1. Group Influences
Chapter 9

2. Reference Groups What is a reference group? Group influence
Group types
Primary
Secondary
Brand community
Formal v. informal groups
Aspiration v. dissociative
Conformity
Peer pressure

3. Social Power
Types of power
Referent
Legitimate
Expert
Reward
Coercive

4. Reference Group Influences
Types
Informational
Utilitarian
Value-expressive
Value & Reference groups
Hedonic

5. Influence on Product Selection
Necessity Luxury
Jeans
Sailboat
Toilet paper
Gum
Public
Private

6. Reference Group Influence
What makes people susceptible to group influence?
Attention to social comparison information
Separateness-connectedness
Connected self-schema
Social influence and embarrassment

7. Word-of-mouth Marketing
Characteristics
Organic
Amplified
Cheaper and more influential
Positive & negative word-of-mouth
Consumer expertise
Online capabilities
Social networking

8. Word-of-mouth Marketing
Buzz marketing
Guerilla marketing
Ford Focus
Viral marketing
Cloverfield
The Dark Knight
Stealth marketing
Tactics

11. Word-of-mouth Marketing
Opinion leaders
Characteristics
Market mavens
Surrogate consumers
Rachel on Friends
Diffusion processes

12. Household Decision-Making
Traditional Structure
Family
Nuclear
Extended
Emerging trends
Household life cycle
Boomerang kids
Sandwich generation

13. Household Decision-Making
Purchasing roles
Influencer
Gatekeeper
User
Decision-maker
Purchaser
Sex roles
Power of children
Consumer socialization