Podcast
Questions and Answers
What is expert power based on?
What is expert power based on?
- Superior skills, training, or expertise (correct)
- Physical strength and dominance
- Wealth and material possessions
- Seniority and age
What is an example of reward power?
What is an example of reward power?
- Material rewards or approval like attention or affection (correct)
- Physical force and coercion
- Verbal praise and recognition
- Punishment and fear appeals
In what way is coercive power evident?
In what way is coercive power evident?
- In fear appeals and effective in the short term (correct)
- Through empathy and understanding
- Through persuasion and logical reasoning
- In positive reinforcement and long-term change
What is the difference between obedience and conformity?
What is the difference between obedience and conformity?
What are reference groups in consumer behaviour?
What are reference groups in consumer behaviour?
What is the significance of distance in reference groups?
What is the significance of distance in reference groups?
What is group cohesion in reference groups?
What is group cohesion in reference groups?
What can reference groups have in terms of influence?
What can reference groups have in terms of influence?
What type of influence occurs when individuals compare themselves to others in order to fit in?
What type of influence occurs when individuals compare themselves to others in order to fit in?
In what type of reference group are idealized figures like successful people, athletes, and performers included?
In what type of reference group are idealized figures like successful people, athletes, and performers included?
What type of power can influence individuals to imitate admired people, such as prominent musical artists or celebrities like the Kardashians?
What type of power can influence individuals to imitate admired people, such as prominent musical artists or celebrities like the Kardashians?
When does value-expressive influence occur?
When does value-expressive influence occur?
What type of power is granted by social arrangement and can influence individuals to follow requests made by those perceived as having this power?
What type of power is granted by social arrangement and can influence individuals to follow requests made by those perceived as having this power?
When do marketers have more success influencing reference groups according to the text?
When do marketers have more success influencing reference groups according to the text?
What type of influence occurs when a reference group helps set and enforce fundamental standards of conduct?
What type of influence occurs when a reference group helps set and enforce fundamental standards of conduct?
What type of reference group is composed of idealized figures like successful people, athletes, and performers?
What type of reference group is composed of idealized figures like successful people, athletes, and performers?
What type of influence involves seeking information about brands from professional, independent groups or experts?
What type of influence involves seeking information about brands from professional, independent groups or experts?
What type of power stems from a person's possession of valuable information or knowledge?
What type of power stems from a person's possession of valuable information or knowledge?
When does utilitarian influence stem from according to the text?
When does utilitarian influence stem from according to the text?
What type of power is influenced by a person's sense of identity and how they represent themselves on social media?
What type of power is influenced by a person's sense of identity and how they represent themselves on social media?
Study Notes
The Power of Reference Groups in Consumer Behavior
- Reference groups can be large and formal or small and informal, with marketers having more success influencing small, informal groups.
- The impact of reference groups can vary based on whether the product is used publicly or privately, and whether it is a luxury or necessity.
- Normative influence occurs when a reference group helps set and enforce fundamental standards of conduct, while comparative influence involves individuals comparing themselves to others in order to fit in.
- Informational influence involves seeking information about brands from professional, independent groups or experts.
- Value-expressive influence occurs when individuals feel that a brand will enhance the image others have of them, leading them to expect respect for their choice.
- Utilitarian influence stems from a consumer's own preference and the preferences of their social circle and family, as they try to satisfy others' expectations.
- Aspirational reference groups are composed of idealized figures, such as successful people, athletes, and performers, and can be a two-edged sword for companies, as celebrity endorsements can be volatile.
- A person's sense of identity can be affected by how they represent themselves on social media and how others respond to them, with social media providing a wealth of information about consumers.
- Reference groups wield social power over individuals, with types of social power including referent, information, legitimate, expert, reward, and coercive power.
- Referent power can influence individuals to imitate admired people, such as prominent musical artists or celebrities like the Kardashians.
- Information power stems from a person's possession of valuable information or knowledge, with sources of information expanding to include social media and satirical shows.
- Legitimate power is granted by social arrangement and can influence individuals to follow requests made by those perceived as having this power.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
Discover the influence of reference groups in consumer behavior with this quiz. Explore the impact of normative and comparative influence, informational and value-expressive influence, and the power of social media. Delve into the role of aspirational reference groups and types of social power, from referent to legitimate power.
