Slide hành vi người tiêu dùng chapter9 group influence and opinion leadership

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Chapter 9

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Group Influence and
Opinion Leadership

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CONSUMER
BEHAVIOR, 8e
Michael Solomon

CuuDuongThanCong.com

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Chapter Objectives

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When you finish this chapter you should understand
why:

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• Others, especially those who possess some kind of

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social power, often influence us.

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products or services.

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• We seek out others who share our interests in

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• We are motivated to buy or use products in order to

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be consistent with what other people do.

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• The things that other consumers tell us about

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products (good and bad) are often more influential
than the advertising we see.
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Chapter Objectives (cont.)

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• Online technologies are accelerating the impact of
word-of-mouth communication.
and consumers interact.

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• Social networking is changing the way companies

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• Certain people are particularly likely to influence

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others’ product choices.

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Reference Groups

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• Reference group: an actual or imaginary

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individual/group conceived of having significant
relevance upon an individual’s evaluations,
aspirations, or behavior

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• Influences consumers in three ways:
• Informational
• Utilitarian
• Value-expressive

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Reference Group Influences

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• Reference group influences stronger for purchases

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that are:
• Luxuries rather than necessities
• Socially conspicuous/visible to others

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Figure 11.1
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When Reference Groups Are Important

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• Social power: capacity to alter the actions of others
• Types of social power:
Information power

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Referent power

Expert power

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Legitimate power

Reward power

Coercive power

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Discussion

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Expert power

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Legitimate power

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Information power

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Referent power

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High schools have all types of reference groups, with
members representing all types of social power.
Think back to high school and try to identify people
who had the following types of power (consider not

only peers but also teachers and administrators).

Reward power
Coercive power

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Types of Reference Groups

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Cultural figure

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Parents

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Large, formal organization

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Small and informal groups
• Exert a more powerful influence on individual

consumers
• A part of our day-to-day lives: normative influence

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•
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Any external influence that provides social clues can
be a reference group

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Brand Communities and Consumer Tribes

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• A group of consumers who

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share a set of social
relationships based upon usage
or interest in a product

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• Brandfests enhance brand

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loyalty

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• Consumer tribe share emotions,

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moral beliefs, styles of life, and
affiliated product
• Tribal marketing: linking a
product to the needs of a
group as a whole
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Membership versus Aspirational
Reference Groups
Membership reference groups: people the
consumer actually knows

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• Advertisers use “ordinary people”

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• Advertisers use celebrity

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Aspirational reference groups: people the
consumer doesn’t know but admires

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spokespeople

 Click to view
Quicktime video on
use of celebrity
athletes in advertising

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Positive versus Negative Reference
Groups

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• Reference groups may exert either a positive or
negative influence on consumption behaviors

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• Avoidance groups: motivation to distance oneself
from other people/groups

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• Marketers show ads with undesirable people using

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competitor’s product

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• Antibrand communities: coalesce around a celebrity,

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store, or brand—but in this case they’re united by

their disdain for it

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Consumers Do It in Groups

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• Deindividuation: individual identities become

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submerged within a group
• Example: binge drinking at college parties

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• Social loafing: people don’t devote as much to a task

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when their contribution is part of a larger group
• Example: we tend to tip less when eating in
groups

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• Risky shift: group members show a greater

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willingness to consider riskier alternatives following
group discussion than if members mad their own
decisions
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Discussion

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• Do you agree that deindividuation encourages binge
drinking on campus?

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• What can or should a college do to discourage this

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behavior?

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Consumers Do It in Groups (cont.)

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Decision polarization: after
group discussion of an
issue, opinions become
more extreme

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Home shopping parties
capitalize on group
pressure to boost sales

• Informational and
normative social influence

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Discussion

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Home shopping parties—such as Tupperware, Avon,
Pampered Chef, Amway, or Botox—are designed to
put pressure on friends and neighbors to buy
merchandise.

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Why or why not?

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• Have you attended these parties? Why or why not?
• Do you believe putting social pressure is ethical?

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women?

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• Why are these parties more common among

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Conformity

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society’s expectations
regarding how to look/act

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• Most people tend to follow

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membership
Group unanimity, size,
expertise
Susceptibility to
interpersonal influence

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• Factors influencing conformity:
• Cultural pressures
• Fear of deviance
• Commitment to group

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Word-of-Mouth Communication

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More reliable form of marketing

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Social pressure to conform

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Influences two-thirds of all sales

We rely upon WOM in later stages of product
adoption

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WOM: product information transmitted by individuals
to individuals

category

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• Powerful when we are unfamiliar with product

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Negative WOM and Power of Rumors

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• We weigh negative WOM more heavily than we do

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positive comments!
• Negative WOM is easy to spread, especially online
• Determined detractors
• Information/rumor distortion

Click photo for
Ihatestarbucks.com

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The Transmission of Misinformation

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Figure 11.2
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Negative WOM and Power of Rumors
(cont.)

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Three basic themes found in Web-based “protest”
communities:

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• Injustice: consumers talk about their repeated
attempts to contact the company only to be ignored.

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• Identity: posters characterize the violator as evil,

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rather than simply wrong.

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• Agency: individual Web site creators try to create a

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collective identity for those who share their anger
with a company.

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Virtual Communities

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• A collection of people who share their love of a

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product in online interactions
• Multi-user dungeons (MUD)
• Rooms (IRC), rings, and lists
• Boards

• Blogs/blogosphere

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• Great potential for abuse via untrustworthy members
• Amazon.com lawsuit (charging publishers to post

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positive reviews of Web site)

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Virtual Communities

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• Which type of Web surfer are you?

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Figure 11.3
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Guerrilla Marketing

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• Guerilla marketing: promotional strategies that use

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unconventional locations and intensive WOM to

push products

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• Recruits legions of real consumers for street theater
• Hip-hop “mix tapes”/street teams
• Brand ambassadors

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Viral Marketing

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• Viral marketing: getting visitors to a Web site to

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forward information on the site to their friends (for
product awareness)

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• Creating online content that is entertaining or weird
• Example: buzz campaign for Mini Cooper car

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Click photo for
Miniusa.com 

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Social Networking and Crowd Power

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• Web sites letting members post information about

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themselves and make contact with similar others
• Share interests, opinions, business contacts

 Click photo for Myspace.com

Click photo for
Facebook.com

Hoang Duc Binh, 2008
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