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Chapters 11 Reference Groups and Opinion Leadership Chapter Outline Categories of Reference Groups Factors Influencing Conformity Reference Group Appeals Opinion Leadership The Motivation Behind Opinion Leadership Measurement of Opinion Leadership Broad Categories of Reference Groups Normative Reference Groups Comparative Reference Groups Three Forms of Reference Group Influence Informational: when people have difficulty assessing product or brand characteristics by their own contacts or observations Value-expressive: when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors Normative: when individuals alter their behaviors or beliefs to meet the expectations of a group Teens are very influenced by indirect reference groups. Table 10.1 Selective Factors that Positively Influences Conformity Task/situational Characteristics Difficulty/complexity Ambiguity/subjectivity Brand Characteristics No information Limited choice Public or private use 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 Relative Reference Groups’Influence on Purchase Intention Reference Group Appeals Celebrities The expert The “common man” The executive and employee spokesperson Trade or spokes-characters Other reference group appeals The common “wo”men Word of Mouth in ActionFigure 15-1 Dynamics of the Opinion Leadership Process Credibility Positive and Negative Product Information Information and Advice Many not-for-profit organizations that hope to change behavior, count on opinion leaders. Motivations Behind Opinion Leadership The Needs of Opinion Leaders The Needs of Opinion Receivers Self-involvement Social involvement Product involvement Message involvement Motivations Behind Opinion Leadership The Needs of Opinion Leaders The Needs of Opinion R