《消费者行为学1208》-(课件).pptVIP

圈子 即有相同爱好、兴趣或者为了某个特定目的而联系在一起的人群，实际上就是物以类聚，人以群分。 所谓：谈笑有鸿儒，往来无白丁 比如： 汽车发烧友可以加入“汽车圈子”， 数码产品发烧友可以加入“数码圈子”， 甚至喜欢喝酒的人都可以加入“品酒的圈子”等等。 因为红酒，有了“小资”圈子 因为宠物，有了“融洽”圈子 事实上，很多圈子的形成是通过人们之间的社会行为特征自然形成的，如“社交圈子”，“IT圈子”，“演艺圈子”等。 而这种圈子的划分，实际上就是对人群进行了一次分类划分，即分众的模式。 从营销角度来讲，这样就极易形成一个定向准确的广告投放受众人群，更易实现营销效果。 同时，圈子对圈子内的个体具有很大的影响力。 因为鸟鸣,有了“闲散”圈子 Chapter 11Group Influence and Opinion Leadership参考群体和意见领袖 Chapter Objectives When you finish this chapter you should understand why: Others, especially those who possess some kind of social power, often influence us. We seek out others who share our interests in products or services. We are motivated to buy or use products in order to be consistent with what other people do. The things that other consumers tell us about products (good and bad) are often more influential than the advertising we see. Chapter Objectives (cont.) Online technologies are accelerating the impact of word-of-mouth communication. Social networking is changing the way companies and consumers interact. Certain people are particularly likely to influence others’ product choices. Reference Groups Reference group: an actual or imaginary individual/group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior 与个人的评价、追求或行为有重大相关性的真实的或虚构的个人或群体。 Influences consumers in three ways: 信息——Informational 功利——Utilitarian 价值表达——Value-expressive 参考群体的三种影响形式 Reference Group Influences Reference group influences stronger for purchases that are: Luxuries rather than necessities Socially conspicuous/visible to others（社会显著性或他人可见性） Figure 11.1 When Reference Groups Are Important Social power: capacity to alter the actions of others（改变他人行为的能力） Types of social power: Referent power 参照对象的力量 Information power 信息的力量 Legitimate power 合法的力量 Expert power 专家的力量 Reward power 奖赏的力量 Coercive power 强制的力量 Discussion 请从你自己的角度来给下列社会力量举例 Referent power Information power Legitimate power Expert power Reward power Coercive power Types of Reference Groups Any externa