groupandpersonalinfluence英文(編輯修改稿)
2025-03-17 00:48 本頁面
【文章內容簡介】 Consumers often use reference groups as benchmarks to measure their own behaviors, opinions, abilities, and possessions Advertising or television can be sources of social parison 11 How Reference Groups Influence Individuals: Conformity Conformity: a change in beliefs or actions based on real or perceived group pressures Compliance: when an individual conforms to the wishes of the group without accepting all its beliefs or behaviors Acceptance: when an individual actually changes his or her beliefs and values to those of the group 12 Strength of Influence STRENGTH OF REFERENCE GROUP INFLUENCE PRODUCT CHARACTERISTICS ? public vs. private use ? significance of the product to the group ? degree of plexity CONSUMER CHARACTERISTICS ? desire to belong ? need for social acceptance GROUP CHARACTERISTICS ? cohesiveness ? size ? expertise on topics 13 Reference Group Influence on Product and Brand Purchase Decisions ProducttypePlace of consumptionPrivate PublicNecessity MattressWater heaterToilet paperDeodora ntComputerClothingWatchesAutomobileShoesLaptopLuxury Body massagerElectric blanketSpaStereo eq uipmentP
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