group influences Flashcards

1
Q

importance of groups

A

others, especially those who possess some kind of social power, often influence us.
motivated to buy or use to be consistent with what other people do

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2
Q

social identity theory

A

each of us have several ‘selves’ that relate to groups. We think of ourselves as ‘I’ and ‘we’

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3
Q

contractual or associative group

A
  • close groups with regular interaction (member)
  • e.g. friends, family, mutual interest
  • you want to be associated with them (positive)
  • sense of belonging
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4
Q

disclaimant group

A
  • belong/belonged to (member) but no longer want to be associated with e.g. fan of a band or social group
  • may belong to but know are stigmatised in some way e.g a diet group but dont want people to know (negative)
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5
Q

aspirational group

A
  • admire or aspires to be like in some way (non-member)
  • admire them for their style (e.g. social influencers), glamour, or lifestyle (e.g. famous actors) or skills (e.g. sports personalities) or knowledge (positive)
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6
Q

avoidance or dissociative groups

A
  • groups we have negative feelings towards and avoid being associated with e.g. football hooligans
  • non-member and negative
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7
Q

Formal

A
  • organisations with a recognised structure
  • likely to have a set of rules and conduct for members
  • e.g. golf clubs
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8
Q

informal

A
  • some sort of commonality or shared interest but no formal connection
  • e.g. neighbours, gardening club
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9
Q

informational group influence

A

where a consumer uses the group to obtain information from opinion leaders and expert groups

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10
Q

utilitarian group influence

A

influenced in their choice of brand by the preference of those they socialise with (e.g. friends, family, work

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11
Q

value-expressive influence

A

someone buys a brand to enhance their image and they admire characteristics of those who use the brand

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12
Q

self-concept

A
  • the beliefs a person holds about his or her attributed and they evaluate these qualities
  • strongly influences consumer behaviour
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