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Cards In This Set
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Defined as 2 or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent.
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Group
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A group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior.
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Reference group
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... criterion id dichotomous: either one is a member of a particular group or one is not a member of that group.
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Membership
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Refers to the closeness and intimacy of the group linkages
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Strength of social tie
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Such as family and friends, involve strong ties and frequent interaction. Often wield considerable influence,
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Primary groups
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Such as professional and neighborhood associations, involve weaker ties and less frequent interaction
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Secondary Groups
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Can add value to the ownership of the product and build intense loyalty.
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Brand communities
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When a consumer becomes part of a ???, remaining generally requires continuing to own and use the brand.This can create intense brand loyalty!
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Brand community
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Can influence behavior just as do those with positive desirability.
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Dissociative reference group
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Non membership groups with a positive attraction
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Aspiration reference group
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Are seen by themselves and others as cool at the center of the actions. .... are an aspirational group for many teens.
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Influencers
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Have a high need for acceptance and adapt their behaviors and purchases to fit in with the influencers
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Conformers
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A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity.
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Consumption subculture
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A non geographically bound community, based on a structural set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm
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Brand community
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Characterized by consciousness of kind, shared rituals and traditions, and a sense of moral responsibility
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Community
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