Term
| Drivers of Groups dynamics: |
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Definition
- Conformity (asch's conformity study)
- Authority (milgram's study about pain)
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Term
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Definition
| an actual or imaginary individual/group conceived of having significant relevance upon an individual's evaluations, aspirations or behavior |
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Term
| reference groups influence consumers in three ways: |
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Definition
- informational (seeks information from others)
- utilitarian (satisfies expectations of others)
- value-expressive (to enhance self-image)
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Term
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Definition
| capacity to alter the actions of others |
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Term
| types of reference groups |
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Definition
- any external influence that provides social clues
- parents
- cultural figure
- a large, formal organization
- small and informal groups
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Term
| the powers of reference groups: |
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Definition
- referent power (quality)
- information power
- legitimate power (granted)
- expert power (knowledge)
- reward power (reinforcement)
- coercive power (threat)
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Term
| negative aspects of groups |
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Definition
- deindividuation
- social loafing
- risky shift
- decision polarization
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Term
| factors influencing conformity |
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Definition
- cultural pressures
- fear of deviance
- commitment to group membership
- group unanimity, size, expertise
- susceptibility to interpersonal influence
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Term
| independence vs anticonformity |
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Definition
"marching to own drummer" (independent)
vs
being aware of what is expected and NOT doing it (anticonformity) |
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Term
Word of Mouth Communication
Factors that encourage WOM: |
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Definition
- high involvement with product (pleasure)
- knowledgeable about product (impressing others)
- genuine concern for others (avoid wasting money)
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Term
| 3 themes to complaint websites |
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Definition
| injustice, identity, agency |
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Term
| cutting edge WOM influences |
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Definition
- social networking
- crowd power
- guerilla marketing
- viral marketing
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Term
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Definition
| a collection of people who share their love of a product in online interactions |
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Term
| reasons to seek advice from opinion leaders |
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Definition
- expertise
- unbiased knowledge power
- highly interconnected in communities (social standing)
- referent power/homophily
- hands-on product experience
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