11-1

11-1

Chapter
Chapter 11
11
Group Influence and
Opinion Leadership
 11-2
11-2

Aschs
Aschs Classic
Classic Conformity
Conformity
Study
Study

Test Line A B C

Which line equals the test line?

 11-3
11-3

Drivers
Drivers of
of Group
Group
Dynamics
Dynamics
Conformity (Aschs Conformity
Study)
Authority (Milgrams Study About
Pain)
Reference
Reference
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11-4

Groups
Groups
A Reference Group is an Actual or Imaginary
Individual or Group Conceived of Having Significant
Relevance Upon an Individuals Evaluations,
Aspirations, or Behavior.
Reference Groups Influence Consumers in Three
Ways:

Informational
Informational Value-Expressive
Value-Expressive

Utilitarian
Utilitarian
Influence
Influence and and Types
Types
11-5
11-5

of
of
Reference
Reference Groups
Groups
Normative Influence
The social power of reward and punishment that produces
behavioral compliance but may not produce any private
acceptance of the position advocated.
Comparative Influence
The group does not attempt to set, or enforce, rules for
your behavior, but only serves as a standard you choose
for comparison.
Formal Versus Informal Groups
Small, informal groups are more common and important
to us because of their high Normative Influence.
Larger, formal groups tend to be higher in Comparative
Influence.
Membership
Membership Versus
Versus
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11-6

Aspirational
Aspirational
Reference
Reference Groups
Groups
The Likelihood That People Will Become Part of a
Consumers Identificational Reference Group is
Affected By:

Mere
Mere Group
Group
Propinquity
Propinquity Exposure Cohesiveness
Exposure Cohesiveness
When
When Reference
Reference Groups
Groups
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11-7

Are
Are
Important
Important
The
The Power
Power of
of Reference
Reference
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11-8

Groups
Groups
Coercive
Coercive Social
Social
Power
Power Power
Power

Reward
Reward Referent
Types of Referent
Power
Power Power
Reference Power
Group
Power
Expert
Expert Information
Information
Power
Power Power
Power
Legitimate
Legitimate
Power
Power
Conformi
Conformi
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11-9

ty
ty
Conformity Refers to a Change in Beliefs or Actions
as a Reaction to Real or Imagined Group Pressure.
Norms Refer to Informal Rules That Governs
Behavior
Types
Types of
of Social
Social Influence
Influence

Normative
Normative Informational
Informational
Person
PersonConforms
ConformstotoMeet
Meet Conformity
ConformityThat
ThatOccurs
OccursBecause
Because
the
theExpectations
Expectationsofofaa the
theGroups
GroupsBehavior
Behavioris
isTaken
Taken
Person
Personor
orGroup.
Group. as
asEvidence
EvidenceAbout
AboutReality.
Reality.
Factors
Factors Affecting
Affecting the
the
11-10
11-10

Likelihood
Likelihood
of
of Conformity
Conformity
Cultural
Cultural Pressures
Pressures

Fear
Fear of
of Deviance
Deviance

Commitment
Commitment

Group
Group Dynamics
Dynamics

Susceptibility
Susceptibility to
to
Interpersonal
Interpersonal Influences
Influences
Social
Social Comparison
Comparison
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11-11

Theory
Theory
Three fundamental propositions:
people have a drive to evaluate their
opinions and abilities
in the absence of objective bases for
comparison, this need can be satisfied by
social comparison with other people
such social comparisons will, when
possible, be made with similar others.
Social
Social
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11-12

Comparison
Comparison
Social Comparison Theory asserts that we
look to the behavior of others to provide a
yardstick about reality as a way to increase
the stability of ones self-evaluation.
Consumers are selective about whom they
use for benchmarks.
In general, people tend to choose a Co-
Oriented Peer,
Peer or a person of equivalent
standing when performing social
comparisons.
Compliance
Compliance and and
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11-13

Obedience
Obedience
The Way a Request for Compliance is Phrased or
Structured Can Make a Difference in Acceptance.

Foot-in-the-Door
Foot-in-the-Door Make
MakeaaSmall
SmallRequest
RequestFirst,
First,Then
Then
Make a Larger One Later.
Make a Larger One Later.

Low-Ball
Low-Ball Technique
Technique Person
PersonisisAsked
Askedfor
foraaSmall
SmallFavor
Favor
That Turns Out to Be Costly.
That Turns Out to Be Costly.

Door-in-the-Face
Door-in-the-Face Make
MakeananExtreme
ExtremeRequest
RequestFirst,
First,
Then
Then a Reasonable RequestLater.
a Reasonable Request Later.
 11-14
11-14

Selling,
Selling, Buying,
Buying, and and
Giving
Giving
Automatic Responding
Social behavior is learned according to principles
of social learning theory.
Much of what is learned involves informal rules of
social exchange.
We over-learn to such a degree that it becomes
automatic.
Marketers take advantage of this over-learning to
produce immediate compliance, rather than
thoughtful consideration of the requests that are
being made.
 11-15
11-15

Six
Six Weapons
Weapons of of
Influence
Influence
Reciprocation
free sample - we believe that exchanges are
equitable if each persons outcomes are
proportional to his or her inputs. We restore equity
by giving away enough of our own assets to make
the situation fair. Ex: Hare Krishna Society.
Authority
Milgrams study on pain.
Liking
we comply more readily with those who like us than
with those who do not. Ex: salesperson saying the
suit looks nice on you.
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11-16

Six
Six Weapons
Weapons of of
Influence
Influence
Consistency
get you to make a public commitment to
attitudes, it will be simpler to sell you a product
consistent with that commitment
Social Proof
large numbers of people cannot be wrong!
Scarcity
your last opportunity to buy before being
discontinued.
Group
Group Effects
Effects on
on Individual
Individual
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11-17

Behavior
Behavior
Deindividu-
Deindividu- Decision
Decision
alism
alism Polarization
Polarization

Social
Social Group Shopping
Shopping
Group
Loafing
Loafing Effects Behavior
Behavior
Effects

Risky
Risky Bandwagon
Bandwagon
Shift
Shift Effect
Effect
Resistance
Resistance to
to
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11-18

Influence
Influence
Anticomformity Independence
Defiance of the Deep-Seated Need
Group is the to Preserve
Object of Behavior Freedom of
Vs. Choice

Reactance
People try to
Overcome a Loss
of Freedom
Word-of-Mouth
Word-of-Mouth
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11-19

Communication
Communication
Much Information About Products and Services is
Actually Conveyed by Individuals on an Informal
Basis called Word-of-Mouth Communication (WOM).
(WOM)
Factors That Encourage WOM Are:

Person
Person is
is Highly
Highly Involved
Involved With
With the
the Product
Product

Person
Person is
is Highly
Highly Knowledgeable
Knowledgeable About
About the
the Product
Product

Person
Person Has
Has aa Genuine
Genuine Concern
Concern for
for Someone
Someone Else
Else

Person
Person May
May be
be Uncertain
Uncertain About
About aa Recent
Recent Purchase
Purchase
 11-20
11-20

The
The Dominance
Dominance of of
WOM
WOM
Guerilla Marketing
Viral Marketing
Negative
Negative Word-of-
Word-of-
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11-21

Mouth
Mouth
Negative Word-of-Mouth:
Is weighted more heavily by consumers than
positive comments.
Has been shown to reduce the credibility of a
firms advertising.
May influence consumers attitudes toward a
product as well as their intention to buy it.

Rumors are the chief form of negative WOM.

Rumors often result in Boycotts of products,
companies, or services.
Opinion
Opinion
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11-22

Leaders
Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Are Often Among Are Technically
the First to Buy Competent and
New Products Have Expert
Power

Opinion
Opinion
Are Similar to Leaders Have
HavePrescreened,
Prescreened,
the Consumer in Leaders Evaluated,
Evaluated,and
and
Values and Synthesized
Synthesized
Beliefs Product
ProductInformation
Information
Are Socially
Active in
Their Community
Extent
Extent of
of An
An Opinion
Opinion
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11-23

Leaders
Leaders
Influence
Influence
Very few people are Generalized Opinion
Leaders,
Leaders someone whose recommendations
are sought for all types of purchases.
More likely, opinion leaders are either:
Monomorphic,
Monomorphic or an expert in a limited field.
Polymorphic,
Polymorphic or an expert in several fields.
Even opinion leaders who are Polymorphic,
Polymorphic
tend to concentrate on one broad domain,
such as electronics or fashion.
Characteristics
Characteristics of
of
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11-24

Opinion
Opinion
Leaders
Leaders
Are
AreOpinion
Opinion Innovators
Innovators
Seekers
Seekers
Key
Key
Characteristics
Characteristics
of
of
Opinion
Opinion
Leaders
Leaders

Innovative Market
Market
Innovative
Communicators Maven
Maven
Communicators
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11-25

Opinion
Opinion Leadership
Leadership
Scale
Scale
Identifying
Identifying Opinion
11-26

Opinion
11-26

Leaders
Leaders
Self-Designating
Self-Designating Method
Method
 11-27
11-27

Identifying
Identifying Opinion
Opinion
Leaders
Leaders
Sociometric Method
Referral Behavior
Network Analysis
Referral Network
Tie Strength
Bridging Function