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Chapter 13 CONCEPT Discussion
Consumer Behavior [MKTG. 301] Chapter 13 CONCEPT Discussion Chapter 13: Concepts/Topics (A) TYPE OF GROUP Primary vs. Secondary Formal vs. Informal Aspirational vs. Dissociative Physical vs. Virtual (B) INFLUENCE TYPE Normative Value-Expressive Informational (C) INFLUENCE METHOD Socialization (experience) Self-Concept ((identity) Social-Compare (status) Conformity (acceptance) (D) BRAND DATA & SPONSORSHIP [see Table 13.1] (E) SOCIAL “WOM” PATTERNS Hedonic vs. Functional 2-Step vs. Multi-Step [see Table 13.2]
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