臺大消費者行為cb13groupinfluence(編輯修改稿)
2025-03-25 15:26 本頁面
【文章內(nèi)容簡介】 ? 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 consum ptionPrivate PublicNecessit y MattressWater hea terToilet pap erDeodo rantComputerClothingWatchesAutomo bileSho esLap topLuxury Bod y massagerElectric blan ketSpaStereo equip mentPho tograp hyJewelrySpo rts c arInfluence on brand choice Product usage influence Low High High Low 14 Pushing Normative Influence on Consumers ? Create influence through advertising ? Create anizations with agenda ? Create through association ? Techniques to increase pliance ? footinthedoor ? doorintheface 15 Special Sources of Influence ? Opinion leaders ? characteristics ? influence likely to occur when: ? An individual has limited knowledge ? A person cannot evaluate options ? The consumer does not trust advertising or other sources of information ? Other information sources have low credibility with the consumer ? The individual has a high need for social approval ? Strong social ties exist between sender and receiver ? The product is plex ? The product is difficult to test against objective criterion ? The product is highly visible to others 16 Special Sources of Influence ? Market mavens ? knowledge
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