消费者行为学1208.pptxVIP

圈子;;Chapter 11Group Influence and Opinion Leadership参考群体和意见领袖;Chapter Objectives;Chapter Objectives (cont.);Reference Groups;参考群体的三种影响形式;Reference Group Influences;;When Reference Groups Are Important;Discussion;Types of Reference Groups;Brand Communities （品牌社区）and Consumer Tribes（消费者部落）;Iphone4 论坛;魅族M8、M9;两种参考群体：Membership versus Aspirational（渴望型） Reference Groups;;;预测哪些人将成为参考群体;Positive versus Negative Reference Groups;;;;Consumers Do It in Groups群体中的消费行为;Consumers Do It in Groups (cont.);Conformity（服从）;Word-of-Mouth Communication口碑沟通;Negative WOM and Power of Rumors负面口碑及谣言的力量;The Tr