Page 134 - DMGT506_CONSUMER_BEHAVIOUR

Unit 9: Reference Group Influences

5. You took advice of your computer teacher before buying a PC. Your teacher is said to have Notes
……………………..power.
6. Your seniors can fire you because they have ……………………..power.

7. Pepsodent ads that show ill effects of using other toothpastes exerts …………………
influence
8. An organisation can be termed as a ………………. group of individuals.

9 ………………….. groups are non-membership groups but still exert a strong positive
influence.
10. A Volkswagen ad shows that their brands like Jetta, Passat etc. are ideal for CEOs and
MDs. This ad exerts ……………… influence.

9.7 Review Questions

1. Discuss the basic properties of a group. How do these relate to consumer behavior?
2. Name two reference groups that re important to you. How do these influence your buying
behavior?
3. Collect two ads that exert normative and informational influence. Discuss the impact of
these ads on consumers.

4. Evaluate the persuasiveness of two commercials that use slice-of-life execution style and
two commercials that use fear appeal. What are your views about the effectiveness of
these commercials?
5. "People often buy products to achieve symbolic membership in groups". Do you agree?
Explain with examples.

6. "Consumers are more likely to identify with typical consumers than models used to
depict group influence". Do you agree? Give reasons and examples.
7. Describe and analyse a few ads that exert comparative influence. Do these ads succeed in
their endeavour?
8. Discuss the pros and cons of using celebrity endorsers to exert informational influence on
consumers.
9. FMCG marketers mostly target informal groups whereas the B2B marketers target the
formal groups. Explain the rationale behind this.

10. Prepare an advertisement of a mobile phone device using a setting of an informal group.

Answers: Self Assessment

1. secondary Influence 2. anticipatory aspiration
3. symbolic aspiration 4. norms
5. expert 6. coercive
7. normative 8. formal

9. aspiration 10. comparative

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