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Lecture notes Consumer Behaviour Unit 8: Group Influences and Social Media (5BUS) $14.08   Add to cart
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Lecture notes Consumer Behaviour Unit 8: Group Influences and Social Media (5BUS)
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  • Course
  • Consumer Behaviour (5BUS111802062021)
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  • University Of Hertfordshire
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  • Consumer Behavior

Unit Objectives 1. Other people and groups, especially those that possess social power, influence our decisions. 2. Word-of-mouth communication is the most important driver of product choice. 3. Opinion leaders’ recommendations are more influential than others when we decide what to buy. 4. S...

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Document information

  • July 12, 2022
  • 3
  • 2021/2022
  • Class notes
  • Dr pfavai nyajeka
  • All classes

Subjects

  • consumer behaviour
  • consumer psychology
  • business studies
  • group influences and social media

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Consumer Behaviour


Unit 8 – Group Influences and Social Media
Groups
 People and groups, especially those with social power can influence out decisions
 Social power: the capacity to change the actions of others
Sources of Power:
Referent Power
 A leader’s ability to inspire and influence others
 People enjoy being around them and want to be like them
 E.G. Celebrities and those with a lot of charisma
Information Power
 The ability to withhold information or divulge information
 When the information has been divulged the power is lost
Legitimate Power
 Positional authority
 Not rational, power comes from the position or role
 E.G. Politician
Expert Power
 An expert in a field having an opinion that influences a person
 Limited area of expertise
 E.G. Doctors and Mechanics
Reward Power
 The ability to give someone a reward when they listen to your wishes or instructions
 E.G. Parents and a Boss
Coercive Power
 The ability to influence a decision by offering punishment for an action or decision

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