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【正文】 Degree of Influence High Degree of Influence Personal and Group Influence on Individuals 4 Reference Groups ? any person or group of people that significantly influences an individual’ s behavior ? Impact on ? product ownership ? brand choice We work very well together! I will check the Encyclopaedia Britannica while you look through the Statistical Abstracts of the United States! 5 Types of Reference Groups ? Primary ? Secondary ? Formal ? Informal ? Membership ? Aspirational ? Dissociative ? Virtual 6 Types of Group Influence ? Normative: when individuals alter their behaviors or beliefs to meet the expectations of a group ? Valueexpressive: when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors ? Informational: when people have difficulty assessing product or brand characteristics by their own contacts or observations 7 How Reference Groups Influence Individuals ? Socialization ? Selfconcept ? Social Comparison ? Conformity 8 How Reference Groups Influence Individuals: Socialization Socialization: permits an individual to know what behavior is likely to result in stability both for the individual and for the group Manual may tell people how to dress in the workplace Informal groups may tell them what is acceptable and the norm in that particular environment 9 How Reference Groups Influence Individuals: SelfConcept Selfconcept: people protect and modify their selfconce
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