The degree of influence that a reference group exerts on an individual’s behaviour usually depends on the nature of the individual and the product and on specific social factors.
• An individual who has firsthand experience with a product or service, or can easily obtain full information about it, is less likely to be influenced by the advice or example of others. A person who has little or no experience with a product or service and does not expect to have access to objective information about it (e.g., a person who believes that relevant advertising may be misleading or deceptive) is more likely to seek out the advice or example of others.
• A reference group that is perceived as credible, attractive, or powerful can induce consumer attitude and behaviour change.
• When primarily concerned with the acceptance or approval of others they like, with whom they identify, or who offer them status or other benefits, consumers are likely to adopt their product, brand, or other behavioural characteristics. When consumers are primarily concerned with the power that a person or group can exert over them, they might choose products or services that conform to the norms of the person of group in order to avoid ridicule or punishment. Unlike other reference groups, however, power groups are not as likely to cause attitude change. Individuals may conform to the behaviour of a powerful person or group but are not as likely to experience a change in their own attitudes.
• Different reference groups may influence the beliefs, attitudes, and behaviours of an individual at different point in time or under different circumstances.
• A visually conspicuous product is one that will stand out and be noticed. A verbally conspicuous product may be highly interesting, or it may be easily described to others. Products that are especially conspicuous and status revealing (a new automobile, fashion clothing, sleek laptop computer, or home furniture) are most likely to be purchased with an eye to the reactions of relevant others.
Marketers may have divergent goals with regard to consumer conformity. The ability of reference groups to change consumer attitudes and behaviour by encouraging conformity is subject to the group’s ability to:
• Inform or make the individual aware of a specific product or band.
• Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behaviour of the group.
• Influence the individual to adopt attitudes and behaviour that are consistent with the norms of the group.
• Legitimize the decision to use the same products as the group.
• A non-conformity appeal is also possible but requires a shift in attitudes or behaviour.
• An individual who has firsthand experience with a product or service, or can easily obtain full information about it, is less likely to be influenced by the advice or example of others. A person who has little or no experience with a product or service and does not expect to have access to objective information about it (e.g., a person who believes that relevant advertising may be misleading or deceptive) is more likely to seek out the advice or example of others.
• A reference group that is perceived as credible, attractive, or powerful can induce consumer attitude and behaviour change.
• When primarily concerned with the acceptance or approval of others they like, with whom they identify, or who offer them status or other benefits, consumers are likely to adopt their product, brand, or other behavioural characteristics. When consumers are primarily concerned with the power that a person or group can exert over them, they might choose products or services that conform to the norms of the person of group in order to avoid ridicule or punishment. Unlike other reference groups, however, power groups are not as likely to cause attitude change. Individuals may conform to the behaviour of a powerful person or group but are not as likely to experience a change in their own attitudes.
• Different reference groups may influence the beliefs, attitudes, and behaviours of an individual at different point in time or under different circumstances.
• A visually conspicuous product is one that will stand out and be noticed. A verbally conspicuous product may be highly interesting, or it may be easily described to others. Products that are especially conspicuous and status revealing (a new automobile, fashion clothing, sleek laptop computer, or home furniture) are most likely to be purchased with an eye to the reactions of relevant others.
Marketers may have divergent goals with regard to consumer conformity. The ability of reference groups to change consumer attitudes and behaviour by encouraging conformity is subject to the group’s ability to:
• Inform or make the individual aware of a specific product or band.
• Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behaviour of the group.
• Influence the individual to adopt attitudes and behaviour that are consistent with the norms of the group.
• Legitimize the decision to use the same products as the group.
• A non-conformity appeal is also possible but requires a shift in attitudes or behaviour.
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