Membership versus Aspirational Reference Groups:Positive versus Negative Reference Groups:Large group vs. Small group:Conformity:Word-of-Mouth Communication:Guerrilla Marketing:MKTG 305 1st Edition Lecture 22 Outline of Last Lecture I. Decision RolesII. The Modern FamilyIII. Family Life CycleIV. FLC ModelsV. Life-Cycle Effects on BuyingVI. Sex Roles and Decision-making ResponsibilitiesVII. Children as Decision MakersVIII. Consumer Socialization Outline of Current Lecture I. Membership versus Aspirational Reference GroupsII. Positive versus Negative Reference GroupsIII. Large group vs. Small groupIV. ConformityV. Word-of-Mouth CommunicationVI. Guerrilla MarketingMembership versus Aspirational Reference Groups:Membership reference groups: people the consumer actually knowsAdvertisers use “ordinary people”Aspirational reference groups: people the consumer doesn’t know but admiresAdvertisers use celebrity spokespeoplePositive versus Negative Reference Groups:These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Reference groups may exert either a positive or negative influence on consumption behaviorsAvoidance groups: motivation to distance oneself from other people/groupsAnti-brand communities: coalesce around a celebrity, store, or brand—but in this case they’re united by their disdain for itLarge group vs. Small group:Social loafing:Less likely to devote in a larger group effortDiffusion of responsibility:http://www.youtube.com/watch?v=FOCpOZ4txvshttp://www.youtube.com/watch?v=OSsPfbup0ac&feature=relatedhttp://www.cnn.com/video/data/2.0/video/crime/2013/10/11/newday-pkg-sambolin-philly-beating.cnn.htmlShopping situations:Going alone vs. going alongConformity:Most people tend to follow society’s expectations regarding how to look/actFactors influencing conformity:Cultural pressuresFear of devianceCommitment to group membershipGroup unanimity, size, expertiseSusceptibility to interpersonal influenceWord-of-Mouth Communication:WOM: product information transmitted by individuals to individuals (e.g., referral)More reliable form of marketingSocial pressure to conformInfluences two-thirds of all salesPowerful when we are unfamiliar with product categoryWe weigh negative WOM more heavily than we do positive comments!Negative WOM is easy to spread, especially onlineGuerrilla Marketing:Guerilla marketing:Promotional strategies that use unconventional locations and intensive WOM to push productsRecruits legions of real consumers to draw attention to products or
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