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Chapter 10 Reference Groups and Family References
Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Is a Group? ,[object Object],[object Object],[object Object]
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.
Broad Categories of  Reference Groups ,[object Object],[object Object]
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.
Teens are very influenced by indirect reference groups. weblink
Discussion Question ,[object Object]
Major Consumer Reference Groups - Figure 10.1
Table 10.1 Positive Influences on Conformity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Factors Encouraging Conformity: A Reference Group Must ... ,[object Object],[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object]
This ad compares the product  to a reference group.
Selected Consumer-Related  Reference Groups ,[object Object],[object Object],[object Object],[object Object],[object Object]
Selected Consumer-Related  Reference Groups The Internet has created many friendship and shopping groups. weblink
Brand Communities ,[object Object],[object Object],[object Object]
Brand Communities Since Honda  cannot compete on brand community, they choose to emphasize the family.
Brand Communities weblink
Reference Group Appeals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The common “wo”men
Importance of Celebrity Characteristics According to Product Types  Figure 10-4
Households Households Family Households:  Married couple,  Nuclear family,  Extended family Nonfamily Households:  Unmarried couples,  Friends/ Roommates,  Boarders
The Changing U.S. Family ,[object Object],[object Object],[object Object]
Evidence of the Dynamic Nature of U.S. Households - Figure 10-7
Consumer Socialization The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.
Discussion Question ,[object Object],[object Object]
A Simple Model of the  Socialization Process - Figure 10.11
Other Functions of the Family ,[object Object],[object Object],[object Object]
Table 10.7  Eight Roles in the Family  Decision-Making Process ROLE DESCRIPTION Influencers Family member(s) who provide information to other members about a product or service Gatekeepers Family member(s) who control the flow of information about a product or service into the family Deciders Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Buyers Family member(s) who make the actual purchase of a particular product or service Preparers Family member(s) who transform the product into a form suitable for consumption by other family members Users Family member(s) who use or consume a particular product or service Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction. Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service
Dynamics of Husband-Wife  Decision Making ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Expanding Role of Children In Family Decision Making ,[object Object],[object Object],[object Object]
The Family Life Cycle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Targeting the parenthood segment

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Chapter 10 Referene Group And Family Reference

  • 1. Chapter 10 Reference Groups and Family References
  • 2.
  • 3.
  • 4. 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.
  • 5.
  • 6. 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.
  • 7. Teens are very influenced by indirect reference groups. weblink
  • 8.
  • 9. Major Consumer Reference Groups - Figure 10.1
  • 10.
  • 11.
  • 12.
  • 13. This ad compares the product to a reference group.
  • 14.
  • 15. Selected Consumer-Related Reference Groups The Internet has created many friendship and shopping groups. weblink
  • 16.
  • 17. Brand Communities Since Honda cannot compete on brand community, they choose to emphasize the family.
  • 19.
  • 21. Importance of Celebrity Characteristics According to Product Types Figure 10-4
  • 22. Households Households Family Households: Married couple, Nuclear family, Extended family Nonfamily Households: Unmarried couples, Friends/ Roommates, Boarders
  • 23.
  • 24. Evidence of the Dynamic Nature of U.S. Households - Figure 10-7
  • 25. Consumer Socialization The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.
  • 26.
  • 27. A Simple Model of the Socialization Process - Figure 10.11
  • 28.
  • 29. Table 10.7 Eight Roles in the Family Decision-Making Process ROLE DESCRIPTION Influencers Family member(s) who provide information to other members about a product or service Gatekeepers Family member(s) who control the flow of information about a product or service into the family Deciders Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Buyers Family member(s) who make the actual purchase of a particular product or service Preparers Family member(s) who transform the product into a form suitable for consumption by other family members Users Family member(s) who use or consume a particular product or service Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction. Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service
  • 30.
  • 31.
  • 32.