RSM225H1 Lecture Notes - Social Comparison Theory, Group Polarization, Guerrilla Marketing

• School: UTSG
• Department: Rotman Commerce
• Course: RSM225H1
• Professor: Malcolm Mac Kinnon

Document Summary

Reference group: actual/imaginary individual conceived of as having significant relevance upon an individual"s evaluation or behavior. Normative influence: reference group helps to set/enforce fundamental standards of conduct. Comparative influence: decisions about specific brands are affected. Brand community: a set of consumers who share a set of social relationships based on usage or interest in a product (usually don"t live near each other and meet only for brief periods at organized events: harley davidson). Often serve as brand missionaries by carrying its marketing message to others. Consumer tribe: similar to above, as it refers to a group of people who share a lifestyle and who can identify with each other because of a shared allegiance to an activity or a product. Aspirational reference group: comprise idealized figures (athletes, superstars) *the motivation to distance ourselves from a negative reference group can be as or more powerful than the desire to please a positive group.