参照群与家庭.pptVIP

消费者行为学 Consumer behavior Chapter 14 Reference Groups and Family Reference groups . a group consists of two or more people who interact with each other to accomplish some goal .a reference group involves one or more people used as a basis for comparison or point of reference in forming affective and cognitive responses and performing behaviors Exhibit 14.1-Types of reference Groups Type of Reference Group Key distinctions and characteristics Formalinformal Formal reference groups have a clearly specified structure informal groups do not Primary/secondary Primary reterence groups involve direct, face-to-face interactions; secondary groups do not Members People become formal members of membership reference groups. Aspirational People aspire to join or emulate aspirational reference oups Dissociative People seek to avoid or reject dissociative reference groups. Analyzing reference groups Reference groups are cultural groups in that members share certain common cultural meanIngs Marketers try to determine the content of the shared meanings of various reference groups Reference groups can have both positive and negative effects on consumers Associative reference groups Dissociative reference groups Types of Reference Group Influence People identify and affiliate with particular reference groups for three reasons .To gain useful knowledge .To obtain rewards or avoid punishments To acquire meanings for constructing, modifying, or maintaining their self-concepts Types of Reference Group Influence(cont Informational reference group influence transmits useful information to consumers about themselves, other people or aspects of the physical environment such as products, services and stores *Utilitarian reference group influence occurs when the reference group controls important rewards and punishments Types of Reference Group Influence(cont 4 Value-expressive reference group influence can affect peoples self-concepts All three types of reference group influence can be a