Influences
occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction.
What is Normative Influence?
the last group of people to buy a new innovation, relatively dogmatic and oriented toward the past
What are laggards?
this term refers to sharing information, opinions, or recommendations with others.
what is word of mouth ?
individuals are likley to conform to a groups opinion even when the groups opinion is wrong
What is Asch phenomenom?
Any idea, practice, or product that is perceived to be new by the relevant individual or group.
What is Innovation?
when indviduals have internalized the group's values and norms
What is Identification influence?
the manner in which innovations spread throughout a market, might be a slow growth or rapid growth
What is the diffusion process?
Using high-profile entertainment or news to get people to talk about your brand, product, or service
What is "Buzz Marketing"?
An example of these would be who you work with or have work relations with
What are secondary groups?
groups of people that an individual does NOT want to be associated with
What is a dissociative reference group?
occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information
What is informational influence?
this group on the graph has a larger percentage and are typically cautious about innovations, they are socially active but seldom leaders, somewhat older in age and less socially mobile than the group that comes before this...
What is early majority?
marketing with limited budget and using non-conventional and often times odd communication strategies
what is guerrilla marketing?
non-geographically bound community based on a structured set of social relationships among owners of a brand and the psychological owners of relationship they have with the brand itself.
what is a brand community?
a group of people that someone would like to be like or associate with, even though they are not currently a member of that group
What is an aspiration reference group?
an example of this type of influence is peer pressure, giving in to do something because everyone else is doing it and there is fear of rejection
What is normative influence?
risk takers, capable of absorbing the financial and social costs of adopting an unsuccessful product, tend to be younger, highly educated, and way more socially mobile than their peers
What are innovators?
often called "seeding" getting potential consumers to experience the product through a smaller size, often times for free!
What is product sampling?
Web-based service that allows individuals to construct a public or semi-public profile within a bounded system.
What is a social network site?
People with experience in certain areas are respected by consumers, who often ask their opinions before they buy products.
What are Opinion Leaders?
this type of influence has an example like when someone internalizes or accepts a belief or behavior and agree publicly and privately on a social stance from a famous celebrity
What is Identification influence?
this group tends to be opinion leaders in local reference groups, usually successful and well educated, willing to take calculated risk on an innovation but are concerned with failure
Who are early adopters?
involves individuals sharing information with others in verbal for, face-to-face, phone call, text message, social media, etc.
What is WOM or word of mouth communication?
Characterized by conciousness of kind, shared by rituals, traditions, and a sense of moral responsibilities
What is a community?
Individuals who participate in a market that have a great deal of knowledge and connections (special types of opinion leaders who enjoy initiating discussions about their favorite brands, products,services)
What are Market Mavens?