Reference Group Influence Informational influence: Ways in which consumers use the behaviors and attitudes of reference groups as information Utilitarian influence: When consumers conform to group expectations to receive a reward or avoid punishment Value-expressive influence: Ways in which consumers internalize a group’s values
Social Media and Consumer Behavior Social media: Media through which communication occurs Social networks: Networks of consumers that are formed based on common interest, associations, or goals Social networking websites: Facilitate online social networking Social networking helps to fulfill the need to belong Both utilitarian and hedonic value can be derived from social media
Traditional Family Structure and Emerging Trends Family household: At least two people who are related by blood or marriage – Nuclear family – Extended family Emerging trends include: – “Nontraditional” household arrangements – Blended families – Single parent households Boomerang kids Sandwich generation
Household Purchase Roles Influencer - Provides information about a potential purchase to others Gatekeeper - Controls information flow into the household User - Actual user of the product Decision maker - Makes the final decision regarding product purchase Purchaser - Actually buys the product
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