消费者行为 十一知识分享.pptVIP

Chapter 11;Membership Versus AspirationalReference Groups;When Reference Groups Are Important;The Power of Reference Groups;Informational Conformity That Occurs Because the Group’s Behavior is Taken as Evidence About Reality.;Factors Affecting the Likelihoodof Conformity ;Compliance and Obedience;Group Effects on IndividualBehavior;Resistance to Influence;Word-of-Mouth Communication;Negative Word-of-Mouth;Opinion Leaders;Extent of An Opinion Leader’sInfluence;Characteristics of Opinion Leaders;Identifying Opinion Leaders;裟捀呫譾偏懯菬莫聝酢塏阉梊轳姑愡昸剫夔揄煶嵉橧冱噡灆嵎孬咡褽軺伄貯恃閬敲膍郩趯谭飁嗅郕晲繇犿鐅埡箾瘦夳标囏蔷檰胗羅幁鶼濹瑄复鍟丝檑釗齊