Bài giảng Consumer Behaviour - Chapter 14 Group Influence and Communication

Chapter 14 Group Influence and  CommunicationGroup function and classification of groupsImpact of reference groups on consumptionMarketing strategies based on group influenceRoles of group members and marketing strategiesGroup communicationImportance of opinion leadersDiffusion of innovations Adopter groups and their characteristics1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsGroup InfluencesGroups and their DefinitionsGroup:‘Two or more individuals who share a set of norms, values, or beliefs, and have certain implicitly or explicitly defined relationships which make their behaviour interdependent’Reference group:‘A group whose presumed perspectives or values are being used by an individual as the basis for his or her current behaviour’3Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTypes of GroupsMembershipeither yes or noDegree of contactlarger groups generally have less contactprimary groups generally have frequent interpersonal contactsecondary groups generally have limited interpersonal contactAttractiondesirability of being membereither positive or negative4Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsChanges in Reference Groups as the Situation ChangesTypes of Groups (cont.)Aspirational reference groupsnon-membership groupspositive attractionexert a strong influence on some products6Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTypes of Groups (cont.)Reference Group Influences on the Consumption ProcessConformity:makes groups influentialis the tendency to want to be like ‘relevant and significant others’generally makes life more pleasantNorms: are general expectations about behaviours that are deemed appropriate for all persons in a social context, regardless of the position they holdare often communicated non-verbally8Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Nature of Reference-Group InfluenceConformity is not a uni-dimensional concept Information influencebehaviours and opinions of reference groups are used as potentially useful pieces of informationNormative influence (utilitarian influence)when an individual fulfils group expectations to gain a direct reward or avoid a punishmentIdentification influence (value-expressive influence)when an individual uses perceived-group norms and values as a guide for their own attitudes or values9Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumption Situations and Reference-Group InfluenceConsumption Situations and Reference-Group Influence (cont.)Consumption Situations and Reference-Group Influence (cont.)Determinants of the Degree of Reference-Group InfluenceR-Group influence is strongest when use of the product or brand is visible and relevante.g. product category, product type and brand are all visibleR-group influence increases as necessity of an item decreasesThe more commitment an individual feels to a group, the higher the level of conformity to group normsIndividual’s confidence with purchase: low confidence, then higher influence13Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsProduct Characteristics and Type of Reference-Group InfluenceInfluence of Two Consumption Situation Characteristics on Product/Brand ChoicesConsumption-Situation Determinants of Reference-Group InfluenceMarketing Strategies Based on Reference-Group InfluencesPersonal sales strategiesAsch phenomenon Advertising strategiesall three types of reference groups are used by advertisers:informational (use of information)normative (to avoid/gain) identification (aspire to join)17Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumption SubculturesA consumption subculture is a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand or consumption activityExamples: Product: Harley-Davidson Activities: Body building, golf18Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsRoles A role is:a prescribed pattern of behaviour expected of a person in a given situation by virtue of the person’s position in that situationRole parameter: range of behaviour acceptable within a given roleRole overload:occurs when an individual attempts to fill more roles than the available time, energy or money allowsRole conflict:incompatible role demands19Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsApplying Role Theory to Marketing Practice Role-related product cluster e.g. new motherEvolving roles e.g. career femalesRole conflict and role overload e.g. working mother, working studentRole acquisition and transition e.g. student to employee20Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsRole Set for a StudentCommunication Within GroupsThe power of word-of-mouth communicationPeople learn about new products from friends and reference groups by:observing or participating with them as they use the product, or by seeking and receiving advice or information from them22Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsOpinion LeadershipOpinion leaders filter, interpret or provide information for individuals within groupsSituations in which opinion leadership occurs:one individual exchanges information with anotherone individual volunteers informationas a by-product of normal group interaction23Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsCharacteristics of Opinion LeadersOpinion leaders have enduring involvement with product categoryFunction primarily through interpersonal communications and observationSimilar demographic characteristics to the groupPublic individuation – attention seekingHigh level of exposure to mediaThe market maven – expert on all products!Motivation of dissatisfied customers to tell others of their negative message24Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsLikelihood of Seeking an Opinion LeaderMarketing Strategy and Opinion Leadership Identifying opinion leaders Targeting for marketing researchProduct samplingRetailing/personal sellingAdvertising attempts to encourage and simulate opinion leadership26Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDiffusion of InnovationsNature of the innovation ‘new’ as perceived by individuals or groupCategories of innovationscontinuous innovation: small changes neededdynamically continuous innovation: modest changesdiscontinuous innovation: large changes27Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsCategories of InnovationsThe Adoption Process and Extended Decision MakingAdoption of Innovation CurveMarketing Strategies and the Diffusion ProcessMarket segmentationDiffusion-enhancement strategies31Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsFactors Affecting Innovation UptakeType of groupType of decisionMarketing effortFulfillment of felt needCompatibilityRelative advantageComplexityObservabilityTrialabilityPerceived risk32Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNext LectureChapter 15:Social Class33Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins