Consumer Behaviour
Unit 8 – Group Influences and Social Media
Groups
People and groups, especially those with social power can influence out decisions
Social power: the capacity to change the actions of others
Sources of Power:
Referent Power
A leader’s ability to inspire and influence others
People enjoy being around them and want to be like them
E.G. Celebrities and those with a lot of charisma
Information Power
The ability to withhold information or divulge information
When the information has been divulged the power is lost
Legitimate Power
Positional authority
Not rational, power comes from the position or role
E.G. Politician
Expert Power
An expert in a field having an opinion that influences a person
Limited area of expertise
E.G. Doctors and Mechanics
Reward Power
The ability to give someone a reward when they listen to your wishes or instructions
E.G. Parents and a Boss
Coercive Power
The ability to influence a decision by offering punishment for an action or decision
Unit 8 – Group Influences and Social Media
Groups
People and groups, especially those with social power can influence out decisions
Social power: the capacity to change the actions of others
Sources of Power:
Referent Power
A leader’s ability to inspire and influence others
People enjoy being around them and want to be like them
E.G. Celebrities and those with a lot of charisma
Information Power
The ability to withhold information or divulge information
When the information has been divulged the power is lost
Legitimate Power
Positional authority
Not rational, power comes from the position or role
E.G. Politician
Expert Power
An expert in a field having an opinion that influences a person
Limited area of expertise
E.G. Doctors and Mechanics
Reward Power
The ability to give someone a reward when they listen to your wishes or instructions
E.G. Parents and a Boss
Coercive Power
The ability to influence a decision by offering punishment for an action or decision
