Reference Groups and Family Influences
What is a Group?
• Two or more people who interact to accomplish either individual or mutual goals
• A membership group is one to which a person either belongs or would qualify for membership
• A symbolic group is one in which an individual is not likely to receive membership despite acting like a member
Broad Categories of
Reference Groups
• Normative Reference Groups
• Comparative Reference Groups
Table 10.1 Positive Influences on Conformity
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
Factors Encouraging Conformity:
A Reference Group Must …
• Inform or make the individual aware of a specific product or brand
• Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group
• Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group
• Legitimize the decision to use the same products as the group
Selected Consumer-Related
Reference Groups
• Friendship groups
• Shopping groups
• Work groups
• Virtual groups or communities
• Consumer-action groups
Brand Communities
• Group of runners who meet at the Niketown store in Boston on Wednesdays
• Saturn car owners who meet for reunions and barbecues
• Harley Davidson Owner Groups
• Saab owners
Reference Group Appeals
• Celebrities
• The expert
• The “common man”
• The executive and employee spokesperson
• Trade or spokes-characters
• Other reference group appeals
Households
The Typical Household?
• Canada/England: Nuclear family
• Bangladesh/India: Extended family
• USA: Not married, children/no children
Other Functions of the Family
• Economic well-being
• Emotional support
• Suitable family lifestyles
Dynamics of Husband-Wife
Decision Making
• Husband-Dominated
• Wife-Dominated
• Joint
– Equal
– Syncratic
• Autonomic
– Solitary
– Unilateral
The Family Life Cycle
• Traditional Family Life Cycle
– Stage I: Bachelorhood
– Stage II: Honeymooners
– Stage III: Parenthood
– Stage IV: Postparenthood
– Stage V: Dissolution
• Modifications – the Nontraditional FLC