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Summary Marketing Consumer Behavior Chapters 11-14
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Summary Marketing: Consumer Behavior Chapters 11 through 14
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The Consumer’s CultureChapter 11 Social Influences on Consumer Behavior
Building buzz can be effective because it uses the influence of third parties to amplify initial
marketing efforts.
Sources of Social Influence: (general, special, group)
Marketing and Nonmarketing Sources (general)
Influence can come from marketing and nonmarketing sources and can be delivered via
the mass media or personally.
Marketing sources delivered via mass media: include advertising, sales promotions
etc. (Low credibility, High reach, Low two-way communication)
Marketing sources delivered personally: include salespeople, service representatives
and customer service agents. Consumers can either make use of this or fend off when
they feel undue persuasion. (high credibility, low reach, high two-way commination)
Nonmarketing sources delivered via mass media: delivered messages. Consumer
behavior may be affected by news items. (high credibility, high reach, low two-way
communication)
Nonmarketing sources delivered personally: our consumer behavior can be affected
by observing how other behave or by word of mouth. (high credibility, low reach, high
two-way communication)
These general sources differ in reach, credibility and capacity for two-way
communication. Consumers tend to perceive information delivered through marketing
sources to be less credible, more biased, and manipulative. Since nonmarketing sources
are more credible, they have more influence.
Marketing implications: Various ways for marketers to build on these differences to
influence consumer behavior:
Use nonmarketing sources to enhance credibility
Use personal sources to enhance two-way communication
Use a mix of sources to enhance impact
Opinion Leaders (special)
Is someone who acts as an information broker between the mass media and the opinions
and behaviors of an individual or group. Opinion leaders have some position, expertise,
or firsthand knowledge that makes them particularly important sources of relevant and
credible information, usually in a specific domain or product category. Opinion leaders
are credible since they are considered nonmarketing sources. They don’t have to be
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