消费者行为学第10版-11(中译版).pptVIP

Market maven—a person who likes to transmit marketplace information of all types. These consumers are not necessarily interested in certain products and they may not necessarily be early purchasers; they’re simply into staying on top of what’s happening in the marketplace. They come closer to the function of a generalized opinion leader because they tend to have a solid overall knowledge of how and where to procure products. They’re also more confident in their own ability to make smart purchase decisions. In addition to everyday consumers who influence others’ purchase decisions, a class of marketing intermediary we call the surrogate consumer often guides what we buy. A surrogate consumer is a person who is hired to provide input into purchase decisions. The surrogate consumer is usually compensated for this involvement. Examples would include interior decorators, stockbrokers, professional shoppers, or college consultants. How do we find Opinion Leaders? Self-Designation- The most commonly used technique to identify opinion leaders is simply to ask individual consumers whether they consider themselves to be opinion leaders. The self-designating method is not as reliable as a more systematic analysis (where we can verify an individual’s self-designation when we ask others if they agree), but the advantage is that we can easily apply it to a large group of potential opinion leaders. Figure 11.3 shows one of the measurement scales researchers use for this kind of self-designation. Sociometric methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions among group members. It is best to apply a sociometric technique in a closed, self-contained social setting, such as in hospitals, in prisons, and on army bases, where members are largely isolated from other social networks.We use sociometric analyses to better understand referral behavior and to locate strengths and weaknesses in