consumer behaviour - group influence

Pregunta	Respuesta
influences on consumer behaviour	marketing mix influences sociocultural influences situational influences persona/psychological influences
influences	informational influence: information provided by others utilitarian influence: willingness to accept other opinion value-expressive influence: use choice to express values consistent with group
reference group influences	public necessities public luxuries private necessities private luxuries
Public necessities	strong reference group influence on brand selected weak reference group influence on product purchase
public luxuries	strong reference group influence on brand selected strong reference group influence on product purchase
private necessities	weak reference group influence on brand selected weak reference group influence on product purchase
private luxuries	weak reference group influence on brand selected strong reference group influence on product purchase
power of reference groups	referent power information power legitimate power expert power reward power coercive power
conformity	change in beliefs/actions in reaction to group pressure

Resumen del Recurso

	Creado por Tim Lutjens hace casi 9 años