1. What role do you think normative influence and consumer socialization have played in the
ongoing popularity of Black Friday and Cyber Monday?
– Normative influence: Managers of store affect to some people that have influence in a
groups of people such as: celebrities, idols,… Because influencers can attract many people,
it can increase company’s rate. In this case, store managers can propose promotion or
discount information to influencers to attract more consumers.
– Consumers socialization: Store managers try to create norms in Black Friday and Monday
Cyber that they will have limited discount products. It affects to customer’s buying-decision
that they will save money on the days near Black Friday
2. What kinds of opinion leaders would you recommend that retailers target to influence
consumers’ decisions about where and when to shop on Black Friday and Cyber Monday?
– Market maven is the opinion leaders that I will choose. Firstly, They have used the products
so the evaluation about product from them have good validity. Secondly, they have in-depth
knowledge product so they can recommend some optimum buying-decision for customers.
Furthermore Because of in-depth knowledge about product, the information about product
is messaged appropriately
3. How is the valence of information about Black Friday and Cyber Monday likely to influence
consumers’ decisions about where and when to shop on those days?
Valence of information
Description
Customers decision
Positive
People get the latest
information about the place
Good information can help
customers buy products with
updated correctly
-> Increase brand loyalty
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