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39 Cards in this Set
- Front
- Back
Reference Group
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An actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior
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Informational Influence
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Purchase decisions are influenced by “expert” advice (i.e. trained professionals, knowledgeable friends)
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Utilitarian Influence
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Purchase decisions are influenced by those in social circle (i.e. family, work associates)
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Value-Expressive Influence
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Purchase decisions are influenced by the social value embedded in product
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Social Power
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The capacity to alter the actions of others
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Referent Power
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When a person admires a person or group and tries to imitate them
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Information Power
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Power from merely possessing valuable information that others do not have access to
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Legitimate Power
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Power that is granted by social agreement (ex: police, soldiers, professors)
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Expert Power
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Power based on possessing specific knowledge about a content area
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Reward Power
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When a person or group has the means to provide positive reinforcement.
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Coercive Power
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The power to influence a person by social or physical intimidation
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Normative Influence
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Helps to set and enforce fundamental standards of conduct
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Comparative Influence
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Affects decisions relating to specific brands or activities
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Formal Group
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Has a recognized structure, regular meeting times, and officers
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Informal Group
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Usually small and configured like a group of friends
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Membership Reference Group
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Ordinary people whose consumption activities provide informational social influence
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Aspirational Reference Group
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High-profile athletes and celebrities used in marketing efforts to promote a product
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Propinquity
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Physical nearness and opportunity for interaction that affects the likelihood of relationships to form
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Mere Exposure
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When we come to like persons or things simply because we see them more often
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Group Cohesiveness
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Refers to the degree to which members of a group are attracted to each other and how much each values their membership in this group
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Antibrand Community
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Group of consumer that shares a common disdain for a celebrity, store, or brand
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Deindividuation
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A process where individual identities become submerged within a group
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Social Loafing
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When we don't devote as much to a task because our contribution is part of a larger group effort
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Risky Shift
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The tendency for group members to show a greater willingness to consider riskier alternatives following group discussion than they would if members made individual decisions with no discussion (aided by diffusion of responsibility)
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Decision Polarization
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Whichever direction group members were leaning before discussion began becomes even more extreme in that direction after discussion
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Word-of-mouth
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Product information individuals transmit to other individuals
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Negative Word-of-mouth
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The passing on of negative experiences involved with products or services by consumers to other potential customers to influence others' choices
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Virtual Community of Consumption
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A collection of people who interact online to share their enthusiasm for and knowledge about a specific consumption activity
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Netnography
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A research technique that adapts ethnographic techniques anthropologists use to study real-world cultures to understand the social dynamics of virtual communities
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Guerrilla Marketing
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Promotional strategies that use unconventional locations and intensive word-of-mouth campaigns to push products
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Reactance
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A negative emotional state wherein people try to overcome a loss of freedom
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Viral Marketing
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The strategy of getting visitors to a Web site to forward information on the site to their friends in order to make still more consumers aware of the product
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Social Networking
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A growing practice whereby websites let their members post information about themselves and make contact with others who share similar interests and opinions or who want to make business contacts
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The Wisdom of Crowds
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Argues that under the right circumstances, groups are smarter than the smartest people in them
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Opinion Leader
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A person who is frequently able influence others' attitudes or behaviors
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Homophily
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Refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs
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Market Maven
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A person who likes to transmit marketplace information of all types
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Surrogate Consumer
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A person whom we hire to provide input into our purchase decisions
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Sociometric Methods
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The techniques for measuring group dynamics that involve tracing communication patterns in and among groups
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