLER 15 KATE MIDDLETON 16 BILL CLINTON
17 OPINION LEADER ”Person whose opinions and advices affect other peoples attitudes and behaviour” Typical features: - expertise -
knowledge - social activity and networks - status - education - person is admired - person is opinion seeker - person is forerunner 18 WHY COMPANIES USE OPINION LEADERS FOR MARKETING? Companies use opinnion leaders to sell their product because it is efficient way to effect customers in many different stages of BEFORE
consumer makes decition to buy the product. Stages affected by opinion leaders: - Recognation of product - Generating interest about product - Evaluation of alternatives - Decision making
19 SOURCES Griffin university, The impact of endorsement on product stated choice preferences: A best & worts study 2012 http://www.satakunnankansa.fi/cs/Satellite?c=AMArticle_C&childpagename=SKA_newssit e%2FAMLayout&cid=1194661494812&p=1194596326103&packedargs=packedargs%3DA
MArticleCommentThreadDetails%25253AmaxPosts%253D40&pagename=SKAWrapper http://www.satakunnankansa.fi/cs/Satellite?c=AMArticle_C&childpagename=SKA_newssit e%2FAMLayout&cid=1194661494812&p=1194596326103&packedargs=packedargs%3DA MArticleCommentThreadDetails%25253AmaxPosts%253D40&pagename=SKAWrapper http://www.powerbalance.com/international/ http://www.iltasanomat.fi/ulkomaat/art-1288360210115.html Is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations aspirations or behavior?A Reference Group is an Actual or Imaginary Individual or Group Conceived of Having Significant Relevance Upon an Individual's Evaluations, Aspirations, or Behavior. Small, informal groups are more common and important to us because of their high Normative Influence.
What is the term for a group of individuals that has significant relevance?Reference Group. A group of individuals who has significant relevance for a consumer and who impacts the consumer's evaluations, aspirations, and behavior. Group Influence. Refers to the ways in which group members influence the attitudes, opinions, and behaviors of others within the group.
Which of the following argues that each of us has several selves that relate to groups?Answer: The social identity theory argues that each consumer has several "selves" that relate to groups.
Which of the following statements is true and describes the capacity to alter the actions of others?Social Power: The capacity to alter the actions of others.
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Is an actual or imaginary individual or group conceived of having significant relevance upon an individuals evaluations aspirations or Behavior?
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