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?
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?
When is group influence strongest?
When is group influence strongest?
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?
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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?
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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?
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What type of products are reference groups more likely to influence?
What type of products are reference groups more likely to influence?
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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?
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In which situation is a person more likely to consider group expectations?
In which situation is a person more likely to consider group expectations?
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What makes a particular activity relevant to a group's norms?
What makes a particular activity relevant to a group's norms?
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What is a potential outcome of using a role model in advertising?
What is a potential outcome of using a role model in advertising?
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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?
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What is the primary outcome of consumer socialisation?
What is the primary outcome of consumer socialisation?
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What is an example of indirect consumer socialisation?
What is an example of indirect consumer socialisation?
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What is a result of economic well-being of family members?
What is a result of economic well-being of family members?
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What is an example of emotional support among family members?
What is an example of emotional support among family members?
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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?
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What is an example of role specialisation in household decisions?
What is an example of role specialisation in household decisions?
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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?
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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?
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What is unique about family research compared to consumer and marketing research?
What is unique about family research compared to consumer and marketing research?
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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?
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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?
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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?
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What is a likely outcome of repeated decision-making in a family?
What is a likely outcome of repeated decision-making in a family?
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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?
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What is a common aspect of family decision-making for a product?
What is a common aspect of family decision-making for a product?
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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?
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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?
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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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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.
