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Presented by:Nur Azierah Binti Abd Rahman

2009561929

The Influence of Friend onConsumers Spending

The Role of Agency-Communion Orientationand Self Monitoring

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INTRODUCTION

Researcher investigate the interactiveinfluence of the presence of anaccompanying friend and a consumers

agency-communion orientation on theconsumers spending behaviour.

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Definition influence,friend,socialinfluence,agency oriented,communion

oriented and self monitoring, Clear with the main idea from this journal

Be able to relate social influence and

consumers spending Conclusion

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DEFINITION

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a person who you knowwell and who you like a lot,

but who is usually not a

member of your family.*Yourfriends are a reflection of whoyou are. When you start hanging out

with someone a lot, its inevitable

that youll pick up some of their

habits and their opinion as well.Good or bad

FRIEND

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1) a power to affect personsor events especially power

based on prestige

2) causing somethingwithout any direct or

apparent effort

INFLUENCE

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Agency refers to an individualsstriving to master the environment,

to assert the self, to experience

competence, achievement, andpower.

(Bakan, 1966)Agency-oriented individuals

experience fulfilment through their

individual accomplishments andtheir sense of independence

separateness

AGENCY ORIENTED

http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2441921/http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2441921/http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2441921/

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refers to a persons desire to

closely relate to and cooperate

and merge with others(Bakan, 1966)

communion-oriented individualsexperience fulfilment throughtheir relationships with others

and their sense ofbelonging

COMMUNION ORIENTED

http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2441921/http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2441921/http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2441921/

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SELF MONITORING

Some people are sensitive to how other see them, butsome are not.

People who are high self-monitorsconstantly watchother people, what they do and how they respond to thebehaviour of others. Such people are hence very self-conscious and like to 'look good' and usually adapt wellto differing social situations.

On the other hand, low self-monitorsare generally dont

really care of how other see them and more to their ownways.

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INFLUENCE ONSPENDING

CONSUMER

AgencyOriented

CommunionOriented

Selfmonitoring

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Consumer will think of .

What product to buy?

Which brand to buy?

When to buy?

How much it cost?

When to buy?

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Social influences play apervasive role in shaping

consumers affect, cognitionsand behaviors

(Argo, Dahl, and Manchanda2005)

SOCIAL INFLUENCE

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Occurs when an individual'sthoughts, feelings or actions are

affected by other people. Forexample, other consumers,

FRIENDS

SOCIAL INFLUENCE

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How Friend can effect your spending

Positive motivates consumers

to engage inimpressionmanagement

Can provideinformation regardingto the product andservices.

motivation to conformto the expectationstheir friends have.

Negative You will get more

confuse when yourfriends opinion are

opposite where u cant

accept their opinion withthe certain things.

You may overspend yourmoney because you

have friend that havehigh taste and afford tobuy luxurious product butnot you.

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In this journal, researcher found that agency oriented(e.g males) are easily influenced by friend and will spendmore if they

Friend have important role to consumer decision makingand spending habit.

By creating shopping environments that can cater anagency orientation,communion orientation,selfmonitoring people by encourage shopping with friends,retailers may be able to boost sales.

For example, offering promotions such as bring a friend

and both get discount.

CONCLUSION

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From my personal opinion, either the consumer isagency oriented, communion oriented, is not reallyimportant to determine how consumer will spend theirmoney but who their friend is and how affordable they

are.

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Reference

http://www.brokegradstudent.com/how-friends-influence-your-spending-habits/

http://www.consumerpsychologist.com/intro_Consumer_Behavior.html

http://www.learnmarketing.net/Factors%20influencing%20consumer%20buying%20behaviour.html

http://www.blackwellpublishing.com/sociology/docs/BEOS_S1413.pdf

http://www.learnmarketing.net/Factors%20influencing%20consumer%20buying%20behaviour.htmlhttp://www.learnmarketing.net/Factors%20influencing%20consumer%20buying%20behaviour.html

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