BUS 359 Chapter Notes - Chapter 11: Online Community, Network Effect, Sociometry

• School: Stony Brook University
• Department: Business Management
• Course: BUS 359
• Professor: Paul Connell

Document Summary

Capacity to alter the actions of others, degree to which able to make someone else do something. Referent power admires qualities of person or group and tries to copy referent"s behave. Legitimate power grant power by social agreements (police, soldiers, professors) Info power knows something others would like to know, can influence consumer opinion: uniform yields authority in consumer contexts. Expert power knowledge posessessed about content area. Reward power person in group w/ means to provide positive reinforcement: can be tangible or intangible. Coercive power influence someone b/c of social or physical intimidation. Actual/imaginary individ/group that influences individ"s evals, aspirations, behav. Not likely to take others" preferences into account when choose products that are not complex, low perceived risk, can try before buy. Membership reference group ppl we actually know. Aspirational reference group don"t know the people in the group but admire them.