This document highlights the influences that people encounter in a consumer decision-making journey. These groups can be either small and personal, as well as being part of a wider community.
Lecture 8 – Group influences and marketplace access
a) Types of reference groups
Human as social animals Often consumer to signal group membership (desire to fit in or to
identify with desirable individuals or groups is one of the primary motivations for many of our
consumption behaviours)
Social identity – Portion of an individual’s self-concept derived from perceived membership in a
relevant social group
Social identity theory (Tajfel and Turner 1986) – Proposed that the groups (e.g., family, football
teams) which people belong to are important source of prude and self-esteem, and they provide a
sense of belonging to the social world
Linkage and sense of belonging is important, we think of ourselves not as ‘I’, but as ‘we’
Reference group – An actual or imaginary individual or group that significantly influences an
individual’s evaluations, aspirations, or behaviour
Types of groups distinguished on 2 dimensions: Membership and Attractiveness
1. Contractual or Associative group: One with which we interact regularly and where
there is a degree of proximity
E.g., closeness through family, friendship ties or mutual interests (work, hobby, sporting
interest)
Can have huge impact on what we consumer because we desire a sense of belonging
Marketers can emphasize this close connection and sense of belonging among members of
associative groups, via their marketing campaigns
2. Aspirational group: People that we admire, and often from far away
These people are likely to be successful business people, athletes, performers, or anyone
else who we aspire to be like
Consumers want to mimic them through the consumption of certain products or brands
Marketing communication that adopts this type of reference group appeal concentrate on
highly visible celebrities
They want to link celebrities to their brands, so that the endorsed brand takes on this
aspirational quality
3. Disclaimant group: One that we currently belong to or perhaps belonged to in the
past, but no longer want to associate ourselves with
Often groups that represent a transition from the past to the present
Or groups that we belong to but prefer others not to know about, because we fear
stigmatization, we might feel like it would affect how others perceive us
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