Module 5
External Influence on Consumer
Behavior
A.
B.
C.
D.
E.
F.
Social Class
Culture & Subculture
Cross culture
Groups
Family
References
A. Social Class
• Social Class Basics:
• Social Class is defined as the division of members of a society
into a hierarchy of distinct status classes, so that members of
each class have relatively the same status and members of all
other classes have either or less status.
• Social class & social status
• Researcher often measure social class in terms of social
status.
• Specific status factors- Relative Wealth (amount of economic
assets), power (the degree of personal choice or influence over
others), and prestige (the degree of recognition received from
others)
• Usually, the marketing society believes that the status is often
associated with consumer’s purchasing power.
What is Social Class
• The dynamics of status consumption:
• Status consumption is the process by which consumers
endeavor to increase their social standing through
conspicuous consumption and possessions.
• Conspicuous consumption: Measures the extent to which a
consumer is to consume conspicuously (noticeably). Ex:
Sitting in the big hotel where every body can see.
• Socio-economic variables of status are family income,
occupational status or prestige, & educational attainment.
Social Class Impact on
Consumption
• Conspicuous Consumption-acquisition and
display of goods to show off one’s status
• Conspicuous Waste-Visibly buying
products that one never uses
• Compensatory Consumption-Buying
products to offset frustrations or difficulties
in life
Social-Class Profiles
THE UPPER-UPPER CLASS--COUNTRY CLUB
• Small number of well-established families
• Belong to best country clubs and sponsor major charity events
• Serve as trustees for local colleges and hospitals
• Prominent physicians and lawyers
• May be heads of major financial institutions, owners of major longestablished firms
• Accustomed to wealth, so do not spend money conspicuously
THE LOWER-UPPER CLASS--NEW WEALTH
• Not quite accepted by the upper crust of society
• Represent “new money”
• Successful business executive
• Conspicuous users of their new wealth
Social Class - continued
THE UPPER-MIDDLE CLASS--ACHIEVING PROFESSIONALS
• Have neither family status nor unusual wealth
• Career oriented
• Young, successful professionals, corporate managers, and business
owners
• Most are college graduates, many with advanced degrees
• Active in professional, community, and social activities
• Have a keen interest in obtaining the “better things in life”
• Their homes serve as symbols of their achievements
• Consumption is often conspicuous
• Very child oriented
Social Class - continued
THE LOWER-MIDDLE CLASS--FAITHFUL FOLLOWERS
• Primary non-managerial white-collar workers and highly paid blue-collar
workers
• Want to achieve “respectability” and be accepted as good citizens
• Want their children to be well behaved
• Tend to be conservatives and are often involved in spirutual-sponsored
activities
• Prefer a neat and clean appearance and tend to avoid faddish or highlystyled clothing
• Constitute a major market for do-it-yourself products
Social Class - continued
THE UPPER-LOWER CLASS--SECURITY-MINDED MAJORITY
• The largest social-class segment
• Solidly blue-collar
• Strive for security
• View work as a means to “buy” enjoyment
• Want children to behave properly
• High wage earners in this group may spend impulsively
• Interested in items that enhance leisure time (e.g., TV sets)
• Husbands typically have a strong “macho” self-image
• Males are sports fans, heavy smokers, beer drinkers
THE LOWER-LOWER CLASS--ROCK BOTTOM
• Poorly educated, unskilled laborers
• Often out of work
• Children are often poorly treated
• Tend to live a day-to-day existence
Social class is hierarchical & a form of
segmentation (Features of Social class)
• Social-class categories usually are ranked in a hierarchy,
ranging from low to high status.
• Thus, members of a specific social class perceive members of
other social classes as having either more or less status than
they do.
• Social class categories suggest that other are either equal to
them (same social class), superior to them (higher social
class), or inferior to them (lower social class).
• Social-class categories:
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Two-category social class schemas: Blue collar, white collar
Three-category: Blue collar, gray collar, white collar (Lower, middle,
upper)
Four: Lower, lower-middle, upper-middle, upper
Five: Lower, working class, lower-middle, upper-middle, upper
Measurement of Social Class
• Subjective measures
• Here individuals are asked to estimate their own social-class
positions.
• Usually, these will be collected by questionnaires.
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Lower class
Lower-middle class
Upper-middle class
Do not know/refuse to answer
• Reputations measures
• Reputational approach for measuring social class requires
selected community informants to make initial judgments
concerning the social-class membership of others within the
community.
• Objective measures
• Here though questionnaires it is asked respondents several
factual questions about themselves, their families, or their
places of residence by which their social class are measured.
Social Class Mobility
• Individuals in a social class can move either up or down in
social-class standing from the class position held by
themselves or their parents.
• Example: Dhirubhai Ambani moved from a low social class to
high social class.
• This kind of mobility is known as Social Class Mobility.
• The marketing relevance of social class mobility is that – the
marketer should always present those goods to the customer
which make them move from a lower social class to a higher
social class.
• Example: Relience Mobiles- claimed that every body can enjoy
the luxury of speak on a mobile. This made consumers to think
that I can also own a mobile now which will increase my living
style.
• This is why celebrities are shown using the products.
• This is the Social Class Role & Status Differentiation &
Evaluation in Marketing process.
Geodemographic Clustering
• Marketing managers who have developed socio-economic
(demographic) profiles of their target markets can locate these
markets in different geographies is known as Geo-demography.
• The segmentation of the complex market into mixed –
demographic (socio-economic) & geographic profiles is known
as Geo-demography Clustering.
• These can be done by using multi-variate analysis called
Cluster Analysis.
• Social Satisfaction: Social satisfaction is usually based on
satisfying the customer’s needs & desires in a socially
acceptable & socially valued ways.
Factors Responsible for Social Stratification
The important factors for Social Stratification are:
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Education
Income
Occupation
Family life cycle
Ethnicity
Housing
Urbanization
House location etc..
B. Culture & Subculture
Major Focus on Indian Perspective
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Culture
Subculture
Cross-cultural consumer analysis
Cross-cultural marketing strategy
Culture
• Culture: Basic, Meaning, Characteristics:
• Culture is the study of character of the total society, including
such factors as language, knowledge, laws, religions, food
customs, music, art, technology, work patterns, products etc..
• In a sense, culture is a society’s personality.
• We have to understand the influence of culture on consumer
behavior.
• Culture is defined as the sum total of learned beliefs, values,
and customs that serve to direct the consumer behavior of
members of a particular society.
• Values: Important and enduring beliefs or
ideals shared by the members of
a culture about what is good or desirable
and what is not. Values
exert major influence on the behavior of
an individual and serve as
broad guidelines in all situations. See
also value.
• Belief- consist of large no. of mental or
verbal statements.
Characteristics of culture
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It is a learned response
Includes inculcated values
It is a social phenomenon
It is a gratifying & continues for long time
Cultures are similar & yet different
Culture prescribes the ideal standards of
behavior.
Factors Affecting Culture
• The factors affecting culture are:
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Language
Knowledge
Laws
Religions
Food customs
Music
Art
Technology
Work patterns
Products etc.. are some of the factors which affect culture.
Role of Customs, Values & Beliefs
in Consumer Behavior
• Belief & value components refer to the accumulated feelings &
priorities that individuals have about “things” & possessions.
• Ex: People in rural areas believe that ladies should not work,
and they value ladies a lot. These thinks might not be the same
as you move towards Metro Cities and Western countries.
• Customs are clear modes of behavior that constitute culturally
approved or acceptable ways of behaving in specific situations.
• Customs consist of everyday or routine behavior.
• Ex: Serving tea if guests arrive, in Indian context. Serving
drinks for guests in American context. Customs vary from
place to place.
• All beliefs, values, & customs are widely accepted by the
members of a society.
The Measurement of Culture
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Projective tests
Attitude measurement test
Depth interviews & group discussions
Observation
Content analysis
Cont…
• Content analysis:
• Content analysis, focuses on the content of verbal, written, and
pictorial communication (such as the copy & art composition of
an ad).
• This measure is used in finding out what social & cultural
changes have occurred in specific society.
• Ex: The researcher can see ads of other companies in the
particular area and he can find out the social & cultural being in
that area.
• Consumer field work:
• Here the researchers select small sample of a society &
carefully observe their behavior.
• Based on the observations they draw conclusions
• Value measurement survey instruments
• Here behaviors are observed & the dominant or underlying
values of the society are drawn.
Subculture
• Subculture: Meaning
• Subculture is a distinct cultural group that exists as
an identifiable segment within a larger, more
complex society.
• They are smaller subgroups that consist of people
who are similar in terms of their ethnic origin, their
customs, & the ways they behave.
Subculture Division & Consumption Pattern in India
• India is a subcontinent and it has unity in diversity.
• India population is constituted with many religions,
cultures, tribes, races, languages, etc..
• Marketers explores the opportunities created by the
existence of certain beliefs, values, & customs
shared by members of specific sub-cultural groups
within a Indian society.
• Even the consumption pattern is definitely
influenced by all the socio-economic, demographic,
& geographic factors and it is very complex.
Types of Subculture
1.
2.
3.
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6.
Nationality subcultures
Religious subcultures
Geographic & Regional subcultures
Racial subcultures
Age subcultures
Gender as a Subculture`
Cross-Cultural Consumer Analysis
• Similarities & differences among people:
• A major objective of cross-cultural consumer analysis is to
determine how consumers in two or more societies are similar
& how they are different.
• Such similarities & differences between nations is critical to
the multinational marketers for strategy formulation.
• More similarities will yield similar or same marketing strategies
in each nation.
• The growing global middle class:
• The middle class is growing in the countries of Asia, South
America, and Eastern Europe.
• Although the per capita income may be low, but there is
nevertheless considerable buying power in these countries.
• This has attracted many well established marketers from
different countries which has initiated the necessity of doing
cross-cultural consumer analysis.
Cross-Cultural Consumer Analysis
Acculturation is a needed marketing viewpoint:
• Acculturation is a process where marketers have to thoroughly
orient themselves to the values, beliefs, & customs of the new
society to appropriately position & market their products.
• They should also gain acceptance for their culturally new
product in a foreign society & sometimes they should develop
strategies to encourage people to break their own traditions to
purchase the product.
• They have to learn everything that is relevant about the usage
or potential usage of their products & product categories in
foreign countries.
Applying research techniques:
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Research techniques should vary from place to place.
Some facilities like telephone interviews may not be available in some
places.
Research methodologies should be flexible for different countries.
Cross-Cultural Marketing Strategy
• Cross-Cultural Marketing Problems in India
• There is a controversy over the extent to which cross-cultural
strategies should be followed in India- because of its diverse
cultures.
• Standardized strategies can result in substantial cost savingsparticularly advertising strategies.
• The ads can be the same but have to be dubbed in the regional
languages.
• The company should select appropriate channels for
appropriate products. Also appropriate timings (serials). Ex:
Huggies in Cartoon Network channel.
• Again the different cultures are found across Urban, Semiurban, & rural. So different ad strategies should be used.
Problems
• Symbols, color & name selection
• Product selection
• Related to promotion/ marketing
communication
• Related to price
• Distribution channel
Deciding on Strategies to Overcome CrossCultural Problems
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7.
There are 7 key considerations for each geographic market that a
firm is contemplating (considering).
By answering these 7 questions, provides background for deciding
strategies to overcome cross-cultural problems.
If the Geographic Area Homogeneous or Heterogeneous with
respect to culture?
What needs can this Product or a Version if it Fill in this culture?
Can enough of the people Needing the Product Afford it?
What Values or Patterns of Values are relevant to the purchase &
use of this product?
What are the Distribution, Political, & Legal Structures for the
product?
In what ways can we Communicate about the product?
What are the Ethical Implications of Marketing this product in this
country?
What is a Group?
• Group:
– Is defined as two or more persons who share
a set of norms, values or beliefs and have
certain implicit or explicit defined relationships
to one another such that their behaviour are
interdependent
Importance of groups
• Play an important role in consumer
socialization
• The process by which we acquire the
skills, knowledge and attitudes necessary
to function as consumers
• As consumers we learn to think and
behave according to society’s
expectations as modeled by the groups we
interact with
Types of Groups
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Classification of Groups:
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Regularity of Contact
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Extent of Formality:
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Formal Group: Well defined structure, roles and authority levels
Informal Group: Loosely defined structure
Membership Status:
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Primary Group: Interaction on a regular basis
Secondary Group: Occasional Contact
Membership Group: Qualifies certain norms / standards to be a member
Symbolic Group: Aspires to be a member of the group
Influence of Group
Individual
Family
Friends
Social Class
Subculture
Degree of Influence (More to Less)
Culture
Types of social groups
• Primary groups: small and intimate
groups we come together with frequently
and face-to-face
• Secondary groups: less intimacy and
personal interaction
• Key difference is the extent of influence
over one’s attitudes, beliefs, behavior, etc.
• Formal groups: organized, hierarchical
groups where structure is defined, roles
delineated, etc.
• Informal groups: often emerge from
formal groups, but may also emerge
between neighbors, friends, etc.
Roles
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Patterns of behavior expected of
individuals within a given social context
May develop in one of three ways
1. Formal role definitions prescribed by the group
2. Informal rules of the group
3. History of prior experiences
• Roles influence consumption behavior
• A role-related product cluster is a set of
goods necessary to play a given role
Status
• The relative position of a person in a
group’s social spectrum
• Consumers often purchase goods and
services appropriate to their status within a
group
Group Functions
• Task behaviours;
• Maintenance behaviours;
• Self-interest behaviours.
Task Behaviours
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initiating;
information seeking/giving;
clarifying ideas;
brining closure;
consensus testing.
Maintenance Behaviours
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encouraging;
improving group atmosphere;
harmonizing;
compromising;
gate-keeping.
Self-interest Behaviours
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dominating/controlling;
blocking;
manipulating;
belittling;
splitting hairs.
C. Family
• Family is defined as two or more persons related by blood,
marriage, or adoption who reside together.
• Ex: Married couple, children, blood relatives, etc..
• Family remains the central or dominant institution in providing
for the welfare of its members and is the major household
consumer & consuming unit.
• Family & other Households are treated as no different while
studying consumer behavior.
• Other Households- such as unmarried couples, family friends,
roommates.
• 3 types of families are: Nuclear family, extended family, &
single parent family.
Types of Households
• Nuclear family consists of a married
couple with their own or adopted children.
• Extended family household includes the
nuclear family plus additional relatives.
• Nonfamily households are made up of
persons living alone or with other nonrelatives.
• Blended family consists of a couple living
with children from a previous marriage.
Functions of Family
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Economic Well Being
Emotional Support
Suitable Family Life Styles
Socialization of Family Members
Key family consumption roles
Or Roles in the Family Decision Making
• Influencers: Family members who provide information to
other members about a product or service.
• Gatekeepers: Who control the flow of information about a
product or service into the family.
• Deciders: Who have power of making purchase decisions
• Buyers: Who make actual purchase of a product/service
• Preparers: Who transform the product into a form suitable
consumption.
• Users: Who use or consume a particular product or service
• Maintainers: Who service or repair the product
• Disposers: Who initiate or carry out the disposal.
Dynamics of husband-wife decision making
• The relative influence of husbands & wives can be classified
as: Husband dominated, Wife dominated, Joint , and autonomic
(either solitary or unilateral or separate).
• The husband-wife decision making has been changing from
decades and it is related to cultural influences.
• Rural couples have more husband dominated decisions when
compared to urban husband-wife shared decisions.
• In India, husband related decisions include- buying
Automobiles, where as food & other household minor items are
wife related decisions.
The expanding role of children in family decision
making
• Over past few years, there has been a trend toward children
playing a more active role in what the family buys.
• They play an important role in family decision making process.
• This shift is because the families have fewer children and more
dual income couples who can afford to permit their children to
make greater number of choices.
• Some of the tactics used by children to influence their parents:
Pressure tactics, upward appeal, exchange tactics (with
parents), coalition tactics (other support), ingratiating tactics
(good mood), rational persuasion (logical arguments),
inspirational appeals (emotional appeal), consultation tactics
(seeking our involvement in DM).
• Major influence product are: Computers, automobiles, movies,
trips, holiday vacations, outside meals, cloths, TV etc..
Children Decision Making
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Pressure-tactics-Uses threats
Upward appeal-Demand supported by older member of family
Exchange tactics-Makes promise in return of favor
Coalition tactics-Aids of others to fulfill the demand
Ingratiating tactics
Rational Persuasion-Logical arguments
Inspirational Appeals-Emotional appeal
Consultation tactics-Seeks involvement in making decision
Family Life Cycle
• A series of Predictable Stages
• A progression of stages through which many
Family members pass
• It is a composite variable created by systematically
combining demographic variables as Marital Status,
Size of Family, Age of Family members &
Employment Status
• Helps to understand the behavior of consumers at
various stages of their lives so as to effectively
design the right Marketing Strategy
The family life cycle & marketing strategy
• FLC means series of stages through which families progress.
• There has been a decline in the percentage of families that
progress through a traditional FLC (to be explored shortly).
• The FLC remains a useful marketing tool.
• FLC is a composite variable created by systematically
combining such commonly used demographic variables as
martial status, size of family, age of family members (focusing
age of the oldest or youngest child), and employment status of
the head of household.
• The ages of the parents and the relative amount of disposable
income usually are inferred from the stage in the family life
cycle.
Family Life Cycle
• Five Basic Stages :
– Bachelorhood : Young Single Adult living alone
– Honeymooners : Young Married Couples with no
children
– Parenthood :Married Couples with at least one child
– Post parent Hood: Older Married Couple with no
children at home
– Dissolution: One Surviving Spouse
Family Life Cycle
Traditional family life cycle & marketing
implications
• Stage I: Bachelorhood- young single adult living apart from
parents. Ex: Marketer can target youthful products- automobile,
clothes, beauty-creams, electronic gadgets, etc..
• Stage II- Honey mooners:young married couple. Ex: Purchase
appliances, furniture, dishes, utensils, TV, etc..
• Stage III: Parenthood- married couple with at-least one child
living at home. It is divided into 4 stages: pre-school,
elementary school, high school & college stage.
• Stage IV: Post-parenthood- an older married couple with no
children living at home. It gives more time for themselves. Ex:
For travel holidays, extra hobbies etc..
• Stage V: Dissolution- one surviving spouse. Ex: Purchase of old
age things.
Family Life Cycle
• Stage One:Bachelor Hood:
– Single Working Men/Women
Two Groups:
– Living with Parents:
• Entertainment, Clothes & Personal Care
– Living Independently:
• Rent, Home Furnishings, Automobile , Clothes &
accessories
Family Life Cycle
• Stage Two:Honeymooners :
– Post Marriage before Kids
– Lifestyle shifts to Joint Lifestyle
– Joint Decisions & Shared Roles
– Savings, Household Furnishings, Major
Appliances and host of utensils and accessory
items
– Movie Tickets, Expensive Cloths and outings
Family Life Cycle
• Stage Three:Parenthood:
– Changes in Lifestyle after addition of child
• Three Stages:
• Full Nest I: Immediately after birth of child
– New Purchase in areas of Baby Clothes,
Furniture, Food and Health Care Products
• Full Nest II: Improved Financial Position of
Family
– Better Buying Experiences
– Relatively Low Influence of Advertising
Family Life Cycle
• Full Nest III:
• Children Start getting employed
• High Expenditure for Durable Goods, New
Furniture, Luxury Appliances and Cars
Family Life Cycle
• Stage Four:Post Parent Hood:
• Children Leave homes
• Empty Nest I: Satisfactory Financial Position
– Leisure Time, Frequent Traveling, Vacations &
Gifts
• Empty Nest II: Low Income
– Medical Care, Health Product a& basic necessities
Family Life Cycle
• Dissolution Stage :
– Death of one Spouse
– Simple Pattern of living and very economical
Marketing Applications
• Understand the Differences in
consumption Patterns of different
households
• Develop Product & Promotional Strategies
with recognition of changing roles &
responsibilities
• Use Concept of Family Life Cycle as a
basis for Segmenting the Markets
• Target Products & Services Properly for
Family Roles in Decision making
Reference Groups
Understanding the power & benefits of reference groups
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The concept of reference groups is an extremely important &
powerful idea.
A reference group is any person or group that serves as a point
of comparison (or reference) for an individual in forming either
general or specific values, attitudes, or a specific guide for
behavior.
For marketing perspective, reference groups are groups that
serve as frames of reference for individuals in their purchase or
consumption decisions.
A broadened perspective on reference groups
• The meaning of “reference group” has changed over the years.
• Originally- they were narrowly defined to include only those
group with which a person interacted on a direct basis (such as
family & close friends).
• Now the concept has gradually broadened to include both
direct & indirect and individual or group influences.
• Indirect Reference Groups consists of those individuals or
groups with whom a person does not have direct face-to-face
contact, such as movie stars, sports heroes, political leaders,
TV personalities, or even well-dressed and interesting-looking
people on the street.
• Major reference groupings are- family, friends, social class,
selected subcultures, one’s own culture, other cultures.
Reference Group Influences
Reference Group Influences
1.Informational
2.Utilitarian
3.Value
Expressive
SOCIAL POWER:
“the capacity to alter the actions of others”
Factors that affect reference group influence
• Information & experience: Most times if the person does not have
information or experience, he is likely to be influenced by the advice
or example of others.
• Credibility, attractiveness, & power of the reference group: A
reference group that is perceived as credible, attractive, or powerful
can induce consumer attitude & behavior change.
• Conspicuousness of the product: A Visually conspicuous
product is one that will stand out & be noticed (luxury items) and
verbally conspicuous product may be highly interesting. Ex:
Automobile, fashion clothing, sleek laptop computer, or home
furniture. Shaving cream or soap are less conspicuous as they are
less likely to be purchased.
• Reference groups & consumer conformity: It is the reference
groups ability to encourage conformity (traditionalism). Ex: “follow
the crowd” purchase decision.
Types of reference groups
1. Friends groups
2. Shopping groups
3. Work groups
4. Virtual groups (internet communities & brand
communities)
5. Consumer-action groups (these groups assist
consumers to make the right purchase decisions.
Ex: MADD- Mothers Against Drunk Driving)
Types of Reference Groups
1.
Formal vs. Informal
2.
Brand Community
3.
Membership vs. Aspirational
4.
Positive vs. Negative
5.
Antibrand Community
Get together in a groups of three and come up with ideas as to how we
might use each of these to our advantage as Marketers.
Pick two types and create one example for each of the two.
Reference group appeals
a.
Celebrities (movie stars, sports icons)
b.
The Expert (reference group appeal used by marketers Ex:
Shampoo experts, Colgate ads)
c.
The Common Man (using testimonials of satisfied
customers is common-man approach)
d.
The Executive & Employee Spokesperson (company
employees speak about the products- Intel Processors)
e.
Trade or Spokes-characters (here company trade
partners speak about the brand)
f.
Other reference group appeals (retailers, consumer
reports, third party reports etc..
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Power of Reference
Groups
Referent Power
– Based on admiration of an individual or group
– Patterns of consumption are copied
• Legitimate Power
– Power granted by virtue of social agreements
• Reward Power
– Power based on the ability to provide positive reinforcement
• Information Power
– Based on access to information that others seek
• Expert Power
– The individual possesses a special knowledge or skill
• Coercive Power
– Effective in the short term, requires surveillance to ensure compliance
Conformity
Conformity: A change in beliefs or actions as a reaction to real or
imagined group pressures
Susceptibility
to
Influence
Gender
Differences
Cultural
Pressures
Likelihood
of
Conforming
Group
unanimity,
size,
expertise
Fear
of
Deviance
Commitment
Resistance to Influence
• Anti-Conformity
– Defiance is the root of this behaviour
• Paradox: being intentionally different requires
a concerted effort
• Independence
– The individual is oblivious to expected social
patterns
• Reactance
– Consumer resistance to stimuli
• “boomerang effect”
WOM Communications
The Dominance of WOM:
Guerilla
Marketing
Viral
Marketing
Encouraging
Factors
http://www.youtube.com/watch?v=ad4fagTy
aM4
Negative WOM:
Rumours
Distortion
Opinion Leadership
Reduce
Risk
Similar
Values
“referent power”
Legitimate
Power
“first to buy”
Key
Characteristics
of
Opinion
Leaders
Technically
Competent
Knowledge
Power
Social Networks
COMPONENTS
• Social networks (set of socially relevant nodes) = social graphs
• Nodes = members in a network
• Ties = relationships among nodes
• Nodes (members of the network)
– Have interactions (behaviour based ties)
– Have flows (exchange information, influence, etc.)
ELEMENTS
• Media multiplexity – flows are in many directions
• Social object theory – object of common interest
(more powerful if there is a way to activate relationship between people and
objects)
• Object sociality – extent objects can be shared
Virtual Communities
• Virtual community of consumption
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Common love of a product
Remain anonymous – through cyberspace only
Operation is similar to any community
Social media provides the connection
• Virtual World Communities:
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Presence
Collective interest
Democracy
Standards of behaviour - flaming
• Levels of participation –
– Tourists: Lack strong social ties to group, and maintain only a passing interest in
the activity.
– Minglers: Maintain strong social ties, but are not very
interested in the central consumption activity.
– Devotees: Express strong interest in the activity, but
have few social attachments to the group.
– Insiders: Exhibit both strong social ties and strong interest in the activity
Thank You
PERCEPTION IS REALITY
IN THE LIFE