Psychology Reference Groups Flashcards

Study Notes

Reference Group Definition

Reference groups significantly influence an individual's evaluations, aspirations, or behavior.
Stronger effects are noted for luxury items and purchases that are socially visible.

Major Reference Groups

Include family, friends, social class, subcultures, one's own culture, and others' cultures.

Types of Reference Groups

Aspirational: Groups individuals aspire to join, adopting their attitudes and behaviors.
Membership: Groups individuals belong to and share norms and values.
Avoidance: Groups individuals reject, adopting attitudes opposing those of the group.
Normative: Groups that influence norms, attitudes, and values through direct interaction (e.g., parents, friends).
Comparative: Groups individuals compare themselves to, such as celebrities and heroes.

Reference Group Influence

Informational influence: Individuals accept information from reference groups to enhance knowledge or cope with the environment.
Utilitarian influence: Individuals comply with group expectations to obtain rewards or avoid punishments.
Value-expressive influence: Influence stems from a desire to enhance self-concept or a liking for the group.

Deindividuation

Occurs when individual identities are submerged in a group, leading to loss of self-awareness and evaluation apprehension.
Examples include binge drinking or aggressive behaviors in group settings.

Brand Community

A group of consumers who share social relationships based on interest or usage of a product.

Consumer Tribe

A collective of individuals who share a lifestyle and identify with one another through shared allegiance to activities or products.

Word-of-Mouth Communication

Refers to product information shared between individuals, often perceived as more trustworthy than traditional marketing.

Conditions for Powerful Word of Mouth

Most effective when products are new, complex, or when consumers are inexperienced.

Negative Word-of-Mouth and Rumors

Consumers give greater weight to negative information than to positive, affecting perception and trust.

Transfer of Information

Assimilation: Distortions occur as information is modified to align with existing beliefs.
Leveling: Simplification results in omitting details.
Sharpening: Highlights prominent details for emphasis.

Virtual Communities

Online groups formed around shared interest in specific consumption activities found across social media, blogs, and forums; used by marketers for promotions.

Viral Marketing

Strategy leveraging consumers to promote a product, often combining word-of-mouth with digital platforms.
Example: Creating incentives for customers who refer others, like promotional rides with Uber.

Pros and Cons of Viral Marketing

Pros: Low cost, targeted outreach.
Cons: Difficult to achieve, potential risks to brand reputation, possible loss of customer trust.

Opinion Leader Definition

Individuals who can frequently influence others' attitudes or behaviors, characterized by personality traits, persuasive capabilities, and motivation.

Characteristics of Opinion Leaders

Personality: Innovative, confident, and sociable.
Persuasive: Credible and knowledgeable, often social and interconnected.
Motivated: Driven by interest in products or messages.

Types of Opinion Leaders

Polymorphic: Experts in several fields.
Monomorphic: Experts in one specific field.
Innovative communicators: Early purchasers and influencers.
Opinion seekers: Actively search for information and are involved in product categories.
Market maven: Individuals who spread marketplace information.
Surrogate consumer: Hired advisors for purchase decisions, compensated for their input.

Description

Explore the concept of reference groups through these flashcards, which provide definitions and examples of significant social influences on individual behavior and aspirations. Learn about the relevance of various reference groups such as family, friends, and social class to decision-making and purchases.