消费者行为学第中译.pptxVIP

11群体影响和社会化媒体Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall学习目标 11经过本章的学习，你应该理解： 其他人，特别是那些拥有某种社会权力的人，经常影响我们的购买决策 我们寻找其他与我们对产品或服务的兴趣相投的人 我们被迫购买或使用那些与其他人保持一致的产品 某些人特别喜欢影响别人对产品的选择 其他消费者告诉我们有关产品的情况（好和坏）常常比我们看到的广告更有影响力 网络技术正在加速口碑沟通的影响 社会化媒体正在改变公司和消费者互动的方式Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice HallCopyright ? 2013 Pearson Education, Inc. Publishing as Prentice HallCopyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall参照群体奖赏权专家权 参照权强制权信息权合法权社会力量Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall比较性影响力规范性影响力参照群体影响力Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice HallCopyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall品牌社区Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall渴望型参照群体邻近性单纯曝光参照群体成员凝聚力Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall预测参照群体成员Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall回避群体Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall去个性化服从Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall对异常的恐惧承诺对人际影响的感受性文化压力群体一致性影响服从可能性的因素Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall意见领袖Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall12两步影响力模型意见接受者意见领袖Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice HallCopyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall两步 影响力模型Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall影响网络意见领袖的类型Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall市场 行家Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice HallCopyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall代理消费者Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall如何识别意见领袖OBJECTIVE: Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall网络意见领袖OBJECTIVE: Copyright ? 2013 Pearson Education, Inc. Publishing as Prentice Hall口碑传播高度介入某类产品或活动并