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Exercise
Meaning of Possessions |
We will watch Russel
Belk's film "The Deep Meaning of Possessions"
made in 1987, which started a revolution in how we view
the study of the field of Consumer Behaviour, and use it
to review the concepts of group influence.
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Reference
Groups
We are motivated by desire to please others
Science shows even rats & cockroaches
prefer familiar things
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Types of Reference Groups
Normative vs Comparative
Formal vs Informal
Membership vs Aspirational
Identificational and deindividuation
Positive vs Negative
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The
Power of Reference Groups
Sadly, people will often do things
in groups that they'd never do alone, think about lynchings
Types
of Power
Referent
Information
Legitimate
Expert
Reward
Coercive
Conformity
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Types of Social Influence
Normative vs Informational
Brought on by
cultural pressures
fear of deviance
commitment
group unanimity
gender influences
susceptibility to interpersonal influence
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Social Comparison
Compliance and Obedience
Tactical Requests - foot-in-door, low-ball, door-in-face
Group Effects - risky shift, diffusion of responsibility,
decision polarization, social loafing
Resistance to
Influence
anti-conformity vs independence
reactance and uniqueness
Word-Of-Mouth
Communication
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Dominance
Word of Mouth is a stronger determinant
of bank patronage than advertising
yet banks pour
millions of dollars into advertising
Why?
Factors Encouraging WOM
involvement
knowledge
concern for someone else
to reduce uncertainty
Negative WOM
Rumours
Boycotts
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Opinion Leadership
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Opinion Leaders
Market Maven
Surrogate Customer
Sociometric Methods
Diffusion of Innovation
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Time for Group Work
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