title: reference groups, opinion vior leaders, & e ......the aida model title powerpoint chap 10...
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Title: Reference Groups, Opinion
Leaders, & E-Fluentials
Speaker: Ioannis Kareklas
online.wsu.edu
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM © Open Mentis 2007 © Open Mentis 2007 OpenMentis.com MYCBBOOK.COM
10
Reference Groups, Opinion Leaders, & e-fluentials
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Persons, groups, and Institutions one
uses as Points of Reference (for
one’s own values and behavior)
Referent: A person one uses as a point
of reference.
Everyone has at least one
Referent, or Reference
Group.
No one lives by him/herself,
for him/herself, of
him/herself
Reference Groups
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Groups. Two or more persons
sharing a common purpose.
GROUP Members:
Share Some Values
Recognize Interdependency
Assume Specific Roles
Communicate Mutual
Expectations and
Evaluations
Provide members some
rewards/punishments
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Types of Groups.
Primary vs. Secondary
Formal vs. Informal
Ascribed vs. Choice
Associative vs. Dissociative
Membership vs. Symbolic
Aspirational
Reference Groups
Discuss personal examples of each on Angel.
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Reference Groups
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Reference Groups
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Referent Influence Across Products/Brands
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Professional Advisors
Product Enthusiasts
Market Mavens
Experienced Consumers
3. Identification
2. Normative Parents & Family Members
Friends and Peers
Regulatory Bodies
Public Institutions (Church, Schools)
Work Organizations
Influence Types
Personal Acquaintances
Cultural Heroes
Social Groups
(Consumers sharing a Lifestyles))
1. Informational
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Examples of Each Type of Influence
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
How Susceptible Are Individual Consumers?
S.I.P.I.
Consumer
Motivation to
follow other
people’s
expectations
and advice.
Susceptibility to Interpersonal Influence
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Measurement of SIPI (Rate Yourself)
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
OPINION LEADERS People Who Hold and Give an Opinion, Which
is ACCEPTED by Opinion Recipients
Two Essential
Qualities:
Expertise
Trustworthiness
Other Characteristics of OL’s:
High Product Involvement
Recognized as Leaders
Socially Well-Integrated
More exposed to Media
Hold leadership positions
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Measuring Opinion Leadership
Score yourself.
Do your scores surprise you? Discuss.
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Topic Distance and Opinion
Leadership Influence
Monorphous &
Polymorphous
Opinion Leaders.
Influentials &
e-fluentials.
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
INFLUENTIALS
How Are They Different?
Demographics
Participation
Interests
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
e-fluentials
Word of Mouse
Emails
Chat Rooms
Weblogs
Public Blog Sites
Consumer Opinion
Websites
Social Media
(Facebook, Twitter)
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Buzz Marketing
Viral marketing:
Spreading product acceptance through
consumers in an exponential fashion.
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Diffusion of Innovations
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10 REFERENCE GROUPS Opinion Leaders, and e-Fluentials
Human Pursuit of Happiness in the World of Goods MYCBBOOK.COM
Innovation Adoption Process:
The AIDA Model