Page 131 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes Informational influence is based on either the similarity of the group's members to the individual
or the expertise of the influencing group member. Informational influence is likely to be more
important when consumers perceive financial, social, or performance risk in buying a product.
A consumer who is buying a car will seek information from knowledgeable relatives, friends,
neighbours, or salespeople because of the cost of buying, social visibility and possible mechanical
failures. Celebrities also prove to be beneficial in providing information to the consumers.
Some people, especially their fans, follow the celebrities and trust their words.

Example: Aishwarya Rai a former beauty queen is the best person to provide information
on beauty care products.
The second condition under which information influence is likely to be more important is when
the individual is contemplating the purchase of a complex product such as a computer, has little
knowledge or experience about it and seeks expert advice.

9.3.2 Normative Influence

Robert J. Fisher and D. Ackerman note that normative influence, also called utilitarian influence,
refers to social pressure designed to encourage conformity to the expectations of others to gain
a direct reward or to avoid any sanctions. Consider, for example, the type of clothes or music.
Chances are you and your friends have made similar choices.
Normative influence can also affect conformity which is the tendency for an individual to
behave as the group behaves.

Task Collect two advertisements for consumer products which make use of
informational and normative influence.

9.3.3 Comparative Influence

Consumers tend to constantly compare their attitudes with reference to those of members of
important groups. They serve as a benchmark and the individual's urge is to seek support to
her/his attitudes and behaviour. To accomplish this, individuals are inclined to associate with
groups with which they agree and stay away from groups with which they disagree. As a result
of this, the process of comparing oneself to other members of the group and evaluating whether
the group would be supportive becomes the basis for comparative influence. There are many
people who want to live a celebrity's life. They want to use products and services that the
celebrities use to experience their lifestyle. That is why companies sign celebrities to endorse
their products.
Individuals who are influenced by comparative influences should have similar characteristics to
those whose influence is being accepted. Consumers are likely to seek information from those
friends that they believe are similar to them and regarded as credible. The implication for
advertisers is that they should use spokespersons perceived by consumers as being similar to
them (Lalitaji in the ads of Surf is viewed as a typical middle class housewife).

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