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Consumer Behavior,Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
Chapter 10Reference Groups and
Family References
10 - 2Copyright 2007 by Prentice Hall
Chapter Outline
• What Is a Group?• Categories of Reference Groups• Selected Consumer-Related Reference
Groups• Reference Group Appeals• The Changing U.S. Family• Consumer Socialization• Family Decision Making• The Family Life Cycle
10 - 3Copyright 2007 by Prentice Hall
What Is a Group?
• Two or more people who interact to accomplish either individual or mutual goals
• A membership group is one to which a person either belongs or would qualify for membership
• A symbolic group is one in which an individual is not likely to receive membership despite acting like a member
10 - 4Copyright 2007 by Prentice Hall
Reference Group
A person or group that serves as a point
of comparison (or reference) for an individual in the
formation of either general or specific values, attitudes, or
behavior.
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Broad Categories of Reference Groups
• Normative Reference Groups
• Comparative Reference Groups
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Indirect Reference
Groups
Individuals or groups with whom a person
identifies but does not have direct face-to-face contact, such as movie
stars, sports heroes, political leaders, or TV
personalities.
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Teens are very
influenced by indirect reference groups.
weblink
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Discussion Question
• You are marketing a new fragrance for young men (ages 17-22). Who would make a good spokesperson? Why?
10 - 9Copyright 2007 by Prentice Hall
Major Consumer Reference Groups - Figure 10.1
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Table 10.1 Positive Influences on Conformity
Group Characteristics• Attractiveness• Expertise• Credibility• Past Success• Clarity of Group
Goals
Personal Characteristics• Tendency to Conform• Need for Affiliation• Need to be Liked• Desire for Control• Fear of Negative
Evaluation
10 - 11Copyright 2007 by Prentice Hall
Factors Encouraging Conformity:A Reference Group Must ...
• Inform or make the individual aware of a specific product or brand
• Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group
• Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group
• Legitimize the decision to use the same products as the group
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Discussion Question
• Who are your reference groups?
• How do they influence different types of purchases? When do certain groups have the most influence?
This ad compares the product to a
reference group.
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Selected Consumer-Related Reference Groups
• Friendship groups
• Shopping groups
• Work groups
• Virtual groups or communities
• Consumer-action groups
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The Internet has created
many friendship and
shopping groups.
weblink
Selected Consumer-Related Reference Groups
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Brand Communities
• Saturn car owners who meet for reunions and barbecues
• Saab owners
• Harley-Davidson Owner Groups
Brand Communities
Since Honda cannot compete on brand community,
they choose to emphasize the
family.
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Brand Communities
weblink
10 - 19Copyright 2007 by Prentice Hall
Reference Group Appeals
• Celebrities
• The expert
• The “common man”
• The executive and employee spokesperson
• Trade or spokes-characters
• Other reference group appeals
The common “wo”men
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Importance of Celebrity Characteristics According to Product Types
Figure 10-4
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Households
Households
Family Households: Married couple, Nuclear family, Extended family
Nonfamily Households: Unmarried couples,
Friends/ Roommates, Boarders
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The Changing U.S. Family
• Increase in childless women
• More working mothers
• Changes in household spending patterns
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Evidence of the Dynamic Nature of U.S. Households - Figure 10-7
10 - 25Copyright 2007 by Prentice Hall
Consumer Socialization
The process by which children acquire the
skills, knowledge, and attitudes necessary to
function as consumers.
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Discussion Question
• How do marketers influence consumer socialization?
• Does this seem unethical? At what point would it be unethical?
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A Simple Model of the Socialization Process - Figure 10.11
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Other Functions of the Family
• Economic well-being• Emotional support• Suitable family lifestyles
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Table 10.7 Eight Roles in the Family Decision-Making Process
ROLEROLE DESCRIPTIONDESCRIPTIONInfluencers Family member(s) who provide information to other members about a
product or service
Gatekeepers Family member(s) who control the flow of information about a product or service into the family
Deciders Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service
Buyers Family member(s) who make the actual purchase of a particular product or service
Preparers Family member(s) who transform the product into a form suitable for consumption by other family members
Users Family member(s) who use or consume a particular product or service
Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction.
Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service
10 - 30Copyright 2007 by Prentice Hall
Dynamics of Husband-Wife Decision Making
• Husband-Dominated
• Wife-Dominated
• Joint– Equal– Syncratic
• Autonomic– Solitary– Unilateral
10 - 31Copyright 2007 by Prentice Hall
Expanding Role of Children In Family Decision Making
• Choosing restaurants and items in supermarkets
• Teen Internet mavens
• Pester power
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The Family Life Cycle
• Traditional Family Life Cycle– Stage I: Bachelorhood– Stage II: Honeymooners– Stage III: Parenthood– Stage IV: Postparenthood– Stage V: Dissolution
• Modifications - the Nontraditional FLC
Targeting the parenthood
segment
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