Consumer Beh ch 7

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Classifying Groups
- membership
- strength of social tie
- type of contact
- attraction
Brand Communities

can add value to the ownership of the product and build intense loyalty
Types of Influence
- Informational
- Normative
- Identification
Informational Influence

watching others and learning
Normative Influence

do something so you don't get made fun of
Identification Influence

has internalized values of the group
Communication within Groups
- WOM (word of mouth)
- Opinion Leaders
- Market Mavens
Opinion Leaders

the go-to-person for specific info
Market Maven

go-to-person for everything
Strategy to Generate WOM
- Advertising
- Product Sampling
- Retailing/Personal Selling
- Creating Buzz
Online Strategies to Leverage Buzz and WOM
- Viral Marketing
- Consumer Review Sites
- Blogs
Innovation

an idea, practice, or product perceived to be new
Continuous Innovation

little change required by purchaser (new type of tooth paste)
Dynamically Continuous Innovation

moderage change but happy to do so (switching from normal cell phone to smart phone)
Discontinuous Innovation

major changes are required (switching from paper book to kindle)
Stages in Adoption Process

awareness --> interest --> evaluation --> trial --> adoption
Adopter categories
- innovators
- early adopters
- early majority
- late majority
- laggards