1) The document discusses various social influences on consumer behavior, including reference groups, normative influence, and informational influence. 2) Reference groups are individuals or groups that influence attitudes, values, and behaviors. Normative influence is the pressure to conform to the expectations of others in a social group. Informational influence is when people accept information from others as evidence about reality. 3) Psychographics examines how psychological and behavioral characteristics like values, personality traits, and lifestyles influence consumer behavior. Values are deeply held beliefs that guide attitudes and behavior. Personality traits and lifestyles can also provide insights for market segmentation and targeting.

1. Social Influence

2. 2
Exhibit 11.1:
Chapter
Overview:
Social
Influences

3. Chapter Overview
Sources of Influence
Reference Groups as Sources of Influence
Normative Influence
Informational Influence
3

4. Definition
Social Influences: Information by and pressures from
individuals, groups, and the mass media that affect how a
person behaves
4

5. General Sources of Influence
Marketing SourceMarketing Source NonmarketingNonmarketing
SourceSource
DeliveredDelivered
by Massby Mass
MediaMedia
DeliveredDelivered
PersonallyPersonally
5

6. General Sources of Influence
Marketing
Source
Nonmarketing
Source
DeliveredDelivered
by Massby Mass
MediaMedia
DeliveredDelivered
PersonallyPersonally
6
Credibility
Reach
Two-wa

7. Special Sources of Influence
7

8. Sa is used as an opinion leader in
this awareness campaign for
cervical cancer. The campaign’s
goal is to influence the public to
get tested for cervical cancer and
get the vaccine.

9. Reference Groups
9

10. Marketing Implications
10

11. Normative Influence
11

12. How Normative Influence Can
Affect Consumer Behavior ?
12

13. What Affects Normative Influence
Strength?
13
In PrivateIn Private In PublicIn Public
NecessityNecessity
LuxuryLuxury

14. What Affects Normative Influence
Strength?
14
In PrivateIn Private In PublicIn Public
NecessityNecessity MattressMattress ShoesShoes
LuxuryLuxury JacuzziJacuzzi JewelryJewelry
Influence on the Brand Purchased
Influ
produc

15. What Affects Normative Influence Strength?
15

16. Informational Influence
16

17. 17
Exhibit 11.8: Sources of Influence and Types of Influence

18. For Psychographics, read the following parts in Chapter 14:
Values (p383– p384)
How values can be described (385-386)
Marketing Implications of Values (p392-393)
How values can be measured (just read about “means-end chain analysis”
Personality (p396 read the first two paragraphs ONLY)
Determining whether personality characteristics affect consumer behavior
(p398-401)
Lifestyles (p401-404)
The other parts can be skipped
18

19. Psychographics
MARK 3420, Spring 2013
Prof. Rongrong Zhou

20. 20
Exhibit 14.1:
Chapter
Overview:
Psychographics:
Values,
Personality, and
Lifestyles

21. Definition
Psychographics:
A description of consumers on the basis of their
psychological and behavioral characteristics
21

22. Psychographics (1) -- Values
22

23. Environmental preservation
has become an important
value to consumers. This
Sun Chips ad shows the
brand as environmentally
responsible because it uses
solar energy in one of its
plants.

24. Values
24

25. Values – Marketing Implications
27

26. How to Measure Values
Means-end Chain analysis
Attributes  benefits  Instrumental value
 terminal value
28

27. Psychographics (2) -- Personality
Distinctive patterns of behaviors, tendencies, qualities, or dispositions
(“traits”) that determine how individuals behave in various situations
Key Issues
Origins: “Nature” or “Nurture”?
29

28. “Genius is 1% inspiration and 99% perspiration”
-- Thomas Alva Edison
(Inventor of the phonograph, light bulb, motion pictures…
and a thousand other patents.)
30

29. Psychographics (2) -- Personality
Distinctive patterns of behaviors, tendencies, qualities, or dispositions
(“traits”) that determine how individuals behave in various situations
Key issues
Origins: “Nature” or “Nurture”?
Stability: “Person” or “Situation”?
Traits: Observable or need to be inferred?
Relevance to consumer behavior?
31

30. Specific Personality Traits Relevant to
Consumer Behavior
Optimal Stimulation Level
Dogmatism
Resistance to new ideas/ change
Creativity
Susceptibility to Influence
Need for Cognition
The extent to which one likes to think
Central vs. peripheral route of processing?
32

31. Specific Personality Traits
Relevant to Consumer Behavior
33

32. Psychographics (3) -- Lifestyles
34

33. Marketers use consumers’
lifestyles to segment
markets and target specific
consumer groups. This Puma
ad for shoes and apparel
targets women who run or
jog.

34. Group Exercise 6

35. Reading for next class
37

36. 38
Reading for next class