Chapter 11
Reference Groups and
Family References
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
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
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Reference
Group
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A person or group
that serves as a point
of comparison (or
reference) for an
individual in the
formation of either
general or specific
values, attitudes, or
behavior.
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Broad Categories of
Reference Groups
• Normative
Reference Groups
• Comparative
Reference Groups
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Indirect
Reference
Groups
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Individuals or groups
with whom a person
identifies but does not
have direct face-to-face
contact, such as movie
stars, sports heroes,
political leaders, or TV
personalities.
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Teens are
very
influenced
by indirect
reference
groups.
weblink
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Discussion Question
• You are marketing a new fragrance for
young men (ages 17-22). Who would
make a good spokesperson? Why?
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Major Consumer Reference
Groups - Figure 10.1
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Table 10.1 Positive Influences
on Conformity
Group Characteristics
• Attractiveness
• Expertise
• Credibility
• Past Success
• Clarity of Group
Goals
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Personal Characteristics
• Tendency to Conform
• Need for Affiliation
• Need to be Liked
• Desire for Control
• Fear of Negative
Evaluation
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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
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This ad
compares the
product to a
reference
group.
Selected Consumer-Related
Reference Groups
•
•
•
•
•
Friendship groups
Shopping groups
Work groups
Virtual groups or communities
Consumer-action groups
Wild Planet Video
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Selected Consumer-Related
Reference Groups
The Internet
has created
many
friendship and
shopping
groups.
weblink
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Brand Communities
• Saturn car owners who meet for reunions
and barbecues
• Saab owners
• Harley-Davidson Owner Groups
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Brand Communities
Since Honda
cannot compete on
brand community,
they choose to
emphasize the
family.
Brand Communities
weblink
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Reference Group Appeals
•
•
•
•
Celebrities
The expert
The “common man”
The executive and employee
spokesperson
• Trade or spokes-characters
• Other reference group appeals
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The
common
“wo”men
Importance of Celebrity Characteristics
According to Product Types
Figure 10-4
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Households
Family Households:
Married couple,
Nuclear family,
Extended family
Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
Boarders
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The Changing U.S. Family
• Increase in childless women
• More working mothers
• Changes in household spending patterns
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Evidence of the Dynamic Nature
of U.S. Households - Figure 10-7
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Consumer
Socialization
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The process by which
children acquire the
skills, knowledge, and
attitudes necessary to
function as consumers.
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A Simple Model of the
Socialization Process - Figure 10.11
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Other Functions of the Family
• Economic well-being
• Emotional support
• Suitable family lifestyles
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Table 10.7 Eight Roles in the Family
Decision-Making Process
ROLE
Influencers
Gatekeepers
Deciders
Buyers
Preparers
Users
DESCRIPTION
Family member(s) who provide information to other members about a
product or service
Family member(s) who control the flow of information about a
product or service into the family
Family member(s) with the power to determine unilaterally or jointly
whether to shop for, purchase, use, consume, or dispose of a specific
product or service
Family member(s) who make the actual purchase of a particular
product or service
Family member(s) who transform the product into a form suitable for
consumption by other family members
Family member(s) who use or consume a particular product or service
Maintainers
Family member(s) who service or repair the product so that it will
provide continued satisfaction.
Disposers
Family member(s) who initiate or carry out the disposal or
discontinuation of a particular product or service
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Expanding Role of Children In
Family Decision Making
• Choosing restaurants and items in
supermarkets
• Teen Internet mavens
• Pester power
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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
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