Sociocultural and Interpersonal Influences on Consumer Behavior
Explore how cultures, social identities, friends, family, and reference groups affect consumer behavior. Learn about the impact of interpersonal relationships on product sharing and brand experiences. Understand the significance of cultural influences, reference groups, and how they shape consumer decisions and choices.
- Consumer Behavior
- Sociocultural Influences
- Interpersonal Influences
- Reference Groups
- Cultural Influences
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Essentials of Consumer Behavior, 2 Essentials of Consumer Behavior, 2nd ndEd. Ed. Debra Stephens Debra Stephens Chapter Seven Sociocultural and Interpersonal Influences on Consumer Behavior
Chapter 7 Objectives To explore how our cultures, social identities, friends, family, and others influence our consumer behavior. To investigate how and why people share product and brand information and experiences To describe how marketers and consumer advocates can include interpersonal influence tactics in their messaging
Cultural Influences on Consumer Behavior Culture shapes our schemas and scripts Example: weddings Who pays for the wedding? How much does it cost on average? What kinds of products and services are considered integral to the wedding? What is the significance of each? Who is involved in the decisions about which products and services to purchase? How do participants go about selecting and purchasing these products and services? What is done with the products integral to the wedding after it is over?
Exercise on Reference Groups How would you describe the reference groups that influence your consumer choices? List aspirational and membership groups as well as dissociative groups and specify the product choices each type of reference group influences.
What are reference groups and how do they What are reference groups and how do they influence our consumer behavior? influence our consumer behavior? Groups we turn to for information, advice, or guidance; as such, the group influences how we think, feel, and behave in a specific area of our lives Example: Debra Samuels learns to make bento. I took on the values that were transmitted in this box. I kind of look at it as Japanese culture in a box. I learned that aesthetics were important, I learned about balance, and I learned about the give and take from the receiver and the giver. It's a cooperative relationship. I used to think Japanese women were crazy for spending the amount of time that they did on lunch boxes and creating these things, but the children eat it all up and they remember. Any Japanese adult, they remember their mother's bento boxes with a lot of fondness. POST IN RESPONSE: My kids would freak at the idea of eating a cute smiley creature - - the giraffes, Snoopy, cows, and the smiley tomatoes would all return home and I would be asked to "save" them. They would probably give them names. So Thermos hot leftovers it is! But I can cut hearts and cars out of cheese.
Word of Mouth: how reference group influence spreads Motives for engaging in word of mouth Social Emotional Functional Principles of social influence- Provide a real-world example of each Authority- credible expert Likeability- trusted friend Reciprocity- if you give/do something for me, I owe you Consistency- of our beliefs and behaviors Consensus- the popular choice Scarcity- pride of ownership
