Slide hành vi người tiêu dùng chapter9 group influence and opinion leadership

.c om Chapter ng th an co ng Group Influence and Opinion Leadership cu u du o CONSUMER BEHAVIOR, 8e Michael Solomon CuuDuongThanCong.com https://fb.com/tailieudientucntt Chapter Objectives c om When you finish this chapter you should understand why: ng • Others, especially those who possess some kind of co social power, often influence us th products or services an • We seek out others who share our interests in ng • We are motivated to buy or use products in order to du o be consistent with what other people u • The things that other consumers tell us about cu products (good and bad) are often more influential than the advertising we see Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Chapter Objectives (cont.) c om • Online technologies are accelerating the impact of word-of-mouth communication and consumers interact co ng • Social networking is changing the way companies th an • Certain people are particularly likely to influence cu u du o ng others’ product choices Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Reference Groups c om • Reference group: an actual or imaginary co ng individual/group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior cu u du o ng th an • Influences consumers in three ways: • Informational • Utilitarian • Value-expressive Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Reference Group Influences c om • Reference group influences stronger for purchases cu u du o ng th an co ng that are: • Luxuries rather than necessities • Socially conspicuous/visible to others Hoang Duc Binh, 2008 Figure 11.1 CuuDuongThanCong.com https://fb.com/tailieudientucntt When Reference Groups Are Important co ng c om • Social power: capacity to alter the actions of others • Types of social power: Information power ng th an Referent power Expert power cu u du o Legitimate power Reward power Coercive power Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Discussion u Expert power du o Legitimate power ng Information power th Referent power cu • • • • • • an co ng c om High schools have all types of reference groups, with members representing all types of social power Think back to high school and try to identify people who had the following types of power (consider not only peers but also teachers and administrators) Reward power Coercive power Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Types of Reference Groups co ng Cultural figure an Parents th Large, formal organization ng Small and informal groups • Exert a more powerful influence on individual consumers • A part of our day-to-day lives: normative influence cu u du o • • • • c om Any external influence that provides social clues can be a reference group Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Brand Communities and Consumer Tribes c om • A group of consumers who co ng share a set of social relationships based upon usage or interest in a product an • Brandfests enhance brand ng th loyalty du o • Consumer tribe share emotions, cu u moral beliefs, styles of life, and affiliated product • Tribal marketing: linking a product to the needs of a group as a whole Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Membership versus Aspirational Reference Groups Membership reference groups: people the consumer actually knows co ng • Advertisers use “ordinary people” th • Advertisers use celebrity an Aspirational reference groups: people the consumer doesn’t know but admires cu u du o ng spokespeople  Click to view Quicktime video on use of celebrity athletes in advertising Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Virtual Communities c om • A collection of people who share their love of a ng th an co ng product in online interactions • Multi-user dungeons (MUD) • Rooms (IRC), rings, and lists • Boards • Blogs/blogosphere u du o • Great potential for abuse via untrustworthy members • Amazon.com lawsuit (charging publishers to post cu positive reviews of Web site) Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Virtual Communities cu u du o ng th an co ng c om • Which type of Web surfer are you? Hoang Duc Binh, 2008 Figure 11.3 CuuDuongThanCong.com https://fb.com/tailieudientucntt Guerrilla Marketing c om • Guerilla marketing: promotional strategies that use ng unconventional locations and intensive WOM to push products cu u du o ng th an co • Recruits legions of real consumers for street theater • Hip-hop “mix tapes”/street teams • Brand ambassadors Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Viral Marketing c om • Viral marketing: getting visitors to a Web site to ng forward information on the site to their friends (for product awareness) u du o ng th an co • Creating online content that is entertaining or weird • Example: buzz campaign for Mini Cooper car cu Click photo for Miniusa.com  Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Social Networking and Crowd Power c om • Web sites letting members post information about cu u du o ng th an co ng themselves and make contact with similar others • Share interests, opinions, business contacts  Click photo for Myspace.com Click photo for Facebook.com Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Social Networking and Crowd Power (cont.) c om • Wisdom of crowds perspective: under the right ng circumstances, groups are smarter than the smartest people in them th an co • Some crowd-based Web sites: • CrowdSpirit.com: participants submit ideas for u cu • • du o ng consumer electronics products and the community votes for the best ones Sermo.com: social network for physicians Eventful.com: fans can demand events and performances in their town and spread the word to make them happen Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Opinion Leadership co • They are good information ng others’ attitudes and behaviors c om • Opinion leaders: influence cu u du o ng th an sources because they: • May be experts • Provide unbiased evaluation • Are socially active • Are similar to the consumer • Are among the first to buy Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Reasons to Seek Advice from Opinion Leaders co ng c om • Expertise • Unbiased knowledge power • Highly interconnected in communities (social an standing) cu u du o ng th • Referent power/homophily • Hands-on product experience (absorb risk) Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Opinion Leadership (cont.) c om • Generalize opinion leader versus monomorphic/polymorphic experts ng • Although opinion leaders exist for multiple product th an co categories, expertise tends to overlap across similar categories • It is rare to find a generalized opinion leader u du o ng • Innovative communicators • Opinion seekers • More likely to talk about products with others and cu • solicit others’ opinions Casual interaction prompted by situation Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Perspectives on the Communications Process Hoang Duc Binh, 2008 Figure 11.4 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om The Market Maven ng Market maven: actively involved in transmitting marketplace information of all types co • Just into shopping and aware ng th an what’s happening in the marketplace where to get products cu u du o • Overall knowledge of how and Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt The Surrogate Consumer c om • Surrogate consumer: a marketing intermediary hired ng th an co ng to provide input into purchase decisions • Interior decorators, stockbrokers, professional shoppers, college consultants • Consumer relinquishes control over decisionmaking functions cu u surrogates! du o • Marketers should not overlook influence of Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Finding Opinion Leaders Many ads intend to reach influentials rather than average consumer an co ng • Local opinion leaders are harder to find • Companies try to identify influentials in order to th create WOM “ripple effect” ng • Exploratory studies identify characteristics of cu u du o opinion leaders for promotional strategies Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt The Self-Designating Method c om • Most commonly used technique to identify opinion du o ng th an co ng leaders… • Simply ask individuals whether they consider themselves to be opinion leaders • Method is easy to apply to large group of potential opinion leaders • View with skepticism—inflation or unawareness of own importance/influence cu u • Alternative: key informants identify opinion leaders Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Sociometric Methods c om • Sociometric methods: trace communication patterns among group members co ng • Systematic map of group interactions • Most precise method of identifying product- th an information sources, but is very difficult/expensive to implement cu u du o ng • Network analysis • Referral behavior/network, tie strength • Bridging function, strength of weak ties Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt ... Reference Groups c om • Reference group: an actual or imaginary co ng individual /group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior cu u... Small and informal groups • Exert a more powerful influence on individual consumers • A part of our day-to-day lives: normative influence cu u du o • • • • c om Any external influence that provides... https://fb.com/tailieudientucntt Opinion Leadership co • They are good information ng others’ attitudes and behaviors c om • Opinion leaders: influence cu u du o ng th an sources because they: • May be experts • Provide