Podcast
Questions and Answers
Which type of influence involves fulfilling the expectations of a particular group in order to receive a reward?
Which type of influence involves fulfilling the expectations of a particular group in order to receive a reward?
- Normative influence
- Aspiration
- Reward and punishment (correct)
- Utilitarian influence
What is strengthened when a person wants to belong to a specific group?
What is strengthened when a person wants to belong to a specific group?
- Aspiration
- Reference group influence
- Self-concept (correct)
- Group identity
When is group influence strongest?
When is group influence strongest?
- When the product is cheap
- When the product is expensive
- When the product is not visible to the group
- When the product is visible to the group (correct)
What determines the aspects of a product that are affected by reference group influence?
What determines the aspects of a product that are affected by reference group influence?
What type of reference group influence involves associating oneself with a particular group to enhance one's self-concept?
What type of reference group influence involves associating oneself with a particular group to enhance one's self-concept?
What is an example of reward and punishment influence in the context of politics?
What is an example of reward and punishment influence in the context of politics?
What type of products are reference groups more likely to influence?
What type of products are reference groups more likely to influence?
What factor increases the likelihood of a person conforming to a group's norms?
What factor increases the likelihood of a person conforming to a group's norms?
In which situation is a person more likely to consider group expectations?
In which situation is a person more likely to consider group expectations?
What makes a particular activity relevant to a group's norms?
What makes a particular activity relevant to a group's norms?
What is a potential outcome of using a role model in advertising?
What is a potential outcome of using a role model in advertising?
What is the goal of marketers when positioning their products in reference to a certain group?
What is the goal of marketers when positioning their products in reference to a certain group?
What is the primary outcome of consumer socialisation?
What is the primary outcome of consumer socialisation?
What is an example of indirect consumer socialisation?
What is an example of indirect consumer socialisation?
What is a result of economic well-being of family members?
What is a result of economic well-being of family members?
What is an example of emotional support among family members?
What is an example of emotional support among family members?
What is a factor that influences the level of involvement in household decisions?
What is a factor that influences the level of involvement in household decisions?
What is an example of role specialisation in household decisions?
What is an example of role specialisation in household decisions?
What is the primary responsibility of the Information Gatherer in the household decision-making process?
What is the primary responsibility of the Information Gatherer in the household decision-making process?
Which of the following roles is responsible for making the final decision on the purchase?
Which of the following roles is responsible for making the final decision on the purchase?
What is unique about family research compared to consumer and marketing research?
What is unique about family research compared to consumer and marketing research?
Which role is responsible for making the actual purchase in the household decision-making process?
Which role is responsible for making the actual purchase in the household decision-making process?
How many commonly cited roles are there in the household decision-making process?
How many commonly cited roles are there in the household decision-making process?
Who is responsible for convincing the decision maker of what product to buy in the household decision-making process?
Who is responsible for convincing the decision maker of what product to buy in the household decision-making process?
What is a likely outcome of repeated decision-making in a family?
What is a likely outcome of repeated decision-making in a family?
What is a potential factor that can influence how family decision-making varies?
What is a potential factor that can influence how family decision-making varies?
What is a common aspect of family decision-making for a product?
What is a common aspect of family decision-making for a product?
What can be a topic of discussion in an in-class exploration of family decision-making?
What can be a topic of discussion in an in-class exploration of family decision-making?
What is a possible reason for the tendency to 'automate' recurring decisions in larger families?
What is a possible reason for the tendency to 'automate' recurring decisions in larger families?
What can be a factor that affects how family decision-making varies?
What can be a factor that affects how family decision-making varies?
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Study Notes
Reference Groups
- A person's aspiration to belong to a specific group may enhance their self-concept, e.g., wearing a Bafana Bafana shirt to associate with the South African soccer team.
- Group influence is strongest when a product is visible to the group, e.g., a dress is visible in terms of product category and style.
- Reference group influence is higher for non-necessity items, e.g., designer clothes, and lower for necessities like bread toasters.
- The more commitment a person has to a group, the more they will conform to its norms, e.g., dressing to fit in with a social group.
Determinants of Reference Group Influence
- The more commitment a person has to a group, the more they will conform to its norms.
- The more relevant a particular activity is to the group norms, the stronger the influence.
Reference Groups and Advertising
- Marketers position products to appeal to people's desire to join certain reference groups, using role models like Nelson Mandela.
Consumer Socialisation
- The process of acquiring skills, knowledge, and attitudes to function as consumers in the market place.
- Types of socialisation:
- Direct: Teaching and sharing information to pass on knowledge.
- Indirect: Observation, e.g., children learning to negotiate with salespeople by observing their parents.
Family Decision-Making
- Family research describes, understands, and predicts how family members interact and influence one another in terms of individual, family, and household buying.
- Family decision-making roles:
- Initiator/s: Identifies need to buy a product.
- Influencer/s: Provides information to other members about the product/service.
- Decider/s: Makes the final decision on whether to buy or not.
- Financial means: Handles financial decisions.
- Buyer/s: Makes the actual purchase.
- Consumer/s: Uses the purchased product/service.
- Examples: Choosing a restaurant, buying a TV, renting a video, or selecting a vacation spot.
Factors Affecting Family Decision-Making
- Social class, subcultures (ethnic background), age of parents, and number of people in the family can influence family decision-making.
- Larger families and those with more valuable time may tend to "automate" recurring decisions, assigning responsibilities to different family members.
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