groupandpersonalinfluence英文-文庫吧資料
2025-03-03 00:48本頁面
【正文】 sociation 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 selfconcept in their interactions with group members People can maintain selfconcept by conforming to learned roles Testimonial advertising is effective when the self projected in the ad is consistent with the idealized self of the target consumer 10 How Reference Groups Influence Individuals: Social Comparison Social parison: individuals often assess themselves by paring themselves to others
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