reference groups and marketing strategy
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-admirational strategies: concentrate on highly visible, widely admired
figures (athletes or performers). Link these people to endorse products
-Membership strategies: focus on "ordinary" people whose consumption
provides informational social influence (e.g., college student in ad)
-Avoidance strategies: focus on undesirable people using competitor's
product
life-cycle effects on buying
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, FLC model categories show marked differences in consumption patterns
Young bachelors and newlyweds are most likely to exercise, go to
bars/concerts/movies
Those in early 20s: apparel, electronics, gas
Families with young children: health foods
Single parents/older children: junk foods
Newlyweds: appliances (e.g., toaster ovens)
Older couples/bachelors: home maintenance services
Reference groups
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person or group of people that significantly influences an individual's
behavior. can provide "norms" and values. part of the:
consumer socialization process: process by which young people acquire
skills, knowledge, and attitudes relevant to becoming Consumers in the
market place.
1. Primary groups: groups with whom we have face-to-face interaction.
direct contact. family, friends, contacts, no choice with these references
2. Secondary groups: no direct contact (e.g. celebrities, influencers) don't
have as much influence on us because we don't have direct contact but we
have a choice in these secondary groups
3 Types Of Reference Groups:
1. Aspiration groups: groups that we admire and desire to be like. marketers
use spokespeople that represent this group and associate products with
the aspiration group if marketers know consumer's aspiration groups.
2. Identity/Associative groups: groups to which we currently belong (ex.
ncsu students id with athletes wearing our ncsu merch)
3. Dissociative groups: groups we do not want to emulate. (ex. good for
social marketing campaigns like non-smoking ads)
these groups change over time but they have always been with us
expressiveness function
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we buy products to say something about our uniqueness - to define the
self (ex. clothes, music we listen to, home decor)
Compliance tactic: liking
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more compliance with liked requestors. halo effect, more attractive
Determinants of liking:
-physical attractiveness
-similarity
-contact and cooperation
-associations (school shirt)
Non-marketer-dominated source
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influence delivered from an entity outside a marketing organization, for
example, via personally, friends, family, WOM, and casual encounters. (ex.
via mass media include news items, movie reviews, internet sites.
Trends in U.S household structure
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, Delayed marriage (men 27, women 25)
Cohabitation
Dual-career families
Divorce
Smaller families
Same-sex couples
Compliance tactic: "social proof"
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We comply more with perceived authority figures.
-Authority cues = rank, title, clothing, etc.
- "Expert" product endorsers
We determine what is correct in part by finding out what others think is
correct (e.g., Asch study
-Fastest-growing" / "best-selling"
-laugh tracks
Compliance tactic: consistency
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General drive to maintain cognitive consistency. Influence increases with
publicity of commitment
-Behavior-modification techniques
-Trick to quit smoking, tell everyone, embarrassing to seem inconsistent if
you don't quit
Influence increases with effort of commitment
-Hazing, induction rituals
Give this one a try later!
-admirational strategies: concentrate on highly visible, widely admired
figures (athletes or performers). Link these people to endorse products
-Membership strategies: focus on "ordinary" people whose consumption
provides informational social influence (e.g., college student in ad)
-Avoidance strategies: focus on undesirable people using competitor's
product
life-cycle effects on buying
Give this one a try later!
, FLC model categories show marked differences in consumption patterns
Young bachelors and newlyweds are most likely to exercise, go to
bars/concerts/movies
Those in early 20s: apparel, electronics, gas
Families with young children: health foods
Single parents/older children: junk foods
Newlyweds: appliances (e.g., toaster ovens)
Older couples/bachelors: home maintenance services
Reference groups
Give this one a try later!
person or group of people that significantly influences an individual's
behavior. can provide "norms" and values. part of the:
consumer socialization process: process by which young people acquire
skills, knowledge, and attitudes relevant to becoming Consumers in the
market place.
1. Primary groups: groups with whom we have face-to-face interaction.
direct contact. family, friends, contacts, no choice with these references
2. Secondary groups: no direct contact (e.g. celebrities, influencers) don't
have as much influence on us because we don't have direct contact but we
have a choice in these secondary groups
3 Types Of Reference Groups:
1. Aspiration groups: groups that we admire and desire to be like. marketers
use spokespeople that represent this group and associate products with
the aspiration group if marketers know consumer's aspiration groups.
2. Identity/Associative groups: groups to which we currently belong (ex.
ncsu students id with athletes wearing our ncsu merch)
3. Dissociative groups: groups we do not want to emulate. (ex. good for
social marketing campaigns like non-smoking ads)
these groups change over time but they have always been with us
expressiveness function
,Give this one a try later!
we buy products to say something about our uniqueness - to define the
self (ex. clothes, music we listen to, home decor)
Compliance tactic: liking
Give this one a try later!
more compliance with liked requestors. halo effect, more attractive
Determinants of liking:
-physical attractiveness
-similarity
-contact and cooperation
-associations (school shirt)
Non-marketer-dominated source
Give this one a try later!
influence delivered from an entity outside a marketing organization, for
example, via personally, friends, family, WOM, and casual encounters. (ex.
via mass media include news items, movie reviews, internet sites.
Trends in U.S household structure
Give this one a try later!
, Delayed marriage (men 27, women 25)
Cohabitation
Dual-career families
Divorce
Smaller families
Same-sex couples
Compliance tactic: "social proof"
Give this one a try later!
We comply more with perceived authority figures.
-Authority cues = rank, title, clothing, etc.
- "Expert" product endorsers
We determine what is correct in part by finding out what others think is
correct (e.g., Asch study
-Fastest-growing" / "best-selling"
-laugh tracks
Compliance tactic: consistency
Give this one a try later!
General drive to maintain cognitive consistency. Influence increases with
publicity of commitment
-Behavior-modification techniques
-Trick to quit smoking, tell everyone, embarrassing to seem inconsistent if
you don't quit
Influence increases with effort of commitment
-Hazing, induction rituals
