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Reference Groups and Family References
Reference Groups and Family References
Week 8
Prepared by : W. Rofianto
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Chapter Outline
� What Is a Group?
� Categories of Reference Groups
� Selected Consumer-Related Reference Groups
� Reference Group Appeals
� Consumer Socialization
� Family Decision Making
� The Family Life Cycle
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What Is a Group?
� Two or more people who interact to accomplish either individual ormutual goals
� A membership group is one to which a person either belongs orwould qualify for membership
� A symbolic group is one in which an individual is not likely to receivemembership despite acting like a member
� Reference Group A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior [Normative Reference Groups, Comparative Reference Groups]
� Indirect Reference Groups Individuals or groups with whom aperson identifies but does not have direct face-to-face contact, suchas movie stars, sports heroes, political leaders, or TV personalities.
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Broad Categories of Reference Groups
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Major Consumer Reference Groups
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Positive Influences on Conformity
Group Characteristics
• Attractiveness
• Expertise
• Credibility
• Past Success
• Clarity of Group Goals
Personal Characteristics
• Tendency to Conform
• Need for Affiliation
• Need to be Liked
• Desire for Control
• Fear of Negative Evaluation
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Factors Encouraging Conformity of a Reference Group
� Inform or make the individual aware of a specificproduct or brand
� Provide the individual with the opportunity to comparehis or her own thinking with the attitudes and behaviorof the group
� Influence the individual to adopt attitudes and behaviorthat are consistent with the norms of the group
� Legitimize the decision to use the same products as thegroup
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Selected Consumer-Related Reference Groups
� Friendship groups
� Shopping groups
� Work groups
� Virtual groups or communities
� Consumer-action groups
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Brand Communities
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Importance of Celebrity Characteristics According to Product Types
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Households
Households
Family Households:
Married couple,
Nuclear family,
Extended family
Nonfamily Households:
Friends/ Roommates,
Boarders
Households & Family
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Consumer Socialization
The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.
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Other Functions of the Family
� Economic well-being
� Emotional support
� Suitable family lifestyles
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Household Decision Making
�Roles/influence
� Information gatherers/holders
� Influencers
� Decision makers
� Purchasers
� Users
�Values--desired end states
�Strategies of Influence� Constructive
• Bargaining
• Reasoning (sincere)
� Manipulative• Impression management
• Authority
• Emotion
� Borderline• Information gathering
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Dynamics of Husband-Wife Decision Making
� Husband-Dominated
� Wife-Dominated
� Joint
• Equal
• Syncratic
� Autonomic
• Solitary
• Unilateral
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Expanding Role of Children In Family Decision Making
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The Family Life Cycle
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