CHAPTER 7
GROUP INFLUENCES ON CONSUMER BEHAVIOR
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1 TYPES OF GROUPS
1.1 Consumption Subcultures
1.1.1 Marketing and Consumption Subcultures
1.2 Brand Communities
1.2.1 Marketing and Brand Communities
1.3 Online Communities and Social Networks
1.3.1 Marketing and Online Communities and Social Networks
2 REFERENCE GROUP INFLUENCES ON THE CONSUMPTION PROCESS
2.1 The Nature of Reference Group influence
2.2 Degree of Reference Group Influence
3 MARKETING STRATEGIES BASED ON REFERENCE GROUP
INFLUENCES
3.1 Personal Sales Strategies
3.2 Advertising Strategies
4 COMMUNICATIONS WITHIN GROUPS AND OPINION LEADERSHIP
4.1 Situations in Which WOM and Opinion Leadership Occur
4.2 Characteristics of Opinion Leaders
4.2.1 Market Mavens
4.3 Marketing Strategy, WOM, and Opinion Leadership
4.3.1 Advertising
4.3.2 Product Sampling
4.3.3 Retailing/Personal Selling
4.3.4 Creating Buzz
5 DIFFUSION OF INNOVATIONS
5.1 Categories of Innovations
5.1.1 Continuous Innovation
5.1.2 Dynamically continuous Innovation
5.1.3 Discontinuous Innovation
5.2 Diffusion Process
5.2.1 Factors Affecting the Spread of Innovations
5.2.2 Characteristics of Individuals Who Adopt an Innovation at Varying Points in Time
5.3 Marketing Strategies and Diffusion Process
5.3.1 Market Segmentation
5.3.2 Diffusion Enhancement Strategies