文档介绍:GROUPANDPERSONALINFLUENCEOverviewTypesofReferenceGroupsTypesofGroupInfluenceHowReferenceGroupsInfluenceIndividualsSpecialSourcesofInfluencesWordofMouthYouhavetoownatleasttendirectoriestobeamemberofourgroup!TypesofInfluenceTransmissionofInfluencePersonalandGroupInfluencesonIndividualsIndividualLifestyles,Behaviors,Purchases,roupofpeoplethatsignificantlyinfluencesanindividual’sbehaviorImpactonproductownershipbrandchoiceWeworkverywelltogether!IwillchecktheEncyclopaediaBritannicawhileyoulookthroughtheStatisticalAbstractsoftheUnitedStates!TypesofReferenceGroupsPrimarySecondaryFormalInformalMembershipAspirationalDissociativeVirtualTypesofGroupInfluenceNormative:whenindividualsaltertheirbehaviorsorbeliefstomeettheexpectationsofagroupValue-expressive:eptanceofitsnorms,values,attitudes,orbehaviorsInformational:whenpeoplehavedifficultyassessingproductorbrandcharacteristicsbytheirowncontactsorobservationsHowReferenceGroupsInfluenceIndividualsSocializationSelf-parisonConformityHowReferenceGroupsInfluenceIndividuals:SocializationSocialization:eptableandthenorminthatparticularenvironmentHowReferenceGroupsInfluenceIndividuals:Self-ConceptSelf-concept:peopleprotectandmodifytheirself-conceptintheirinteractionswithgroupmembersPeoplecanmaintainself-conceptbyconformingtolearnedrolesTestimonialadvertisingiseffectivewhentheselfprojectedintheadisconsistentwiththeidealizedselfofthetargetconsumerHowReferenceGroupsInfluenceIndividuals:parison:paringthemselvestoothersConsumersoftenusereferencegroupsasbenchmarkstomeasuretheirownbehaviors,opinions,abilities,parison