BU432 Chapter Notes - Chapter 11: Group Cohesiveness, Knowledge Power, Group Polarization
BU432
Chapter 11: Group Influence and Social Media
Reference Groups
• Reference group – an actual or imaginary individual or group conceived of as having significant
releae upo a idiidual’s ealuatios, aspiratios, or ehaiour
• Influence consumers in 3 ways: (1) informational, (2) utilitarian, & (3) value-expressive
Types of Reference Groups
• Reference group does not mean 2+ people, but anyexternal influence that provides social cues
• We feel attracted to people that are similar to ourselves
• The ae-letter effet fids that, other thigs =, e like others ho share our aes or ee
iitials etter tha those ho do’t
• Normative influence – the reference group helps to set and enforce fundamental standards of
conduct
• Comparative influence – decisions about specific brands or activities are affected
Formal vs. Informal Groups
• Large, formal organization that has a recognized structure, complete with a charter, regular
meeting times, and officers or small and informal, such as a group of friends or students living in
a residence
• Easier for marketers to influence formal than informal groups because they are easily identified
and accessible
• Small, informal groups exert a more powerful influence on individual consumers
o Day-to-day involvement & more important = high in normative influence
• Large, formal groups tend to be more product- or activity-specific and this are high in
comparative influence
Brand Communities
• Brand Community- a set of consumers who share a set of social relationships based on usage of
or interest in a product
• Usuall do’t lie ear eah other ad eet ol for rief periods at orgaized eets alled
brandfests hih help oers od ith fello ethusiasts ad stregthe their ID the
product & others who share their passion
• Can form when consumers come together for a particular activity around a brand or when
consumers commiserate about a brand or activity online
Membership vs. Aspirational Reference Groups
• Aspirational reference groups comprise idealized figures, such as successful businesspeople,
athletes, or performers
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• Membership reference groups involve other consumers who belong to the same groups as we
do (friends, family, classmates, teammates)
• Reference group inclusion is affected by:
o Propinquity (physical nearness): distance decreases opportunities for interaction
increase=> relationships; who we get to know and how popular we are
o Mere exposure: > frequency of contact, even unintentional, may help to determine a
perso’s set of loal referets
o Group cohesiveness: the degree to which members of a group are attracted to each
other and value their group membership; smaller groups tend to be more cohesive
Positive vs. Negative Reference Groups
• Dissociative reference groups – groups (or group members) the consumer wants to avoid
association with
Antibrand Communities
• A type of avoidance group
• Coalesce around a celebrity, store, or brand – ut i this ase the’re uited their disdai for
them/it
• Attract social idealists who advocate non-materialistic lifestyles
• Provide a support network to achieve common goals, a means for coping with workplace
frustrations, and a hub for info, activities, and related resources
When Reference Groups Are Important
• 2 dimensions that influence the degree to which reference groups are important are (1) whether
the purchase is to be consumed publicly or privately & (2) whether it is a luxury or a necessity
• Reference groups are more roust for purchases that are (1) luxuries rather than necessities,
since products purchased with discretionary income are subject to individual tastes and
preferences and necessities do not offer this range of choice, & (2) items that are socially
conspicuous or visible to others, since consumers are not swayed as much by the opinions of
others if their purchases will never be observed by anyone but themselves
•
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The Power of Reference Groups
• Social power – the capacity to alter the actions of others
Referent Power
• Copying the behaviours or qualities of an admired individual or group
• Good for marketers because consumers voluntarily change behaviours to please or identify with
a referent
Information Power
• He/she knows something others would like to know
• Ifluee osuer opiio irtue of their assued aess to the truth
Legitimate Power
• Granted by virtue of social agreements (police officers, politicians)
• Uniforms add an aura of legitimacy or authority
Expert Power
• Derived from possessing a specific knowledge or skill
• Experts are assumed to be able to evaluate products in an objective, informed way
Reward Power
• By providing positive reinforcement- a stimulus that increases a behaviour or response – that
entity will have power over a consumer to the extent that this reinforcement is valued or
desired
• Reward may be tangible or intangible
Coercive Power
• Effective ST but does not tend to produce a permanent attitudinal or behavioural change
• Often need surveillance
Conformity
• Conformity- a change in beliefs or actions as a reaction to real or imagined group pressure
• Norms- informal rules that govern behaviour
• Pressure to conform conflicts with the need to be unique
o Try to have it both ways by lining up with a group on one dimension, but differentiating
ourselves on another by choosing a unique attribute
• Within limits, people often approve of others who exhibit nonconforming behaviour (assume
they are more powerful or competent because they can go out on a limb)
o Red sneakers effect
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Document Summary
Chapter 11: group influence and social media: reference group an actual or imaginary individual or group conceived of as having significant rele(cid:448)a(cid:374)(cid:272)e upo(cid:374) a(cid:374) i(cid:374)di(cid:448)idual"s e(cid:448)aluatio(cid:374)s, aspiratio(cid:374)s, or (cid:271)eha(cid:448)iour. Influence consumers in 3 ways: (1) informational, (2) utilitarian, & (3) value-expressive. Large, formal groups tend to be more product- or activity-specific and this are high in comparative influence. Negative reference groups: dissociative reference groups groups (or group members) the consumer wants to avoid association with. The power of reference groups: social power the capacity to alter the actions of others. Referent power: copying the behaviours or qualities of an admired individual or group, good for marketers because consumers voluntarily change behaviours to please or identify with a referent. Information power: he/she knows something others would like to know. I(cid:374)flue(cid:374)(cid:272)e (cid:272)o(cid:374)su(cid:373)er opi(cid:374)io(cid:374) (cid:271)(cid:455) (cid:448)irtue of their (cid:894)assu(cid:373)ed(cid:895) a(cid:272)(cid:272)ess to the (cid:862)truth(cid:863) Legitimate power: granted by virtue of social agreements (police officers, politicians, uniforms add an aura of legitimacy or authority.
