台大消费者行为cbgroupinfluence.ppt

GROUP AND PERSONAL INFLUENCE第一页，共二十页。 OverviewTypes of Reference GroupsTypes of Group InfluenceHow Reference Groups Influence IndividualsSpecial Sources of Influences Word of MouthYou have toown at leastten directoriesto be a memberof our group!第二页，共二十页。 Types of Influence Transmissionof InfluencePersonal and Group Influences on IndividualsIndividual Lifestyles, Behaviors, Purchases, and ConsumptionLow Degree of InfluenceHigh Degree of InfluencePersonal and Group Influence on Individuals第三页，共二十页。 Reference Groupsany person or group of people that significantly influences an individual’s behavior Impact on product ownershipbrand choiceWe work very well together! Iwill check the EncyclopaediaBritannica while you look throughthe Statistical Abstracts of theUnited States!第四页，共二十页。 Types of Reference GroupsPrimarySecondaryFormalInformalMembershipAspirationalDissociativeVirtual第五页，共二十页。 Types of Group InfluenceNormative: when individuals alter their behaviors or beliefs to meet the expectations of a groupValue-expressive: when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviorsInformational: when people have difficulty assessing product or brand characteristics by their own contacts or observations第六页，共二十页。 How Reference Groups Influence IndividualsSocializationSelf-conceptSocial ComparisonConformity第七页，共二十页。 How Reference Groups Influence Individuals: SocializationSocialization: permits an individual to know what behavior is likely to result in stability both for the individual and for the groupManual may tell people how to dress in the workplaceInformal groups may tell them what is acceptable and the norm in that particular environment第八页，共二十页。 How Reference Groups Influence Individuals: Self-ConceptSelf-concept: people protect and modify their self-concept in their interactions with group members People can maintain self-concept by conforming to learned rolesTestimonial advertising is effective when the se