消費(fèi)者行為與心理復(fù)習(xí)大綱(已修改)
2024-10-28 13:26 本頁面
【正文】 Chapter 10 Reference Groups amp。 Family Influences Reference Group A person or group that serves as a point of parison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior. Types of Groups Uncategorized Membership Attraction Contact Purchasers Frequent (primary associative) Limited (secondary associative) Frequent (primary dissociative) Limited (secondary dissociative) Desired (aspiration) Avoided (dissociative) Positive (associative) Negative (dissociative) Positive (aspiration) Negative (dissociative) Yes (membership) No (nonmembership) Positive Influences on Conformity Group Characteristics ? Attractiveness ? Expertise ? Credibility ? Past Success ? Clarity of Group Goals Personal Characteristics ? Tendency to Conform ? Need for Affiliation ? Need to be Liked ? Desire for Control ? Fear of Negative Evaluation Three Types of Group Influence ? Informational influence ? Normative influence ? Identification influence Consumption Situations and Reference Group Influences Informational A friend mentions that Brooks Brothers has a good selection of suits. At several friends’ home, Maxwell House coffee is served. The best skier in the group uses TRAK skis. Needing a new suit, Tim visits a Brooks Brothers store. Tim decides to give Maxwell House a try. Tim buys a set of TRAK skis. Situation Behavioral response Type of influence Consumption Situations and Reference Group Influences Normative Two neighbors joke about Tim’s car being dirty. Tim notices that his friends buy premium beers though he can’t taste the difference. An ad stresses that “Even your friends won’t tell you” if you have bad breath — they will just ignore you. Tim washes and waxes his car. For parties, but not for home use, Tim buys premium beers. Tim buys the remended mouthwash. Situation Behavioral response Type of influence Consumption Situations and Reference Group Influences Identification Over time, Tim notices that successful executives dress conservatively. Tim sees an ad showing “smart young people on the way up” serving Redondo. Many of Tim’s friends regularly consume health foods. Tim believes that a conservative image is appropriate for executives and develops a conservative wardrobe. Tim begins to serve Redondo. Tim decides that health foods are good for you and begins to consume them regularly. Situation Behavioral response Type of influence Three Types of Group Influence 73 Normative influence Informational influence Identification influence Conformity High Neutral Low High Neutral Low High Neutral Low Degree of reward or sanction from group Importance of information provided by group Degree to which group attitudes/values guide individual attitudes/values Factors That Affect Reference Group Influence ? Information and experience ? Credibility, attractiveness, and power of the reference group ? Conspicuousness of the product Degree Needed Necessity Nonnecessity Consumption Visible Strong reference group influence on brand Private Weak reference group influence on brand Weak reference group influence on product Public necessities Influence: Weak product and strong brand Examples: Wristwatch, Bicycle Private necessities Influence: Weak product and brand Examples: Mattress, Refrigerator Strong reference group influence on product Public luxuries Influence: Strong product and brand Examples: Snow skis, Health club Private luxuries Influence: Strong product and weak brand Examples: Hot tubs, Home entertainment center Two Consumption Situation Characteristics and Product/Brand Choice 75 Family Two or more persons related by blood, marriage, or adoption who reside together. Household All the people who live
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號(hào)-1