Consumer Behavior and Social Influence
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Consumer Behavior and Social Influence

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@CourtlyDeStijl

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Questions and Answers

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?

  • Aspiration
  • Reference group influence
  • Self-concept (correct)
  • Group identity

    • 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?

    <p>Visibility of the product to the group</p> Signup and view all the answers

    What type of reference group influence involves associating oneself with a particular group to enhance one's self-concept?

    <p>Identification influence</p> Signup and view all the answers

    What is an example of reward and punishment influence in the context of politics?

    <p>Being expelled from the town council for not paying a municipal account</p> Signup and view all the answers

    What type of products are reference groups more likely to influence?

    <p>Luxury items like designer clothes</p> Signup and view all the answers

    What factor increases the likelihood of a person conforming to a group's norms?

    <p>The level of commitment to the group</p> Signup and view all the answers

    In which situation is a person more likely to consider group expectations?

    <p>When dressing to go out for dinner with a group they want to join</p> Signup and view all the answers

    What makes a particular activity relevant to a group's norms?

    <p>The relevance of the activity to the group's norms</p> Signup and view all the answers

    What is a potential outcome of using a role model in advertising?

    <p>An unintended positive implication for the advertiser</p> Signup and view all the answers

    What is the goal of marketers when positioning their products in reference to a certain group?

    <p>To play on people's desire to join a certain group</p> Signup and view all the answers

    What is the primary outcome of consumer socialisation?

    <p>Knowledge about products and their functions</p> Signup and view all the answers

    What is an example of indirect consumer socialisation?

    <p>A child observing a parent negotiate with a salesperson</p> Signup and view all the answers

    What is a result of economic well-being of family members?

    <p>Joint production activities among family members</p> Signup and view all the answers

    What is an example of emotional support among family members?

    <p>Verbal expressions of love, such as complementing each other</p> Signup and view all the answers

    What is a factor that influences the level of involvement in household decisions?

    <p>Age of the family members</p> Signup and view all the answers

    What is an example of role specialisation in household decisions?

    <p>A stay-at-home dad planning the children's after school activities</p> Signup and view all the answers

    What is the primary responsibility of the Information Gatherer in the household decision-making process?

    <p>Searching for and interpreting relevant information</p> Signup and view all the answers

    Which of the following roles is responsible for making the final decision on the purchase?

    <p>Decision Maker</p> Signup and view all the answers

    What is unique about family research compared to consumer and marketing research?

    <p>It attempts to describe, understand, and predict family interactions</p> Signup and view all the answers

    Which role is responsible for making the actual purchase in the household decision-making process?

    <p>Purchaser</p> Signup and view all the answers

    How many commonly cited roles are there in the household decision-making process?

    <p>Five</p> Signup and view all the answers

    Who is responsible for convincing the decision maker of what product to buy in the household decision-making process?

    <p>Influencer</p> Signup and view all the answers

    What is a likely outcome of repeated decision-making in a family?

    <p>Assignment of decision-making responsibilities to specific family members</p> Signup and view all the answers

    What is a potential factor that can influence how family decision-making varies?

    <p>The number of people in the family</p> Signup and view all the answers

    What is a common aspect of family decision-making for a product?

    <p>Multiple decisions are made, including when to buy and where to buy</p> Signup and view all the answers

    What can be a topic of discussion in an in-class exploration of family decision-making?

    <p>How family members' roles influence decision-making</p> Signup and view all the answers

    What is a possible reason for the tendency to 'automate' recurring decisions in larger families?

    <p>A desire for more free time</p> Signup and view all the answers

    What can be a factor that affects how family decision-making varies?

    <p>The family's social class</p> Signup and view all the answers

    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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    Description

    Test your understanding of consumer behavior and social influence, including reward and punishment, normative and utilitarian influence, and how it affects our purchasing decisions and social status.

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