Scribd Logo
Upload

Welcome to Scribd!

  • 65 views

    Reference Group and Opinion Leadership

    Uploaded by

    Divyansh Verma
    This document discusses reference groups and opinion leadership. It defines reference groups as individuals that one refers to for guidance on behaviors, beliefs, and purchase decisions. Important reference groups include family, peers, culture, and aspirational role models. Reference groups influence consumers through informational, utilitarian, and value-expressive means. Opinion leaders are individuals perceived as experts that others seek advice from. They actively provide information to opinion seekers. Opinion leadership occurs through word-of-mouth communication and influences product purchases.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Reference Group and Opinion Leadership

    Uploaded by

    Divyansh Verma
    65 views12 pages
    This document discusses reference groups and opinion leadership. It defines reference groups as individuals that one refers to for guidance on behaviors, beliefs, and purchase decisions. Important reference groups include family, peers, culture, and aspirational role models. Reference groups influence consumers through informational, utilitarian, and value-expressive means. Opinion leaders are individuals perceived as experts that others seek advice from. They actively provide information to opinion seekers. Opinion leadership occurs through word-of-mouth communication and influences product purchases.

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses reference groups and opinion leadership. It defines reference groups as individuals that one refers to for guidance on behaviors, beliefs, and purchase decisions. Important reference groups include family, peers, culture, and aspirational role models. Reference groups influence consumers through informational, utilitarian, and value-expressive means. Opinion leaders are individuals perceived as experts that others seek advice from. They actively provide information to opinion seekers. Opinion leadership occurs through word-of-mouth communication and influences product purchases.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    65 views12 pages

    Reference Group and Opinion Leadership

    Uploaded by

    Divyansh Verma
    This document discusses reference groups and opinion leadership. It defines reference groups as individuals that one refers to for guidance on behaviors, beliefs, and purchase decisions. Important reference groups include family, peers, culture, and aspirational role models. Reference groups influence consumers through informational, utilitarian, and value-expressive means. Opinion leaders are individuals perceived as experts that others seek advice from. They actively provide information to opinion seekers. Opinion leadership occurs through word-of-mouth communication and influences product purchases.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 12

    Reference Group and Opinion

    Leadership
    Defining Reference Group
     A group of individuals whom one refers to or
    who serves as a point of reference, with regard
    to formation of behavior, beliefs, attitudes and
    aspirations
     Marketers view reference groups as people who
    are consulted or who influence an individual’s
    purchase decisions
    Reference Group Influence
     Important Consumer Reference Groups
    Family
    Own Culture Selected Sub-culture

    Peers Individual Friends


    Customer

    Other Culture Aspirational Reference


    Groups and Role Models
    Social Class
    Reference Group Influence
     Informational Influence
     Utilitarian Influence
     Value-expressive Influence
     Reference Groups and Conformity
    ◼ Action or behavior in correspondence with socially accepted
    standards, conventions, rules or laws.
    ◼ Conformity is a result of many factors like
     Cultural pressure
     Fear of penalty
     Commitment to the group
     Group unanimity, size and expertise
     Personal influences
    Important Reference Group and Appeals
     Friends
     Shopping Group
     Work Groups
     Virtual Communities
     Brand Communities
     Consumer-Action Groups
     Celebrities
     The Expert
     The Common Man
     The Effective and Employee Spokesperson
     Other Reference Groups Appeals
    Defining Opinion Leadership
     We seek advice in their respective area of expertise form such
    people around us whom we perceive as experts in one thing or the
    other
     Such people are known as Opinion Leaders and people seeking
    advice are known as Opinion Seekers
     A social word-of-mouth communication between the opinion giver
    and opinion seeker
     Opinion leadership takes place under 3 situations
    ◼ When an individual actively seeks advice from others
    ◼ When an individual voluntarily provides information to others
    ◼ When information is generated in the course of normal interactions
    of a group
    Dynamics of Opinion Leadership
     Credibility
     Information and Advice
     Category-specific
     Two-way Communication
    The Motivation behind Opinion Leadership
     Opinion Leader
    ◼ Self-involvement
    ◼ Product-involvement
    ◼ Social-involvement
    ◼ Message-involvement
     Opinion Seeker and Receiver
    ◼ Reduction in perceived risk associated with product
    purchase
    ◼ Reduction of searching for information
    A Profile of an Opinion Leadership
    Willingness to talk and share
    information and experiences
    Regular Subscriber of
    Special-interest Media Knowledgeable

    Highly Confident High Product-category


    Opinion Leader Involvement

    Innovative Willingness to try


    Communications New Products
    Socially Active
    Communication and Opinion Leadership
     Word-of-mouth – A two-step flow of
    communication theory
     Multi-step flow of communication theory
    Two-step Flow of Communication
    Theory

    Marketing Activities (Mass


    Media, Special-interest Media,
    etc

    Opinion Leader Opinion Leader

    Opinion Receiver
    Multi-step Flow of Communication
    Theory
    Marketing Activities (Mass Media, Special-interest Media, etc

    Information Receivers Opinion Leader

    Opinion Leader

    Opinion Receiver/Seeker

    You might also like