Social

* 1. Chapter 10 Consumers in their Social and Cultural Settings Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK

* 2. What is a Group? Two or more people who interact to accomplish either individual or mutual goals A membership group is one to which a person either belongs or would qualify for membership A symbolic group is one in which an individual is not likely to receive membership despite acting like a member

* 3. 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.

* 4. Broad Categories of Reference Groups Normative Reference Groups Comparative Reference Groups

* 5. Indirect Reference Groups Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities.

* 6. Figure 10.1 Major Consumer Reference Groups Individual Family Friends Social Class Selected Subcultures One's Own Culture Other Cultures Reference Groups

* 7. Table 10.1 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

* 8. Factors Encouraging Conformity: A Reference Group Must ... Inform or make the individual aware of a specific product or brand Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group Legitimize the decision to use the same products as the group

* 9. Selected Consumer-Related Reference Groups Friendship groups Shopping groups Work groups Virtual groups or communities Consumer-action groups

* 10. Brand Communities Group of runners...