Informativity/Normativity<br />ConformityPart 2<br />youth laboratory indonesia insights<br />www.enterthelab.com<br />
 CMO mainQuestion is :<br />Why do YOUTH need to be conformed?<br />“Because they need to be certain and confident that th...
#3 YOUTH  social needs :<br />To be  accepted<br />Socially  approved<br />3.	 Ambiguity reduced<br />www.enterthelab.com<...
It’s a fact to YOUTH:“advertizing lies, friends don’t”<br />“we choose brand based on what our<br />Peer have choosen”<br />
Case Study:<br />ASUS has special features for local gamers<br />The games  “freak”communities who usethis particular bran...
www.enterthelab.com<br />Case Study:<br />Blackberry invaded rapidly without any excessiveadvertising or above the line at...
#	Understand YOUTH “normative” stream<br />#	Find the the informational ressources<br />#	Create your own social conformit...
Slide Presentation By Youth Laboratory Indonesia<br />Contributor:<br />Muhammad Faisal<br />AnggunIntan<br />Tara Talita<...
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(youthlab indo) Informativity/normativity conformity for Indonesian youth part 2

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How to do social marketing to the Indonesian youth segment

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(youthlab indo) Informativity/normativity conformity for Indonesian youth part 2

  1. 1. Informativity/Normativity<br />ConformityPart 2<br />youth laboratory indonesia insights<br />www.enterthelab.com<br />
  2. 2. CMO mainQuestion is :<br />Why do YOUTH need to be conformed?<br />“Because they need to be certain and confident that they are doing, thinking, or feeling the correct and appropriate way” <br />(Hogg & Vaughan, 2002)<br />www.enterthelab.com<br />
  3. 3. #3 YOUTH social needs :<br />To be accepted<br />Socially approved<br />3. Ambiguity reduced<br />www.enterthelab.com<br />
  4. 4. It’s a fact to YOUTH:“advertizing lies, friends don’t”<br />“we choose brand based on what our<br />Peer have choosen”<br />
  5. 5. Case Study:<br />ASUS has special features for local gamers<br />The games “freak”communities who usethis particular brand are positioned as the“expert” among YOUTH.<br />This “expert” segment isalso the main source of informational influence in term of laptop preference. <br />www.enterthelab.com<br />
  6. 6. www.enterthelab.com<br />Case Study:<br />Blackberry invaded rapidly without any excessiveadvertising or above the line attack.<br />The process is simple. One member of the peer use blackberry, then : <br />conformity happened. Sooner or later, another peer member will be on BBM<br />
  7. 7. # Understand YOUTH “normative” stream<br /># Find the the informational ressources<br /># Create your own social conformity<br />
  8. 8. Slide Presentation By Youth Laboratory Indonesia<br />Contributor:<br />Muhammad Faisal<br />AnggunIntan<br />Tara Talita<br />Mohammad Fadil<br />Find out more Youth Insights on<br />www.enterthelab.com<br />

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