小组影响与观点领导.pptVIP

11-* Chapter 11 Group Influence and Opinion Leadership CONSUMER BEHAVIOR Fourth Edition Michael R. Solomon Reference Groups A Reference Group is an Actual or Imaginary Individual or Group Conceived of Having Significant Relevance Upon an Individual’s Evaluations, Aspirations, or Behavior. Reference Groups Influence Consumers in Three Ways: Informational Value-Expressive Utilitarian Influence and Types of Reference Groups Normative Influence Reference group helps to set and enforce fundamental standards of conduct. (i.e. family) Comparative Influence Reference group affects decisions about spe